Nobody downloaded yet

Global Marketing and the new opportunities and challenges which Mc Donald fast food restaurant faces - Dissertation Example

Comments (1) Cite this document
Summary
This document studies the marketing strategy of global fast food giant McDonalds, specifically the marketing mix utilized to implement the global strategic stance of “Think Global Act Local”. Primary research was carried out in five countries and data was gathered for customers and managers to develop a holistic view of the effectiveness on the implementation of the strategy. …
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER94.8% of users find it useful
Global Marketing and the new opportunities and challenges which Mc Donald fast food restaurant faces
Read TextPreview

Extract of sample
"Global Marketing and the new opportunities and challenges which Mc Donald fast food restaurant faces"

Download file to see previous pages With increasing global competition, emphasis on organic food choices, smarter and healthier eating habits, the fast food industry is undergoing a major turning point. Gone are the days when people would blindly allow their children to eat all the burgers, fries and Coke they wanted, with no thought or care to how this foodstuff would affect their lives. There has been much innovation in the industry and revamping of menu items to includes things which will appeal to a new type of customer. The developed world is full of perceptive people who are more health conscious people now than ever before; anyone with an internet connection can access a world of information about eating choices, about what is healthy and what is not and access research from all over the world; the consumer is now more aware of his eating habits and the impact they have on his lifestyle and life longevity. Sodium, sugar, oil and carbohydrates are no longer thought to be delicious tasting food choices; they have dire consequences in the long run. Childhood obesity, blood pressure and heart trouble are only a handful of concerns that are becoming the bane of our existence. All of these present a huge challenge to the fast food industry and all the major players.
Bringing things into context, the world has never been busier. People are swamped with busy work and social lives and taking out the time to put together a home cooked meal is just not convenient. Adding to that the stress of buying the right food among thousands of choices that stock the supermarket shelves are stocked with has made cooking at home too cumbersome for many families. Furthermore, the Generation X - that grew up getting to learn about and love fast food - and Generation Y - which hankered with fast food since childhood - are going to take their own time catching up with the new eating lifestyle. Combine all of these with the soaring prices of food stuff and this leads to a steady demand for fast food. Therefore the same people are very much dependent on fast food for themselves and their families. Thinking along these issues has encouraged me to research the fast food industry in general and McDonalds in particular to understand what the company is doing to address these issues now and how these decisions will shape the company and the fast food industry in the future. The reason for selecting McDonalds for this project seems to be quite obvious as McDonalds is the biggest and most relevant player in the fast food business with operations and customers all over the world. The decisions this giant takes will be followed by the rest of the pack. So, what kind of challenges does the Marketing Director face when he creates the strategy to be followed across the board? How does he set to implement the strategy and which tools does he deem necessary for the implementation, such as promotional tools, pricing, packaging, location and advertising? How do the strategies which are set globally translate into local markets? How does the global experience help in deciding local product and service offerings? I think these concerns have never been more relevant than today and are the premise of the paper that follows. 2. Scope and Objectives This project is based on the research conducted in relation to McDonalds globally and in the U.S., Poland, Pakistan, Russia and Switzerland specifically. The scope of this project covers marketing activities of McDonalds in recent years. This paper is not intended to shed light on the ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Global Marketing and the new opportunities and challenges which Mc Dissertation”, n.d.)
Retrieved de https://studentshare.org/marketing/1390486-global-marketing-and-the-new-opportunities-and
(Global Marketing and the New Opportunities and Challenges Which Mc Dissertation)
https://studentshare.org/marketing/1390486-global-marketing-and-the-new-opportunities-and.
“Global Marketing and the New Opportunities and Challenges Which Mc Dissertation”, n.d. https://studentshare.org/marketing/1390486-global-marketing-and-the-new-opportunities-and.
  • Cited: 0 times
Comments (1)
Click to create a comment or rate a document
ig
igaylord added comment 2 months ago
Student rated this paper as
The topic of "Global Marketing and the new opportunities and challenges which Mc Donald fast food restaurant faces" is quite often seen among the assignments in college. Still, this sample opens a brand new perspective of seeing the issue. I’ll use the manner for my own example.
CHECK THESE SAMPLES - THEY ALSO FIT YOUR TOPIC
Service value evaluation on the restaurant in London
..., No. 14. Haksever, C., Render, B. and Russell, R. (2000).Service Management and Operations.(2ndedn). New Jersey: Prentice Hall Publishing. Hsieh, Y. and Yuan, S. (2010). Modeling service experience design processes with customer expectation management: A system dynamics perspective. Kybernetes.Vol. 39, No. 7. International Enterprise (IE) Singapore. (2010). London’s fast-growing casual dining sector sees opportunity for Singapore-style dining concepts, No. 026/10. Available at...
64 Pages(16000 words)Dissertation
The challenges and opportunities for virtual world marketing: World of Warcraft
... been made between Second Life and Starwood hotel, American Apparel and L’Oreal Paris among others (Kelly & Rhind, 2007). As Kelly and Rind (2007) explained: Second Life has afforded marketers the unique opportunity to create new modes of interaction between consumers and brands (p. 23). Even so there are a number of challenges that are connected to the virtual world environment. To begin with, marketers should be vary of mass media results. The simple fact is, one user can have several identities in the virtual world making it appear that the marketer is obtaining information from several sources when in fact they are receiving information from a single consumer (Kelly and Rhind, 2007). Quite often, advertisers will experience a decline... ?The...
52 Pages(13000 words)Dissertation
Integration of The Kuwait Stock Market into the Global Market along with Identifying Key Problems, Challenges and Opportunities: An Empirical Analysis
...would have with the integration of global market To assess the overall impact and influence over the Kuwait’s economy 1.4: Research Questions The researcher has designed few questions based on the research topic that will help in underpinning the research topic. The research questions are as follow: 1. What are the main advantages that Kuwait Financial market will observe as Kuwait Stock Market (KSE) becomes more liberalised and integrated into the global capital markets? 2. What are the current challenges and opportunities KSE is facing, and how can these be maximized positively? 3. What are the...
70 Pages(17500 words)Dissertation
Motivating Employees in Fast Food Industry
...which may improve the level of motivation among employees. This research problem is important since there is a lack of research work carried out in the context of exploring motivation among employees working in fast food industry in the UK and also the research problem undertakes the issue of identifying strategies which may prove helpful in improving the existing level of motivation among employees and result in a better overall organizational performance. Since there are a large number of restaurants serving fast food in the UK, the addressing of this research problem is therefore considered relevant and pertinent as it will focus on the issues related to an...
8 Pages(2000 words)Dissertation
Global Business Risks: How Global Businesses and Organisations Adjust to the Challenges of Risks and Uncertainties
...in order to be more productive. 4.2 Major Findings Globalization has impacted on global businesses and activities of organizations. The scope and areas of business have expanded dramatically. Suppliers, customers, competitors and personnel move across national boarders because of integration. Some of these integrations are the European Union, which is an economic and political integration of several states in Europe; we also have the implementation of the North American Free Trade Agreement; and the establishment of the World Trade Organization. Managers and employees of businesses and organizations encounter new problems and risks because of these integrations. Because of this diversity,...
30 Pages(7500 words)Dissertation
How Does the UK and US Fast Food Industry Represent Globalisation, Gender, Healthy Lifestyle
...amongst all age groups and is now one of the prevailing fast food chain of restaurants that has its outlets in almost every part of the world. McDonald has initiated its business operations from California, United Sates of America and expanded its units through franchising to the European and Asian market (Schlosser, pp. 4-11, 2001). By putting into practice the strategy of modernisation of the existing outlets coupled to the elongation of the items on the menu list and prolonging the time of the outlets made McDonald’s experience a phenomenal growth and gyrate in their sales and revenues. Moreover, their income and profit margins increased at an unprecedented rate as they laid...
47 Pages(11750 words)Dissertation
ROLE AND CHALLENGES OF ERP(ENTERPRISE RESOURCE PLANNING) IN SUPPLY CHAIN SECTOR IN FMCG(FAST MOVING CONSUMER GOODS) INDUSTRY IN
...departments or companies and the FMCG companies face specially due to ERP? Q4: How the major FMCG companies in Lucknow, India utilize ERP for their supply chain? CHAPTER II – LITERATURE REVIEW 2.1 Supply Chain Sector in India The traditional boundaries are the things of past. The new horizons of technology have introduced an array fresh business opportunities and also infused various challenges that needs to be mastered or trapped. In order to maintain a significant position in market nowadays, companies have to concurrently manage the efficiency of the various business activities, such as distribution, manufacturing, and services, effectively. Competitive...
72 Pages(18000 words)Dissertation
'Effective Finance Management in Small Business Restaurant in Ireland'
...In this era of busy lifestyle, where individuals have little time to spend for preparing meals at home, going out and eating in the restaurants has become a usual practice. An increasing number of people have started to compare the price, nutritional value in the menus in internet before even visiting the restaurants (Smith, 1992; Andersen, 1993). This proves the level of competition that has increased in this segment. According to the research study by the Global Industry Analyst Inc., the global market of restaurants will reach $2.1 trillion by 2015 (Penton Media, Inc., 2013). It has been also stated in the report that this industry is growing...
80 Pages(20000 words)Dissertation
Global Marketing Strategy of TOYOTA
...recovering from the global slowdown while the European markets are at an economic standstill position. These are no doubt impacting the global opportunities of doing business in the international markets for the company Toyota. The Japan based company is also open to the risk arising from the company’s ability to deliver innovative products at highly competitive prices in the face of extreme competition. The global automobile industry always tries their best to match the consumer demand for vehicles by launching attractive models with new features along with lower time for vehicle production. This acts as a...
40 Pages(10000 words)Dissertation
Bussiness Plan for Start-up Restaurant
...BUSINESS PLAN FOR START-UP RESTAURANT: CHOPCHOP Executive Summary The business plan is designed for a restaurant that deals in organic food items such as salads and health juices. The business has been named as ChopChop. Target market zone for ChopChop has been selected as Doha, Qatar. As per the market analysis performed, it was observed that majority population of Qatar is expatriates that increase the scope for continental food flavors among the target customers. A primary analysis performed among the target market customers showed tendency towards consuming healthy food in comparison to...
28 Pages(7000 words)Dissertation
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Let us find you another Dissertation on topic Global Marketing and the new opportunities and challenges which Mc Donald fast food restaurant faces for FREE!
logo footer
Contact us:
+16312120006
Contact Us Now
FREE Mobile Apps:
  • StudentShare App Store
  • StudentShare Google play
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • Miscellaneous
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us