McDonald’s Marketing Plan Free Sample

Introduction

This report will provide an in-depth situation analysis of McDonald’s in Singapore. In doing so, it will analyze the internal and external environment influencing the company’s operation in Singapore as it introduces new services and products in this region. In doing so, the report will provide an overview of the brand and then discuss the appropriate marketing mix McDonald’ should adopt in Singapore, where the 4Ps will be critically evaluated. The report will also discuss the market situation and provide details about the target market, size, growth, and market share. Furthermore, in the market situation segment, the report will provide competitor analysis using porters five forces. It will then move and discuss the macro and micro environment, which will impact heavily on PESTLE analysis and SWOT analysis. The report will then go ahead and analyze the ideal market segmentation that McDonald’s should adopt and then finalize by drawing a perception map showing the position of McDonald’s against its major competitors, such as KFC and Hamburgers King.

Company Overview and Product Line

McDonald’s is a global fast-food restaurant that has been operation o for a long period. The brand started operating in Singapore in 1979 (McDonald’s, 2023). However, what most people are not familiar with is that McDonald’s is part of Hanbaobao, which was registered as a private limited company in Singapore in 1976, and up to date McDonald’s lists it on the Singapore website that it has the right to operate a McDonald’s restaurant (McDonald’s, 2023). This explains why the receipts usually bear the name Hanbaobao Pte. LTD is when a customer orders food from McDonald’s and pays using a credit or online platform. More so, ever since the company started in Singapore, it has undergone numerous changes in terms of meals and services it engages in. (McDonald’s, 2022). Some of the common products McDonald’s offers in over 135 restaurants in Singapore are the likes of Mcspicy, prosperity burger Chicken McCrispy, e-donation for charities, and 24/7 delivery services (McDonald’s, 2022). All the services mentioned earlier have allowed the company to remain strong in Singapore.

Marketing Mix

Product

McDonald’s has been providing various services and products from its 135 restaurants in Singapore, providing a menu that aligns with the local demands of Singaporeans. Some common products offered are the likes of Mcspicy, prosperity burger Chicken, McCrispy, Hamburgers, and cheeseburgers (McDonald’s, 2023). These meals are available at all the company restaurants across Singapore, serving over 6.5 million individuals. Besides the single meals named above, the company also offer a collection of meals at set prices, such as family meal (Cheeseburger) and family meal (hamburger).

Promotion

McDonald’s engages in promotion, and one of the ways through which it promotes its products and services is through the use of social media platforms such as Facebook, Twitter, and Instagram to inform customers of upcoming services (McDonald’s, 2023). Besides social media, the company also promotes its services through charitable donations to help several families and Children access healthcare services (Rmhc.org, 2023). McDonald’s contributes about $200000 yearly to The Ronald McDonald House Charities (RMHC), independently run (McDonald’s, 2023). Besides, whenever a customer purchases a Happy meal at the store, the brand usually donates about $0.05 to RMHC (McDonald’s 2023). Also, McDonald’s promotes itself through the use of its mobile application. The brand has a mobile application which customers can use to order food and get rewarded (McDonald’s, 2023). This is such that whenever s customers order a meal using the McDonald’s application, they will earn ten points for every $ 1 spent.

Price

Pricing is one of the marketing elements that are vital for McDonald’s, and as such, the company is known to have a wide range of products depending on the product being purchased. More so, most of the items found in McDonald’s Singapore restaurants are fair and affordable to most of them. This move is meant to ensure that the restaurant can retain its customers. It also uses Bundle package pricing whereby different meals are charged a single price that is discounted and is much less compared to buying single items.

Place

McDonald’s is available in various places within Singapore. In total, it has about 135 restaurants in Singapore which are located at various places within Singapore. Furthermore, it has about 17 drive-thru in different parts of Singapore, enabling customers to buy their favorite meals without alighting from their vehicles which helps in saving time for busy customers (McDonald’s, 2022). It also has an online distribution channel whereby customers can make orders and deliver them to their desired location using its McDelivery.

Competitor Analysis

The competition in Singapore’s fast food restaurants is high. As such, the economic crisis has resulted in stiff competition as all the restaurants want to appeal to a wide range of the same customers. McDonald’s is not the only fast food restaurant that is operational in Singapore; instead, there are other restaurants such as KGF and Burger King. However, this report will have to look at the market share in terms of the number of restaurants e brand has and the market share it controls. This is such that McDonald’s seems to have a higher market share than most of its close competitors in Singapore, as it was the one with the higher market share, followed closely by KFC. This is such that McDonald’s has a market share of 18.5%, KFC has 5.4%, and Burger King has a market share of 2.4% (Hirschman, 2022). A higher market share indicates that McDonald’s has higher brand awareness than KFC and Burger King.

Apart from the market share, McDonald’s has a higher number p of stores spread across Singapore. This is such that one of its major competitors is KFC which offers the same services and does heavy promotions by offering coupons s that customers can redeem and get the meals in its restaurants across the island (KFC, 2023). Likewise, Burger king also offers stiff competition to McDonald’s as it has about 60 restaurants across Singapore offering the same services (Burgers King, 2023). Despite the extreme competition, McDonald’s has strong brand recognition as it has 135 restaurants which are way higher than KFC, which has about 80 and Burgers King, which has about 60. A high number of stores insinuates that McDonald’s has higher brand awareness which will give it a competitive advantage over KFC and Burger King.

References

Burger King. (2023). Online offers and ordering. Retrieved February 14, 2023, from https://www.burgerking.com.sg/

KFC. (2023). Let’s start ordering. Retrieved February 14, 2023, from https://www.kfc.com.sg/

McDonald’s. (2023). Eat McDonald’s® Singapore. Retrieved February 14, 2023, from https://www.mcdonalds.com.sg/eat

Mcdonbalds.com. (2023). Keystone Foods: A McDonald’s Meat Supplier | McDonald’s. Retrieved February 14, 2023, from https://www.mcdonalds.com/us/en-us/about-our-food/meet-our-suppliers/keystone-foods.html

Rmhc.org. (2023). Ronald McDonald House charities. Retrieved February 14, 2023, from https://rmhc.org/#:~:text=RMHCservesmillionsofchildren,sickchildrenandtheirfamilies.

Hirschmann, R. (2022, October 17). Singapore: Chained Foodservice market share by brand 2021. Retrieved February 14, 2023, from https://www.statista.com/statistics/724478/chained-foodservice-market-share-in-singapore-by-brand/

PICO Literature Review Free Writing Sample

Introduction

Animal-aided therapy (AAT) is a complementary or alternative therapy involving animals. Animal-assisted practices enhance an individual’s cognitive, emotional, and social functioning. In this assignment, this paper will extend the overview of animal-assisted therapy (AAT) research and whether it is beneficial to residential aged care facilities and nursing staff to assist with reducing anxiety and behavioral and psychological symptoms of dementia (BPSD). The term “dementia” refers to a group of signs and symptoms caused by disorders affecting the brain which can often affect thinking, memory, speech, personality, and behavior. According to recent statistics from dementia Australia, an estimated 4000,000 Australians are living with dementia. Without a medical breakthrough, it is predicted this number will substantially continue to rise (“Dementia in Australia,” 2022).

Telenius, E. W., Engedal, K., & Bergland, A. (2015). Effect of a high-intensity exercise program on physical function and mental health in nursing home residents with dementia: an assessor-blinded randomized controlled trial. PloS one, 10(5), e0126102.

Telenius, Engedal, and Bergland claim that dementia is one of the leading causes of death and disability in the elderly and that over 80% of nursing home residents in Norway have dementia. With such a large number of the elderly population diagnosed with dementia, nurses need to understand how the loss of cognition and functional decline can attribute to behaviors such as anxiety, agitation, restlessness, wandering and low moods, and depression. The article suggests that (AAT) can assist or improve depression and lower anxiety, improving the quality of life amongst the elderly living within an aged care facility (Telenius, Engedal & Bergland, 2015). With such a high prevalence of people with dementia and (BPSD), the article suggests that (AAT) can have some pronoun effects on one’s physical and mental well-being. For instance, lowering blood pressure and increasing neurochemicals when interacting and bonding with animals can be linked to relaxation.

Studies had shown that the inclusion of animals within the therapeutic environment has existed since the ninth century when farm animals were used to assist disabled people. It was also evident that in the 1800s, Florence Nightingale was at the forefoot of advocating the use of pets while treating her patients (Telenius, Engedal & Bergland, 2015). Austrian-born neurologist Sigmund Fred reportedly uses his dog, Jofi, in psychotherapy sessions, believing dogs have a unique sense and can detect a patient’s level of tension.

Travers, C., Brooks, D., Hines, S., O’Reilly, M., McMaster, M., He, W., … & Beattie, E. (2016). Effectiveness of meaningful occupation interventions for people with dementia in residential aged care: a systematic review. JBI Evidence Synthesis, 14(12), 163-225.

According to this article, the power to engage in valued practices, whether for leisure, work, or family, is a crucial aspect of individual personality. In dementia, continued memory loss refers to abilities established over a certain period starting to be lost, leading to the loss of identity and self (Travers et al., 2016). Some studies indicate that interventions or activities tailored to be beneficial to an individual with dementia are more efficient in addressing psychological and behavioral symptoms of dementia and enhancing the standard of life than those the ones that are untailored. However, the significance of individualizing activities or interventions for many populations has yet to be well known. Offering individualized or meaningful tailored practices for individuals with dementia among nursing home residents appears to be proper for psychological and behavioral symptoms (Travers et al., 2016). The magnificent evidence was for personalized recreational interventions and practices for a group of BPSD, adopted music for distress, anxiety, and depression, and RT for cognitive and mood functioning. Insufficient justification precluded making conclusions concerning animal-aided training and therapy employees to establish individual care plans.

Smith, C., Bixler, D., George, A., Fusco, N., & DeLuca, A. (2020). A pilot study of Animal-assisted activity among hospitalized older adults. Geriatric Nursing, 41(6), 905–908.

Smith et al. claim that Animal aided activity is a non-medical practice that has been proven to minimize anxiety among nursing residents n different settings. However, the Animal aided practices have not been assessed among acute custody hospitalized older individuals aged 65 and above (Smith et al., 2020). The pilot study showed that a visit from a coached dog and its trainer would minimize anxiety among hospitalized adult patients 65 years and above. Many Americans have pets, and this bond fosters security and safety for people while minimizing fear and other adverse thoughts. Animals in therapeutic settings can assist patients in becoming more communicative and social. They offer a concentration point for individuals who might experience fear when hospitalized (Smith et al., 2020). Animal-aided interactions combine the utilization of animals for the productive benefit of people.

Ambrosi, C., Zaiontz, C., Peragine, G., Sarchi, S., & Bona, F. (2019). A randomized controlled study on the effectiveness of animal‐assisted therapy on depression, anxiety, and illness perception in institutionalized elderly. Psychogeriatrics, 19(1), 55-64.

The article by Ambrosi and the other authors carries out a study to justify that dog-aided therapy is effective on anxiety and depression in institutionalized and individualized elderly. The article assesses patients’ sickness perception to determine core beliefs concerning personal control, mood, and illness coherence since they might impact treatment compliance (Ambrosi et al., 2019). The article also studies social interaction, pain perception, and background-bound touchable and observable variables. These studies verify that dog-aided therapy effectively minimizes signs of depression in the elderly. The escalation in verbal links with the handlers indicates that the dogs are a facilitator of social linkage, eliciting fruitful emotional responses (Ambrosi et al., 2019). Dog-aided treatment shows promising outcomes in the treatment control and illness timeline showing potential improvement in therapy-linked empowerment. However, further exploration and studies are also required.

Sahebalzamani, M., Rezaei, O., & Moghadam, L. F. (2020). Animal-assisted therapy on happiness and life quality of chronic psychiatric patients living in psychiatric residential care homes: a randomized controlled study. BMC Psychiatry, 20, 1-9.

In response to this article, psychiatric individuals residing in residential homes might often lack independence, option-making, and engagement in social practices. They typically have no visitors or few, and they do not have any aim of living (Sahebalzamani, Rezaei & Moghadam, 2020). Animals might increase the quality and happiness of life of these individuals in their residents. According to this article, there was a study done to show the impacts of Animal aided therapy on the quality and happiness of life of severely psychiatric individuals residing in residential homes in Iran. The study showed that providing happiness to chronic psychiatric individuals in residential homes is significant and might bring them back to the community and lead to a healthy life for the individuals (Sahebalzamani, Rezaei & Moghadam, 2020). The outcomes of the study also showed that Animal-aided treatment was necessary for the individuals living in these areas and increased their standard of life.

Park, S., Bak, A., Kim, S., Nam, Y., Kim, H. S., Yoo, D. H., & Moon, M. (2020). Animal-assisted and pet-robot interventions for ameliorating behavioral and psychological symptoms of dementia: A systematic review and meta-analysis. Biomedicines, 8(6), 150.

According to this article by Park et al., individuals with dementia typically suffer from psychological signs, for instance, aggression, agitation, and depression. One aim of dementia practice is to control and manage individuals’ inappropriate characters and psychological signs while considering their standard of life (Park et al., 2020). Animal-aided interventions or pet-robot practices are proper intervention mechanisms for older individuals with dementia and cognitive impairment. In addition, these interventions positively impact the psychological and behavioral signs of dementia. However, findings in these interventions have shown inconsistent outcomes. Some programs use coached animals to aid people with physical disabilities in handling practical challenges in their practices of daily lives. These programs are crucial to these population groups. The interventions offer joy to these people, increase their encouragement and enable them to rest. Individuals can solve their unmet emotional and physical requirements by being entangled in activities linked to the patient’s therapeutic targets (Park et al., 2020). Specifically, walking with a living creature or Animal not only benefits individuals with dementia. It also enhances the rehabilitation of older people who have experienced surgery or sickness by reacquainting them with healing ambulation speed. According to this article, the initial AAT to minimize depression and the power of AAI to minimize depression and enhance QOL in the elderly with dementia are presently being researched.

Olsen, C., Pedersen, I., Bergland, A., Enders‐Slegers, M. J., Patil, G., & Ihlebæk, C. (2016). Effect of animal‐assisted interventions on depression, agitation and quality of life in nursing home residents suffering from cognitive impairment or dementia: A cluster randomized controlled trial. International journal of geriatric psychiatry, 31(12), 1312-1321.

The popularity of neuropsychiatric signs in a defective nursing home is extremely high, with agitation and depression being the common main symptoms. According to this article, Animal aided practices might positively impact signs of depression in older individuals with dementia, for instance, those in advanced ages (Olsen et al., 2016). For instance, this article embraces Dog-aided intervention as one of the best practices for dealing with depression. Dog-aided interventions utilize dogs to treat people for a specific aim. There are different directions for these interventions which have been determined. They include Therapeutic aims, activating aims, or aid for specific processes. In some nations like Sweden, therapy dogs, and their teams are coached and certified according to a national level. These dogs operate in various contexts. These dogs are utilized with positive outcomes in healthcare backgrounds concerning individuals with psychiatric ailments or dementia. An advancing scientific justification shows that DAIs might minimize psychological ad behavioral signs and enhance the standard of life in persons with dementia (Olsen et al., 2016). Moreover, using therapy dogs might slow down or minimize the progression of cognitive impairment in people with mild or early Alzheimer’s disease.

Tournier, I., Vives, M. F., & Postal, V. (2017). Animal-assisted intervention in dementia. Swiss Journal of Psychology.

According to this article, Animal aided therapy aims to enhance or maintain patients’ sociological, psychological, and physical functioning by impacting the linkage between the Animal, therapist, and a single or more patient (Tournier, Vives & Postal, 2017). The article states that research on AAT’s significance, effectiveness, and proper practices is rising. It has been observed that pets are friendly to human beings and an effective source of physical and sensory reminiscences, stimulations, and social relations (Tournier, Vives & Postal, 2017). Further advantages of utilizing pets in treatment are that pets are nonjudgmental and depend on body reactions more than people do, which is typically valuable when operating or relating with individuals with impaired language experiences. Thus Animal aided therapy is specifically suited for older people who have dementia.

Conclusion

AAT depends on the unique bond between animals and humans, particularly animals with the proper training and temperament for therapy. According to the above studies, this therapeutic strategy might allow individuals undergoing treatment to feel safer comfortable, and aided as they seek therapy for a mental health disorder. Certain Animal-aided activities might also be considered a type of AAT; however, mental healthcare experts disagree on this vocabulary. These practices involve animals, though they might have a different form of coaching than those utilized in AAT. Some examples of these Animal aided activities include studying how to coach dogs and caring for farm or domestic animals.

References

Ambrosi, C., Zaiontz, C., Peragine, G., Sarchi, S., & Bona, F. (2019). A randomized controlled study on the effectiveness of animal‐assisted therapy on depression, anxiety, and illness perception in institutionalized elderly. Psychogeriatrics, 19(1), 55-64.

Olsen, C., Pedersen, I., Bergland, A., Enders‐Slegers, M. J., Patil, G., & Ihlebæk, C. (2016). Effect of animal‐assisted interventions on depression, agitation and quality of life in nursing home residents suffering from cognitive impairment or dementia: A cluster randomized controlled trial. International journal of geriatric psychiatry, 31(12), 1312-1321.

Park, S., Bak, A., Kim, S., Nam, Y., Kim, H. S., Yoo, D. H., & Moon, M. (2020). Animal-assisted and pet-robot interventions for ameliorating behavioral and psychological symptoms of dementia: A systematic review and meta-analysis. Biomedicines, 8(6), 150.

Sahebalzamani, M., Rezaei, O., & Moghadam, L. F. (2020). Animal-assisted therapy on happiness and life quality of chronic psychiatric patients living in psychiatric residential care homes: a randomized controlled study. BMC Psychiatry, 20, 1-9.

Smith, C., Bixler, D., George, A., Fusco, N., & DeLuca, A. (2020). A pilot study of Animal-assisted activity among hospitalized older adults. Geriatric Nursing, 41(6), 905-908.

Telenius, E. W., Engedal, K., & Bergland, A. (2015). Effect of a high-intensity exercise program on physical function and mental health in nursing home residents with dementia: an assessor-blinded randomized controlled trial. PloS one, 10(5), e0126102.

Tournier, I., Vives, M. F., & Postal, V. (2017). Animal-assisted intervention in dementia. Swiss Journal of Psychology.

Travers, C., Brooks, D., Hines, S., O’Reilly, M., McMaster, M., He, W., … & Beattie, E. (2016). Effectiveness of meaningful occupation interventions for people with dementia in residential aged care: a systematic review. JBI Evidence Synthesis, 14(12), 163-225.

Police Brutality In “The Hate U Give” By Thomas Angie Sample Assignment

The Hate U Give is a novel by Angie Thomas in the Urban Fiction genre with 444 pages and twenty-six chapters. The book was published on February 28, 2017, and it is an expansion of Thomas’s short story, which she wrote reacting to the murder of Oscar Grant. The novel has received positive criticism since it addresses the events that are currently taking place. Police brutality is one of the issues facing most people worldwide, especially people of color. The novel is narrated by an African-American girl, sixteen years of age, on a journey of self-discovery. The sixteen-year-old African-American girl, Starr Cartel, is the protagonist in the novel; living in a poor black background and attending school in the suburbs with white children contributes to her behavior and her withdrawal from society in the first chapters of the book. She says, “daddy told me that the tradition of black slavery passes to every black child” (Thomas 88). This puts her in an inferior world of black people. Starr is torn between the worlds of violence and poverty and fears that she will be compromising her friendship with her white friends at school and her boyfriend by telling the story. Starr is unsure how to talk about Khalil’s death because she will tarnish the white’s identity and expose their cruelty towards the black people. The repeated murder cases that she witnesses of her black friends make her want to navigate the two worlds; the black and white world. This essay aims to examine the theme of police brutality as demonstrated by Thomas in “The Hate U Give.”

At first, Starr witnesses the murder of Natasha, who is brutally killed in a drive, then her friend Khalil who dies at the hands of a police officer. Khalil’s death makes her come out of the cocoon of fear as she addresses the protestors. Starr realizes her black identity, which makes her realize that no matter what she does or says, she still has to be judged within white spaces. By testifying in front of the jury, Starr sheds light on her community and breaks the narrative that Khalil’s murder was for the benefit of the people because he was a drug dealer. She makes the people understand that Khalil’s life matters and that those involved should be held accountable. Just like a star, her leadership potential is realized. She tells the protestors, “Khalil’s life mattered; he lived” (Thomas 178). Officer Adam mercilessly killed Andre Hill of Columbus, yet he had no offense. Andre’s black identity must have led to his death.

For the longest time, police brutality due to race has continued to grow despite the many protests regarding ‘black lives Matter.’ Men and women of color face police brutality and cannot express themselves freely like whites. Thomas, in her novel, The Hate U Give, the theme of police brutality is explored through how the black characters are treated by the whites (Bacci 8). This theme relates to the happenings today, with the most famous incident being the merciless murder of George Floyd. In the novel, a series of traumatic events happen to black people. Pac tells Starr of the thug life that blacks live their entire life because they have been stereotyped and denied opportunities. Pac says, “the thug life we blacks give our children lives with them for their entire life” (Thomas 12). This makes most of them indulge in the drug trade, thus devaluing their life thus, escaping from poverty becomes a challenge for most black characters. In the novel, Thomas examines how society has stereotyped blacks to justify police brutality against them. Black characters in the novel find themselves at a cross-road and unable to navigate through the different worlds they find themselves in. in most instances, they try to switch their speech, behaviors, and manners to fit the black and white customs. For example, the main character, Starr, says that she is too black to justify the death of Khalil yet too white to stand up for Khalil. Additionally, the stereotypes protect the whites from violence and can do any form of injustice to the blacks without questioning.

The media, too, propagates police brutality through the way the news is covered because it portrays blacks as dangerous and violent. In the news about the death of Khalil, a black boy killed, the media spreads the news of involvement in a gang rather than broadcasting news on how the boy was killed. By so doing, the media perpetuates police brutality and shows how the white media is more concerned with protecting the law than black citizens’ lives (Bacci 10). Starr says, “the media focuses more on what he may have done and what he said rather than the fact that he was killed” (Thomas 127). Thomas succeeds in using the technique of symbolism to educate the world about the pervasiveness of racism. Thomas chooses the word ‘One-fifteen,’ which is the name Starr uses to refer to the policeman who killed Khalil. Although she realizes his name is Brian, Starr continues to refer to him as one-fifteen, the number on his badge. Starr says, “one-fifteen pointed a gun at her until the other police officers arrived as Khalil’s body lay on the ground” (Thomas 127). Using the word, one-fifteen could not possibly be referring to Brian alone but to all other police officers or other white institutions that continue to spread racism. The shooting of unarmed black women and men by police officers continues. The killing of Michael Brown in 2014 sparked protests, thus the Black Lives Matter movement. However, despite the protests, police brutality continues.

Work Cited

Thomas, Angie. The hate u give. Balzer + Bray, 2017. Retrieved February 14, 2023, from https://is303.com/wp-content/uploads/2021/07/the_hate_u_give_thomas_angie-Incoming-8th.pdf

Bacci, Francesco. “Black Lives Matter: Police Brutality, Media and Injustice in “The Hate U Give.” Dear White People, and On the Other Side of Freedom. REDEN. Revista Española de Estudios Norte Americanos 2.1 (2020): 7-22. Retrieved February 14, 2023, from https://erevistas.publicaciones.uah.es/ojs/index.php/reden/article/view/1378