Mcdonald’s - Marketing

In: Business and Management

Submitted By kevindance0919
Words 1052
Pages 5
Summarize In the case study, the three significant reasons that had caused the market issue of McDonald’s from 1990s to 2003s were lack of preparation before the expansion, underestimate the competition, and fail to recognize the consumer demands. First, McDonald’s aggressively and rapidly expanded their business oversea without preparation, which led them to a wrong direction and lost focus. In addition, all the new employees weren’t trained well enough thus caused the decrease in quality of customer service, their products, and the sanitation. Second, while McDonald’s was solving their problems after the expansion, many new competitors have emerged during the gap. Third, the change of customer tastes was also a big issue that they confronted, and their new products such as pizza, the Arch Deluxe, and deli sandwiches failed to connect with consumers. However, McDonald’s chief executive found out that they got distracted from the most important and also the basic thing: “hot, high-quality food at great value at the speed and convenience of McDonald’s.” Later in 2003, they came up a strategic effort called the “Plan to Win.” and the structure is still continuous been using in every restaurant today. The core concept of “Plane to win” is focus on how to improve on the company’s 5 Ps – people, product, promotions, price, and place. They allowed local restaurant to adapt with the different culture and environment such as providing various kinds of food to satisfy the local flavor. Moreover, they responded the health trend and removed “Super-Size“ option by offering salads and apple slices in Happy Meals to attract people who are healthy eater. McDonald’s also introduced the $1 menu, improved the drive-thru service, added new McCafe coffee line, launched a worldwide repackaging effort, and came up with several perfect slogan for their activities and finally all the…...

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