Market Research Implementation: McDonalds

1309 Words3 Pages

Market Research Implementation

We have come to the phase that allows Team A to apply the research tools and implement a market research plan. Team A will review various marketing research tools that are available for researchers to use such as secondary research, secondary on-line research, exploratory research, nondirective interviews, and the Likert scale. Our secondary research is showing that consumers are demanding healthier menu options. This market research implementation plan will develop several market research tools; including questionnaires’ and the Likert scale to verify if McDonald’s consumers genuinely want and will purchase healthier menu items.

Secondary Research for McDonald’s

When researching McDonald’s through online sources, it is clear that nutrition is a major concern of the public visiting the fast-food chain. Secondary research conducted shows that there are several case studies and other secondary source searches around the same topic. McDonald’s has often been the center of nutritional attention within the fast-food industry. Secondary research shows that the restaurant has recently made changes to the American Happy Meal to reduce the amount of French fries offered and replace the portion with fruit (Strom, 2011). In a study conducted by McDonald’s a secondary source reports the meal cuts calories by 20% for the children’s meal (Strom, 2011). This is a critical move by the organization on children’s obesity is currently a hot topic within food chains and attention is driven by the Obama administration. Secondary research also shows that although the public has major health concerns with the food chain, profits are increasing during a high point of an economic recession (Dahan & Gittens, 2008). Acco...

... middle of paper ...

...rtheast Business & Economics Association, (), 223-224. Retrieved from http://web.ebscohost.com.ezproxy.apollolibrary.com/ehost/detail?sid=1a5428a3-8956-4d76-9dd0-883fa097775b%40sessionmgr13&vid=8&hid=15&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&AN=48108476

Online references related to the online researched assigned: http://epp.eurostat.ec.europa.eu/portal/page/portal/eurostat/home/

Strom, S. (2011, June 26). McDonalds€™s Alters Happy Meals and Shrinks Fries. The New York Times. Retrieved from http://prescriptions.blogs.nytimes.com/2011/07/26/mcdonalds-alters-happy-meals-shrinks-fries/

TBWALondon wins McDonald's health brief. (2006, March). Campaign (UK), (12), 1-1. Retrieved from http://web.ebscohost.com.ezproxy.apollolibrary.com/ehost/detail?sid=8746a1d3-5376-4a32-bdd4-d07db1ce62a3%40sessionmgr4&vid=6&hid=15&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&AN=20412534

Show More
Related

  • Rhetorical Analysis: Super Size Me

    577 Words  | 2 Pages

    Fast food, while a quick alternative to cooking, has always been known to be less healthy than traditional preparations, but the extent of its health benefits or detriments was not known until a lawsuit came out which inspired documentarian Morgan Spurlock to engage in a 30 day experiment. The resultant documentary specifically targeted McDonald’s, the largest fast food chain in the world, which also happens to be a major recipient of lawsuits linking obesity and their food. Spurlock endeavored to spend a thirty day period eating nothing but food that came from the golden arches, with the rules that he would supersize only when asked, and every time he was asked, and that he would have everything from the menu at least once. In the 2004 film Super Size Me, Morgan Spurlock explores the concept that McDonald’s contributes to the nation’s obesity problem through the utilization of statistics and scientific evidence as a logical appeal, comedy and repulsive qualities as an emotional appeal, and s...

    Read More

  • Rhetorical Analysis Of Supersize Me

    584 Words  | 2 Pages

    In the documentary “Supersize Me” by Morgan Spurlock, America’s obesity issue was exposed and pinpointed at one of the giant contributor and fast food marketer “McDonald's”. Throughout the documentary, many rhetorical devices were utilized to provide reasons as to how America’s obesity issue is dangerous and how Mcdonald's and major food companies contribute to this disaster in the American society. Drastic continuance of unhealthy eating habits on top of an increasingly growing population calls for an alarm to everyone. He then stresses the dangers of obesity and addresses the issue’s cause. Morgan creates a strong visual and effective argument that eating fast food is the key reason to America’s obesity issue.

    Read More

  • An Analysis of Eric Schlosser's Fast Food Nation

    1150 Words  | 3 Pages

    The New York Times bestseller Fast Food Nation: The Dark Side of the All-American Meal is one of the most riveting books to come out about fast food restaurants to date (Schlosser, 2004). Fast food consumption has become a way of life for many in the United States as well as many other countries in the world. The author Eric Schlosser an investigative reporter whose impeccable researching and bold interviewing captures the true essence of the immense impact that fast food restaurants are having in America (2004). Beginning with McDonald’s, the first fast food restaurant, which opened on April 15, 1955 in Des Plaines, Illinois to current trends of making fast food a global realization McDonald’s has paved the way for many fast food restaurants following the same basic ideal that is tasty foods served fast at a minimal cost (2011). Schlosser explains how fast food restaurants have gained substantial market share of the consumers; he also shows that by marketing to children and offering less unhealthful fare, that are purchased from mega-companies which are often camouflaged with added ingredients and cooked unhealthful ways, that these companies are indeed causing irreparable harm to our country (2004).

    Read More

  • Epidemic upon America’s Youth: Installing Fast-food Outlets in High Schools

    532 Words  | 2 Pages

    Kushner, Jason, ed. "Fast Food and Obesity Epidemic."Nutra Legacy. Nutralegacy.com , 12 Nov 2008. Web. 16 Jan 2014. .

    Read More

  • Obesity In Don T Blame The Eater By David Zinczenko

    1675 Words  | 4 Pages

    Zinczenko shares his personal story about how fast-food restaurants such as Taco Bell and McDonald’s led to a weight problem during his high-school years. He claims that the ease of accessibility and lack of healthy alternatives make it all too easy to fall into the cycle of unhealthy eating. Zinczenko also contends that the lack of nutrition labels on fast-food products leaves the consumer in the dark about what he or she is actually consuming. At the time Zinczenko wrote his article, fast-food restaurants were not willingly disclosing nutritional values of their products. Today this has changed. Fast-food companies, including McDonald’s, have put the full nutritional information of their products directly on the packaging and wrappers. All other fast-food establishments either post it on the menu board (Panera), offer easy access to pamphlets containing all nutritional information of their menu in store, or have it easily accessible online (Taco Bell, KFC). I am sure that this is a helpful step forward toward educating the public as to what they are consuming, but has this new knowledge to consumers had a dramatic change toward ending obesity? No. People have always known that eating a Big Mac and fries with the giant soft drinks that McDonald’s and other chains offer is not healthy; putting the nutritional labels on these items has done little to nothing to stop people from eating these high-calorie meals. This again leads back to the point that people as consumers need to be more accountable to themselves and stop blaming others for what they willingly choose to put in their

    Read More

  • Super size me

    1270 Words  | 3 Pages

    McDonald’s is killing Americans, at least that is what Morgan Spurlock believes. In his documentary Super Size Me he embarks on a quest to not only describe and use himself as an example of the growing obesity trend, but to offer the viewers with base-line nutritional knowledge that will allow them to draw their own informed conclusions. Spurlock's primary intention is to prove through self-experimentation that eating solely McDonald's food is dangerous. His secondary intention is to denounce the rising obesity rate in American by using statistics, his own research, and the opinions of experts. His broader message is for a general audience while he tailors select chapters towards more specific demographics such as parents or McDonald's themselves.

    Read More

  • Commentary on Don’t Blame the Eater by David Zinczenko

    977 Words  | 2 Pages

    David Zinczenko states numbers and facts that open the eyes of his reader along with state his position of how fast food states no warnings that it could make someone obese or develop type 2 diabetes. His first statement is telling his readers a little background about how fast food affected his life and how he was once obese because he consumed such meals. Zinczenko explains how the increase in diabetes (specially type 2) were linked to the high consumption of fast food meals. He then goes on to address how much money is being spent to help take care of the mass amount of children with type 2 diabetes, showing how the price has gone up substantially over the past couple decades. The author then claims how the restaurants don’t give any healthy alternative and how its easier to find a McDonalds in American than an healthy alternative such as fruit. To wrap up the article he shares how he feels that obese kids who sue these fast food restaurants have good ground to do so since these places don’t put warnings on their foods; From Zinczenko himself “I say, let the deep fried chips fa...

    Read More

  • Analysis Of Fast Food: Oppression Through Poor Nutrition

    715 Words  | 2 Pages

    Obesity in the United States, which the media has labeled a national crisis, has also been connected to poverty rates. Big fast food industry’s target poor communities, and spend millions of dollars each year to create advertising that appeals to these specific areas. These industry’s also target naïve children when advertising because they know that eating habits developed in childhood are usually carried into adulthood. Children who are exposed to television advertisements for unhealthy food and who are not educated well enough on good nutrition will grow up and feed their families the same unhealthy foods they ate as kids. A big way fast food giants are able to make certain young people have access to unhealthy food is by strategically placing franchises in close proximity to schools. They will often place three times as many outlets within walking distance of schools than in areas where there are no schools nearby. The way fast food advertising is targeted towards children is very alarming considering how important good nutrition is for young people and how a child’s eating habits can affect their growth and

    Read More

  • America's Food Problem

    1137 Words  | 3 Pages

    Fast food restaurants such as Burger King and McDonald’s, create advertisements where it urges people to consume their product. For example Mcdonald’s created a product where you can get two items such as a mcdouble and a medium fries for three dollars. According to “The battle against fast food begins at home”, by Daniel Weintraub, it shows how companies are intriguing their customers. “ The center blames the problem on the increasing consumption of fast food and soft drinks, larger portion sizes in restaurants and the amount of available on school campuses”(1).For the most part, the Center for Public Health believes that fast food companies are the problem for health

    Read More

  • Childhood Obesity: Fast Food Companies Are To Blame

    904 Words  | 2 Pages

    Focusing on the well being of the customers should be the main focus of any major company, especially fast food companies. By reducing the amount of unhealthy choices for children and replacing them with nutritional foods, the nation’s youth will benefit.

    Read More

  • Fat Tax: A Tax For A Healthier America

    812 Words  | 2 Pages

    44 percent of Americans eat fast food at least once per week (“Fast food statistics”, 2014) and kids between the ages of 6 and 14 eat fast food 157 million times every month (Ransohoff Julia, 2013). Just in the past 3 decades the obesity rates in children have more than tripled (Kalaidis Jen, 2013). Needless to say, whether once a year or 3 times a week, fast food is a definitely part of most Americans nutrition. Acco...

    Read More

  • The Super-Size Me Documentary

    1063 Words  | 3 Pages

    McDonald’s, one of America’s fastest growing fast food restaurants, has made more than its share of money within the last twenty years, serving more than 46 million people daily. They have twice as many restaurants as Burger King and more restaurants than KFC, Wendy’s, and Taco Bell combined. Often children have the dream of eating fast food for every meal of every day. Well, Morgan Spurlock took the challenge to see how dangerous it would be to eat McDonalds for every meal. He also took the challenge in response to a lawsuit against McDonalds by a family whose children became obese by the contents of its meals.

    Read More

  • Resources and Capabilities Report: McDonald´s

    1805 Words  | 4 Pages

    I have selected Mc Donald’s as an organization on which I would be making this report. I would be discussing Mc Donald’s competitive advantages over other organizations by applying a Resource based view of strategy. This report would highlight the resources and capabilities Mc Donald’s has and how can it utilize those resources to gain competitive advantage over its rivals.

    Read More

  • Marketing Plan for New Pepsi Product

    1946 Words  | 4 Pages

    The principal to any successful marketing strategy is to understand the customer and their needs. The ability to satisfy customers' needs better than the competitors, will first be, as PepsiCo builds customer loyalty and increases sales (Business Link, 2007). Marketing research uses many methods to obtain results. PepsiCo will use external census data and marketing survey data collected by outside marketing research firms, as a method of understanding customer wants and needs. Computer-aided methodologies will also be used to collect data on the competitors of PepsiCo, such as Coca Cola, Jones Soda, and Mott’s Company.... ...

    Read More

  • Impact of Fast Food on Children and Adolescents

    836 Words  | 2 Pages

    Throughout the world fast food has made a tremendous impact on the marketing world and the people that are consuming the food. Marketing has been directed towards the children and adolescents throughout the world and has benefited but also harmed the fast food companies that are using these marketing techniques. The use of toys and catchy tunes attract these young people to want to buy the food from that company. But the examination of the healthiness of the food has also harmed the profit margin for these companies. Overall, the fast food industry has taken significant damage in the way that they currently run things from the way they market to the health concerns that is caused by the food.

    Read More

More about Market Research Implementation: McDonalds

Open Document