Stratigic Management - McDonalds Assignment Example | Topics and Well Written Essays - 2000 words

Stratigic Management - McDonalds - Assignment Example The analysis of these factors can reveal the internal strengths and weaknesses of a company (Barnat, â€Å"Internal Organizational Analysis†). McDonald’s is one of the biggest fast food restaurants with customer base of 47 million. McDonald’s operates in almost 119 countries in the world. It has complicated distribution channel and its supplier’s network is spread throughout the world. McDonald’s marketing strategy aims to raise the sales and to maintain its brand image. McDonald’s constantly alter the strategies according to the customer’s tastes, standard of living and opinions. McDonald’s is quite approachable in countries where people are sensitive towards consuming various foods, for example, the market of India (Scribd, â€Å"Internal Analysis on Macdonald’s†). ... In the year 2006, McDonald’s had faced criticism in Japan because of including forbidden foods and dishonest coloring of apple pies. Another critic stated that McDonald’s and its other fast food competitors demoralized native cooking and developed identical international culture. Besides, McDonald’s had faced bad reputation because of unhealthy food and bad employee relation in many of their outlets. There was objection against McDonald’s for making people work for lower wages (Gibison, â€Å"McDonald’s: A Good Image with Bad Ethics†). Section 3: In-depth Internal Analysis Resource Based View of McDonald’s The marketing strategy of McDonald’s is based on the internal resources. Tangible Resources: Product: With regard to fast food products there are many choices for a customer. Thus, McDonald’s focuses on creating a menu that most of the consumers require as well as prefer. McDonald’s always examine the preferences of customers as the preferences change from time to time. To facilitate the change in preference, McDonald’s continuously develop new products and replace old products (McDonald’s Corporation, â€Å"Marketing at McDonald’s†). Intangible Resources: Brand Reputation: McDonald’s has good brand reputation. In the year 2008, it was ranked number eight among other international brands. It had ranked in first position among other fast food international brands. The brand value was calculated to be around 49,499 million USD. In the fast food markets of North America, McDonald’s brand was ranked in seventh position (Millward Brown Optimor, â€Å"Top 10 0 B rand Ranking†). In the year 2010, McDonald’s brand was ranked sixth in the year 2010, among ‘most valuable global brands’ (Social Brand Value, â€Å"Brand