C/M/430. McDonald's in UK: A Critical Examination of its Marketing Strategy

This report critically examines the marketing strategy of McDonald's in the UK. Having undergone considerable change due to internal marketing failures and pressures from the external environment Ï increased competition and a movement towards more healthy foods Ï McDonald's market strategy has been forced to re-align itself with customers' needs. This report discusses these issues, as well as providing a detailed critical review of the marketing strategy literature, in particular, the differences between traditional and relationship marketing, the importance of customer loyalty, and centricity of customer satisfaction and service quality.