Repositioning of McDonald’s - Factors in a PESTEL Analysis - Marketing Assessment Answer

Repositioning McDonald’s

When you think of McDonald ’s, you generally don’t think of gourmet food, but that’s exactly what the fast food brand wants you to think. The company is investing $1 billion into its Australian business over the next few years in upgrading its restaurants, its customer service and its food.
A key part of that repositioning was the ‘Create Your Taste’ menu. This was not so much a menu, as a choose-your-own offering. There were 27 different ingredients including pineapple, grilled mushrooms, coleslaw, spinach, crispy bacon and five different kinds of cheese. You could create your burger on the digital screens inside the restaurant, and it would be served at your table on a wooden platter.
At the time, McDonald’s Australia chief executive Andrew Gregory said, “We have a very strong and successful business but we really do feel that the ‘Create Your Taste’ initiative gives us the chance to invite back people who haven’t been in a McDonald’s for quite a while. It gives them a chance to come in and experience what we believe is a step change in our service and our food.”

ANSWER ALL OF THE QUESTIONS BELOW:
1. Describe each of the factors in a PESTEL analysis. Provide an example of how a) technological, and b) socio-cultural factors, have impacted on the Australian fast food
market in recent years, and how Macdonald’s has/or could continue to, to adapt its strategy beyond the examples in the case.
2. Identify four key competitors to MacDonald’s in the burger market. Describe the positioning of MacDonald’s relative to the competitors you have identified, and name two key strengths of MacDonald’s that differentiate it from these competitors.

3. Explain the difference between a new product, a modified product, and a product line extension. Provide an example of each of these, with reasoning, that has been introduced by McDonald’s in recent years. Which of these would you consider McDonald’s ‘Create Your Taste’ burgers to be, and why?
4. Discuss the factors that need to be considered in setting a price for a product. Identify one key pricing tactic that MacDonald’s uses, and explain why they use this strategy.

5. Briefly define the four tools of the promotion mix, and describe the advantages and disadvantages of each of these tools. Provide examples of how MacDonald’s currently utilises, or could utilise each of these in their promotional strategy.

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