The external environment and its effect on strategic marketing planning: a case study for McDonald's
by Demetris Vrontis, Pavlos Pavlou
J. for International Business and Entrepreneurship Development (JIBED), Vol. 3, No. 3/4, 2008

Abstract: This case study has been compiled in order to illustrate the effect of the external environment on the international marketing strategy of McDonald's, the fast food chain. An external environmental analysis is necessary, as effective marketing strategies cannot be developed without firstly analysing the environment in which the company operates. The paper analyses a number of the theoretical approaches to strategic planning to be considered in international marketing.

Online publication date: Mon, 30-Jun-2008

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