Case Study Mcdonalds

SHERIDAN College side STUDY ON McDonalds JASKARAN KULLAR 991313325 BUSINESS securities industryING JOHN barrel rack upr 14, MARCH 2013 McDonalds A Current Marketing Situation STRENGTHS 1. McDonalds is the demesnes largest restaurant organization. 2. tough brand name and recognition. 3 McDonalds generate more than $40 billion in brass full(a) sale. 4 It operates over 35000 restaurants in more than 100 countries on sixer continents. 5 It has an unparalleled global infrastructure and competencies in restaurant operations, corporeal estate, retailing, marketing and franchising. McDonalds website says that it is a leader in the area of kind responsibility and is committed to protecting the environment for future generations. 7 Strong and wide communication channel in the market. (deng, 2009) 8 Play areas for children. 9 Large tar survive markets. 10 Recession resistant (Birchall, 2008) 11 In September 2003 successful backing up of bare-ass products was launched with MTVs annou nce campaign featuring the new tag line, Im Lovinit. (Jennifer, 2004) WEAKNESSES 1 McDonalds has not achieved its growth expectations in past several years. Narrow fruit lines. (deng, 2009) 3 McDonalds brand association as a argufy pabulum. (deng, 2009) 4 Few option for wellnessy eating 5 soaring employee turnover rates. (macy, 2012) 6 McDonalds withal have or so naughty frames on environment. (ltd. , 2006) 7 McDonalds also faces many types of wakeless actions on many issues. OPPORTUNITIES 1 Product packing for McDonalds now features QR codes for customers to get nutritional information. Mcnamara, 2013) 2 Opportunity to enlarge market, the consumers who care about health issue. (deng, 2009) 3 Slightly changing market brand image of McDonalds. (deng, 2009) 4 In 2009, McDonalds launched its hefty Angus burger in all U. S. A locations. 5 Introduction of trans-fat-free French fries in all restaurants in the U. S. A and Canada. 6 Introduction of McCafe. 7 Testing marketing frui ts and vegetables as happy meal at somewhat outlets. 8 McDonalds franchises overseas became a favorite target of deal and collections expressing antiglobalization sentiments. Entry into new and extremely popular product categories. THREATS 1 Public attack about fleshiness issue. (deng, 2009) 2 Changing taste of consumers. (deng, 2009) 3 Unable to keep patrons as special order sandwiches get throughered by rivals Burger King and Wendys. 4 Promotional plans kindred McDonalds game found conspiracy with 51 muckle aerated in a part of scam winning $24 million by stealing winning McDonalds tickets. 5 McDonalds showed a delayed effect than other restaurants operators in switching over to zero trans-fat cooking pet use of goods and servicesum. In 2001 McDonalds was sued for hurting religious sentiments by vegetarian groups for not divine revelation its flavors in French fries as it added beef extract to vegetable oil and showing it as veg in menu. 7 Consumers began filing law suits that eating at McDonalds had made them over weight. 8 Competition from burger kings and Wendys. (Thomadsen, 2007) MARKET SEGMENTATION TARGET MARKET BABY BOOMERS propagation X GENERATION Y GENERATION Z DEMOGRAPHICS 45-65+ 35-44 19-34 0-18GEOGRAPHICS urban URBAN URBAN URBAN PSYCOGRAPHICS more(prenominal) concerned with low cholesterol pabulum More concerned with low fat pabulum More concerned with personal fitness food products Generally eats taste oriented food products BEHAVIOURAL Mostly concerned with neat quality of food products Requires devil with quick and fresh food good Generally catch-up food by themselves by reaching out Check out with friends and family ISSUE synopsis In 2004,Morgan Spurlocks documentary film Super-Size Me gave very criticism to McDonalds fast nutrition, in which he shows how he gains fat and unload his health by eating McDonalds. 2 In 1998 McDonalds dismayed do for you System but it was not successful. There was a decrease in growth of sales in stores. 3 In 1999 before the instruction execution of made for you scheme ,McDonalds planned to bequeath about xcl million in financial assistance to its franchisees ,but the actual cost of implementing the system ran much higher than the corporation had estimated. In 2001, 51 people were charged conspiring to rig McDonalds game promotions over the course of several years, revealing that $24 million of winning McDonalds game tickets had been stolen as a part of scam. 5 In 2004, McDonalds was sued for extracting a small metre beef added in to the vegetable oil used for cooking French fries. 6 Many people still complain that the food served by McDonalds is not hot to eat. RECOMMENDATIONS PRODUCT - 1 McDonalds should forget hot food to eat because many customers complaint that their food is not so hot to eat otherwise it will affect sales. McDonalds should bugger off some new healthier products for all ages because bad effect on health is one of the weaknesses of McDonalds and bringing some healthier food will assist to overcome this image. 3 McDonalds should provide some free snacks because it will help it compete with its competitors and step-up sales. 4 McDonalds should make their products in fat free oil because it will have good effect on health. 5 McDonalds should also provide some regional food because in this counsel some rural people will also start accepting its products. Launching of new hot up and osseous tissue in treats in Chicago. PRICE- 1 The price of products should be affordable because if they will not be affordable to small income group then its sale will be affected and it will also give the opportunity to competitors to increase their sales. 2 The prices of products should be regularly check over so as to compete with competition because people will deprave those products which they preempt get in low price. PLACE- 1 McDonalds should open new franchises in small cities also . It will help them to expand its business and incr ease growth. McDonalds should increase the number of its franchises in all countries in order to expand its business. PROMOTION- 1 McDonalds should provide some discount on more products purchased because in this steering people will buy more. Because some people will start purchasing more items if they can get discount. 2 McDonalds should provide home delivery service because sometimes some people cant go to store in order to purchase them. It will increase sales. 3 McDonalds should provide online sale because in this way people can place their orders online. McDonalds is working on new salads and wraps . (wong, 2013) 5 McDonald, s will test the new fried and bone in treats in Chicago. (wong, 2013) 6 Success of correctly wings in Atlanta. (wong, 2013) BEST RECOMMENDATIONS PRODUCT- McDonalds should provide some healthier food for all ages because health obesity is the major problem with McDonalds . In this way they can get good image regarding health. PRICE- Prices of products sho uld be regularly checked in order to compete with competition because people will cheapest product. PLACE-McDonalds should open new small franchises at small cities also because it will help him to expand its business and increase growth rates. PROMOTION- McDonalds should provide home delivery service because sometimes people cant go to store in order to purchase product. BIBLIOGRAPHY Bibliography Birchall, J. (2008). McDonalds claims fast food sales fighting off slowdown. Financial times. deng, t. (2009, may). McDonalds new strategy on changing attitudes and communication. International journal of marketing studies, 37-42. Jennifer, R. (2004). online branding the case of McDonalds. ritish food journal. ltd. , n. m. (2006). ICCR sponsered proxy resolutions on genetically modified organisms gain recognition among shareholders at wendys McDonalds . financial wire. macy, a. (2012). financing a remodela case of McDonalds Franchisee. journal of case research in business and economics. Mc namara, B. (2013). McDonalds give the people what they want. Nutrition business journal. Thomadsen, r. (2007). product positiong and competionthe role of location in the fast food industry. Marketing science. wong, V. (2013). will McDonalds mighty wings fly? Business weak.