Mcdonald’s: Serving Fast Food Around the World

Only available on StudyMode
  • Download(s) : 455
  • Published : November 13, 2009
Open Document
Text Preview
1. What opportunities and threats did McDonald’s face? How did it handle them? What alternatives could it have chosen?

Opportunities
1) "Going green" - energy management, improving packaging efficiency, environmentally friendly refrigerants, and partnering with Greenpeace for rainforest protection 2) New store looks/styles - McCafe coffee shop, and "forever young" Charity - The Ronald McDonald House provides a cheap or freeredesign place to stay for parents of sick children. Over 250 worldwide in 48 countries. 3) McDonald's has f maintained an extensive advertising campaign for decades. For popularity they use media (television, radio, and newspaper), the company makes significant use of billboards and signage, sponsors sporting events from ranging from Little League to the Olympic Games, and makes coolers of orange drink with their logo available for local events of all kinds. Television has always played a central role in the company's advertising strategy. They always advertise McDonalds much different way to their customers. Until now, McDonald's has used 23 different slogans in United States for advertising, and few others slogans for select countries and regions. 4) Recently McDonald's is actively trying to reduce their negative impact on the environment by altering their company policies. Their policy now an outline is not only the individual restaurants' behaviors, but also the ways in which they go about using their resources and acquiring them-. Since the 1990's, McDonald's restaurants have been encouraged to participate in the environmentally friendly movement by getting involved in community clean up days to cut down on the amount of litter around their stores. They have made an effort, assisted by Environmental Defense, to utilize recycling both in packaging their products and in what they use day to day which has allowed them to cut down on their waste significantly. McDonald's continues to be environmentally conscious in their business and they are currently testing a restaurant that will potentially give off less harmful pollutants by using alternatives to harmful refrigerants 5) They have the ability to add healthier lines of food. They have already gotten rid of super sizing and I think they have made their fries healthier currently. There is another personify isThe Golden Arches are now more widely recognized than the Christian cross. McDonald's operates more playgrounds - designed to attract children (and their parents) to its restaurants - than any other private entity Many competitors for same costumer - Subway -in the US. Threats Criticism - contribute to obesity, andBurger King - KFC - Taco Bell other health problems Leaflet 'A Threat' to McDonalds MCDONALD'S, the biggest fast-food chain in the world, yesterday asked the High Court to stop two London environmentalists from distributing a leaflet which links the company's meals to heart disease and cancer and accuses it of despoiling the environment and exploiting the Third World. Bird flu no threat to McDonald's chicken: Advertisement strategy In a bid to save its plummeting sales of chicken products in mcdonalds, they have planned an exclusive advertisement campaign. //The campaign would ensure that the customers get the message that chicken here is safe. This has been planned by McDonald's Corp., of Oakbrook, Ill. This strategy is a risk and pressure tactic which would ensure that is a epidemic and bird flu scare spread they can influence the customers. They have already prepared ads and would air them, as soon as needed. It is now a fact backed by scientific research that humans cannot get bird flu by eating chicken that has been cooked and prepared properly. This kills the virus. McDonald's faces up to European fears over food and job quality LONDON - McDonald's is set to admit that it has not done enough to reassure the European market on issues about the nutritional value of its food and the quality of jobs it provides, in a...
tracking img