• Level: University Degree
  • Subject: Business and Administrative studies
  • Word count: 2766

Extracts from this document…


RETAIL AND SERVICE MANAGEMENT AIM The aim of this report is to identify, understand and examine the retail marketing strategy of Mc Donald’s and recommend a course of action to improve the same. STUDY OBJECTIVE The objective is to critically analyze Mc Donald’s position through: 1. Industry Analysis including a fact-sheet about the industry and the retail outlet. 2. Environment Analysis including the external, customer, internal and SWOT analysis. 3. Retail Strategy Analysis including the current retail mix and proposing a strategy. METHODOLOGY The data has been collected from the following sources: 1. Primary Data: Collected by visiting the retail outlet and making observations, semi-structured interviews of various executives & workers and also through customer surveys using questionnaires and personal interviews. 2. Secondary Data: This was collected through books, magazines, journals, Internet, industry reports, newspapers…

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