Using this type of information McDonald's can tailor communication to the needs of specific groups. It is their needs that determine the type of products and servicesoffered, prices charged, promotions created and where restaurants are located. To meet the needs of the key market it is important to analyse the internal marketingstrengths of the organisation. Strengths and weaknesses must be identified, so that a marketing strategywhich is right for the business can be decided upon.
The analysis will include the:
• company's products and how appropriate they are for the future
• quality of employees and how well trained they are to offer the best service to customers