# data[].attributes.body
Given that McDonald's has customers from all over the world, retaining them is a priority. As a result, steps and tactics should be developed in accordance with the customs and cultures of many nations. Since there are devoted customers in every nation, McDonald's ought to give each one attention in order to maintain profitability and avoid losing any of its stakeholders or future clients. They need to concentrate on creating the campaigns that support the commercials in addition to first enhancing the quality of the advertisements so that individuals from other nations find McDonald's products or services to be the most relevant to them. The holiday and occasion meal packages can make McDonald's meals more appealing. The marketing should concentrate on a specific good or service that is relevant to the clients. Care must be taken when choosing the keywords. The hamburger gift baskets might become the centre of attention. Their commercial is quite straightforward, making it easy for people of all ages and social backgrounds to grasp; it focuses on specials and free delivery.

​From the perspective of the global economy, the style of advertising plays a significant part, and the prices need to be established in accordance with the income of the country. The behaviour of the customer's has to be concentrated or known that what the consumer wants to see in McDonald's. For instance, pricing shouldn't be higher in Asian nations so that people can easily buy the goods or hamburgers. The free social media can be quite helpful in this regard; for instance, individuals can learn about costs while relaxing at home, and Facebook and Twitter can aid in advertising McDonald's services in light of the local culture.

To increase productivity from around the world, McDonald's should improve its menu. The menu is very limited, and to attract the global world, the menu should be appealing and in line with the countries' perspectives, values, and beliefs. Special magazines could be distributed to customers on special occasions. McDonald's should encourage efficient sales globally in order to boost profit and productivity. A positive feedback loop is required between the marketing, consumption level, sales volume, etc. To keep customers from around the world, it is important to monitor long-term trends in the global market.

# data[].attributes.body
McDonald's Corporation is the largest network of hamburger fast food restaurants in the world, serving more than 58 million people each day. In addition to its well-known restaurant chain, McDonald's Corporation also owned Boston Market until 2007, had a minority stake in Pret A Manger until 2008, and was a significant investor in Chipotle Mexican Grill until that year. Either a franchisee, an affiliate, or the company itself runs a McDonald's restaurant. The company's income is derived from sales in its own restaurants as well as rent, royalties, and other fees paid by franchisees. Over the three years ending in 2007, McDonald's revenues increased by 27% to $22.8 billion, and operating income increased by 9% to $3.9 billion.

​Burgers, cheeseburgers, chicken goods, fries, breakfast dishes, soft drinks, shakes, and desserts are McDonald's main product offerings. The company has adjusted its menu to include items that are viewed as healthier, such as salads, wraps, and fruit, in reaction to the Western world's rising rates of obesity and in response to customer complaints about the nutritional value of its goods.

​The method by which this fast-food restaurant chain distributes its goods and brings them to market. According to the Marketing Mix theory, place (distribution) influences where and how a product will be sold. McDonald's is the top worldwide foodservice retailer, according to www.mcdonalds.com, serving almost 46 million customers every day in 121 different countries through its more than 30,000 local restaurants. Approximately 80% of McDonald's restaurants strive to enter the market first and build the brand as quickly as possible through aggressive promotion. With the aid of this efficient distribution method, McDonald's has amassed a sizable market share in the global fast food industry. Additionally, stores need to have a designed ambience that appeals to the target demographic and encourages customers to make purchases, says Kotler. In order to reach a wide range of people, McDonald's has also predetermined the locations of many of its outlets. Conclusion. In conclusion, McDonald's marketing staff should be commended for their aggressive distribution strategy. As companies and other organisations advance, the difficulty of producing their products.

​Since you can now purchase a Happy Meal at the Happiest Place on Earth, the McDonald's executive insisted that it was about being a part of Disney and their theme parks, films, and characters. There are many locations in Disney World where you can purchase a Happy Meal or, more specifically, McDonald's goods. Between Frontierland and Adventureland, as well as eateries in Downtown Disney and near to the Disney All-Star Resorts, you may find a McDonald's kiosk. Not only are these eateries accessible, but some of the best McDonald's can be found there. The Magic Kingdom's kiosk is styled after a Conestoga waggon to reflect the theme of Frontierland. Both the enormous McDonald's in Downtown Disney and the one close to the All-Star Resort provide children with fantastic play areas. Despite the fact that Disney has many dining options, customers prefer McDonald's because they know their kids will enjoy the cuisine, it is reasonably priced, of high quality, and provides a play area for kids to utilise while they eat. McDonald's was clever in coming up with this delivery method since they saw how much they could earn from working with the Disney Corporation.

# data[].attributes.body
Marketing objective that McDonald's can pursue for their business:
1.      Increasing sales by launching new product that related to health-consciousness and investing in health-consciousness communication strategies.

2.      Grow market share by investing in innovation and digital technology to create the better purchasing experience for customers.

3.      Launch new product and services by introducing more diverse menu that cater to local culture preferences.

# data[].attributes.body
Growth is vital to running a profitable business (Hussain et al., 2013). Therefore, the Ansoff matrix analysis has become an effective tool to understand the current growth of a business. Hussain et al (2013) define Ansoff matrix as the technique used to make evaluation about the business growth through product and market expansion networks. It can help the business to develop the possible expansion strategies. Stone (2001) state that there were four strategies under Ansoff matrix analysis which are market penetration, market development, product development and diversification.

McDonald’s has applied Ansoff matrix growth strategies to expand their business. The strategies used by McDonald’s including market penetration strategy, product development strategies, market development strategy and diversification strategy.

Stone (2001) mention that market penetration strategy is promoting existing products in existing markets to increase market share. McDonald's efforts to make this strategy successful include happy meal, drive-thru, delivery services and clever pricing. For instance, McDonalds has launched “Happy Meal” in their menu in order to increase their sales through children. They offer free toy in each happy meal, there are toys ranging from famous characters of movies such as Super Mario, Toy Story 4, Avengers: Endgame and Star Trek: The Motion Picture. In addition, McDonald's has also increased payment efficiency by adapting drive-thru. Drive-thru ordering systems also help McDonald’s increases capacity because it enables them to serve more people than could fit in their dining rooms. McDonald's offers home delivery service to increase penetration in high-traffic locations. Moreover, McDonald’s has applied specific pricing strategy which is price bundling strategy and psychological pricing. Bundling pricing refers to combining several products as a bundle and sold the bundle at a reduced price (Kotler & Armstrong, 2011). For example, hamburger, French fries, beverage, and toy are combining by McDonald’s as a bundle called “Happy Meals” and sold at single price (Taneja, 2010). Influencing customers to purchase based on emotional responses rather than on economically responses called psychological pricing strategy (Pride et al., 2019).  For instance, McDonald’s set the price at RM 5.99 for the McSavers Mix & Match instead of rounding to the nearest RM 6.00, which looks cheaper to attract customers' attention.

According to Mbithi et al (2015), product development strategy is defined as developing a new product or modifying the current product to current market. It can be said that McDonald's has used this strategy well to cater to the needs of different markets by localizing its products. For instance, McDonald's launched a variation of the Big Mac but without pork or beef called “Maharaja Mac” in India (Panwar & Patra, 2017). The reason is that about 80% of the customer in India is Hindu and 12% is Muslim so this product can avoid offending the local customers (Panwar & Patra, 2017). Besides, McDonald's pay attention to the differences in regional eating habits and develop new products in different regions of China. For instance, McDonald's launched a unique regional limited "chili sauce" in Sichuan, China (Wu & Ma, 2021). According to Wu and Ma (2021), Sichuan local people's food taste is mainly spicy. This strategy enables McDonald's to be welcomed by local customers and helped McDonald's win more Chinese markets. By launching the new product in different countries based on the culture preferences, McDonald’s success in maintaining its competitive position in every market.

Market development strategy is defined as offering current products to the new market that a firm not yet reached (Mbithi et al., 2015). Ohmae (1989) suggest that becoming more global is a necessary condition for large companies to compete and they must move from a company that sees overseas operations as less important to one that sees the entire world as a single market without borders. For instance, McDonald's uses a "think global, act local" approach to penetrate different new markets (Vignali, 2001). McDonald's international business is growing rapidly, especially in less competitive markets. This can effectively strengthen its competitive advantage and solidify its leading position. For example, McDonald's is expected to account for an increasing share of new restaurant additions in markets such as China, Italy, and Mexico over the long term (Vignali, 2001). The number of McDonald’s restaurant in China already reached 3500 in 2020, and now McDonald's plans to open 200 new outlets in Italy by 2025. It can be said that McDonald’s have been successful in performing the market development strategy to expand these international markets.

Diversification strategy is a strategy for company growth by developing new products into the new market (Waiganjo et al., 2021). McDonald's McCafé is an example of diversification by developing new products into new markets. McCafé decided to reject the traditional concept of fast food as well as the typical McDonald's menu drinks. Therefore, McCafé offers new McDonald's products not found in traditional restaurant and introduces a new kind of modern coffee shop concept. They not only offer a wide range of coffee drinks but also a wide range of bakery and pastry products. They also clearly differentiate themselves from traditional McDonald's restaurant by designing the McCafé with a modern and relaxed vibe. McCafé effectively attracts customers who don't usually come to McDonald's for fast food. Furthermore, McDonald’s also diverse itself by venturing into hotel industry which is the “Golden Arch Hotel” (Perreault et al., 2014). Their target market are families and business travellers (Perreault et al., 2014). However, this strategy was not successful because business travellers are not the customers that McDonald's usually serves and McDonald’s do not possess related experience in managing upscale hotels which are very different from fast food restaurants (Perreault et al., 2014).

Due to the accelerated pace of life, fast food is becoming more and more popular in urban areas. However, consumers also become more health conscious. Therefore, fast food brands should launch new products and develop health-related communication strategies (Sarothiya & Mundra, 2019). McDonald’s should expand the concept of healthy lifestyle in the next five years to gain the competitive advantages in the fast-food market. According to Sarothiya and Mundra (2019), studies have claimed that low-calorie, light and low-fat menu items are the current trend of the fast-food customers. In this case, McDonald’s should investigate and respond to the new needs of customers with increasing health consciousness. McDonald’s can concentrate on training employees to prepare healthy food that meet the new customers need and keep updating their menu toward healthy food. All this strategy can help McDonald's build a strong brand that is healthy, friendly and harmless.

# data[].attributes.body
In conclusion, McDonald’s is one of the largest fast food company in the world. It has been very successful because of the value company gives to the customers. Then, it also successful in operating within the food service industry through efficient ways and quality standards. It can enable them to gain competitive advantage. As we know their international market growth, McDonald’s has already been efficient in gaining entry by competing with other fast food restaurant around the world such as Burger King, KFC and Texas Chicken. McDonald’s was able to offer its products to the global market because they gain many good feedbacks and recommendations from customers. They will make sure their products were modified to suit the country taste and preferences, implemented affordable price and effective promotions or offers.

McDonald’s manage to adapt to its people’s cultural needs. It can be said as a learning organization which is willing to learn and open to change. They continue their path for success by keeping their consumers in mind for making sure their products with affordable price. They also will encourage their employees to done a good job. Next, they will promote and offer several scholarships to encourage education for the children. McDonald's is a centralized, they find ways to use technology products to increase their productivity, service or sales and everywhere from using the Nintendo DS to train their staff to use New POS touchscreen registers. It has excellent business processes and information systems. Therefore, McDonald's will certainly be more famous around the world in the future.

# data[].attributes.body
Dholakia, U. (2019). Priced to influence, sell & satisfy: Lessons from behavioral economics for pricing success.Utpal Dholakia.  https://books.google.com.my/books?id=bzYDEAAAQBAJ&printsec=frontcover&dq=psychological+pricing+strategy&hl=zh-CN&sa=X&redir_esc=y#v=onepage&q=psychological%20pricing%20strategy&f=false

Hussain, S., Khattak, J., Rizwan, A., & Latif, M. A. (2013). ANSOFF matrix, environment, and growth- an Interactive Triangle. Management and Administrative Sciences Review, 2(2), 196-206. https://www.researchgate.net/publication/311773462_ANSOFF_matrix_environment_and_growth-an_interactive_triangle

Kotler, P., & Armstrong, G. (2011). Principles of marketing (14th ed.). Pearson Prentice Hall.

Mbithi, B., Muturi, W., & Rambo, C. (2015). Effect of product development strategy on performance in sugar industry in Kenya. International Journal of Academic Research in Business and Social Sciences, 5(12), 326-341. http://dx.doi.org/10.6007/IJARBSS/v5-i12/1961

Mbithi, B., Muturi, W., & Rambo, C. (2015). Effect of market development strategy on
performance in sugar industry in Kenya. International Journal of Academic Research in Business and Social Sciences, 5(12), 326-341.
https://hrmars.com/papers_submitted/1960/Effect_of_Market_Development_Strategy_on_Performance_in_Sugar_Industry_in_Kenya.pdf

Ohmae, K. (1989). Managing in a Borderless World-Kenichi Ohmae. Harvard Business
Review, 67(3), 152-161. https://www.coursehero.com/file/30909795/Managing-in-a-Borderless-Worldpdf/

Perreault, W., Canon, J., & McCarthy, J. (2014). Basic marketing: A marketing strategy planning approach (19th ed.). McGraw Hill.
https://books.google.com.my/books?id=JIZvEAAAQBAJ&pg=PA51&dq=golden+arch+hotel&hl=zhCN&sa=X&ved=2ahUKEwj3jfqv8o78AhXN2HMBHbFQAIQ4ChDoAXoECAQQAg#v=onepage&q=golden%20arch%20hotel&f=false

Pride, W. M., Hughes, R. J., Kapoor, J. R., Althouse, N. R., & Allan, L. A. (2019). Business, Loose-Leaf Version. Nelson Education Limited. https://books.google.com.my/books?id=edVUEAAAQBAJ&pg=PA197&dq=psychological+pricing+strategy&hl=zhCN&sa=X&ved=2ahUKEwi1jarNz4j8AhXm9zgGHRFVA_44HhDoAXoECAMQAg#v=onepage&q=psychological%20pricing%20strategy&f=false

Stone, P. (2001). Make marketing work for you: Boost your profits with proven marketing techniques. How To Books Ltd. https://books.google.com.my/books?id=c0kCxPnsaCcC&pg=PA50&dq=ansoff+matrix&hl=zhCN&sa=X&ved=2ahUKEwiG6vDW1oX8AhVvAbcAHThjChUQ6AF6BAgFEAI#v=onepage&q=ansoff%20matrix&f=false

Sarothiya, P., & Mundra, A. R. (2019). The rise of health conscious customer: The fast–food at stockade. Journal of Emerging Technologies and Innovative Research, 6(3), 37-40. https://www.jetir.org/papers/JETIRAI06005.pdf

Taneja, N. K. (2010). Looking beyond the runway: airlines innovating with best practices while facing realities. Routledge. https://books.google.com.my/books?id=WyoDQAAQBAJ&pg=PT168&dq=mcdonald%27s+happy+meal++bundle+pricing+strategy&hl=zhCN&sa=X&ved=2ahUKEwiSis3Vxoj8AhVpILcAHUkCCy8Q6AF6BAgIEAI#v=onepage&q=mcdonald's%20happy%20meal%20%20bundle%20pricing%20strategy&f=false

Vignali, C. (2001). McDonald’s: “think global, act local”- the marketing mix. British Food
Journal, 103(2), 97-111.
https://www.emerald.com/insight/content/doi/10.1108/00070700110383154/full/pdf?title=mcdonalds-think-global-act-local-the-marketing-mix

Wu, S., & Ma, J. (2021). Analysis of McDonald's marketing strategy in China. Advances in Economics, Business and Management Research, 203, 3073-3076. https://www.atlantis-press.com/proceedings/icemci-21/125965895

Waiganjo, M., Godinic, D., & Bojan, O. (2021). Strategic planning and sustainable innovation during the COVID-19 pandemic: A literature review. International Journal of Innovation and Economic Development, 7(5), 52-59. https://researchleap.com/wpcontent/uploads/2021/12/05_Strategic-Planning-and-Sustainable-Innovation-During-the-COVID-19-Pandemic-1.pdf

# data[].attributes.headline
• Evaluate the financial feasibility of the current business e.g. budget limitation / constraints 

# data[].attributes.subject
• Evaluate the financial feasibility of the current business e.g. budget limitation / constraints 

# data[].attributes.body
The above table 1.0 is about the statement of income for the company which is Mcdonald's. The total revenues for the year 2019 is RM 21364.40 in millions. It decreases about 11% in the year of 2020 which is RM 19,207.80 in millions. This is because it occurs global pandemic which is Covid- 19 pandemic. It affect consumer spending and confidence levels and supply availability and costs as well as the local operations in impacted markets. All of these can affect financial results, condition and outlook. Importantly, the global pandemic will result disrupted global health, economic and market conditions, consumer behavior and McDonald’s global restaurant operations since early 2020. It also increase pressure on labor availability and supply chain management. The total revenues for the year 2021 is increase 20% which is RM 23,222.90 in millions. This is due to the company adjust their business strategies with changing consumer behavior, operational restrictions during the pandemic covid- 19. They always preserve, enhance and leverage their brand’s value which is include corporate purpose, mission and values. The total budget revenue for the year 2022 is increase 6.3%. The sales for the budget 2022 is increase 15%.  This is because there have a FIFA World Cup which is very popular football competition around the world. It only launches every 4 years once. Hence, they have do some promotion and some gifts to attract customers for purchasing their product in all global franchise Mcdonald's. The total operating costs and expenses in the year of 2020 is decrease 3.5%. Assume the total budget operating costs and expenses in the year of 2022 is remain unchanged with the previous year which is 2021. The net income from the year 2019 until the budget of the year 2022 in positive.

# data[].attributes.headline
• Estimate the overall marketing costs (percentage) of the overall costs to the business                               • Highlight which marketing costs should be increased or reduced. Justify your answer

# data[].attributes.subject
• Estimate the overall marketing costs (percentage) of the overall costs to the business                               • Highlight which marketing costs should be increased or reduced. Justify your answer

# data[].attributes.body
Through the table 1.0, the budget of year 2022, the percentage of overall marketing costs of the overall costs to the business is 18.48%. The formula for calculating the overall marketing costs of the overall costs to the business is [ (2377.80 ÷ 12866.90 ) × 100% ]. The percentage of marketing costs to the total revenues is 9.63%. The formula for calculating the marketing costs to the total revenues costs is [ (2377.80÷ 24691.01) × 100% ].  Although the marketing costs is low than other cost but they have proper use and arrange for spending in advertising, agency fees, customer survey, gifts to customers, online advertising, printed materials and displays, social media monitoring and participation and sponsorships. It increase many customers for purchasing their products in different way of the marketing strategy that they have done.

The marketing costs that should be increase is online advertising and social media monitoring and participation. This is because in this modern generation, almost everyone will have mobile phone for communicating day to day to their friends, relatives and family. There also have many apps such as Youtube, Instagram, Facebook, Tik Tok and Twitter. It makes the customer easier to get the latest news and updates about the Mcdonald's information and promotion. It can be said as nowadays many people watch mobile phone more than watch television. With the online advertising and social media for more spending it, I believe it can attract many people to know and buy Mcdonald's every times.

# data[].attributes.body
Ozan, K. M. (2022). McDonald`s Annual Report 2022. Chicago: McDONALD’S CORPORATION.

# data[].attributes.headline
Strength is the factors that can help an organization carry out the vision and mission of the organization. McDonald’s has good quality control of the product. With regard to all of the raw materials, including vegetables and livestock such as cows and chickens, McDonald’s maintains a policy of the strictest quality control. Food safety always is a top priority for McDonald’s. Every step of the food processing process is checked to make sure the food is prepared in a clean and tidy environment. This is to ensure customer love and to make sure that the appetite of customers can be satisfied. Due to good quality control, McDonald’s has tasty food that can be qualified. The food product prepared by McDonald’s always fulfills the customer’s needs. For example, the French fries from McDonald’s are the best flavor in the fast food sector. The customer agreed that McDonald’s fries had the best taste.  According to Parsons (2021), strength is the ability or benefit that an organization has that is unique from that of other organizations. Due to these advantages over other businesses in the market, the organization will be able to compete with the other company. McDonald’s is the ninth most valuable brand in the world. Due to its enormous brand value, the company dominates the restaurant industry in spite of the fierce competition. McDonald’s has the best branding strategies and their marketing strategies are successful. Everyone is familiar with its emblem, and several of their menu items, such as the Big Mac and French Fries, are easily recognizable.

# data[].attributes.subject
Strength is the factors that can help an organization carry out the vision and mission of the organization. McDonald’s has good quality control of the product. With regard to all of the raw materials, including vegetables and livestock such as cows and chickens, McDonald’s maintains a policy of the strictest quality control. Food safety always is a top priority for McDonald’s. Every step of the food processing process is checked to make sure the food is prepared in a clean and tidy environment. This is to ensure customer love and to make sure that the appetite of customers can be satisfied. Due to good quality control, McDonald’s has tasty food that can be qualified. The food product prepared by McDonald’s always fulfills the customer’s needs. For example, the French fries from McDonald’s are the best flavor in the fast food sector. The customer agreed that McDonald’s fries had the best taste.  According to Parsons (2021), strength is the ability or benefit that an organization has that is unique from that of other organizations. Due to these advantages over other businesses in the market, the organization will be able to compete with the other company. McDonald’s is the ninth most valuable brand in the world. Due to its enormous brand value, the company dominates the restaurant industry in spite of the fierce competition. McDonald’s has the best branding strategies and their marketing strategies are successful. Everyone is familiar with its emblem, and several of their menu items, such as the Big Mac and French Fries, are easily recognizable.

# data[].attributes.headline
Weakness refers to organizational environmental elements or significant organizational resources that are inadequate or underdeveloped. These characteristics might make it difficult for the corporate organization to develop and carry out its strategic plan. Weakness is a factor that prevents a business from performing successfully and preventing it from accomplishing its aims and objectives of the business. The weakness of McDonald’s is supply chain interruptions. Due to supply chain challenges, McDonald’s Malaysia has been forced to ration fries, adding Malaysia to the list of Asian nations where the fast food company is suffering shortages. Besides, while the franchising approach has helped the company expand internationally into so many countries, it also has limitations. The business enterprise is struggling financially, as well as with poor management and irate clients. Franchisees, who operate autonomously and so have minimal impact on the company’s daily operations but have a direct impact on the brand, produce the majority of the revenue. Employee dissatisfaction is also one of the weakness of company. The staff at McDonald’s has been quite critical of the company. The workers have repeatedly demonstrated and gone on strike in order to increase the minimum wage.

# data[].attributes.subject
Weakness refers to organizational environmental elements or significant organizational resources that are inadequate or underdeveloped. These characteristics might make it difficult for the corporate organization to develop and carry out its strategic plan. Weakness is a factor that prevents a business from performing successfully and preventing it from accomplishing its aims and objectives of the business. The weakness of McDonald’s is supply chain interruptions. Due to supply chain challenges, McDonald’s Malaysia has been forced to ration fries, adding Malaysia to the list of Asian nations where the fast food company is suffering shortages. Besides, while the franchising approach has helped the company expand internationally into so many countries, it also has limitations. The business enterprise is struggling financially, as well as with poor management and irate clients. Franchisees, who operate autonomously and so have minimal impact on the company’s daily operations but have a direct impact on the brand, produce the majority of the revenue. Employee dissatisfaction is also one of the weakness of company. The staff at McDonald’s has been quite critical of the company. The workers have repeatedly demonstrated and gone on strike in order to increase the minimum wage.

# data[].attributes.headline
Opportunities are the elements of the organization’s external environment that positively affect it by giving it a chance to pursue the goals. McDonald’s offers customers super value meals to increase the sales of the business. For example, McDonald’s start a mix and match deal which means matching a main and a side to create a combo at only RM5.99. In addition, McDonald’s must make an effort to add creative items to the menu to satisfy customers’ appetites. Therefore, the business can always have new customers and the sales will be increased. The management team of McDonald’s always do survey to start up new products based on culture, geographic and demographic. Mobile apps are also one of the opportunities of the organization. McDonald’s has designed a McDelivery app to convenience the customer to enjoy the promotion. All the latest information or new product will be uploaded in the app so that the customers can order anytime anywhere. Furthermore, McDonald’s also cooperate with online platforms such as GrabFood and Foodpanda These apps had helped McDonald’s meet the needs of customers and bring benefits to the business and customers.

# data[].attributes.subject
Opportunities are the elements of the organization’s external environment that positively affect it by giving it a chance to pursue the goals. McDonald’s offers customers super value meals to increase the sales of the business. For example, McDonald’s start a mix and match deal which means matching a main and a side to create a combo at only RM5.99. In addition, McDonald’s must make an effort to add creative items to the menu to satisfy customers’ appetites. Therefore, the business can always have new customers and the sales will be increased. The management team of McDonald’s always do survey to start up new products based on culture, geographic and demographic. Mobile apps are also one of the opportunities of the organization. McDonald’s has designed a McDelivery app to convenience the customer to enjoy the promotion. All the latest information or new product will be uploaded in the app so that the customers can order anytime anywhere. Furthermore, McDonald’s also cooperate with online platforms such as GrabFood and Foodpanda These apps had helped McDonald’s meet the needs of customers and bring benefits to the business and customers.

# data[].attributes.headline
Threats are defined as external environmental variables that may have an impact on how well organizational tactics perform in achieving goals. Fast food trends are a threat to the McDonald’s company. McDonald’s always produce classic product to make sure can fulfill the appetite of the customer which makes the company cannot follow up the market trend. This may result in the company being unable to compete with other companies. Besides, economic instability also will affect the performance of the organization. For example, the COVID-19 pandemic causes the buying power of customers to decrease and the sales of organizations also reduced. Next, public health awareness has increased. This will cause the sales of McDonald’s to drop drastically. This is because fast food is very unhealthy food in the people’s mind.

# data[].attributes.subject
Threats are defined as external environmental variables that may have an impact on how well organizational tactics perform in achieving goals. Fast food trends are a threat to the McDonald’s company. McDonald’s always produce classic product to make sure can fulfill the appetite of the customer which makes the company cannot follow up the market trend. This may result in the company being unable to compete with other companies. Besides, economic instability also will affect the performance of the organization. For example, the COVID-19 pandemic causes the buying power of customers to decrease and the sales of organizations also reduced. Next, public health awareness has increased. This will cause the sales of McDonald’s to drop drastically. This is because fast food is very unhealthy food in the people’s mind.

# data[].attributes.body
McDonald's provides beverages and food. They serve a wide range of fast food beverages for breakfast, lunch and dinner. In addition, they also offer a dessert menu. McDonald's currently offers 145 different items to their customers. They also provide delivery, drive thru and walk in services.

Firstly, for breakfast their menu are hot pancake, hash browns, bagels, wraps and burger topped with bacon eggs, sausages and cheese. You can purchase all this item either walk in or drive thru their counter as some of McDonald’s outlet are open for 24 hours. Besides that, you can also get coffee and sweet pastries like macaroons, banana bread, chocolate muffins and more at McCafe. Toasted savoury sandwiches are also available at their cafe.

Next, for lunch they usually offer chicken and beef burgers. You may purchase them alone or as part of a meal that includes fries and a drink. There are some menu that only have for a brief period such as seared and crispy chicken wraps and lamb wraps. If you search for a healthier menu, they provide steaks salads with Thai dressing.

Frozen soft drinks, smoothies, Frappes, coffee, shakes and tea are all available at McDonald’s. Other than that, they also have Sundaes, soft serve cone, apple pie and McDonald Land cookies for dessert and McFlurries which is their signature dessert. You may also obtain sweet pastries labelled under the ‘Breakfast‘ from McCafe.

McDonald’s also have many other types of fast foods and beverages. They got chicken and sandwiches and McCafe Bakery. McDonald’s only had 9 menus when they first opened. However, every year their menu increases and they become one of the most well-known fast food chains around the world.

# data[].attributes.body
Segmentation, Target Market and Positioning

McDonald’s categorised their products based on factors such as demographics, price and popularity. Their target markets are children, family and businessmen. They being targeted by McDonald’s because these markets sectors because of their massive size and predicted growth rates. These categories are having profit margins that are exceedingly high.

Placement segmentation. McDonald's may sell various commodities to different groups based on their consumption habits. A segment is a group of people who share characteristics. Gender, locality, age, lifestyle, economic status, and a range of other characteristics are among them.

Behavioral Segmentation. Special occasions, such as children's birthday parties, are linked to behavioural segmentation. McDonald's draws local youth groups and sports teams not just because of its inexpensive prices, but also because of its handy location. McDonald's can handle a big number of people and appeals to a younger demographic. Their meals and advertising are mostly aimed at keeping a young client base.

Demographic Segmentation. McDonald's prioritises demographic segmentation as a significant focus. Students, children and parents comprise this group. McDonald's offers a comfortable environment for pupils to mingle with their friends as McDonald's is a favourite lunchtime and after-school hangout for students. McDonald's scores big with its happy meal and the free toy that comes with it since children are a major focus.

Psychographic Segmentation. To keep ahead of the competition, McDonald's must develop and market new items, as well as modified products with lower fat and cholesterol levels. This is the current trend, and eating healthily is something that everyone in the United States is concerned about. McDonald's and the fast-food industry are up against stiff competition. With that in mind, it's time to develop a strategic pricing strategy. This would allow the company to introduce new and better products at a lower cost than competitors. This will increase the company's market share and help it meet its marketing objectives. The ultimate goal is to boost sales and hence money.

Positioning of McDonald’s

Positioning is the process of determining the marketing mix that is most suited to the target client group. The positioning matrix shows that certain combinations make significantly more sense than others, and positioning is achieved by altering the four Ps of the marketing mix. McDonald's uses adaptive product positioning, which involves the company often revising products and services in response to market trends.

Multi-segment positioning. At the same time, the fast food business targets several geographic and demographic areas. The fast-food behemoth creates dishes that cater to the requirements and interests of each category.

Adaptive positioning. McDonald's repositions its items on a regular basis based on changes in customer tastes and preferences. For example, in response to consumers' growing health concerns, the fast food restaurant added a variety of healthful options to its menu, including Fruit & Maple Outmeal and Southwest Grilled Chicken Salad.

In my opinion, McDonald’s market segmentation, for McDonald’s is enough for them. It is because this four market segmentation can be use approaches to a variety of consumer products. McDonald’s cannot combine all of this segmentation as they have their limits and it might occur an ineffective way. Consumers can help any corporation establish a stronger business plan, and these strategies are critical. For target market and positioning, it is sufficient for them because everyone know McDonald’s nowdays. They already have huge fans of their food and beverages.

# data[].attributes.body
1.     John Dudovskiy (2022). McDonald’s Segmentation, Targeting and Positioning. Retrieved from: https://research-methodology.net/mcdonalds-segmentation-targeting-positioning/

2.     Krisz Rokk (2014). Marketing Plan. Retrieved from: https://www.strengthinbusiness.com/mcdonalds-positioning-segmentation/

# data[].attributes.body
The vision and mission statements of McDonald's reflect changes in the world of food services. The corporation considers its vision and mission statement to be crucial policies and strategic management tools for ensuring continued growth. Therefore, it is the largest fast-food restaurant chain in the world. According to Meyer (2022), the corporate mission statement of the organisation creates the purpose and related goals of the restaurant business, and the mission statement of McDonald's establishes the company as an approachable and enjoyable location for food service in this case. On the other hand, the company's corporate vision statement outlines the long-term goals for the fast-food sector, and the McDonald's vision statement, which is pertinent to competitive competition, inspires the corporate organisation to achieve development and improvement (Meyer, 2022). Given the presence of both larger regional and local businesses and major international competitors like Burger King, Wendy's, Subway, Starbucks, and Dunkin' Donuts, it is crucial that McDonald's develop the skills necessary to strategically manage the effects of competition and achieve business objectives based on the company's mission and vision (Meyer, 2022).

McDonald's is a company that cares about its customers, which is why its mission statement emphasises that it wants to do more than just provide delicious food. Samuel (2021) indicated that McDonald's has always believed in offering the highest quality meals to its customers while charging a fair price for them. So, the company's mission statement is, “to be our customers’ favourite place and way to eat and drink.” Regarding this statement, there are two important elements to consider: “Customer’s Favourite place” and “Way to eat and drink”. The first element of McDonald's mission statement is to become its customers' favourite place. Tanha (2022) stated that the fast-food industry aims to provide its customers with a pleasurable dining experience that includes more than just superb cuisine. Having an ambient atmosphere, structural and design components to boost the customer experience are all part of becoming the consumers' favourite place (Tanha, 2022). The second element of McDonald's mission statement is to become the customers' favourite way to eat and drink. Tanha (2022) believes that the second component shows that McDonald's aspires to be more than just another fast-food restaurant; it wants to stand out from the competition with its special flair and build strong enough relationships with its customers that eating and drinking at McDonald's becomes a distinct way of life.

In order to provide more customers with tasty meals every day across the world, McDonald's corporate vision is "to move with velocity to drive profitable growth and become an even better McDonald's, serving more customers delicious food each day around the world." The current vision statement for McDonald's emphasises the following points: Driving profitable growth by moving with velocity, Becoming an even better McDonald’s and Serving more customers delicious food every day around the world. Samuel (2021) has stated that the first component of the vision statement discusses how the corporation has always made exceptions, as well as specific arrangements to ensure the company's financial success in the market for the investors.

Speaking of which, at the start of 2006, the stock price of McDonald's was around $30, but in subsequent years, it has risen to more than $100 per share. In this way, the corporation has demonstrated that, despite being present in nearly every country on earth, there is still an opportunity for growth (Samuel, 2021). Meyer (2022) has stated that the second element is centred on improving the restaurant industry, even though the company vision is silent on the specific form of development. The company's goal of servicing more consumers is the final element of McDonald's vision statement. The company's goal of servicing more consumers is the final element of McDonald's vision statement. According to Tanha (2022), this element expresses the company's desire to grow and all the three elements of the vision statement are milestones towards putting the Velocity Growth Plan into action.

# data[].attributes.body
McDonald’s is a fast-food restaurant. It is one of the biggest and most well-known fast-food restaurants in the world. The name itself is the leading fast-food brand in the world. McDonald’s dominating most of the markets it works in, including Malaysia, much like Coca-Cola does. Fast foods are convenient, affordable, and quick substitutes for home-cooked meals (Goyal & Singh, 2007). Convenience is what people prefer nowadays as the lifestyle has become busier. As the result, people will go to fast food restaurants to have their meals there. Furthermore, eating out is getting more prevalent, and fast-food restaurant trips are expanding even more quickly (Dave et al., 2012). Any business that offers foods and beverages that can be consumed right away, whether on the premises, in designated dining areas shared with other foodservice businesses, or elsewhere, is considered a fast-food market (Goyal & Singh, 2007). McDonald's is generally thought of as one of the world's top fast-food chains.

McDonald’s has incredible early history. The United States is where it is from. Maurice ("Mac") and Richard McDonald, brothers, opened the first McDonald's restaurant in San Bernardino, California, in 1940. The brothers entered the food business again with a restaurant in San Bernardino, California. The two started out by operating a hot dog stand adjacent to Santa Anita Raceway (Reed, 2020). There used to be a wide selection of things available at the drive-in. However, the brothers decided to restructure the company in 1948, and after a three-month makeover, a new McDonald's was established (Britannica, 2022). In addition, they developed the Speedee Service Method, an easy-to-use ordering system. Burgers were cooked ahead of time, wrapped, and warmed by heat lamps to guarantee that diners received their food swiftly. Additionally, a self-service counter was available, doing away with the requirement for waiters and waitresses.

The brothers launched a franchise plan after years of extraordinary success at McDonald's. This strategy allowed Ray Kroc, who gave the restaurant kitchen equipment, to learn about the McDonald brothers. Even though the brothers had only licenced a small number of franchise eateries in Arizona and California at the time, Kroc was attracted by their business plan and bought the rights to begin franchising McDonald's outlets across the country (Reed, 2020). Ray Kroc built his first franchised restaurant in Des Plaines, Illinois, in addition to founding the McDonald's Corporation in 1955 (McDonald's Staff, 2020). One thousand McDonald's restaurants would be opened exclusively in the United States, according to Ray Kroc's plan.

McDonald’s are famous for its hamburger. They sell variety of hamburger and beverages. McChicken is one of the most basic and famous burgers they have. The Prosperity Burger was initially developed and introduced in Malaysia in 1994, whereas Ayam Goreng McD was first introduced in 1987. Malaysians adored the Prosperity Burger, which is why it was such a huge success. The Bubur Ayam which is Chicken Porridge, the local menu was introduced around the country (McDonald's Staff, 2020). The porridge has become the famous breakfast meals in Malaysia. McDonald’s also launched kids’ meal which is known as Happy Meal. Furthermore, the all-time favourites such as Big Mac, Cheeseburger, and Filet-O-Fish has become a must-have daily menu in restaurants. Additionally, beverages such as iced coffee, ice blended, and Oreo McFlurry also launched a few years ago.

# data[].attributes.body
Group members are discussing when they able to do the online discussion(Wed, December 14)

# data[].attributes.body
The group members unanimously agreed to choose McDonald's as our topic (Sun, December 18)

# data[].attributes.body
Start to dividing the task

# data[].attributes.body
Allocate the part that each person should be responsible for

# data[].attributes.body
Happy Meals for children offered by McDonald's

# data[].attributes.body
Breakfast combo offered by McDonald's

# data[].attributes.body
Product that offered by McCafe

# data[].attributes.body
Varitety of burgers that offered by McDonald's

# data[].attributes.body
Self-service machine by kiosk that offered at McDonald's

# data[].attributes.body
Drive-thru service provided by McDonald's

# data[].attributes.body
McDonald’s is one of the biggest and most well-known fast-food restaurants, and it has been a successful fast-food corporation that leads the fast-food brand in the world. The first McDonald’s restaurant has founded in 1940 by Maurice ("Mac") and Richard McDonald, brothers in San Bernardino, California. McDonald's corporate vision is "to move with velocity to drive profitable growth and become an even better McDonald's, serving more customers delicious food each day around the world." Besides, the company's mission statement is, “to be our customers’ favourite place and way to eat and drink.” McDonald's sells food and beverages. For breakfast, lunch, and dinner, a broad variety of fast-food beverages are offered. They also have a dessert selection available. Additionally, they offer delivery, drive-through, and walk-in services. McDonald’s has their own market segmentation such as placement segmentation, behavioural segmentation, demographic segmentation, and psychographic segmentation. Their target markets are children, family, and businessmen. There are two types of positioning that McDonald’s uses: multi-segment positioning and adaptive positioning. Based on the SWOT analysis, the strength of McDonald’s is that it has good quality control of the product, the weakness of McDonald’s is supply chain interruptions, the opportunity of McDonald’s is to offer customers super value meals to increase the sales of the business; and the threat faced by McDonald’s is fast food trends. In terms of marketing objectives, McDonald's can focus on increasing sales, growing market share, and launching new goods and services. To grow their business, McDonald's has used Ansoff matrix growth tactics. McDonald's uses a variety of strategies including market penetration, product development, market development, and diversification. In addition, McDonalds’s has used value-based pricing as the pricing strategy of the company. The promotion strategy that McDonald’s has used is advertising through social media platforms, creating campaigns, and offering holiday and occasion meal packages to make McDonald's meals more appealing. Total operating costs and expenses are expected to fall by 3.5% in 2020. Assume the total budget operating costs and expenses in the year 2022 remain unchanged from the previous year, which is 2021. The net income from the year 2019 until the budget of the year 2022 is positive. The marketing costs that should increase are online advertising and social media monitoring and participation.

# data[].attributes.body
Britannica, T. E. of E. (2022, August 13). McDonald’s American corporation. Britannica. Retrieved December 24, 2022, from https://www.britannica.com/topic/McDonalds

Dave, J. M., An, L. C., Jeffery, R. W., & Ahluwalia, J. S. (2012). Relationship of attitudes toward fast food and frequency of fast-food intake in adults. Obesity Journal, 17(6), 1164–1170. https://onlinelibrary.wiley.com/doi/pdf/10.1038/oby.2009.26

Goyal, A., & Singh, N. P. (2007). Consumer perception about fast food in India: An exploratory study. British Food Journal, 109(2), 182–195. https://www.academia.edu/download/38207701/11023758.pdf

McDonald’s Staff. (2020). A great success story was in the making. McDonald’s Malaysia.

Retrieved December 24, 2022, from https://www.mcdonalds.com.my/company/history

Meyer, P. (2022, July 17). McDonald’s Mission Statement & Vision Statement (An Analysis). Retrieved December 24, 2022, from https://panmore.com/mcdonalds-vision-statement-mission-statement-analysis

Reed, E. (2020, January 2). History of McDonald’s: Timeline and facts. The Street. Retrieved December 24, 2022, from https://www.thestreet.com/markets/history-of-mcdonalds-15128096

Samuel. (2021, August 2). McDonald’s Mission and Vision Statement- Full History. Retrieved December 27 2022, from How I Got The Job: https://howigotjob.com/mission-statement/mcdonalds-mission-and-vision-statement/

Tanha, B. (2022). McDonald’s Mission Statement & Vision Statement. Retrieved December 25, 2022, from visionarybusinessperson: https://visionarybusinessperson.com/mcdonalds-mission-statement/

# data[].attributes.body
Value-based pricing, or value pricing based on McDonald's entire "Think Global, Act Local" approach to marketing and business management, is fundamental to the company's pricing strategy. It specifically entails making sure that its food and beverage products are within the means of the local or regional market it caters to.
In addition to its general pricing strategy, the corporation employs different pricing techniques. First is value pricing. Value-based pricing is crucial to McDonald's entire pricing strategy since it must appeal to its target market in the face of fierce competition. For instance, its prices should change from those it employs in nations with higher income groups in order to enter and succeed in a local market. This is value-based pricing since it uses a customer-focused strategy to set prices in accordance with how customers value a specific good or service.

​Besides, variable pricing also the McDonald’s pricing technique. Variable pricing is consistent with its value-based pricing. This entails taking into account many factors related to the manufacturing and distribution of a specific product. Location, time or date, the source of the production, interest and currency rates, and the purchasing power of the target market are a few examples of these variables. It's interesting to note that the cost of a Big Mac has been used informally to gauge the impact of currency exchange rates and the purchasing power parity between two distinct currencies. This idea was first presented in 1986 by The Economist in an effort to make the public more receptive to exchange-rate theory.

​Price bundling, often known as bundle pricing, is another element of McDonald's pricing strategy. This entails bundling at least two things and charging a "bundled price" for them. A bundled product is less expensive to buy than the sum of the costs of buying the constituent products separately. Bundling prices has a number of advantages. Bundling makes the entire purchasing process simpler. This is appropriate for the running of fast food establishments. Additionally, this tactic gives customers a greater perceived value per transaction. When customers choose packaged products, they are effectively increasing the value of their purchases. Price bundling also helps the business to market low-profit items or guarantee that all of its goods can be bought by customers.

​Additionally, the business has demonstrated one of the best uses of psychological pricing. In this tactic, prices are stated as just-below-numbers or as little less than round numbers. For instance, in the US, a BigMac is offered for USD 3.99 rather than USD 4.00, and a BigMac Meal is offered for USD 5.99 rather than USD 6.00. A just-below pricing strategy is predicated on the idea that different prices have a psychological effect that affects consumer behaviour. Due to customers' tendency to ignore decimals and improperly round numbers due to their left-side bias, a solo order of a burger priced at USD 3.99 appears more reasonable than a burger priced at USD 4.00.

​In a number of circumstances, McDonald's must use a penetrating pricing strategy, which entails lowering prices relative to the competition in order to counter entry obstacles and risks from new competitors. This tactic enables it to draw clients, increase or decrease market share, and control client bargaining power. Not all fast food outlets and other dining establishments can use penetration pricing. Because of its economies of scale and ability to offer low prices, McDonald's enjoys a competitive advantage over other businesses. In order to penetrate New Delhi in 1996, the corporation adopted this tactic. It has lower costs than the neighbourhood food chain Nirula. Additionally, the prices of its food and drinks are less expensive in the Philippines than those of the neighbourhood fast-food business Jollibee. Be aware that its McCafé stores provide goods at lower prices than well-known coffee shops.

# data[].attributes.body
There are many food business that compete with McDonald’s in the Asians, including fast food restaurant, coffee shops, and western food restaurants. As a fast food business, Burger King is the main competitor for McDonald’s. Burger King sells a similar product to McDonald’s which is burgers. Burger King is a direct competitor of McDonald’s, resulting in them having the same group of customers.  Burger King is the second largest restaurant in the fast food industry of the country. According to Burger King, there are roughly 14,000 locations in close to 100 countries. Burger King always serves quality products at a reasonable price to the customers. The business also sources the ingredients and raw materials from suppliers to produce a delicious burger. This led to burger king becoming the main competitor for McDonald’s. The management team of McDonald’s should always think about the strategy to increase competitive advantage in business. One of the ways is to identify the weaknesses of competitors. One weakness of Burger King is easily limited products. For example, other businesses might sell grilled burgers comparable to these. Burger King’s small selection of products is also a problem because it keeps away customers seeking out more options. Besides, Burger King expanded the business internationally through franchising and the business model is a negative because it restricts corporate influence over franchises’ management styles. The management team of McDonald’s can take this opportunity to increase the competitive advantage in the industry and increase the sales of the business. McDonald’s can use a variety of strategies to grow its market share. These include enhancing creativity, fostering and maintaining consumer loyalty, hiring talented, committed personnel, purchasing other businesses, using efficient advertising, and setting prices for goods and services. McDonald’s can innovative products and always produce new items to fulfill the customers’ needs. For example, McDonald’s can produce a seasoning product to make sure the satisfaction of customers with the products. This can help the business determine what customers want and like about the product. This strategy may help McDonald’s to increase sales and expand the business more successfully.