Case Study Mcdonalds

SHERIDAN College CASE STUDY ON McDonalds JASKARAN KULLAR 991313325 BUSINESS marketing JOHN COOPER 14, MARCH 2013 McDonalds A Current Marketing Situation STRENGTHS 1. McDonalds is the worlds largest restaurant organization. 2. Strong brand name and recognition. 3 McDonalds generate more than $40 billion in system wide sale. 4 It operates over 35000 restaurants in more than 100 countries on hexad continents. 5 It has an unparalleled global infrastructure and competencies in restaurant operations, real estate, retailing, marketing and franchising. McDonalds website says that it is a leader in the area of social province 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 ass markets. 10 Recession resistant (Birchall, 2008) 11 In September 2003 successful backing up of raw products was launched with MTVs advertising campaign featuring the new commemorate line, I m Lovinit. (Jennifer, 2004) WEAKNESSES 1 McDonalds has not achieved its growth expectations in past several years. Narrow Product lines. (deng, 2009) 3 McDonalds brand connector as a junk food. (deng, 2009) 4 Few option for healthy take in 5 High employee turnover rates. (macy, 2012) 6 McDonalds also deem some full-grown effects on environment. (ltd. , 2006) 7 McDonalds also faces umteen types of legal actions on many issues. OPPORTUNITIES 1 Product packing for McDonalds without delay 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 fruits and vegetables as happy meal at some outle ts. 8 McDonalds franchises overseas became a favourite(a) target of mass and groups expressing antiglobalization sentiments. Entry into new and highly popular product categories. THREATS 1 Public attack about obesity issue. (deng, 2009) 2 Changing savvy of consumers. (deng, 2009) 3 Unable to keep patrons as special order sandwiches slayered by rivals Burger King and Wendys. 4 Promotional plans like McDonalds game found conspiracy with 51 people charged 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 oil. In 2001 McDonalds was sued for hurting religious sentiments by vegetarian groups for not telltale(a) 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. (Thomad sen, 2007) MARKET SEGMENTATION TARGET MARKET BABY BOOMERS GENERATION X GENERATION Y GENERATION Z DEMOGRAPHICS 45-65+ 35-44 19-34 0-18GEOGRAPHICS URBAN URBAN URBAN URBAN PSYCOGRAPHICS More pertain with downcast cholesterol food More concerned with first base fat food More concerned with physical fitness food products Generally eats taste oriented food products BEHAVIOURAL Mostly concerned with technical quality of food products Requires access with quick and fresh food service Generally catch-up food by themselves by reaching out bind out with friends and family ISSUE ANALYSIS 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 destroy his health by eating McDonalds. 2 In 1998 McDonalds started Made for you System but it was not successful. There was a diminish in growth of sales in stores. 3 In 1999 before the implementation of made for you scheme ,McDonalds planned to appropriate abou t 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 typeset 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 amount 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 volunteer hot food to eat because many customers complaint that their food is not so hot to eat otherwise it provide affect sales. McDonalds should bring some new healthier products for all ages because bad effect on health is one of the weaknesses of McDonalds and bringing some healthier food volition help to overcome this image. 3 McDonalds should provide some free sna cks because it will help it compete with its competitors and ontogeny sales. 4 McDonalds should make their products in fat free oil because it will have proper effect on health. 5 McDonalds should also provide some regional food because in this way some rural people will also start accepting its products. Launching of new fried and bone 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 admit the opportunity to competitors to change magnitude their sales. 2 The prices of products should be regularly checked so as to compete with competition because people will buy those products which they can get in low price. PLACE- 1 McDonalds should open new franchises in small cities also . It will help them to expand its business and add-on growth. McDonalds should increase the number of its franchises in all countries in order to expand its business. PROMOTIO N- 1 McDonalds should provide some discount on more products purchased because in this way people will buy more. Because some people will start purchasing more items if they can get discount. 2 McDonalds should provide home pitching 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 mighty 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 should be regularly checked in order to compete with competition because people will cheapest product. PLACE-McDonalds should open new sma ll 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 modify 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. Mcnamara, B. (2013). McDonalds give the people what they want. Nutrition business journal. Thomadsen, r. (2007). product positiong and com petionthe role of location in the fast food industry. Marketing science. wong, V. (2013). will McDonalds mighty wings fly? bloodline weak.