Case Study Mcdonalds

SHERIDAN College CASE STUDY ON McDonalds JASKARAN KULLAR 991313325 BUSINESS MARKETING step uphouse COOPER 14, MARCH 2013 McDonalds A f mortified Marketing Situation STRENGTHS 1. McDonalds is the humankinds largest restaurant organization. 2. Strong smirch name and credit. 3 McDonalds grow more than $40 billion in system wide sale. 4 It operates oer 35000 restaurants in more than 100 countries on six continents. 5 It has an unpar every(prenominal)(prenominal)eled international infrastructure and competencies in restaurant operations, touchable estate, retailing, marketing and franchising. McDonalds website says that it is a drawing card in the area of social tariff and is committed to protecting the environment for future day generations. 7 Strong and wide chat channel in the market. (deng, 2009) 8 dawdle areas for children. 9 Large tar conk markets. 10 Recession resistant (Birchall, 2008) 11 In September 2003 successful backing up of raw(a) products was launched with MT Vs advertising play featuring the smart tag line, Im Lovinit. (Jennifer, 2004) WEAKNESSES 1 McDonalds has not achieved its exploitation expectations in past well-nigh(prenominal) years. fix Product lines. (deng, 2009) 3 McDonalds smirch association as a cast out nutrient. (deng, 2009) 4 Few option for good for you(p) eating 5 High employee turnover rates. (macy, 2012) 6 McDonalds also read rough bad solutions on environment. (ltd. , 2006) 7 McDonalds also faces galore(postnominal) types of legal actions on some(prenominal) issues. OPPORTUNITIES 1 Product packing for McDonalds now features QR codes for customers to get nutritional information. Mcnamara, 2013) 2 Opportunity to exaggerate market, the consumers who care about health issue. (deng, 2009) 3 Slightly changing market cross off image of McDonalds. (deng, 2009) 4 In 2009, McDonalds launched its hefty Angus burger in all U. S. A locations. 5 Introduction of trans- luscious- trim French fries in all restaurants in the U. S. A and Canada. 6 Introduction of McCafe. 7 Testing marketing fruits and vegetables as felicitous meal at some outlets. 8 McDonalds franchises overseas became a front-runner target of mass and throngs expressing antiglobalization sentiments. Entry into new and highly 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 finicky order sandwiches offered by rivals Burger King and Wendys. 4 Promotional plans like McDonalds game establish conspiracy with 51 state supercharged in a part of shrink from engaging $24 million by stealing winning McDonalds tickets. 5 McDonalds showed a delayed effect than other restaurants operators in switching over to cryptograph trans-fat cooking crude. In 2001 McDonalds was sued for nuisance religious sentiments by vegetarian groups for not revealing its flavors in French fries as it added yell extract to vegetable oil an d 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 object lens MARKET BABY BOOMERS GENERATION X GENERATION Y GENERATION Z DEMOGRAPHICS 45-65+ 35-44 19-34 0-18GEOGRAPHICS urban URBAN URBAN URBAN PSYCOGRAPHICS more(prenominal) relate with low cholesterol sustenance More come to with low fat intellectual nourishment More concerned with physical fitness sustenance products Generally eats taste lie food products BEHAVIOURAL Mostly concerned with good quality of food products Requires inlet with quick and fresh food attend to Generally catch-up food by themselves by reaching out Check out with friends and family ISSUE ANALYSIS In 2004,Morgan Spurlocks documentary film Super-Size Me gave very check to McDonalds fast nutrition, in which he shows how he gains fat and remove his health by eating McDonalds. 2 In 1998 McDonalds started Ma de for you establishment but it was not successful. There was a decrease in growth of sales in transshipment centers. 3 In 1999 in the first place the implementation of made for you scheme ,McDonalds planned to take into account about xcl million in financial assistant to its franchisees ,but the actual cost of implementing the system ran much(prenominal) higher than the corporation had estimated. In 2001, 51 sight 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 delicate amount beef added in to the vegetable oil apply for cooking French fries. 6 numerous people still complain that the food served by McDonalds is not importunate to eat. RECOMMENDATIONS PRODUCT - 1 McDonalds should earmark hot food to eat because many customers complaint that their food is not so hot to eat otherwise it piddle 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 exit help to overcome this image. 3 McDonalds should offer up some free snacks because it go out help it compete with its competitors and change magnitude sales. 4 McDonalds should make their products in fat free oil because it exit take up good effect on health. 5 McDonalds should also provide some regional food because in this sort some rural people pull up stakes also start accepting its products. founding of new hot up and bone in treats in Chicago. hurt- 1 The worth of products should be affordable because if they will not be affordable to low-toned income group then its sale will be affected and it will also give the opportunity to competitors to add their sales. 2 The prices of products should be regularly checked so as to compete with competition because people will buy those pro ducts which they fundament get in low price. PLACE- 1 McDonalds should outdoors new franchises in small cities also . It will help them to fly high its clientele and increase growth. McDonalds should increase the number of its franchises in all countries in order to hit the ceiling its melody. onward motion- 1 McDonalds should provide some deductive reasoning on more products purchased because in this way of life people will buy more. Because some people will start buying more items if they flush toilet get discount. 2 McDonalds should provide home pitch 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 functional 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 PROD UCT- McDonalds should provide some healthier food for all ages because health obesity is the major difficulty 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 small franchises at small cities also because it will help him to expand its business and increase growth rates. PROMOTION- McDonalds should provide home preservation 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. monetary times. deng, t. (2009, may). McDonalds new strategy on changing attitudes and communication. International daybook of marketing studies, 37-42. Jennifer, R. (2004). online stigmatization the case of McDonalds. ritish food journal. ltd. , n. m. (2006). ICCR sponsered proxy resolutions on gen etically 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. Mcnamara, 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 concern weak.