In this post we will discuss macro and micro environment of McDonald’s. Market research is important for organizations. It is of utmost important for the companies to do a market research before entering into a territory for expansion of the business. One of the significant checks which are done during the market research of the company includes the macro and micro environmental factors influencing the marketing decisions of it. This will be looked into through this section. There are various kinds of environmental factors which are directly affecting the company marketing decision. Political Factors: There is hardly any political factor which affects the current operations of McDonalds apart from the some of the food safety related guidelines for operating in various nations. Economic Factors: Due to the sub premium pricing of McDonalds the lower economic mood in various parts of the USA and Europe beneficial for the company and the marketing decisions of the company.
Technological Factors: The technological development of the company in terms of supply chain management, vender management etc. adds to the marketing effectiveness of the company and thus the improved marketing decision making of McDonald’s. Social Factors: The social rise in customer knowledge regarding obesity and increased health consequences of junk foods is negative for the company and hence the marketing decision making of the company needs to be taken in accordance to the same. Legal Factors: There are hardly any legal factors which affects the current operations of McDonalds apart from the some of the food safety related guidelines for operating in various nations. Strength: The market size, the business potential and the opportunity of growth in the target is also an important factor that influences the marketing decision by the company. Weakness: There can be various risks and their different levels in the target market for McDonald’s. These risks or factors include social, political, economic, environmental and technological factors. These factors are needed to be positive for the company to take more aggressive marketing decisions. In case any of these factors are not as per the expectation of the company, the marketing decisions and strategies need to be changed.
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