This 17 page paper examines the marketing strategy of the fast food chain McDonalds in Ireland. The paper gives some background to the company in the Republic of Ireland and the some of the problems it is facing. The analysis looks at the company's marketing objectives, the target market segments and ways that the segments are approached. The strategic marketing analysis makes use of a BCG Matrix, Porters Five Forces model and a SWOT analysis. The bibliography cites 12 sources.
Name of Research Paper File: TS14_TEMcDIreland.rtf
Unformatted Sample Text from the Research Paper:
1. Introduction There are a number of essential ingredients for the creation of a successful business. Not only does the
company have to have a desirable product or service, it also needs to be able to market its output. Marketing becomes increasingly important as the market environment becomes more competitive.
When McDonalds entered the fast food market in Ireland it could be argued that there was little or effective competition in terms of national/international fast food chains. McDonalds was not
the first burger chain to enter the country, with Wimpy have been there before, and in terms of fast food so was KFC, but it was the first of a
number of Americanised burger fast food outlets to establish itself. Over time, the competitive environment has changed. The level of scope of competitors has increased exponentially and the target markets
have become more empowered. All of these factors have impacted on the way McDonalds has developed in Ireland and the pattern of marketing that are supported its growth. In order
to understand success, and challenges, faced by McDonalds in Ireland we will undertake analysis of its marketing strategy, looking at the organisations marketing objectives, target marketing and the marketing mix
along with the use of models such as the BCG matrix, Porters Five Forces model and a SWOT Analysis. 2. Background McDonalds is a well known global fast food
chain founded in its international format by Ray Croc who met brothers Dick and Mac McDonald when he was a salesman selling multimix machines (milkshake machines). Seeing the way they
produced food so quickly he bought out the restaurant and expanded it quickly. Today the same idea of fast food is used as the core idea, with more than 30,000