Part 1 (40%): Assessment of Current Service Marketing Strategy company: macdonalds

The first slide should provide a concise summary of the companys service marketing strategy, using the following framework:

Positioning:

Service description

Target market definition

Competitive differentiation (also identify primary competitors)

Direct Competitors

Marketing Mix:

A concise description of each of the marketing mix elements:

Product

Price

Promotion

Place

People

Process

Productivity and quality

Physical evidence

Part 2 (40%): Market Analysis

The second slide will include three sections:

Industry analysis, including customer behaviour, competitive dynamics, economics and environment

Core strategic issue

Recommendations, with respect to positioning strategy and marketing mix

Part 3 (20%): Recommended Service Marketing Strategy

Based on any relevant research conducted, the report will then provide recommendations on how this company can adjust its marketing strategy to be more successful in the midst of this particularly challenging environment. It is not necessary to repeat all marketing mix elements in this section, if they are not changing. Part 3 should focus on stating the revised strategy, with an emphasis on providing the supporting rationale.

Format: PowerPoint