Mcdonald's Green Marketing Strategy

Topics: Environmentalism, Environment, Deep ecology Pages: 3 (977 words) Published: March 23, 2013
How McDonald’s Change Their Customer Perspective and
Increase Their Sales with Green Marketing

The green issue has became a global issue since year 1990s, peak in year 2000s. In business, it can drive people perspective to choose which brand was good or bad. McDonald’s probably is one of the company that realize this issue is very important for their business in this century. McDonald’s is the biggest fast food chain in the world with more than 32,000 outlets in 117 countries. The company has employed more than 1.7 million people. Last year, they’ve made 1.2 bn out from 6.1 bn. For years, many critics came up against McDonald’s about how bad they treat world environment and questioning how far they care about people healths, especially on obesity. The most famous “attack” to this fast food company probably was a documentary film that tells a people who eat Mcdonald’s meals for a month would hasten his death. McDonald’s also considered to have responbility of 28% waste package (littering) in UK. Public suggested the company to more persuade their customers not to do littering. And also, public critics McDonald’s happy meal which caused early obesity to child. Those critics had succeed to change people perspective, in year 2000, their income declined with some outlets shut as their new record. Started in 2000s, McDonald’s is fighting back, massively and quietly counter the critics with green marketing. It is not only to increase the company sales, but more important to change the way customers think about McDonald’s, their perspective. But how they do it? McDonald’s is not sustainable company from the beginning, they has core DNA to create delicious food, fatty foods, and sugary foods. They must be careful to take an action, the green strategy not only have to change customers willing to buy, but also it could reduce cost and generate more valuable profit.

McDonald’s is aiming to blow up their green with five criteria, there are nutrition and well-being,...
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