Risk Analysis of Starbucks

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The McDonald’s company began in 1940, but it is still very popular and preferable place. The McDonald’s is company which is well known for product innovation. Starting from 1940 McDonald’s is innovating its’ products, implementing the changes in product assortment and innovating menu. McDonald’s is trying to move away from the association of being just affordable fast food industry and they try to differentiate. In 1977 in McDonald’s was Introduced Happy Meal, special meal for kids, which contained in a small box or paper bag with the McDonald's logo. Happy Meal contain from soft drink, French Fries, Hamburger (cheeseburger) and a toy. Several times a year the toys which are included in Happy Meal are changing. With innovating Happy Meals for children, McDonald’s is become very popular among young generation. Sometimes children prefer to eat in McDonald’s only because of the toys that they will get. McDonald’s innovating its’ menu by introducing healthier and healthier products. Moreover, McDonald’s planning to change the content of its Happy Meals to meet the growing demand for healthier food. To make meals healthier and more attractive for health-conscious customers, the company plans to reduce the amount of fries included in the menu. "We're going to be casting our gaze more closely on the part of management, as well as how we can introduce more food groups, such as fruits, vegetables and whole grains," said Cindy Goody, senior director of McDonald's food. Starting from the September of 2012 the McDonald’s is planning to reduce amount of fries in Happy Meal and instead replace it by fruits. Nowadays there are increasing amount of people who really take care of their health and they are eating healthy food. For those people McDonald’s started to introduce different kinds of salads. Despite the fact that McDonald’s is a franchise company, Menu in various countries are different and are chosen by the firms that represents that country. Thus, in different...
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