The external environment and its effect on strategic marketing planning: a case study for McDonald's

Vrontis, Demetris and Pavlou, Pavlos (2008) The external environment and its effect on strategic marketing planning: a case study for McDonald's. Journal for International Business and Entrepreneurship Development, 3 (3/4). p. 289. ISSN 1549-9324

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Abstract

This case study has been compiled in order to illustrate the effect of the external environment on the international marketing strategy of McDonald's, the fast food chain. An external environmental analysis is necessary, as effective marketing strategies cannot be developed without firstly analysing the environment in which the company operates. The paper analyses a number of the theoretical approaches to strategic planning to be considered in international marketing.

Item Type: Article
Uncontrolled Keywords: Adaptation; international marketing; strategic marketing; McDonald|s; standardisation; marketing strategy; case study; fast food industry; external environment.
Subjects: H Social Sciences > HF Commerce
Divisions: Schools and Research Institutes > Business School > Business and Human Resource Management
Research Priority Areas: Applied Business Research
Depositing User: Anne Pengelly
Date Deposited: 05 May 2015 10:46
Last Modified: 05 May 2015 10:46
URI: http://eprints.glos.ac.uk/id/eprint/2162

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