Case Study 2

This assignment concerns some essential steps to developing an international marketing strategy. Your task is to read the case and the background information attached as appendices. Next, based on the cases and other relevant information, in a two or three-page paper, please:

1. Conduct a SWOT analysis of McDonalds India based on the case. You may refer to the PESTEL + C analysis (see pp 8-17 of Topic 6) and identify (at least) one major opportunity and one major threat as external resources for McDonalds India. Then you should summarize the current marketing mix (i.e., the four Ps) and categorize each of the four internal resources into either a strength or a weakness.
2. Conduct a SWOT Matrix analysis of McDonalds India based on the external and internal resources you have identified above. Then you should choose the best matrix for McDonalds India. With no more than four sentences, please explain why you think this matrix is more important to focus on than the other three.

*For Q1 and Q2, feel free to use the attached SWOT Matrix analysis table to list the SWOT components and the matrix or to write them down as sentences.

1. Identify and describe the main target group(s) with the most appropriate targeting strategy. Explain why you choose one targeting strategy over the other two with no more than two sentences.
2. Explain how you can improve the current marketing mix to better reach the target consumers.

Guidelines:

• This assignment is an individual task and must conform to the RUBRIC on the next page.
• Support your paper with principles from the course.
• Your paper should be typed in a word file, single-spaced, and a clear font (e.g., New Times Roman) should be used.
• You may use headings, tables, figures, and pictures to make your paper easy to follow.
• The paper is preferred to be two or three-page and must NOT exceed five pages (including optional headings, tables, figures, or references).
• Please submit the paper through Blackboard by 11:59 pm, July 28th. Late submissions will NOT be accepted.

RUBRIC

(3 criteria worth 5 points each, 15 points total)

Excellent

5

Good

4

Fair

3-2

Poor

1-0

Completeness

The student competently addresses all

questions. The student is able to communicate effectively and relate well to material covered in the course.

The student competently addresses main questions but makes minor mistakes. That said, the student

has learned a great deal in class and is able to communicate the knowledge to others.

The student attempts

to address

main questions but fails. The student has retained some information from the course, but does not fully understand its

meaning or context and

cannot clearly convey it to

others.

The student does NOT address main questions, and it is obvious that student has not retained any information

from the course.

Argument

The paper contains a clear argument and lets the reader

know exactly what the student is trying to say.

An argument is present, but part of it is weak or illogical.

The student attempts, but fails, to make an irrelevant argument.

Little effort is made to articulate an argument.

Clarity and

Style

All sentences are

clearly written. All information is accurate and up

to date.

Most sentences are clearly written. An occasional word or concept is misused

A few sentences are not clearly written. Several words or concepts are misused. The paper is full of bad writing. Many words or concepts are misused