Marketing plan

Topics: Hamburger, Fast food, Fast food restaurant Pages: 10 (3288 words) Published: April 4, 2014

McDonald’s Marketing Plan to healthier eating among children and adolescents.

Executive Summary

Last Month McDonald’s announced they were in the process of providing healthy food options for both children and adults. McDonalds plans to significant changes in their marketing strategies by increasing access to fruits and vegetables to influence the health-related behaviors of children. They will be providing customers in 20 of their largest market which accounts for about 86% of their total profit margin a choice of fruits and vegetables and or a choice of a side salad as a substitute for French Fries in adult menu combinations. Their main focus and largest project they are launching is related to the promotion, advertisement, and changes in their Happy Meals for children. McDonalds will not start promoting fruits, vegetables, low/reduced-fat dairy, or water options for kids in a fun way to ensure that their advertising is aimed at children to include messages about nutrition and children’s well-being massage. Due to the increase levels of childhood obesity McDonalds is taking the first steps in providing healthy options for children. McDonald's brand mission is to be our customers' favorite place and way to eat and drink. Our worldwide operations are aligned around a global strategy called the Plan to win, which center on an exceptional customer experience – People, Products, Place, Price and Promotion. We are committed to continuously improving our operations and enhancing our customers' experience. McDonalds is still currently deciding between two new slogans to promote children’s health; “Fun Nutrition” and “Children’s Well-Being”. McDonalds target market is both children and parents to get children interest in healthy eating and to get parents to give their children better food options when eating out.

Current Marketing Situations

McDonalds was founded May 15, 1940 in San Bernardino California and the McDonalds Corporation April 15, 1955 in Des Plaines, Illinois. There Ray Kroc found a small restaurant which has become a successful business. Some years later June of 1979 the Happy Meal was introduced specifically marketed at children. The Happy Meal consisted of a main item (hamburger, cheeseburger, or Chicken Nuggets) a side item of fries, and a soft drink. Also it was accompanied with a toy. In the last few years McDonald's has broadened the Happy Meal and gave children more choices. Minimizing the size of the fries and adding apples to eat Happy Meal. The McDonalds Corporation is the largest chain of hamburger fast food restaurants serving around 68 million customers daily in approximately 119 countries. In 2012, McDonalds Corporation had annual revenues of 27.5 billion, and profits of 5.5 billion. McDonalds with new promotion is in the progress of ending into a new market of healthy eating not only among children but adults as well. The United States is in the place of promoting health due to the rapid growth of weight related diseases among children. Americans on average consume nearly 30 pounds of French fries a year. Also Americans eat about three hamburgers a week, averaging 156 burgers per person a year And many Americans they get their fast food --about 1 billion pounds of beef and 3.4 billion potatoes at, McDonald’s. Fast food chains like McDonalds spend a large amount of marketing to get the attention of children. Us as humans form our eating habits as children. Children as they grow up keep the same eating habits and fast food chains try to nurture children when they are young leading to adult’s consumption of fast food. It’s becoming increasing competitive in this market because many Americans don’t associate McDonald’s with healthy eating. It’s very important that McDonalds make sure their food for children is healthier.

Market Description

The market of fast food chains is growing dramatically. Even with the promotion of healthy eating Americans still have a high demand for quick...
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • The Marketing Strategy of Mcdonald's Essay
  • Effectiveness of Marketing Strategies Adopted by McDonald's in Bangalore Essay
  • Defining Marketing Paper
  • chick fil A analysis Essay
  • Developing Marketing Plan Essay
  • Assignment #4 – The Marketing Environment Essay
  • Buisness Plan for a Resturant Essay
  • Business Plan Example Essay

Become a StudyMode Member

Sign Up - It's Free