StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...
Premium+

A Global Brand Assessment of McDonalds - Case Study Example

Comments (0) Cite this document
Summary
The author of the paper "A Global Brand Assessment of McDonald’s" states that McDonald’s global branding is being impacted by its foreign operations more than McDonald’s is impacting them. This potentially indicates a concern as the company is losing parts of its branding identity…
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER94.2% of users find it useful

Extract of sample "A Global Brand Assessment of McDonalds"

Download file to see previous pages McDonald’s was once a small business that grew into the world’s largest fast-food chain. Every step in this growth path included decisions represented by the ongoing development and refinement of global strategy and branding components. This study will examine these two components (global strategy and branding) to uncover their business and societal implications. The above will also include the key characteristics, advantages, and disadvantages; along with the risks and benefits McDonald’s faces globally. In reviewing and assessing the above, the branding strategy of McDonald’s will be compared against literature information on global branding along with the societal impact of the company’s branding strategy. The above areas will provide information to analyze McDonald’s global branding strategy and its impact on revenues, brand equity as well as marketplace perceptions. As a fast-food concept that spans 73 years, McDonald’s has managed to take a basic set of food staples (hamburgers, French fries, and sodas) and turn it into a $27,567 billion operation serving 69 million customers daily in 119 countries through more than 33,000 outlets (McDonald’s, 2012). The revenues from foreign operations totaled $9,939 billion or 36 percent of overall revenues in 2012 (McDonald’s, 2012). The contribution of foreign sales to the company’s revenue stream is significant and represents the arena for the continued growth of the chain as the U.S. market is basally saturated in terms of locations and sales (Campos, 2013). As shown from the revenue figures McDonald’s derives 64 percent of its sales from the U.S. market of 317,212,000 people compared against a global population of 7,129,591,000 (United States Census, 2013). In terms of global business growth, it needs to be remembered 3 billion people or around 40 percent of the global population live on less than $2.50 per day (Shah, 2013). In an assessment of the upper limits of foreign McDonald’s restaurants, there are 14,000 out of the global total of 33,000 located in the U.S (Rosenberg, 2013). An article in Forbes (2012) stated the chain could add a total of 10,000 more restaurants to its foreign outlet base which would bring the total to 29,000 as a saturation point. This estimate took into account consumer affordability calculated at over $10,000 per annum or $25 per day as the affordability cutoff point representing 13 percent of the global population or 600 to 650 million people outside of the U.S. (Forbes, 2012). McDonald’s has been the subject of dietary and societal debates over the nutrition content of its food (Arthur Page, 2007). The chain is facing stiff competition from competing for fast food items such as fast food pizza and the need to continually recruit each new generation to buy into the McDonald’s menu (Henage, 2012). Concerning nutrition, McDonald’s has been under fire since 2005 over the trans fat oil used in the preparation of its food, its use of preservatives and the fact that nutritionally its menu is unhealthy for children and adults (Arthur Page, 2007). In a documentary titled “Super Size Me,’ Morgan Spurlock spent a month eating just McDonald’s (Robbins, 2010) Examinations by physicians determined he gained 25 pounds and suffered severe increases in cholesterol levels, fatty liver accumulation, heart palpitations and other symptoms (Robbins, 2010). ...Download file to see next pages Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(A Global Brand Assessment of McDonalds Case Study, n.d.)
A Global Brand Assessment of McDonalds Case Study. Retrieved from https://studentshare.org/marketing/2020884-global-brand-of-mcdonalds
(A Global Brand Assessment of McDonalds Case Study)
A Global Brand Assessment of McDonalds Case Study. https://studentshare.org/marketing/2020884-global-brand-of-mcdonalds.
“A Global Brand Assessment of McDonalds Case Study”, n.d. https://studentshare.org/marketing/2020884-global-brand-of-mcdonalds.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF A Global Brand Assessment of McDonalds

Global perspectives assessment

...?Assess the impact of globalization on the US criminal justice system To place it on a general scale, there is a great challenge of globalization to the US criminal justice system because of some changes including the following aspects: international dimensions of crime, technological influences on global criminality, and the influence of America’s diversified culture (Ward, 2000). Due to the associated challenges of these changes, the American criminal justice system according to Ward tries to face and adapt to new forms of criminality; and recognize the importance of international cooperation, threats on America’s borders and the inceptions of new types of crime. This means that the US criminal justice system including its law...
5 Pages (1250 words) Research Paper

Global business marketing (Mcdonalds)

...? Marketing Marketing McDonald’s is one of the world’s largest fast food brands that are engaged in marketing their products in several countries. “Since it was founded in the USA in 1955, McDonald's has become one of the most famous companies in the world, running thousands of fast-food restaurants in dozens of countries and touching the lives of millions of people. This is the story behind McDonald's success” (Gilbert, Sara, 2011).  The company, with its exquisite variety of burgers, french-fries, ice creams and other fast food items, has been able to grasp the attention of youngsters and adults alike, forcing them to utilize their time and money to have a great and fun time at the company’s numerous outlets. This giant of a company has...
3 Pages (750 words) Essay

Global marketing mix of McDonalds

...? Global marketing mix of McDonalds November 05, Step selection of Brand Interbrand, provides a list of the top 100 global brands, based on parameters such as performance, visibility and marketing reach. Among the 100 brands selected, the firm selected is McDonalds. The firm is ranked seventh among the global brands. Reason for selecting this brand is that it employs a unique marketing mix that is based on quality of its product, store ambience, service quality and other parameters. This report will focus on the marketing mix of McDonalds. Step 2. Analysis of the brand and IPT application In this step, the marketing mix of McDonalds is analysed. A brief overview of the firm is provided followed by an analysis to assess if the marketing mix...
10 Pages (2500 words) Essay

Mcdonalds

... within and from outside. Ans. Organizational culture is based on values and norms that define the goals of the organization and behaviour of people with each other. Being a closed group of people can be a constraint that forces the evolution of this culture and interactions of the people within and outside give it a shape. 5. Important social factors that affect business decisions. Ans. Value system, religion and ethical factors affect business decisions as the individual is guided by them. 6. Understanding Diversity in Global Business: Problems for the cross-cultural manager. Ans. The cross-cultural manager may face challenges in understanding the differences in culture, find gaps in communication and confusions can be created...
19 Pages (4750 words) Scholarship Essay

McDonalds

... sandwiches and apple slices. The company has also used athletic role models, such as tennis stars Venus and Serena Williams, in a global campaign tied in with the Olympics to talk about exercise and nutrition. Despite these efforts, the company continues to face negative publicity and is likely to continue to do so as the obesity epidemic in the US continues to escalate. www.mcdonald's.com While McDonald's faces several challenges, the company is expected to maintain its strong market presence and continue to see value growth and outlet expansion globally as a result of its strong brand recognition, rapid outlet penetration, continual menu innovation and low price offerings, all backed by its considerable annual marketing and advertising...
9 Pages (2250 words) Essay

Performance Assessment and Management in McDonalds

...PERFORMANCE ASSESSMENT AND MANAGEMENT Executive Summary The current report addresses, recognizes, integrates, and cites relevant theories, concepts, and ideas of performance assessment and management model used in McDonalds’ with a brief overview of the human resource practices in employee selection and appraisal initiatives of McDonalds. The paper also identifies and explores the established culture of employee selection and appraisal criteria in this organization to state that employee turnover rates are rather high and employees’ output needs improvement. The paper ends with a reflection by the writer over the analysis carried out. 1. Introduction Organizational operations, in both profit making and ‘non-profit’ making enterprises...
9 Pages (2250 words) Case Study

Brand McDonalds

 McDonald's and Golden arches can be said to be a beacon of success. As per 2011, it is the largest fast-food chain. Its revenue as of 2013 is the US $ 28.1057 billion. McDonalds’ has a good brand image and ranks among top ten in the survey of most valuable company in the planet (McDonald Corp. 2013). However, McDonalds is facing some peculiar problem. McDonald's quite low when compared to its rivals in factors of quality perception.2. It has a new breed of customers with changing taste and preference and it has to keep itself relevant before it is too late or become history (Slama, 2014, pp. 9-11).Let us analyze the Brand management strategies of McDonalds through the lens of Keller’s brand equity model.Kell...
12 Pages (3000 words) Assignment

McDonalds

... would also obtain important feedback from its customers in terms of their perception of its new healthy menu products. The company should, therefore, establish a robust team of young individuals to run the social media accounts and pass the relevant information. Social media accounts such as Instagram would go to great lengths in ensuring that the customers get a glimpse of the new products on display on the new menu. McDonalds can measure whether the new products are a success through collecting feedback from its customers on social media accounts. The company can also assess the progress by measuring the change in the current sales as a result of introducing the new menu items. An increase in the influx of customers to their global food...
5 Pages (1250 words) Case Study

Global Business Strategy of McDonalds

... Abstract McDonald’s Corporation has a chain of fast food restaurants across the globe with its presence in 120 countries all over the world. The organization has its brand image in the food and beverage industry around the world mainly serving fast food items to its customers. In recent years the fast food industry has faced a challenging business environment around the world because of the health related problems which have been observed due to consumption of these fast foods. It has become very tough for fast food companies to survive and maintain their customer base which require a critical and in depth analysis of customers behavior and market to know the expectations of the customers and provide them with the same. Due to this many...
19 Pages (4750 words) Research Paper

Global Brand Study - Justin.Tv

...Global Brand Strategy www.Justin.tv Specify exact brand www.justin.tv 2. Describe products or services www.justin.tv is a website which provides service of producing and broadcasting live video. The live video can be transmitted to over 250 countries in the world. The service can be used by individuals and companies, these videos can be broadcasted to unlimited viewers around the world. The websites broadcast millions of videos every month. Its headquarters are in San Francisco and it’s funded by Alsop Louie partners. The website originated from a different source back in 2007. It was just a single channel featuring its founder Justin Kan, who broadcasted his own live video all day. His video casting was later called life casting...
9 Pages (2250 words) Assignment
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 Case Study on topic A Global Brand Assessment of McDonalds for FREE!

Contact Us