McDonalds Growth on the European Market - Case Study Example

McDonalds Growth in the European Market al Affiliation McDonalds Growth in the European Market McDonalds needs to re-evaluate its social environment. Initially, customers were less concerned about what they consumed. However, over the years, the trend is changing. A people’s culture is changing towards healthy food. In addition, people’s attitude towards local firms is making it hard for external businesses to retain their competitive advantage in the market (Prasad, 2010). Therefore, the business should consider merging with local firms in order to attract the attention of the local firms.

This aspect will also be significant in giving the firm a local outlook. In order for Macdonald to compete in the European market, it should focus on the quality of the products. With the increasing awareness on the risks associated with obesity, customers are avoiding fatty foods. Therefore, the company should ensure that its products meet the required standards and are healthy. On the other hand, in order to retain the customers, the firm need to shift its focus towards customer relationship management.

Currently, there are many competitors in the market. As a result, customers easily be swayed away from the products. As a result, it is significant for the company to work towards satisfying the tastes and preferences of the target market (Prasad, 2010). This will be significant in increasing its market share and improving its competitive advantage. In order for the company to address the growth issues, it needs to conduct an intensive market research. This is to identify factors that have made the customers to change their consumption behavior and what changes are necessary to reposition the company in the market.

In addition, the research should also identify the effective advertising channel and the best advertising message to use in order to attract the customers towards its products. This is to ensure that the adverts are compatible with the local culture. ReferencesPrasad, V. (2010). Business environment. Delhi, India: genNEXT.