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Problem Statement In the case of McDonald’s "Seniors" Restaurant, Suzanne Drolet is not struggling with existing problems or even symptoms of problems, but observations of changing events that are driving concerns and uncertainty between the reality of past and current market mix and orientation, target segmentation, and future expectations. Suzanne is concerned and worried about her changing consumer orientation and the impacts that could happen and might have to be dealt with, which places her squarely in a positive deviation or positive problem situation. Alternatives Section · Evaluate Market Orientation Elements · Holistic system of thinking about trade · Assume supply / demand equilibrium · Put all customers at center · Seek opportunity to serve all customers · Attempt to coordinate trade activities · Evaluate 4 P’s · Implement the Problem Solving Process · Analyze the possible problems · Gather Information about solutions · Evaluate possible solutions · Arrive at a final solution · Reevaluate the final solution · Implement the Adoption Process · Make consumer aware of change · Evaluate the consumer interest in change · Re-examine the Demographics Size · Composition and distribution of population · Age · Geography · Income levels · Sex Implement marketing opportunity analysis Will interpret environmental changes and competitive ability to capitalize on changes. Micromarket Study Customers Current or potential What do they want? What do they need? Where are they? Strategy Process for Competitive Advantage Identify company mission and long-term plans and goals Create marketing strategies and objectives Design tactical and operational methods Evaluate and re-evaluate Evaluate Industry structure, Product and possible positional change Analyze Market penetration – sales growth in existing market. Market development – new customers / existing product Product development new products / existing market Diversification – new products / new services Demarketing – raise prices to reduce demand Conduct SWOT With concentration on Weaknesses Analyze Affect perception (how an individual perceives the stimulus)| Marketer designs promotional activates (Marketer understands the target market) Examine homogenous and Heterogeneous concepts Recommendation Because Suzanne’s concerns are based on current observations and possible future problems she should evaluate basic marketing analysis concepts such as: Market Orientation Elements Execute the Problem Solving Process Re-examine the Demographics Conduct a Micromarket Study Evaluate Competitive Analysis Concepts Based on the results from above she should develop short term and long term business strategies that can be easily and efficiently implemented, tested, and evaluated for consumer acceptance. Analysis Section Suzanne seems to be a very astute businessperson, as she is constantly evaluating her business current state. She is clearly in a concerned mode as her McDonalds restaurant is enjoying great success, however, she has created her current state of affairs by instituting her "seniors breakfast special" which in no way should be considered a bad situation.
Approximate Word count = 1713
Approximate Pages = 6.9
(250 words per page double spaced)
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