McFit Marketing Strategy Plan

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McFit Marketing Strategy Plan
MKT/571
December 19, 2012

Introduction
Selling protein shakes is a very viable business in today’s day and age due to many individuals becoming more health conscious. In the effort to live healthier lifestyles as it pertains to an individual’s diet, it is important to be consistent with incorporating the proper nutrients, vitamins, and protein. One problem that is evident when it comes to eating healthy is the time that it takes to prepare meals that are balanced and healthy. Recently McDonalds have begun to make healthier options available on its menu. In a continued effort to participate in those adamant about healthy living, McDonalds have now derived a product known as McFit Protein Shakes infused with Muscle Milk.

Proposed Product Offering
Since the beginning of human civilization, places have been available for people to eat, drink, and meet away from home. In 1921, White Castle restaurant introduced the concept of fast food in Wichita, Kansas, offering quality hamburgers prepared in open view (Wilson, Unkn). By the 1960s, several fast food restaurants began serving across the nation, including Burger King, Kentucky Fried Chicken, and McDonald’s (Wilson, Unkn). Eventually, fast food became so common that “…by the end of the twentieth century…96% of Americans had visited McDonald’s at least once” (Random History.com, 2009). Today, fast food restaurants help form urban and rural communities and reach billions of customers daily, worldwide. However, despite the popularity, people have begun to realize the consequences of repeated fast food consumption.

University of Minnesota School of Public Health researchers have examined the eating habits of residents in Singapore and found new evidence that a diet heavy in fast food increases the risk of developing Type Two diabetes and coronary heart disease (University of Minnesota, 2012, p. 1).

Health care costs and rising ailments have prompted more people to think about what they put into their bodies. In accordance with healthier thinking, fast food restaurants need to evolve enough to meet the latest demands or prepare for the end of a leveling business cycle. To maintain status and build on the introduction of healthy salad and yogurt options, McDonald’s proposes expanding and delineating a comprehensive, wholesome menu.

Marketing Research Study
To understand the demands of a somewhat unfamiliar market, McDonald’s needs to conduct sufficient research, beginning with past and current customers. Over time, generations scaled back dependence on McDonald’s as a regular food option. Adults who learned from years of fast food abuse still gather at the popular restaurant for social and economic reasons. Busy parents also continue to give into the excited juvenile requests for McDonald’s food because of the speed, value, and child-friendly atmosphere. Nutrition is rarely considered in the typically rushed visits to McDonald’s.

The popularity of McDonald’s is implicit and customers recognize the effort to provide healthy alternatives to its regular menu. The chain posts nutrition data in various forums; however, the information is useless when speeding through on the way to an event that already started. The objective of the proposed research is to understand if past and current customers would take advantage of healthier options if the options were more prevalent and detectable. Background colors or obvious symbols could provide quick, undisputed data for diabetics, people with allergies, and fitness gurus. The reason to include past client information is to understand if earlier attempts would have maintained valuable diners. A focus group of people who ate at...
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