Title: The external environment and its effect on strategic marketing planning: a case study for McDonald's

Authors: Demetris Vrontis, Pavlos Pavlou

Addresses: School of Business, University of Nicosia, 46 Makedonitissas Ave., P.O. Box 24005, 1700 Nicosia, Cyprus. ' Department of Management and MIS, School of Business, University of Nicosia, 46 Makedonitissas Ave., P.O. Box 24005, 1700 Nicosia, Cyprus

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.

Keywords: adaptation; international marketing; strategic marketing; McDonald|s; standardisation; marketing strategy; case study; fast food industry; external environment.

DOI: 10.1504/JIBED.2008.019163

Journal for International Business and Entrepreneurship Development, 2008 Vol.3 No.3/4, pp.289 - 307

Published online: 30 Jun 2008 *

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