Contents

• 1. Introduction 2
• 2. Organizational Strategy 2
• 2.1 Mission Statement 2
• 2.2. Core Competency/Competitive Advantage 3
• 3. Business Strategy 3
• 3.1. Growth Strategy 3
• 3.2. Competitive Strategy 4
• 3.3. Segmentation Strategy 4
• 4. External Analysis 4
• 4.1. PESTEL Analysis 4
• 4.2. Porter’s Five Forces 6
• 5. New Product 7
• 6. New Product Market Analysis 7
• 6.1 New Product Concept 7
• 6.2. Target Market 7
• 6.3. Competitive Analysis 8
• 6.4. Product Differentiation 8
• 6.5. SWOT Analysis 8
• 6.6. Product Positioning 9
• 7. Marketing Mix Strategy 9
• 7.1. Product 10
• 7.2. Price 10
• 7.3. Place 10
• 7.4. Promotion 10
• 7.5. People 11
• 7.6. Process 11
• 7.7. Physical Evidence 11
• 8. Financial Goals and Analysis 11
• 8.1. Initial Expenses 11
• 8.2. Operating expenses 12
• 8.3. Gross profit per pizza sold 12
• 8.4. Market Share 12
• 8.5. Revenue and Profit Projection 12
• 9. Action Plan 13
• 9.1. Gantt Chart 13
• 9.2. Implementation Strategy 13
• 9. References 14

Description

With the competition in today’s business world being the best and most challenging in the recorded history, companies have to be at their innovative and strategic best to succeed and continue to grow. With such intense competition it becomes highly important for any company to innovate and differentiate its products and services to out-do the other and hold its position in the market. New products and services are the need of the hour and even more important is a marketing plan and a strategy to launch the product or the service that ensures the success of the product or the service.
This report is a marketing plan for the launch of a new product by McDonald’s Australia Limited. Even though McDonald’s is operational across the globe, the product will be test launched in Australia and the marketing plan will be concentrated on the Australian fast food market only.