Submitted by: Submitted by dhooti
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Category: Business and Industry
Date Submitted: 12/03/2012 01:09 PM
McDonald’s Case Assignment MKTG19439
A. Current Marketing Situation
Strengths
- 35,000 restaurants in more than 100 countries
- McDonalds is a trustworthy brand, also a recognized one among the world
- Aims at all age groups in terms of the menu
- Majority of the branches offer 24 hour service
- Wi-Fi is available among most of the braches for the fast growing world of technology
- McDonalds has started to market their coffee line “Mc Café”
- In May of 2008 McDonalds announced that their french fries would be trans-fat-free.
- Endorsement of toys with children meals (Happy Meals)
- Various charities that contribute towards children and other communities
- In 2003 new items to the menu were launched including three new salads
- McDonalds is trying to introduce healthier food options
- Drive Thru to offer customers conveniences
- Affordable food options
- Options to dine in, with a children’s play ground
Weaknesses
- Lack of safe food handling (don’t wear gloves while preparing meals)
- McDonalds does not offer the healthiest food choices in the market
- Due to the fatty foods that McDonalds offers, obesity is on the rise
- Lawsuits of hidden ingredients, beef extract was used with vegetable oil to fry the fries
- Meals offered at McDonalds increase the rate of heart diseases especially for the elderly
- Lack of food quality and freshness
- “Super Size Me” drew attention to McDonalds unhealthy food chain
- Lack of healthier food choices in the menu
- Lawsuits of consumers eating meals from McDonalds have caused their weight to increase over the years.
Opportunities:
- Expanding with healthier food options on their menu, to put a control on obesity
- Doing renovations on stores to make them look appealing to all
- Offer franchise opportunities to other big retail stores ex: (Wal-Mart)
- To start a recycling program to promote a healthy environment
- To expand their Franchises in Asia
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