The paper "McDonalds Australia Holdings And Well-Known Australian " is a perfect example of a Management Case Study. The fast-food industry is one of the fastest-growing industries in Australia. Today, fast food has become part of Australian food culture with a significant proportion of the Australian population eating out in joints and restaurants (The Sydney Morning Gerald 2015). The growth of the fast-food industry has attracted both domestic and overseas firms that are establishing ventures in the country in large numbers to take advantage of the opportunity. McDonalds Australia Holdings is of the largest fast-food chains in Australia.
McDonalds Australia Holdings is a subsidiary of American fast food company, McDonald's and opened its doors in Australia in 1971 (Bloomberg Business 2015). Since then, McDonalds Australia Holdings has expanded its stores to all major cities in Australia, including Sydney, and Melbourne mainly through franchising. As of the close of 2015, McDonalds Australia Holdings had about 2,647 branches in Australia. The company provides a variety of products that includes desserts, salads, hamburger, smoothies, breakfast, dinner, drinks, and favorites (IBIS World 2014).
The restaurant also provides snacks, coffee, and baked pastries. The firm has over 8,000 employees that effectively make it one of the leading employers in Australia (The Sydney Morning Gerald 2015). This paper presents a marketing plan for McDonalds Australia Holdings that will help it achieve a sustainable competitive advantage in the Australian fast-food market. Value Analysis Value Proposition The value proposition is a statement that describes how a firm uses products to solve customer problems (Cant, Strydom and Jooste 2009, p. 17). For a company to succeed in a market, it must ensure that it provides good value for its customers as this helps build loyalty.
Accordingly, to succeed in the Australian market, McDonalds Australia Holdings has ensured that it differentiated itself from competitors by providing its customers with unique offerings to its customers (Euromonitor International 2015). The company’ s value proposition includes convenience location, fast and efficient services, quality menu items, a wide range of food choices, comfortable seating, affordable pricing and good value offerings and distinct products. These value proportion appeals to the company’ s diverse customers, thus giving it a competitive edge over rivals in the industry. Despite the value proportion, McDonalds Australia Holdings products are facing a major challenge of shifting consumer needs and wants.
The restaurant’ s main product offerings are junk foods that are associated with adverse health conditions, such as obesity (IBIS World 2014). Therefore, because Australian consumers are increasingly becoming health conscious, most Aussies might find it uncomfortable eating Mcdonald's Australia Holdings in the future a trend that poses a threat to the growth of a company. Ansoff Growth Matrix for McDonalds Australia Holdings Ansoff matrix is a strategic planning model that helps management in developing appropriate future growth strategies (Ansoff 1980, p.
131). Markets New Existing market Development Expand further to more cities and towns in Australia Market penetration Product quality improvement Introduce healthier meals Increase customer loyalty Diversification Diversify product offering by introducing healthier meals, such as natural fruit smoothies and yogurt Product development Technological advancement. (Introduce online shopping). Introduce social media advertising Existing New Products and services PESTEL Analysis Political Factors Political factors are one of the external factors that affect the operation of McDonalds Australia Holdings. Australia enjoys being a modern democracy enjoys strong political stability that makes the country suitable for McDonalds Australia Holdings to conduct business.
However, political bickering usually witnessed between political parties in the run-up to elections creates uncertainty (IBIS World 2014). Government laws and regulations, such as tax laws and laws regulating fast food affect the operations of the company.
Ansoff, H. I 1980, "Strategic issue management," Strategic management journal 1, no. 2, pp. 131-148.
Bloomberg Business 2015, Company overview of McDonald's Australia Limited, viewed 4 July 2016 http://www.bloomberg.com/research/stocks/private/snapshot.asp?privcapid=11312749
Bowman, D., & Gatignon, H 2010, Market response and marketing mix models: Trends and research opportunities. Now Publishers Inc, Mason, OH.
Cant, M. C., Strydom, J. W., & Jooste, C. J 2009, Marketing management. Juta and Company Ltd, Delhi.
Euromonitor International 2015, Fast food in Australia, viewed 4 July 2016 http://www.euromonitor.com/fast-food-in-australia/report
IBIS World 2014, McDonald's Australia Holdings Limited - Profile company report Australia, viewed 4 July 2016 http://www.ibisworld.com.au/enterprisefull/default.aspx?entid=202
IBIS World 2016, Fast food services in Australia: Market research report, viewed 4 July 2016 http://www.ibisworld.com.au/industry/default.aspx?indid=2005
NHMRC 2014, Obesity and overweight, viewed 4 July 2016 https://www.nhmrc.gov.au/health-topics/obesity-and-overweight
Porter, M. E. (1998). Competitive strategy: Techniques for analyzing industries and competitors. Free Press, London.
Roy, D 2011, Strategic foresight and Porter's five forces. GRIN Verlag, Berlin.
The Sydney Morning Gerald 2015, McDonald's sales reach $4b in Australia, viewed 4 July 2016 http://www.smh.com.au/business/retail/mcdonalds-sales-reach-4b-in-australia-20150313-143gru.html