In the paper “Strategic Forces of McDonald's” the author analyzes McDonald's Corp, the world’s leading fast-food giant, which has a leading market share in the quick-service fast-food segment globally. Having taken advantage of the economic growth, the organization has expanded phenomenally…
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More than half the adults are heavier than recommended and this is particularly rising among the young adults (EMIS & PIP 2005). Tasty food in the UK can be found at any location at any time of the day or night. Most foods are high in calories and dense in energy. Food portion sizes have increased and there is a tendency to eat more. Physical activity levels have gone down and are considered as the major cause of obesity in recent years. However, there have been growing concerns about obesity in the UK and consumers have become health conscious.
The UK has a high number of immigrants and good habits differ across cultures. Each culture and society has its own set patterns of behavior and food preferences and cultures are not pervasive. Globalization has been unable to penetrate these set patterns and converge the food habits.
Fast food brands are using technology to target kids via games, videos, and cartoons on their websites. They thus exploit the legal loophole in the rules. This is against the advertising code which prevents online and offline advertising for fast food to children (BBC News, 2007).
McDonald's enters in developing countries through franchising which means that their financial resources commitment is low. This, in turn, means that the risks too are low. They enter through franchising because many developing countries have a protectionist attitude and only permit entry through local partnerships.
Major food chains have come under attack from environmental groups in both developed and developing countries because of their environmental impact (Shah, 2010). Breeding of livestock and poultry to cater to the requirements of these fast food chains leads to deforestation, land degradation, and contamination of water and other resources.
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Okazaki, S., Katsukura, A., & Nishiyama, M. (2007). How mobile advertising works: The role of trust in improving attitudes and recall. Journal of Advertising Research, 47(2), 165-78.
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Smith, K. T. (2012). Longitudinal study of digital marketing strategies targeting Millennials. Journal of Consumer Marketing, 29/2, 86–92.
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