MARKETING ASSIGNMENT

MICRO AND MACRO ENVIRONMENT FACTORS AFFECTS ON MACDONALDS (PAKISTAN)

SUBMITTED TO: SIR HASHIM SUBMITTED BY: AMIR SHAHAB BBA (HONS) 1ST SEMESTER ROLL # 38 (SIXTEEN)

MISSION STATEMENT
To sell food in a fast, friendly environment that appeals to pride conscious, health minded consumers

HISTORY
More than 10,000 outlets in the world. It was launched in 1997, Gulshan-E-Iqbal, Karachi. Presently in Pakistan, it is been operated by Cupola, a Dubai based multinational company involved in several business. In Pakistan, currently it has 43 branches.

MACFONALDS PRODUCTS
a) Core Benefit The core benefit is To Kill hunger.

b) Products of MACDONALDS
MACDONALD have three main product lines. The burgers, chicken meals and the snacks. The category of chicken is relatively static.

c) Burgers
The category of burgers is 1. Zinger 2. Chicken Burger 3. Zinger Xtreme 4. Fish Zinger 5. SUB (60, 80) 6. *Col. Filled Burger

d) Snacks
Snack family has been various products. 1. Arabic Rice 2. Fruit Salad 3. *Corn on the cob 4. *Scoop of Walls 5. Fries 6. HOT SHOTS 7. Rice Spice (*) These items are not available at a few restaurants.

e) Chicken Meals
Chicken meals include the different combinations of fried drum sticks. Features

Different and better taste Hot and Spicy version of chicken Superior Quality

MARKETING ENVIRONMENT
There are certain forces, inside and outside an organization that affect marketing managements ability to build and maintain successful relationships with target customers. Like all other companies, MACDONALD also has such forces around it; marketing environment is made up of Micro environment and Macro environment.

a) The Micro environmental Forces

this environment includes the factors that are close to the company and are controllable by the organization. These factors are:-

Company

MACDONALD is the multinational company that has chain of fast food restaurants all over the world. In Pakistan it has 40 outlets out of which, 22 are based in Lahore, 19 are in Karachi and the remaining 8 are located in the other cities of Pakistan.MACDONALD is growing rapidly, by having their strong relationship with their customers and the trust , which they have developed, in the past years, employees are the main assets of the company, and so they are very much concerned. The company has very organized check and balance system, which is used for the evaluation of the employee and the individual outlet as well.

Suppliers
As MACDONALD cannot compromise on the quality of food they provide, so stew reliable suppliers are very much important to them. There are two categories of supplies. The Dry food supply and the Frozen food supply. For the dry food, like a burger buns-they have established their own warehouses and dry-stores for the South region. Whereas for the North region, they get dry material from the vendors like Dawn Bread. For the Frozen food chicken they have agreement with the K&N Chicken , for supplying chicken and fish is supplied by Thailand and spices are supplied by Dubai to all over restaurants in Pakistan.

Customers
It includes five categories.

=> Consumer Markets

MACDONALD has large chain of consumers. According to MACDONALD, We are growing only with our customer. MACDONALD has great environment for their consumers and families. They are concerned about the comfort and satisfaction of their customers. That is why 40 million on a single outlet. Midnight deals are there for the consumers with 50 % discount, which is being appreciated by the individuals.

Business Market
Business markets buy good and services for further processing or for use in their production process. In case of MACDONALD there is no such business market.

Resellers
MACDONALD is dealing in fast food, and so they dont have any resellers as such.

Government Customers
As such no govt. customer exist so far. MACDONALD is not expecting any govt. customer as such.

International Customers

MACDONALD is multinational company. They have outlets, almost in every country. So they have international customers all over the world. Competitors They are classified into direct and indirect competitors.

Direct Competitors
It includes KFC AFC Subway JFC

Indirect Competitors
It includes all other restaurants. Like Salt & Pepper, Kabana, Village, Bundu Khan etc. Publics Its main types are

Financial Public
MACDONALD is an independent company. It has not any long-term bank loan. For shortterm loan, it relies on Standard Chartered Bank.

Media Public
MACDONALD spends 8 % to 9 % of its revenue on advertisements. To have more advertisement, they are of the view to increase their advertisement.

Govt. Public
Taxes are always imposed by the govt. public. MACDONALD sales tax on each meal is 1.2 %.

Internal Publics
The employees are greatly compensated by MACDONALD. Employees get regular bonuses and other benefits which are based on their performances. Employees are assets and we reward them greatly, MACDONALD says. Special badges and pins are assigned to employees.

General Public
MACDONALD wants to know the attitude of the public about its products. So, it always gets feedback from the customers whenever its going to launch a new product.

Marketing Intermediaries
It includes the firms that help the company to promote, sell and distribute its products and services.

As in MACDONALD, the goods are manufactured according to needs and wants of the customers and immediately served to customers on their outlets. So no marketing intermediaries are at MACDONALD.

b) The Macro Environmental Forces

These are not controlled by the company and are environmental forces. It includes

Demographic Factor
MACDONALD has designed its menu according to taste of population. People of each age like to visit MACDONALD. It has deals for families as well as deals for the children. They also visit their competitors to have better idea about changing trends and taste of people as well as their competitors. MACDONALD reconsider its menu and taste after every three months. MACDONALD always encourages feedback and suggestions from its customers. Natural Factors MACDONALD always produces fresh food. The supply houses are well prepared and well maintained for changing factors of weather. So it is not affected by natural factors.

Technological Factor
Their machines and boilers are according to latest technology and standards. After every six months, technical checkup is conducted and that equipment is replaced which becomes useless. Efficient billing system is implemented, to eliminate the redundancy and maintain the daily ledger account.

Political Factors
It consists of laws, govt. agencies and pressure groups that influence or limit various organizations and individuals in a given society. But MACDONALD has its own strong links and politics, it is not been influenced by any external factors. No pressure groups are there inside and outside organization to pressurize in any aspect. Ethically there might be certain forces that have been impact on the overall sale of MACDONALD, for that; it has also made certain strategies and road-maps to overcome them.

Cultural Factors
MACDONALD is always concerned about the culture and ethical values of the

community. As, the customer are from the same community that they are serving in, MACDONALD takes care of ethical and moral values of the society. As Pakistan is an Islam based country, so MACDONALD serves Halal food here.