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 analysis 1
Assignment 3 Market Position Analysis
In this module, you will assess the product portfolio of your selected business unit by analyzing the value
proposition, market position, and competitive advantage of its products and services.
Part I: Interview
To gain an understanding of your selected business unit’s market position, value proposition, and
competitive advantage, conduct at least one interview 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. Be
sure to discuss the points of analysis listed below in Part II of this assignment.
Part II: Analysis
Based on the information gathered from the interview, analyze the product portfolio of your selected
business unit. In your analysis, identify the business unit of your company and the product(s) and
service(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 impact
the 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’s
product or service, or a competing product or service.
Justify how well your product/service satisfies customer wants and needs. Identify any wants and
needs that are not met by your product/service.
Analyze the position of your product/service in relation to the competition. Identify the main
competitors. 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 this
source of advantage.
Assess the long-term sustainability of the source of differentiation and competitive advantage.
Assignment 3 Market Position Analysis
In this module, you will assess the product portfolio of your selected business unit by analyzing the value
proposition, market position, and competitive advantage of its products and services.
Part I: Interview
To gain an understanding of your selected business unit’s market position, value proposition, and
competitive advantage, conduct at least one interview 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. Be
sure to discuss the points of analysis listed below in Part II of this assignment.
Part II: Analysis
Based on the information gathered from the interview, analyze the product portfolio of your selected
business unit. In your analysis, identify the business unit of your company and the product(s) and
service(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 impact
the 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’s
product or service, or a competing product or service.
Justify how well your product/service satisfies customer wants and needs. Identify any wants and
needs that are not met by your product/service.
Analyze the position of your product/service in relation to the competition. Identify the main
competitors. 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 this
source of advantage.
Assess the long-term sustainability of the source of differentiation and competitive advantage.
Market position analysis 2
Part I:
Interview:
McDonald’s is currently facing more trouble due to weakened sales in past two years.
The interview was conducted with Deborah Wahl the Chief Marketing Officer. The Super Bowl
is the great pitch in advertisement made by her for Mc Donald to improve the sales (Tadena,
2015). I asked about the actual reason behind this new advertisement. She replied that the Super
Bowl on Sunday was with the aim of “Lovin” (Tadena, 2015). She said that she was looking
forward to a are unique way of conversation with the Americans. Super Bowl provided a better
payment options for the customers. According to this, customers were asked to call the
customers, and the payment is a hug and hi-fives. When asked whether it was expected to bring
any change in the business climate, she said yes.
A popular brand like McDonald intends to provide a better experience and a great
moment in life that will create brand loyalty (Tadena, 2015). When asked about the growing
stiff competition and changing CEO to Deborah Wahl she said I will discuss in detail. She said
changing taste and preference of customers had added more pressure along with the negative
impression of McDonald unhealthy food advertisement. Issues like waiting time and calorie of
food require immediate attention. She said that entire team was working for better transmission
in the business and Super Bowl is the next logical strategy that will enable the company to move
forward (Tadena, 2015).
Deborah Wahl mentioned that they are more concern about their customers and loving
them, so we want to give them more. She mentioned that Mc Donald is pitching more Super
Bowl, and it is expected to attract more customers. Deborah Wahl questioned about the price
incurred by the company for pitching Super Bowl as they are providing free meals to the
Part I:
Interview:
McDonald’s is currently facing more trouble due to weakened sales in past two years.
The interview was conducted with Deborah Wahl the Chief Marketing Officer. The Super Bowl
is the great pitch in advertisement made by her for Mc Donald to improve the sales (Tadena,
2015). I asked about the actual reason behind this new advertisement. She replied that the Super
Bowl on Sunday was with the aim of “Lovin” (Tadena, 2015). She said that she was looking
forward to a are unique way of conversation with the Americans. Super Bowl provided a better
payment options for the customers. According to this, customers were asked to call the
customers, and the payment is a hug and hi-fives. When asked whether it was expected to bring
any change in the business climate, she said yes.
A popular brand like McDonald intends to provide a better experience and a great
moment in life that will create brand loyalty (Tadena, 2015). When asked about the growing
stiff competition and changing CEO to Deborah Wahl she said I will discuss in detail. She said
changing taste and preference of customers had added more pressure along with the negative
impression of McDonald unhealthy food advertisement. Issues like waiting time and calorie of
food require immediate attention. She said that entire team was working for better transmission
in the business and Super Bowl is the next logical strategy that will enable the company to move
forward (Tadena, 2015).
Deborah Wahl mentioned that they are more concern about their customers and loving
them, so we want to give them more. She mentioned that Mc Donald is pitching more Super
Bowl, and it is expected to attract more customers. Deborah Wahl questioned about the price
incurred by the company for pitching Super Bowl as they are providing free meals to the
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