Mcdonalds Case Assignment
McDonalds Case Assignment for Marketing
Sheridan College
S.W.O.T Analysis:
Strengths:
* McDonalds is the largest restaurant organization in the world * Operates over 35,000 restaurants in more than 100 countries on six continents * Recognized well by people around the world * Well respected brand * Good in restaurant operations, real estate, retailing, marketing and franchising * Affordable food prices * Good marketing strategies * Sales are growing frequently * Easily accessible and located in populated areas Weaknesses: * Considered and also proved unhealthy * Bad reputation for flavoring fries with beef extract * Low quality of food. * Considered as a source of obesity * Favorite target for people who express anti-globalization attitudes * Not favored to eat on regular basis
Opportunities:
* Try to make the menu more nutritious and healthier for kids and etc. * Try making products with less fat and more flavor even if it increases the prices of the products * Try having a separate menu for 100% vegetarian people. * Get more involved in the community and etc. Sponsor or support different sport teams or local community sport teams * Try having more charity events to get more positive reputation from the people * Try being more green and support the environment. * Make restaurants environment and the menu more cultural according to the country they are located in. * Try creating a friendlier environment, Serve customers with more class and respect.
Threats:
* Other competitors might take advantage of our bad reputation. For example, burger king, subway and etc. * Changes in cost of products might make McDonalds more expensive. * People might convert to healthier food in the future.
B. Market Segmentation PROFILE CATEGORY | VARIABLES | TYPICAL BREAKDOWN | Demographics | Age | 2 years and older | | Gender | Males and Females | |
Sheridan College
S.W.O.T Analysis:
Strengths:
* McDonalds is the largest restaurant organization in the world * Operates over 35,000 restaurants in more than 100 countries on six continents * Recognized well by people around the world * Well respected brand * Good in restaurant operations, real estate, retailing, marketing and franchising * Affordable food prices * Good marketing strategies * Sales are growing frequently * Easily accessible and located in populated areas Weaknesses: * Considered and also proved unhealthy * Bad reputation for flavoring fries with beef extract * Low quality of food. * Considered as a source of obesity * Favorite target for people who express anti-globalization attitudes * Not favored to eat on regular basis
Opportunities:
* Try to make the menu more nutritious and healthier for kids and etc. * Try making products with less fat and more flavor even if it increases the prices of the products * Try having a separate menu for 100% vegetarian people. * Get more involved in the community and etc. Sponsor or support different sport teams or local community sport teams * Try having more charity events to get more positive reputation from the people * Try being more green and support the environment. * Make restaurants environment and the menu more cultural according to the country they are located in. * Try creating a friendlier environment, Serve customers with more class and respect.
Threats:
* Other competitors might take advantage of our bad reputation. For example, burger king, subway and etc. * Changes in cost of products might make McDonalds more expensive. * People might convert to healthier food in the future.
B. Market Segmentation PROFILE CATEGORY | VARIABLES | TYPICAL BREAKDOWN | Demographics | Age | 2 years and older | | Gender | Males and Females | |
Cited: Gibson, R. (1989, October 04). McDonald 's, Faced With Competition On Prices, Plans Program of Discounts. Journal of Marketing. Retrieved November 01, 2011, from Proquest online database. Lassar, W. Kulkarni, S. (2009, January 31). McDonald`s Ongoing Marketing Challenge. Journal of Marketing. Retrieved November 01, 2011, from Proquest online database. Valkin, V. (2002, December 17). McDonalds warns of loss in fourth quarter. Journal of Marketing. Retrieved November 03, 2011, from Proquest online database. Thomadsen, R. (2007, December). Product Positioning and Competition: The Role of Location in the Fast Food Industry. Journal of Marketing. Retrieved October 30, 2011, from Proquest online database. Financial Wire. (2006, December 10). McDonald’s November Same-Store Sales Up. Journal of Marketing. Retrieved November 01, 2011, from Proquest online database.