Case Study Mcdonalds
SHERIDAN College
CASE STUDY ON
McDonald’s
JASKARAN KULLAR
991313325
BUSINESS MARKETING
JOHN COOPER
14, MARCH 2013
McDonalds
A Current Marketing Situation
STRENGTHS
1. McDonald’s is the world’s largest restaurant organization.
2. Strong brand name and recognition.
3 McDonald’s generate more than $40 billion in system wide sale.
4 It operates over 35000 restaurants in more than 100 countries on six continents.
5 It has an unparalleled global infrastructure and competencies in restaurant operations, real estate, retailing, marketing and franchising.
6 McDonald’s website says that it is a leader in the area of social responsibility and is committed to protecting the environment for future generations.
7 Strong and wide communication channel in the market. (deng, 2009)
8 Play areas for children.
9 Large target markets.
10 Recession resistant (Birchall, 2008)
11 In September 2003 successful backing up of new products was launched with MTV’s advertising campaign featuring the new tag line, “I’m Lovin’it”. (Jennifer, 2004)
WEAKNESSES
1 McDonald’s has not achieved its growth expectations in past several years.
2 Narrow Product lines. (deng, 2009)
3 McDonald’s brand association as a junk food. (deng, 2009)
4 Few option for healthy eating
5 High employee turnover rates. (macy, 2012)
6 McDonald’s also have some bad effects on environment. (ltd., 2006)
7 McDonald’s also faces many types of legal actions on many issues.
OPPORTUNITIES
1 Product packing for McDonalds now features QR codes for customers to get nutritional information. (Mcnamara, 2013)
2 Opportunity to enlarge market, the consumers who care about health issue. (deng, 2009)
3 Slightly changing market brand image of McDonalds. (deng, 2009)
4 In 2009, McDonald’s launched its hefty
CASE STUDY ON
McDonald’s
JASKARAN KULLAR
991313325
BUSINESS MARKETING
JOHN COOPER
14, MARCH 2013
McDonalds
A Current Marketing Situation
STRENGTHS
1. McDonald’s is the world’s largest restaurant organization.
2. Strong brand name and recognition.
3 McDonald’s generate more than $40 billion in system wide sale.
4 It operates over 35000 restaurants in more than 100 countries on six continents.
5 It has an unparalleled global infrastructure and competencies in restaurant operations, real estate, retailing, marketing and franchising.
6 McDonald’s website says that it is a leader in the area of social responsibility and is committed to protecting the environment for future generations.
7 Strong and wide communication channel in the market. (deng, 2009)
8 Play areas for children.
9 Large target markets.
10 Recession resistant (Birchall, 2008)
11 In September 2003 successful backing up of new products was launched with MTV’s advertising campaign featuring the new tag line, “I’m Lovin’it”. (Jennifer, 2004)
WEAKNESSES
1 McDonald’s has not achieved its growth expectations in past several years.
2 Narrow Product lines. (deng, 2009)
3 McDonald’s brand association as a junk food. (deng, 2009)
4 Few option for healthy eating
5 High employee turnover rates. (macy, 2012)
6 McDonald’s also have some bad effects on environment. (ltd., 2006)
7 McDonald’s also faces many types of legal actions on many issues.
OPPORTUNITIES
1 Product packing for McDonalds now features QR codes for customers to get nutritional information. (Mcnamara, 2013)
2 Opportunity to enlarge market, the consumers who care about health issue. (deng, 2009)
3 Slightly changing market brand image of McDonalds. (deng, 2009)
4 In 2009, McDonald’s launched its hefty
Bibliography: Birchall, J. (2008). McDonalds claims fast food sales fighting off slowdown. Financial times. deng, t. (2009, may). McDonalds new strategy on changing attitudes and communication. International journal of marketing studies, 37-42. Jennifer, R. (2004). online branding :the case of McDonald 's. british food journal. ltd., n. m. (2006). ICCR sponsered proxy resolutions on genetically modified organisms gain recognition among shareholders at wendy 's McDonald 's . financial wire. macy, a. (2012). financing a remodel:a case of McDonald 's Franchisee. journal of case research in business and economics. Mcnamara, B. (2013). McDonalds give the people what they want. Nutrition business journal. Thomadsen, r. (2007). product positiong and competion:the role of location in the fast food industry. Marketing science. wong, V. (2013). will McDonald 's mighty wings fly? Business weak.