Executive Summary McDonald’s began with the two brothers opening a restaurant in 1940 and the only things they served at that time were hotdogs and shakes though later they came to increase their menu to 25 items. In the past the company has faced some challenges which included competition from other industry players such as the King Burger, poor management, and lack of response to the changing tastes of the branches and consumers in general about their products both in the motherland and other countries where they are conducting business. For continued success of the company and increase in its market share, going global was a very important consideration. In analyzing the company the study focuses on objectives and the strategies the company needs to implement to expand its market share and retain the current market share. The study also tries to summarize the company marketing strategy, segmentation, and targeting. Introduction The firm (McDonald’s) is among the most performing restaurants in the globe and has really improved the living standards of many. The restaurant has been making huge proceeds from the sale of their products making it a very successful venture. The restaurant was pioneered in the year 1940 by two siblings (Mac and Dick McDonald) in California. Initially, they owned a hotdog stand, and later they increased to around 25 items, little did they know that one day what they were making could become one of the leading restaurants in the world touching the lives of both the old and the young everyday (Anon, Pg 1). The restaurant grew immensely acquiring huge business expansion strategies. Then in 1954, Ray Kroc a distributor of milk shake maker headed west on hearing of the mc Donald’s brothers, he gave them the idea of opening up several restaurants to the Mc Brothers to sell 8 of his multimixers to each and everyone (Rangnekar 1). Mission The company’s mission is complete commitment to quality, service, cleanliness and value. with their global strategy being to be a customer driven, goal oriented, and achieving sustainable growth and designed to increase restaurant visits and grow brand loyalty among new and existing customers (Rangnekar 1). Market Objectives In marketing the company has simplified its marketing objectives and has elaborated them through the seven Ps of marketing Product The company products are standards in all franchises however the company adjusts according to the culture of the different countries they seek to penetrate. For example in India they offered vegetarian burgers since their culture does not believe in eating beef. In other places of the Asian continent their love for spicy tastes saw the introduction of spicy burgers, chicken, and seasoning. This provides options for all tastes thus they are able to reach larger number of customers (Yousaf 9). Price Their products differ in the different branches they have due to the difference in the expenses incurred and their geographical locations. The main company’s objective when determining the price is the product profitability and consumers affordability. Placing And Distribution This is mainly influenced by the consumer population demanding their products, and income trends among other factors. This objective aims at distributing the company products according to how it is d