Research Proposal
MKT4030 Marketing Research Methods
INDIVIDUAL RESEARCH PROPOSAL
Management Decision Problem of McDonald’s Arabia.
ROHAN KHANNA
M00429110
Executive Summary
We are pleased to submit this research proposal for McDonald’s retaining their competitive position management decision problem. We have provided information, which we feel, will help illustrate what course of action should McDonald’s Arabia take to retain and expand its market share as well as improve its marketing strategies. The research would be completed in an estimated 8 weeks
1) Background Research
McDonald’s began as a barbeque restaurant in 1940 operated by Richard and Maurice McDonald and was recognized as a hamburger stand in 1948 using production line principles. Ray Kroc a businessman joined the company as a franchise agent in 1955. In 1957 the company adopted quality, service, cleanliness and value as its motto. (http://www.mcdonaldsarabia.com, 2012)
McDonald 's is the largest and best-known global food service retailer with 34,000 restaurants around the world in 119 countries serving 69 million customers. (http://www.aboutmcdonalds.com, 2012)
A franchisee, an affiliate, or the corporation itself operates a McDonald’s restaurant. McDonald’s owns about 20% of the restaurants. The remaining 80% are operated by franchises. (http://www.aboutmcdonalds.com, 2012)
The Emirates Fast Company is the owner and operator of more than 90 McDonald restaurants in the UAE. Established in 1994 it is committed to providing highest quality of products to every customer. (http://www.mcdonaldsarabia.com, 2012)
McDonald Arabia’s current marketing campaign in the UAE is very basic. Their main mode of advertising is through radio and billboards. McDonald itself is a brand with high reputation and is known as the most popular fast food chain in the world.
However in the UAE market it’s competitors such as Just Falafel and KFC are becoming more advanced with eMarketing and other
INDIVIDUAL RESEARCH PROPOSAL
Management Decision Problem of McDonald’s Arabia.
ROHAN KHANNA
M00429110
Executive Summary
We are pleased to submit this research proposal for McDonald’s retaining their competitive position management decision problem. We have provided information, which we feel, will help illustrate what course of action should McDonald’s Arabia take to retain and expand its market share as well as improve its marketing strategies. The research would be completed in an estimated 8 weeks
1) Background Research
McDonald’s began as a barbeque restaurant in 1940 operated by Richard and Maurice McDonald and was recognized as a hamburger stand in 1948 using production line principles. Ray Kroc a businessman joined the company as a franchise agent in 1955. In 1957 the company adopted quality, service, cleanliness and value as its motto. (http://www.mcdonaldsarabia.com, 2012)
McDonald 's is the largest and best-known global food service retailer with 34,000 restaurants around the world in 119 countries serving 69 million customers. (http://www.aboutmcdonalds.com, 2012)
A franchisee, an affiliate, or the corporation itself operates a McDonald’s restaurant. McDonald’s owns about 20% of the restaurants. The remaining 80% are operated by franchises. (http://www.aboutmcdonalds.com, 2012)
The Emirates Fast Company is the owner and operator of more than 90 McDonald restaurants in the UAE. Established in 1994 it is committed to providing highest quality of products to every customer. (http://www.mcdonaldsarabia.com, 2012)
McDonald Arabia’s current marketing campaign in the UAE is very basic. Their main mode of advertising is through radio and billboards. McDonald itself is a brand with high reputation and is known as the most popular fast food chain in the world.
However in the UAE market it’s competitors such as Just Falafel and KFC are becoming more advanced with eMarketing and other
References: http://www.aboutmcdonalds.com. (2012). Company Profile. Available:http://www.aboutmcdonalds.com/mcd/investors/company_profile.html [Accessed on 29th November 2012] http://www.mcdonaldsarabia.com. (2012). Local Ownership. Available:Http://www.mcdonaldsarabia.com/uae/en/the_truth/our_history/leadership.html [Accessed on 29th November 2012] http://www.mcdonaldsarabia.com. (2012). The Ray Kroc Story. Available:http://www.mcdonaldsarabia.com/uae/en/the_truth/our_history/the_ray_kroc_story.html [Accessed on 29th November 2012]