McDonalds Case Study
A Case Study Analysis: The McDonald’s Corporation
Kerry-Ann Richards
Marketing Management – 706
Lasell College
Abstract
This case analysis assessed, The McDonald Corporation and its position in the fast food industry. The study reviews the industry, the corporation, its major competitors and its future in the industry. McDonald’s is a market leader in the fast food industry and continues to make strides in the ever-changing market. It is recommended that McDonald’s continuously develop new products to maintain its claim as an industry leader.
A Case Study Analysis: The McDonald’s Corporation
Serving an estimated sixty-eight (68) million customers daily in one hundred and nineteen (119) countries, stands the worlds’ largest chain of fast food restaurant, is the McDonald Corporation (Wikipedia, n.d.). McDonald’s is primarily known for selling hamburgers, French fries, breakfast items, soft drinks, milk shakes and desserts. Its brand mission is, to be our customers favorite place and way to eat and drink…we are committed to continuously improving our operations and enhancing our customer’s experience. (McDonald’s, 2014).
Jack M Greenberg stood at the helm from the late 1990’s to the early 2000s, during this time period McDonald’s, his concern was focused on the once acclaimed, “Big Mack Attack” as it no longer referred to their advertised slogan for the Big Mac Burger but it now referred to the company’s decline in earnings. Despite the dynamic market expansion, new products and special promotional strategies that made them leaders in the fast food industry, their sales growth in the US had slowed. Greenberg was now faced with the challenge to decide on an appropriate set of strategies for the future, in order to reverse the declines and to stay ahead of the competition (Peter & Gokhale, n.d.).
The fast food industry has seen ‘profit drains’ and ‘flat sales’ and as a result had to find new marketing strategies to compete in the mature
Kerry-Ann Richards
Marketing Management – 706
Lasell College
Abstract
This case analysis assessed, The McDonald Corporation and its position in the fast food industry. The study reviews the industry, the corporation, its major competitors and its future in the industry. McDonald’s is a market leader in the fast food industry and continues to make strides in the ever-changing market. It is recommended that McDonald’s continuously develop new products to maintain its claim as an industry leader.
A Case Study Analysis: The McDonald’s Corporation
Serving an estimated sixty-eight (68) million customers daily in one hundred and nineteen (119) countries, stands the worlds’ largest chain of fast food restaurant, is the McDonald Corporation (Wikipedia, n.d.). McDonald’s is primarily known for selling hamburgers, French fries, breakfast items, soft drinks, milk shakes and desserts. Its brand mission is, to be our customers favorite place and way to eat and drink…we are committed to continuously improving our operations and enhancing our customer’s experience. (McDonald’s, 2014).
Jack M Greenberg stood at the helm from the late 1990’s to the early 2000s, during this time period McDonald’s, his concern was focused on the once acclaimed, “Big Mack Attack” as it no longer referred to their advertised slogan for the Big Mac Burger but it now referred to the company’s decline in earnings. Despite the dynamic market expansion, new products and special promotional strategies that made them leaders in the fast food industry, their sales growth in the US had slowed. Greenberg was now faced with the challenge to decide on an appropriate set of strategies for the future, in order to reverse the declines and to stay ahead of the competition (Peter & Gokhale, n.d.).
The fast food industry has seen ‘profit drains’ and ‘flat sales’ and as a result had to find new marketing strategies to compete in the mature