More handpicked essays just for you.
3 basic purposes of public relations
An essay about the public relations
3 basic purposes of public relations
Don’t take our word for it - see why 10 million students trust us with their essay needs.
McDonald's is the world's leading food service retailer with more than 30,000 restaurants in 118 countries serving 46 million customers each day. It is one of the most well-known and valuable brands and holds a leading share in the globally branded quick service restaurant segment of the informal eating-out market in virtually every country in which it does business. Problems Faced By McDonalds And The Public Opinion Of McDonalds For many years, McDonalds enjoyed worldwide success built on a few well-known, highly standard conditions. The company with the Golden Arches served a simple menu- hamburgers, French fries, and milkshakes or soft drinks. The food was priced low, its quality was consistent, and it was served speedily from establishments that all looked alike and were extremely clean. However in recent years, McDonalds has seen its growth rate slow down and its dominant market position slip. There are various reasons for this. The main reason is the several allegations made against them by environmentalist and health experts. These allegations are: Destruction Of Rain Forests McDonalds sells beef. Many beef suppliers get their beef from Central and South American countries. These cattle farms are usually placed on rainforest land that had been cut and cleared. The poor soil of the rainforest can only sustain life (grain for the cattle to fed upon) for up to a decade (although the mean is 2 years). The beef suppliers must move their farms every few years and consequently destroy more rainforest. Rarely does the forest re-grow, even if replanted. 70% of the moisture that makes a rainforest a "rain" forest originates from the transpiration of the leaves on the vegetation. Once that vegetation is removed for a few years and... ... middle of paper ... ...dvertising. They took a new approach towards advertising. Instead of advertising on network TV they focused on outdoor advertising. They made the single largest purchase in the history of advertising when it purchased 20,000 billboards to reach consumers on the road and within minutes of a purchase decision. McDonalds used the concept of market fragmentation, which is the identification of smaller and smaller market segments. They not only expanded their variety of burgers, but also test-marketed fish-and-chips, fried chicken, pizza, and carryout groceries. Bibliography Fundamentals of Marketing (10th Edition) by William J. Stenton, Michael. J. Etzel, Bruce. J. Walker. (Pages: 41-42, 48, 56, 104, 115, 116, 130, 169, 171, 243, 265, 299, 458) http://www.mcdonalds.com/corporate/index.html http://www.fortunecity.com/meltingpot/dalston/714/myribbon.htm#intro
• Choosing the socio-cultural and global segments of the general environment and explaining which segment would rank highest in the influence on McDonald’s Corporation and also assessing how those segments affect McDonald’s Corporation.
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.
First, my personal reaction to this is documentary is an eye opener. I knew McDonalds was more harmful to than other fast food places, but I never knew about the lawsuit between McDonalds and it consumers. I never saw McDonalds as having big impact on my life; this is probably because the McDonald’s in my hometown never had a super-size option. In the video, Spurlock conducted interviews to gain ...
McDonalds is one of the most well known fast food restaurants in the world. It is so popular that it sells seventy-five hamburgers every second and is shockingly also the worlds largest toy distributor (Lubin, and Badkar.) The powerful company is an overwhelming influence not only in the worlds economy, but also the worlds holistic lifestyle and health; therefore, McDonalds must be carefully monitored-carefully monitored meaning every move, every change, every single action the company makes needs to be a healthy one. Since the McDonalds business is unbelievably large, it has to manufacture a lot of food, and in a fast food business more in numbers means lower quality. But the food served isn’t lower quality. The food is not even food. It is poison! The chain restaurants food that is sold to the world population contains over 70 cancer-promoting ingredients (Roberts), not to mention it also contains preservatives that are butane-based, bleached flour, and the main ingredient found in silly putty (Breyer). It is clear that McDonalds does not sell food that anyone should be eating; yet, it poisons 68 million people a day, or in other words one percent of the population (Lubin, and Badkar.) 68 million people poisoned every single day. This atrocity absolutely without doubt needs to be stopped.
In many ways, McDonald’s is the model business empire. All-American food, speedy service and a perceived value for money all go some way to explaining why the giant corporation continues to pack in diners to its restaurants every day. Nothing seems to dent the popularity of the mighty Big Mac, even under the pressure of harsh criticism that golden arch still stands tall. Somethings however you just can 't ignore on many different accounts very disgusting things have been found inside of different items on the menu. “Katherine Ortega bought a large order of nuggets from a Newport News McDonald’s and took them home to feed her kids, only to shake a deep-fried chicken head out of the box and onto the plate. That’s not white meat, obviously.”(K
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.
The purpose of this research is to provide a substantial assessment/explanation/analysis of the degree to which the McDonald’s operates based on a universal cultural or whether it is most strongly influenced by the national culture of that country. The researcher will explain how McDonald’s uses diversity and organizational initiatives to contribute to the corporate bottom line. Finally, the researcher will evaluate the company’s bottom-line rationale for diversity initiatives.
STRENGTHS: Jim Skinner had to clean up a big mess after the 2003 slump, and did so by coming up with a strategy to turn everything around. His strategy had to consist of staying competitive with the numerous other fast-food restaurants popping up all over the world. In order to maintain this, they had to reorganize the way they presented themselves to the community. Jim Skinner did so by cleaning up the customer service, cleaning up and modernizing the physical buildings, and changing the menu to the changing tastes of their customers. McDonald’s also introduced their slogan “I’m Loving It” to reach out to the younger customers. The advertising is very much targeted toward teens and young adults. (Dess, Case 40)
Advertising appeals to consumers through common images; the logo used is well-designed and there is a clear separation of art from commerce. Advertisers use these iconic images to appeal to consumers since they symbolize or stand directly for something. The image for MacDonald’s symbolizes its non-conventionality. Hence advertisers use these images to communicate much more than words, since they seem to convey the message without too much effort. According to McDonald’s website, their mission statement is “to be our customers' favorite place and way to eat. Our worldwide operations have been aligned around a global strategy called the Plan to win centering on the five basics of an exceptional customer experience – People, Products, Place, Price and Promotion. We are committed to improving our operations and enhancing our customers' experience. (http://www.aboutmcdonalds.com/mcd)
From humble beginnings in 1955, McDonald’s grew steadily until 1980, when it had 5,213 outlets in the United States. Then, as capital moved into hyper-drive during the age of Reagan, McDonald’s took off, reaching its current level of 12,000+ domestic outlets and another 8,000+ abroad. By 1996, the pace of McDonald’s growth was impressive even by the standards of the times. The Wall Street Journal put it in a headline: the company "wants to run over its competition with a Mack Truck." (1) With the number of actual outlets, specific issues will depend from outlet to outlet. However, in general, the professional issues regarding this case mainly deals with food quality issues. These range from the technology in processing the food to store sanitary policies.
In today’s market, McDonalds faces numerous challenges such as fierce competition, a more health conscious customer, and the continual need for improved customer satisfaction and menu. McDonalds needs to go through some changes in order to remain ahead in the fast-food industry.
McDonald’s has proven over time that the business practices they utilize work well and have led them to obtaining the title of the largest food retailer in the world. The founder of the company made a tactical decision in franchising the idea of providing fast food at a cheap price. Today, fast food has become a staple of not only American life but a viable food option all over the world. For McDonald’s a critical factor in them reaching the level of growth they currently experience has been franchising. It can be assured that McDonald’s will continue to grow through the usage of the franchising techniques as new food markets continue to develop all over the world.
Overall, McDonalds are able to reach customers all around the globe and they market their products inexpensively. According to Naim (2001, p. 1) it is acknowledged that, “McDonald 's is a global brand, but we run our business in a fundamentally different way that ought to appeal to some critics of globalization. We are a decentralized entrepreneurial network of locally owned stores that is very flexible and adapts very well to local conditions. We offer an opportunity to entrepreneurs to run a local business with local people supplied by a local infrastructure. Each creates a lot of small businesses around
Marketing at McDonald's n.d., McDonald's Corporation, accessed 23 August 2011, http://www.mcdonalds.co.uk/static/pdf/aboutus/education/mcd_marketing.pdf>.
McDonald’s corporation is the largest fast food hamburger chain in the world serving more than fifty eight million customers daily. The well known business began in 1940, with a restaurant opened by brothers Richard and Maurice McDonald at 1398 North E Street at West 14th street in San Bernardino, California. Their introduction of the “speedee service system” in 1948 established the principles of a well known fast food restaurant. The original mascot of McDonalds was a chef hat on top of a hamburger who was referred to as “speedee”. In 1962, the Golden Arches was introduced replacing Speedee as the universal mascot. The symbol, Ronald was introduced in 1965. The clown Ronald appeared in advertising to attract the target audience of children.