Topic Choices included in paper instructions

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Marketing Name Institutional Affiliation Abstract The following essay is based on an online article about McDonald’s and illustrates an understanding of a major principle of marketing. The essay begins by developing a thesis statement to the article. The paper then draws on marketing topics studied in this course to show how they are applicable to the article. The topic chosen is strategic planning and competitive advantages. The choice of this topic was motivated by the fact that McDonald’s decision to source cage-free eggs was a strategic planning, which could enhance the corporation’s competitive advantages in the industry. This important strategic plan was in response to the growing customer preference for healthier products. Although the plan could be too costly for McDonald’s and its suppliers, it was an illustration of the company’s continued commitment to provide high-quality products that exceed customers’ expectations. In addition, the plan could enable McDonald’s to develop competencies in key aspects of its business, especially supply chain management. In the long-term, McDonald’s could benefit from an enhanced capacity to defend its leadership position despite increasing competitive pressures. Strategic Planning and Competitive Advantage Strategic planning is a key driver of competitive advantages in an organization. It involves developing a realistic vision for the business, allocation of resources and setting of parameters for evaluating progress (Yoo, Donthu & Lee, 2000). In today’s world of business where customer preferences change very often and competition is a major issue, strategic planning enables business to

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