MCDONALDS NEED ACCURATE DEMOGRAPHIC AND GEOGRAPHIC DATA

TO UNDERSTAND CURRENT MARKET SITUATION

BACKGROUND:
McDonalds Philippines is a subsidiary of the Filipino-owned Golden Arches
Development Corporation. The first Filipino McDonalds to open for business was in
the Morayta university districts in Manila during 1981. These days McDonalds is
operating over 150 restaurants throughout the islands of the Philippines. Being a
100% Filipino-owned franchise allows McDonalds Philippines to be more agile and
take quicker actions, making them an even more competitive force in the Filipino
fast-food market.

OBJECTIVE:
To determine the demographic and geographic data in order to understand
the current market position of the company in their location in the Philippines.
STATEMENT OF THE PROBLEM:
With intense domestic and intentional competition in the Filipino fast-food
market, McDonalds needs accurate demographic and geographic data in order to
understand the current market situation.
ALTERNATIVE SOURCES OF ACTIONS:

A comprehensive getchee market survey of both McDonalds and competitor

store locations in the Philippines combined with demographic data will help
McDonalds management discover market gaps, improving overall efficiency
and profitability.

Estimate the number of population where the McDonalds Company was

located and conclude the demographic and geographic data in the current
market situation.

Advantages

In the First alternative source of action using surveys can be a big help to
know the accurate measurement of population near side where the company was
located at. It could be one way of the company to know also the weakness and
strengths of the other competitors.
In the Second alternative source of action by estimating, company will not
give much more effort to analyze the demographic and geographic data and it is not
too costly to execute the particular alternative.
Disadvantages
In the First alternative source of action by having surveys you will need more
time and effort to have the data and information that its too costly to be executed by
the company.
In the Second alternative source of action estimation will not give you an
accurate to know the exact data of the study that was the company been searching
for.
CONCLUSION:
The McDonalds Company has their solution by making these steps in the following:
i.

Within only one month, a team of getchee analysts surveyed the Philippines
fast-food market and located every McDonalds, Jollibee, and KFC restaurant.
The next step was then to geo-code and upload each restaurant location to
the online getchee software platform. With this accurate and recently updated
data made easily accessible on getchee, the McDonalds team is able to
privately analyze the Filipino market using proprietary in-house methods. Due
to their customer dedication and because of the flexible nature of the online
platform, getchee analysts continue to update each additional McDonalds
store opening and closing.

ii.

The value in getchee stems not only from the raw customer specific data
collected but also from its overlay with getchee demographic analysis tools
and detailed city maps. Population, business intensity, lifestyle intensity, and
much more is made readily accessible not only on a district-wide scale but on
an even more precise 1km x 1km segmentation within the central business
districts (CBD). With this data and these tools McDonalds management is
able to dissect and analyze the local market of each store

I, therefore conclude that even though your decisions are costly and given much
more effort it could be better than using the other alternative. Where, you are not
sure that the result of it is more effective and assumable that the company will have
the right information.

Reference:

www.getchee.com
blog.getchee.com