• Can we develop many successful segments, as many as McDonald’s would like, create a new image and having their main business continue to be burgers and fries? • Is the CFO correct in assessing that the main business of the company is to compete with other burger companies? • What do you think of the current suggested strategy that McDonald’s develop a healthy line because this will continue to attract people whose main demand is burgers and fries? • Do you think that the current socio---economic demographics will continue to positively react to the McCafe’s? What would you suggests as strategies or main strategy for Mc?
I dont think there is a contradiction in this case. In my opinion, we say it is a contradiction because McD company uses different strategy to different segments in the market. The company has been trying to build a new image of "healthy food" to go along the need of modern adults. On the other hand, however, the burgers and fries still take large pile of market.
McD is well-known by there traditional products-- burgers and fries and there is one thing that we have to admit is that many people order burgers and fries in McD because customers eating habit has been changed by McD. As far as I know, I think McD can sell their original products as well as doing more advertisements of those new and healthier food to appeal new customers.
Since McD has been playing a very important role of domain people's eating habit, I suppose that McD should develop more, or I say different, concept of healthy food. With specific stores selling different stuff then analyze which chain is better to suit modern people. So I agree with the CFO's opinion. McD wants to be the NO.1 then it has to win in the market with other fast food companies. And to attract more customers is the point to gain more profit. To develop more healthy food, will definitely get more people to buy its stuff.
As for the McCafe, lower price and...