Higher National Diploma in
Marketing Principles: Assignment 1

Student Name & Number | Thi Mai Lam Trinh11013765 |
Unit Title   and Lecturer: | Marketing PrinciplesAlison Brown |
Group: | Group AHND in Business (Management) Yr. 1 |
Final Due Date: | April 3rd , 2015 |
Submission Date: | |

HND Business
Marketing Principles
Assignment 1

Thi Mai Lam Trinh
HND Business Management
May 2015

Higher National Diploma in 1
Introduction 3
The marketing process 4
The Marketing Orientation 7
Marco and micro environment factors 8
Definition: 8
The PESTLE factors: 9
The key micro factors 11
Buyer Behaviours 13
Buyer Decision Process: 13
The Influences have impact on consumer buying behaviour 14
How buyer behavior can affect the marketing activities of McDonald’s 14
Segmentation, Targeting and Positioning 15
Segmentation 15
Positioning 16
Conclusion 17
Bibliography 17

This report will give an overview about the concept of marketing and evaluate the effect of the business environment upon the organization – McDonald’s - one of biggest fast food company in the world. Besides that, the report also focuses on the segmentation and targeting strategies undertaken by them.
McDonald’s is the world’s leading global foodservice retailer with around 31.000 restaurants serving 65 million customers in 120 countries every day. It was founded in 1940 in California by Richard and Maurice McDonald as a barbecue restaurant. However, the foundation of successful business today is by ray Kroc who purchased from McDonald brothers and developed the project into a business success culinary world. The chain of fast food restaurants mainly sells hamburgers, chickens, French fries, soft drinks, cheese hamburgers, desserts, milkshakes….. Over few decades, when the term “fast food” became popular with everyone, especially young people, the company extended its menu to...