This means the products offered in the industry at a higher price are not accepted by the consumers and they tend to focus on buying foods that are of lesser prices. SWOT analysis of McDonalds analyses the brand/company with its strengths, weaknesses, opportunities & threats. Moreover, the spiciness is enhanced in food in Australia compared to the US to match the needs of the market (Mathur, 2017). There are also some other factors that are affected by the financial performance like prices and investors relation etc. The reason McDonald’s not only in Australia but it has been able to sustain its image and brand name by offering high quality fast food items across all parts of the world. Target market In order to reach our service to the right customer, we have chosen Demographic as our target market segment such as age, income and occupation. McDonald’s:“think global, act local”–the marketing mix. The element of competitive advantage for McDonald’s has been its high quality products. As we have researched the different variable related to the McDonalds Australia there are internal and external factors that affect the whole fast food industry including McDonalds. Mc Donald’s recognized early in their life that overseas market required an extremely high degree of local responsiveness and that they needed to manage business spread across different regions effectively and efficiently which would be achieved only through “Transnational Strategy”. Our site uses cookies. By continuing to use our site, you are agreeing to our. The most obvious opportunity for McDonald’s moving ahead in the future for Australian market will be to introduce new products with the local taste. McDonald’s uses Digital and Social Media Marketing, SEO Content and Tech Marketing, Content Marketing, SMS and Email Marketing, Referral Marketing, CRM and traditional marketing mechanism such as billboards, print media, television advertisements, leaflets, celebrity endorsements such as Elka Whalan, George Calombaris etc. Beverages 6. The company employs different marketing strategies during different seasons of the year. Salads 4. (2010). McDonald’s Australia have maintained a 10 year ‘winning’ streak with the award of three ‘Shame’ awards in the recent Parents’ Voice Fame and Shame Awards. Along with this, the financial performance of McDonald’s is discussed which confirms the fact that it is doing reasonable in the industry. The geography of fast food outlets: a review. If the results are positive and he finds the potential in his investment he will prefer the stocks and shares of the company. Snacks and sides 5. The Marketing Mix Strategy Elements Product, Price, Place, and Promotion are aimed at enhancing the value and satisfaction of the customer and are designed to meet the customer expectations and the needs achieving marketing objectives through implementation of various strategies and tactics (Kotler, 2012). McDonald’s Global Marketing Strategy4.1. The Australian market is no different and the company has been able to accumulate decent profits and revenues based on its performance which has led to increased revenues and sustainability in the market. Market segmentation is defined as dividing a single market into smaller segments. Along with this, the fast food market is also a competitive one where it has been offering the consumers with wide range of goods and food items which makes it attractive for the customers. These facts and figures of the McDonald’s Australia shows that in 2013 it has the good net income but after that it decreased to 4758 US million dollars in 2014 and now in 2017 it again has increased to 5192 US million dollars. The Pricing Strategy of McDonald’s is developed to reflect the affordability of the consumer. Along with this, the fast food market is also a competitive one where it ha… The major strength for McDonald’s is the quality of products it offers to the customers. 2 market in the world for McDonald's Corporation (NYSE: MCD) in … Product4.2. MacDonald Australia has many strategic options available which they can exercise to beat the market and achieve the optimal goals with these options. All Rights Reserved. The article also covers top McDonalds competitors and includes McDonalds target market, segmentation, positioning & Unique Selling Proposition (USP). This indicates that a large portion of revenue is collected from the fast food market and it is all set to grow and expand further with the introduction of more products that are liked and preferred by the customers in the market. In order to target its consumers, McCafés are situated within or adjacent to existing full-service traditional McDonald’s restaurants. The increasing raw material cost is a threat for McDonald’s (Helms, 2010). The trends in Australian fast food industry have been quite indifferent and people have been looking for alternative options to use while dining out. Large corporations involved in delivering products or services to mass consumers have invested heavily in advertising and Sponsorship. Marketing planning practices in Australia: A comparison across company types. Moreover, the image of fast food as an unhealthy food item is a weakness which has affected the sales of McDonald’s. 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