McDonald’s Entering Nigeria

Company: McDonalds
You are the Market Research Officer, and your company wants you to assess the viability of introducing the company to a different location in the UK as part of expansion or to a different country outside of the UK, using the SOSTAC framework. Each element of SOSTAC should be applied separately, but a holistic overview needs to be used so that each element is integrated within the company’s planned strategy.
You will cover the task below using the SOSTAC elements:
Situational analysis based on the macro environment of your chosen location or country.
- Give a brief outline of your chosen company.
- Outline analysis of the brand’s current situation. This can include relevant data on key financials, sales, competitors, and the various forces in the macroenvironment, and distribution channels.
- Provide information about recent news/events about the company/brand.
- Define the market and discuss how big it is and fast it is growing.
Objectives
- Discuss the customer perceived value/market offering(s) of your chosen company.
- Show where the company wants to be.
Strategy
- Outline the long-term plan for achieving your company's goals.
- Present information about your customer segment and how you intend to meet the needs of customers.
- Discuss the likely opportunities for growth of your company after a competitor analysis.
- Explain clearly how you will create a distinct and sustainable competitive advantage.
Tactics
- Focussing on 4P`s of the Marketing Mix incorporating one or more of the following approaches: • Standardisation (how you will use of the same marketing mix 4 out of the 7P`s or strategy) in different locations and/or countries
• Adaptation (how you will change your product or service to meet the needs of customers in a different market/location/country
• Glocal (how you will localize the promotional content of your product/service both for the local and global market)
Action
- Describe how you will execute your company marketing strategies (Segmentation, Targeting and Positioning)
Control
- How will you monitor the progress of your company. Reflect on revenues, sales.
- Finally, you will conclude the presentation by justifying why the new location within the U.K or another country represents a viable target for your product or service.
READING REQUIREMENT
Your work must be fully supported with references (cited in the Harvard style).
You must use all of the following:
• Kotler, P. Keller, K. Goodman, M, Brady, M. Hansen, T. (2019) Marketing Management. 4th European Edition (4th edition), Pearson.
• Hollensen, S. (2020) Global Marketing (8th edition), Pearson
• At least Four other academic sources (e.g., publications/ journals)
Learning Outcomes
On successful completion of this assessment, you will be able to:
a) Critically evaluate both past and current marketing management concepts and theories and critically appraise the way in which marketing theory relates to marketing practice.
b) Demonstrate knowledge of the marketing planning process through the formation of marketing strategies.
c) Analyse the problems associated with strategic planning, and the tactical implications of such planning in relation to the wider social, environmental, and international implications.