McDonald’s Corporation in the New Millennium

Topics: Hamburger, Fast food, McDonald's Pages: 3 (530 words) Published: October 9, 2013
McDonald’s Corporation in the New Millennium
Case 2

The Problem

McDonald’s Corporation’s slow adaptation of customer’s preferences and tastes.

Objectives

To help McDonald adapt customer’s preferences and tastes quickly. To help the McDonald’s Corporation improve their earnings and sales growth in the market. To recommend several actions that may help them in solving the problem that arises.

Situational Analysis

Jack Greenberg was the C.E.O of McDonald’s Corporation. “Big Mac Attack” was the advertising slogan of this corporation referring to a craving for a McDonald’s Big Mac burger. However, “Big Mac Attack” now referred to corporation’s earning declined in the late 1990s and 2000s. But McDonald’s Corporation leads the fast-food industry for its dynamic market expansion, new products, and special promotional strategies. In United States, sales growth became slow to the industry average in recent years. The CEO decided to find appropriate strategies to reverse the declines and stay ahead of competition.

Jack Greenberg recognized the difficult task the company faced in trying for sales to grow as the market shares and profit as well. He also recognized that the strengths of the competitors are by taking advantage quickly in customer preferences and tastes.

SWOT Analysis

Strengths

The advertising slogan “Big Mac Attack” referring to the craving for the corporation’s product McDonald’s Big Mac Burger. Dynamic Market Expansion
Special Promotional Strategies

Weaknesses

Slow adaption of customer’s preferences and tastes.

Opportunities

McDonald’s Corporation could take advantage to the fast-food industry because of the corporation’s positive image for its advertisements and because it leads the fast-food industry for its dynamic market expansion, new products, and special promotional strategies. Corporation’s positive image

Threats
Major competitors such as Burger King Corp, Hardee’s, Wendy’s International,...
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