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Chapter 1: Introduction 1 1.1 Purpose f this study 1 1.2 Company Background 1 1.3 Mission Statement 2 Chapter 2: SWOT, PEST & Porter's 5 Forces 2 2.1 Introduction 2 2.2 Market 3 2.3 Internal Environment 3 Strengths 3 Weaknesses 4 Opportunities 4 Threats 4 2.4 External Environment 5 Political 5 Economic 5 Social 5 Technological 5 2.5 Industry Environment 6 Supplier Power 6 Buyer Power 6 Threat of Substitute 6 Competition 6 Threat of Entry 7 Chapter 3: Retail Marketing Mix 7 Product 7 People 8 Place 8 Promotion 9 Price 9 Chapter 4: Conclusion 10 References 11 Appendix Error! Bookmark not defined.2 Chapter 1: Introduction 1.1 Purpose f this study The purpose of this study is to apply relevant strategic marketing theories, models and applications, to demonstrate how the leading fast food restaurant "McDonald's" approaches and adopts marketing strategies in their operations. The primary purpose of a marketing strategy is to effectively allocate and coordinate resources and activities to accomplish the firm's objectives within a specific product-market. Therefore, decisions about the scope of a marketing strategy involve specifying target-market segments to be pursued and the product line to be offered. 1.2 Company Background The history of the fast food restaurant "McDonald's" was started by the McDonald brothers Dick and Mac McDonald in the late 1940s. Before the appearance of...

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