Mcdonalds Case Assignment

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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