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Plan De Motivación

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Plan De Motivación MARKETING PLAN FOR THE LAUNCHING OF A VEGAN BURGER PRODUCED BY MCDONALD’S IN THE SPANISH MARKET. MEMORY SUBMITTED BY: TERESA GÓMEZ ALBUIXECH DEGREE IN BUSINESS AND MANAGEMENT ADMINISTRATION Call for defence: 05-2020 McVeggie’s Marketing Plan RESUMEN: A lo largo del siguiente trabajo final de grado se va a desarrollar de manera detallada y aplicando las teorías del Marketing de Philip Kotler y Jerome Mc Carthy, la viabilidad del lanzamiento de un producto ya existente en algunos mercados europeos, pero no en el español. Se trata de la McVeggie, conocida como la hamburguesa vegana de McDonald’s. Para poder analizar esta viabilidad, se hará en primer lugar, un estudio de la situación actual del entorno del mercado español en cuanto a comida rápida y por otro lado un análisis de lo que representa la gran compañía estadounidense en España. Terminada dicha búsqueda se procederá al estudio de la sociedad española en cuanto a gustos y preferencias a la hora de consumir McDonald’s mediante el uso de unos cuestionarios elaborados exclusivamente para la ocasión. Una vez analizados y contrastados los datos generados por las respuestas a los cuestionarios, se procederá a la confección de un Plan de Marketing basado en unas estadísticas realistas y, por tanto, ajustado a los gustos y necesidades reflejadas por los consumidores actuales y potenciales. Todo esto se desarrollará y plasmará mediante las técnicas de búsqueda y metodologías aprendidas durante el grado de Administración y Dirección de Empresas. ABSTRACT: Throughout the following final degree project, it’s going to develop applying the Marketing theories of Philip Kotler and Jerome Mc Carthy, the feasibility of launching an existing product in some European markets, but not in the Spanish one, the McVeggie, known as the McDonald's veggie burger. In order to analyze this feasibility, firstly, it is going to set up a study of the current environment situation of the Spanish market in terms of fast food and secondly it is going to be developed an analysis of what represents one of the biggest American companies in Spain. After this search has been completed, a study about the tastes and preferences that the Spanish society have when they consume McDonald's will be elaborated by the use of questionnaires prepared exclusively for the occasion. Once the data generated by the answers to the questionnaires has been analyzed and contrasted, a Marketing Plan will be drawn up based on realistic statistics and, therefore, adjusted to the tastes and needs reflected by current and potential consumers. All this will be developed and reflected through the search techniques and methodologies learned during the degree of Business Administration and Management. PALABRAS CLAVE: Marketing Estratégico, Marketing Mix, Plan de Marketing, Segmentación, Cuestionario, McDonald’s, Vegano, Comida Rápida. KEY WORDS: Strategic Marketing, Marketing Mix, Marketing Plan, McDonald's, Segmentation, Questionnaire, Vegan, Fast Foo 2 McVeggie’s Marketing Plan INDEX CHAPTER 1. INTRODUCTION ............................................................................................................. 6 1.1 OBJECT ................................................................................................................................................ 7 1.2 MOTIVATION....................................................................................................................................... 8 1.3 PROJECT JUSTIFICATION ..................................................................................................................... 9 1.4 METHODOLOGY ................................................................................................................................ 10 CHAPTER 2. THORETICAL FRAMEWORK ........................................................................................... 12 CHAPTER 3. BACKGROUND ............................................................................................................. 19 3.1 COMPANY DESCRIPTION ................................................................................................................... 20 3.2 MCDONALD'S AND THE FRANCHISE .................................................................................................. 24 3.3 WHAT MAKES MCDONALD'S TRIUMPH? .......................................................................................... 25 3.4 MCDONALD’S IN SPAIN ..................................................................................................................... 28 3.5 MCVEGGIE......................................................................................................................................... 29 3.6 VEGANISM ........................................................................................................................................ 32 CHAPTER 4. ANALYSIS OF THE SITUATION ....................................................................................... 34 4.1 EXTERNAL ANALYSIS ......................................................................................................................... 35 4.1.1 MACROENVIORMENT ................................................................................................................ 35 4.1.2 EXTERNAL ANALYSIS SCHEME ................................................................................................... 47 4.1.3 MICROENVIORMENT ................................................................................................................. 48 4.2 INTERNAL ANALYSIS .......................................................................................................................... 56 4.2.1 MARKETING / SALES AREA ........................................................................................................ 56 4.2.2 OPERATIONS / PRODUCTION AREA........................................................................................... 57 4.2.3 FINANCIAL AREA ........................................................................................................................ 58 4.2.4 TECHNOLOGICAL AREA ............................................................................................................. 58 4.2.5 MANAGEMENT AND ORGANIZATION AREA ............................................................................. 58 4.2.6 HUMAN RESOURCES AREA ........................................................................................................ 59 4.3 DIAGNOSTIC OF THE SITUATION ....................................................................................................... 61 CHAPTER 5. MARKETING OBJECTIVES, SEGMENTATION AND POSITIONING STRATEGIES ................... 62 5.1 MARKETING OBJECTIVES .................................................................................................................. 63 5.2 SEGMENTATION STRATEGIES ........................................................................................................... 65 5.3 TARGETING STRATEGIES ................................................................................................................... 79 5.4 POSITIONING STRATEGIES ................................................................................................................ 80 CHAPTER 6. MARKETING MIX.......................................................................................................... 83 6.1 PRODUCT .......................................................................................................................................... 84 6.1.1 PRODUCT PORTFOLIO ............................................................................................................... 84 6.1.2 PRODUCT DIFFERENTATION ...................................................................................................... 85 6.1.3 BRAND AND LOGO .................................................................................................................... 86 6.1.4 PRESENTATION .......................................................................................................................... 87 6.2 PRICE ................................................................................................................................................. 87 6.3 PROMOTION ..................................................................................................................................... 90 6.3.1 ADVERTISING ............................................................................................................................. 92 6.3.2 SOCIAL MEDIA MARKETING ...................................................................................................... 97 6.3.3 SALES PROMOTION ................................................................................................................... 97 6.4 PLACEMENT ...................................................................................................................................... 98 6.4.1 DISTRIBUTION CHANNELS ......................................................................................................... 98 6.4.2 DISTRIBUTION PLANNING ......................................................................................................... 99 6.4.3 PHYSICAL DISTRIBUTION ......................................................................................................... 100 6.4.4 MERCHANDISING ...................................................................................................................
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