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Market Position and Competitive Analysis of McDonald's: A Comprehensive Evaluation of Product Portfolio and Customer Strategy

A competitive analysis examining McDonald's product portfolio and strategies for maintaining market leadership.

Claire Mitchell
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RUNNING HEAD: Market position analysis1Assignment 3Market Position AnalysisIn this module, you will assess the product portfolio of your selected business unit by analyzing the valueproposition, market position, and competitive advantage of its products and services.Part I:InterviewTo gain an understanding of your selected business unit’s market position, value proposition, andcompetitive advantage, conduct at leastoneinterview with a mid-level or senior manager.Use the interview to solicit the manager’s perception of his or her business unit’s product portfolio. Besure to discuss the points of analysis listed below in Part II of this assignment.Part II: AnalysisBased on the information gathered from the interview, analyze the product portfolio of your selectedbusiness unit. In your analysis, identify the business unit of your company and the product(s) andservice(s) on which you will focus.Make sure to include the following points in your analysis:Describe the target customer for the product/service in terms of relevant characteristics that impactthe marketing strategy, including location (how it should be reached) and buying habits.Identify each customer segment’s specific wants and needs. Explain why they buy your company’sproduct or service, or a competing product or service.Justify how well your product/service satisfies customer wants and needs. Identify any wants andneeds that are not met by your product/service.Analyzethe position of your product/service in relation to the competition. Identify the maincompetitors. Explain how your product differs in terms of features, function, quality, price,availability, brand image, and the like. Explain why this differentiation is important to your customers.Describe the source of competitive advantage for your product. Evaluate how sustainable is thissource of advantage.Assess the long-term sustainability of the source of differentiation and competitive advantage.

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