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5th Feb 2018 Lecture (McDonald's A customer-focused "plan to…
5th Feb 2018 Lecture
McDonald's A customer-focused "plan to win" strategy
QSCV (Quality Services Cleanliness and value)
To
68 million customers buy daily
4 P's product, price, place and promotion.
More than 33000 restaurants, 118 countries
Pakistan vs Bangladesh.
Defining A Market Oriented Mission
Who is the customer.
What do consumers values
What is our business.
What should our business be
Vision,Mission,Goal,Strategy,Action plan
Companywide Strategic Planning:Define
Marketing's Role
Setting company objectives and goals
Designing the business portfolio
Defining the company mission
Planning marketing and other functional stratigies
Developing Strategies for growth and downsizing
Market development
Product development
Market Penetration
Diversification
Setting Company Objectives and Goals
Business Objectives
.Build Profitable Customer Relationships
.Invest in research
.Improve profits
Marketing Objectives
.Increase market share
.Create Local partnerships
.Increase promotion
Designing The Business Portfolio
The company must analyze its current business portfolio and determine the investment
Shape the future portfolio by developing strategies for growth and downsizing.
Analyze the current business portfolio
SBUs
Product line within a division
Company division
Single product or brand
The Market Growth Rate
Market growth is used as a measure of a market's attractiveness
The Boston Consulting Group Approach
good effort
