Identification of Main Problem
In the United States and all over the world, government officials and health advocates have been cracking down on various marketers in hopes to slow down the growing number of obese people in the world. Marketers are being blamed for the 1 billion overweight adults and close to 155 million children. They claim that popular chain restaurants, such as McDonalds use celebrities and popular cartoon characters in their advertisements to influence young children into eating high – calorie, unhealthy foods.
Analysis of Facts
Strong brand name, large market share, and strong global presence are only a few of McDonalds known strengths, but it also has its weaknesses like every other company in the world. McDonalds has portrays an unhealthy food image, and uses advertising techniques that target children.
McDonalds is one of the first and most popular fast food chains in the industry. Since its opening in 1940, McDonalds has turned into an international craze, having 31,000 restaurants in 120 countries and is continually increasing its exposure into new markets. With their 31,000 locations in 120 countries, McDonald's has a large chunk of the fast food market; it serves 47 million customers each day, and employs 1.5 million people. McDonald's operates its own restaurants and franchises its brand to local businesspeople and is well-established in Europe, Asia/Pacific Islands, the Middle East, and Africa. The corporation has adapted its menu items to local cultures, such as the Teriyaki Mac in Japan, variants of Filet-O-Fish in China, and using lamb instead of beef in India. McDonalds started the Ronald McDonald House Charity in 1974, the mission is to create, find and support programs that directly improve the health and well being of children, focusing on critical needs of children. McDonalds has taken on an unhealthy image because of all the food additives and high amounts of sugar and sodium in their food. Their popular menu items such as the Big Mac, Quarter Pounder, and Chicken McNuggets have a high calorie count as well. A Big Mac meal alone with fries and a soda has a total of 1,130 calories. That’s what some people eat in an entire day. Traditionally and even still today, McDonalds focus on marketing and advertising has been mainly towards children. They use Ronald McDonald, Happy Meals, and their various “Play Places” to lure children into going to their restaurants. A kid are a huge part of the McDonalds market, its quick, convenient, and pretty cheap, and is usually the only place with an indoor play area, making it easier for parents on the go.
Innovation, expansion, exploration, and conservation are a few of McDonalds potential upcoming opportunities. One the other hand they current economic standings, health concern, and competition are threats they deal with on a daily basis.
Identifying opportunities for innovation is meaningless if you can't introduce the right products to seize those opportunities. McDonald's has revamped its innovation process to help it bring the right products to market. New products must taste good, be inexpensive and be easy to prepare. The company also brought in a chef who trained in the Culinary Institute of America, to rapidly experiment with new ideas at McDonald's test kitchen.
Even though the economy is at a low, McDonalds is still growing. They are planning to expand into many more European countries as well as China over the next few years. Their growth has also conformed to various cultures, “In most communities, in fact, the McDonald’s has conformed to the local culture not the other way around. The McDonald’s corporation notes that most of its overseas franchises are locally owned, and thus make efforts to buy from local communities. McDonald’s also alters its regional menus to conform to local taste.”(Radley Balko, 2003)