Market Position and Competitive Analysis of McDonald's: A Comprehensive Evaluation of Product Portfolio and Customer Strategy

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RUNNING HEAD: Market position analysis1Assignment 3Market Position AnalysisIn this module, you will assess the product portfolio of your selected business unit by analyzing the valueproposition, market position, and competitive advantage of its products and services.Part I:InterviewTo gain an understanding of your selected business unit’s market position, value proposition, andcompetitive advantage, conduct at leastoneinterview with a mid-level or senior manager.Use the interview to solicit the manager’s perception of his or her business unit’s product portfolio. Besure to discuss the points of analysis listed below in Part II of this assignment.Part II: AnalysisBased on the information gathered from the interview, analyze the product portfolio of your selectedbusiness unit. In your analysis, identify the business unit of your company and the product(s) andservice(s) on which you will focus.Make sure to include the following points in your analysis:Describe the target customer for the product/service in terms of relevant characteristics that impactthe marketing strategy, including location (how it should be reached) and buying habits.Identify each customer segment’s specific wants and needs. Explain why they buy your company’sproduct or service, or a competing product or service.Justify how well your product/service satisfies customer wants and needs. Identify any wants andneeds that are not met by your product/service.Analyzethe position of your product/service in relation to the competition. Identify the maincompetitors. Explain how your product differs in terms of features, function, quality, price,availability, brand image, and the like. Explain why this differentiation is important to your customers.Describe the source of competitive advantage for your product. Evaluate how sustainable is thissource of advantage.Assess the long-term sustainability of the source of differentiation and competitive advantage.

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Market position analysis2Part I:Interview:McDonald’s is currently facing more trouble due to weakened sales in past two years.The interview was conducted with Deborah Wahl the Chief Marketing Officer. The Super Bowlis the great pitch in advertisement made by her for Mc Donald to improve the sales(Tadena,2015). I asked about the actual reason behind this new advertisement. She replied that the SuperBowl on Sunday was with the aim of “Lovin”(Tadena, 2015). She said that she was lookingforward to a are unique way of conversation with the Americans. Super Bowl provided a betterpayment options for the customers. According to this, customers were asked to call thecustomers, and the payment is a hug and hi-fives. When asked whether it was expected to bringany change in the business climate, she said yes.A popular brand like McDonald intends to provide a better experience and a greatmoment in life that will create brand loyalty(Tadena, 2015). When asked about the growingstiff competition and changing CEO toDeborah Wahl she said I will discuss in detail. She saidchanging taste and preference of customers had added more pressure along with the negativeimpression of McDonald unhealthy food advertisement. Issues like waiting time and calorie offood require immediate attention. She said that entire team was working for better transmissionin the business and Super Bowl is the next logical strategy that will enable the company to moveforward(Tadena, 2015).Deborah Wahl mentioned that they are more concern about their customers and lovingthem, so we want to give them more. She mentioned that Mc Donald is pitching more SuperBowl, and it is expected to attract more customers. Deborah Wahl questioned about the priceincurred by the company for pitching Super Bowl as they are providing free meals to the

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