Market analysis of McDonalds in Morocco

In Morocco Many people say YES to home delivery of McDonalds .As this service is not available in Morocco, but it exists in other countries in the world where the home delivery is part of the culture.

McDonald’s delivery (Mc Delivery) service allows to Moroccan people having their meals delivered home without going out.

In order To introduce the Mc Delivery to the Moroccan market it is necessary to create a Marketing Plan. As it is used for strategic purposes, because it obliges the McDonald’s company to periodically review the status of a service on the Moroccan market and predicting its evolution, as well as anticipate the actions of competitors. As It serves primarily to assess the competitive advantages of a product and adjust periodically in light of the results. Then, the marketing plan serves to coordinate efforts and monitor individual action.

The realization of the marketing plan leads to a better adaptation of the company to its markets.

This plan requires the company to consider new possibilities of developing products and markets, to recognize changes in the environment, and promotes optimum utilization of financial, human and material resources. The marketing plan is the planning tool essential to any business.

This plan helps to assess the needs of our customers and offer them products or services that fit their responds; and also get them to know about the characteristics of Mc Delivery in the Moroccan market. Moreover, to define the distribution channels which allow us to offer this service to our customers in Morocco.

As the mission statement of McDonald’s is: ‘Promote Diversity and Inclusion among our Employees, Owner/Operator’s and Suppliers who represent the diverse populations McDonald’s serves around the globe.’ (2005). what is McDonald’s mission. Available: McDonald’s mission is: ‘Promote Diversity and Inclusion among our Employees, Owner/Operator’s and Suppliers who represent the diverse populations McDonald’s serves around the globe.’. Last accessed 31 December 2010.

And for the mission statement of Mc delivery service that is new to the Moroccan market is : ”To provide an excellent home delivery by reliable and consistent quality of service in a way of ensuring the food’s safety and dependability to our McDonald’s customers, Whether they are active or unable to come to our restaurant , this service makes their life easier and come to them.”

SITUATION ANALYSES

MCDONALD’S is the largest fast food restaurant chain in the world. As it owns one of the most respected and recognized brand. It operates more than 30,000 restaurants over 119 countries on the six continents.

All MCDONALDS’s brands have a strong competencies in all restaurants operations, marketing and franchising, retailing and real estate , as well as, they are involved in social responsibility area. This organization has extremely changed the eating habits of both Americans and foreigners, due to its foods and services. MCDONALD’S provides high quality and healthy food with a balance between lifestyle, diet and health. It is always working on reducing preservatives and colorants amounts, in products. As foods, they sell sandwiches, chicken, salads, snack and sides, breakfast, ice cream, soft drinks, Mc café, shakes and desserts. MCDONALD’S co seeks new products quality that satisfy customers regarding their both taste and value expectations.

Every restaurant of MCDONALD’S delivers high quality of services and cleanliness to its customers, and give them the opportunity to put their complaints properly in order to meet their needs successfully, as well as this organization facilitates the way of getting the customers’ orders without getting out of their cars through the MC drive. In addition, McDonald’s encompasses play place for children in every restaurant. Moreover, this fast food restaurant allows to its job applicants with the relevant skills and performance for work whatever his or her nationality, race, gender, color, disability or marital status is. And also provides training program for staff.

As the financial situation of the mcdonald’s restaurant is as follows

In millions dollars

2001

2000

1999

1998

1997

1996

1995

1994

1993

1992

1991

Franchised Sales

$24,83

24,463

23,830

22,330

20,863

19,969

19,123

17,146

15,756

14,474

12,959

Company-operated Sales

$11,04

10,467

9,512

8,895

8,136

7,571

6,863

5,793

5,157

5,103

4,908

Affiliated Sales

$4,752

5,251

5,149

4,754

4,639

4,272

3,928

3,048

2,674

2,308

2,061

Total System Wide Sales

$40,63

40,181

38,491

35,979

33,638

31,812

29,914

25,987

23,587

21,885

19,928

Total Revenues

$14,87

14,243

13,259

12,421

11,409

10,687

9,795

8,321

7,408

7,133

6,695

Operating Income

$2,697

3,330

3,320

2,762

2,808

2,633

2,601

2,241

1,984

1,862

1,679

Income before Taxes

$2,230

2,882

2,884

2,307

2,407

2,251

2,169

1,887

1,676

1,448

1,299

Net Income

$1,637

1,977

1,948

1,550

1,642

1,573

1,427

1,223

1,083

959

860

Cash provided by operations

$2,688

2,751

3,009

2,766

2,442

2,461

2,296

1,926

1,680

1,426

1,423

Capital Expenditures

$1,906

1,945

1,868

1,879

2,111

2,375

2,064

1,539

1,317

1,087

1,129

Free Cash Flow

$782

806

1,141

887

331

86

232

387

363

339

294

Treasury Stock Purchases

1.090 $

2,002

933

1,162

765

605

321

500

628

92

117

Financial Position at year end

Total assets

$22,53

21,684

20,983

19,784

18,242

17,386

15,415

13,592

12,035

11,681

11,349

Total debt

$8,918

8,474

7,252

7,043

6,463

5,523

4,836

4,351

3,713

3,857

4,615

Total shareholders’equity

$9,488

9,204

9,609

9,465

8,852

8,718

7,861

6,885

6,274

5,892

4,835

Shares outstanding (in millions)

1,280.70

1,304.90

1,350.80

1,356.20

1,371.40

1,389.20

1,399.50

1,387.40

1,414.70

1,454.10

1,434.50

Per Common Share

Net Income

$1.27

1.49

1.44

1.14

1.17

1.11

0.99

0.84

0.73

0.65

0.59

Net-Income Diluted

$1.25

1.46

1.39

1.1

1.15

1.08

0.97

0.82

0.71

0.63

0.57

Dividend Declared

$0.23

0.22

0.2

0.18

0.16

0.15

0.13

0.12

0.11

0.1

0.19

Market price at year end

$26.47

34 34

40.31

38.41

23.88

22.69

22.56

14.63

14.25

12.19

9.5

Franchised Restaurants

17,395

16,795

15,949

15,086

14,197

13,374

12,186

10,944

9,918

9,237

8,735

Company-operated Restaurants

8,378

7,652

6,059

5,433

4,887

4,294

3,783

3,216

2,733

2,551

2,547

Affiliated Restaurants

4,320

4,260

4,301

3,994

3,844

3,216

2,230

1,739

1,476

1,305

1,136

Total Systemwide Restaurants

30,093

28,707

26,309

24,513

22,928

20,884

18,299

15,899

14,127

13,093

12,418

Source: www.mcdonalds.com, accessed on 1 December 2011