Question

Analyze three factors in the marketing environment that affect how Mc Donald's can build and maintain successful relationships with its target customers. Your analysis must include at least one factor from the Microenviroment and one factor from the Macroenvironment. A bibliography is required. Please cite sources as needed.

Answer 1

The marketing environment helps McDonald to have the ability to develop and maintain successful relationships with the target customers. The two types of environment are -

a) Microenvironment :-

The small environment which is close to the company has various factors which may positively or negatively affect it. The factors may lead to create value to customers. But as these factors are closely surrounded, it may sometimes become complex. The factors are - suppliers, customers, marketing intermediary, competitors etc.

i) Suppliers :-

Suppliers are an important part when it comes to delivering value to the customers. As suppliers can seriously affect marketing, so the company's marketers need to check the availability of quality suppliers as well as their cost. McDonald needs to keep suppliers ready as lack or shortage of them can lead to delay in the production process which may damage the customer relationship in the long term.

ii) Competitors :-

McDonald needs to provide greater value to the customers than what it's competitors do generally. When it does so, the competitors would get weakened and the company would get strong competitive advantage. Besides, a good image would form in the customers' mind. As McDonald is a large firm, so it can easily use this strategy a s a form of the winning strategy.

b) Macroenvironment :-

The macroenvironment is the larger environment which aims for the opportunity as well as avoid the threats of the company. The factors are - demographic, economic, political, technological and cultural environment.

iii) Demographic environment :-

The demographic environment includes the statistical data of birth, death, population, income, family, disease etc. The environment includes the level of gender growth, education, age etc. as a form of demography.

Hope this helps :)