Contents

• Executive Summary 2
• Background of the Company 3
• Market and Situation Analysis 3
• PESTLE analysis 3
• Political and Legal Factors 3
• Economic 3
• Social Environment 4
• Technological trends 4
• Legal factors 4
• Competitive Environment 4
• SWOT Analysis 5
• Strengths: 5
• Weaknesses 6
• Opportunities 6
• Threats 6
• Market Segmentation, Targeting and Customer Analysis 7
• Target Market 7
• Objectives and Goals “Where the business needs to be” 8
• Mission Statement 8
• McDonald’s vision 8
• Statement of the Marketing Goal 8
• Marketing Objectives 8
• Strategies and Tactics to be used 9
• Pricing objective 9
• Pricing strategy 9
• Market Penetration 10
• Market Development 10
• Service/Program Development 10
• Product Strategy 10
• Extended Product 10
• Promotional strategy 12
• Place and Distribution Strategy 12
• Place strategy 12
• Distribution strategy 12
• Integrated Marketing Communications Program 13
• Control and Evaluation: 14
• Budgets 15
• Sales Budget 15
• Marketing Expense Budget 15
• Conclusion 16
• References 17

Description

McDonald’s in Oman wants to introduce a new product into the Oman markets. The main product to be introduced into the market is happy meal, which mainly targets the young children in Oman. In order to reach the young children, TV advertisements, among several other strategies outlined in the plan are recommended. According to the plan, McDonald’s has a number of competitive advantages over the other players in the market, the major one being the fact that the firm has made a name in the markets as a respectable brand. Besides, the firm has always strived to adopt various kinds of technological tools in the production of its products, something that has placed it above the other competitors in the markets. Happy meal will be different from the other products that are being offered by the other players in the industry, and this will play a major role in the enhancement of the sales that will be made. The product will be unique, and at the same time, it will be very easily identifiable with the young children.