Marketing Essay

639 words - 3 pages

Jamie PinedaJoseph RagsdaleArianna RodriguezLisa RodriguezMarion WolakMcDonald's Case StudyStrengthsLargest Food service business in the world, 34,000 local restaurants serving nearly 69 million people in 118 countries, a $40 Billion dollar brand worldwide,Universally recognized brand name with a large advertising budgetPartners with other high value brands Dannon Yogurt, Kraft Cheese, Nestle Chocolate, Dasani Water, Newman's Own Salad Dressings, Heinz Ketchup, Minute Maid JuiceThe majority of the retail locations are owned by independent franchisees, The company is able to grow while minimizing large capital expenditureRecession Proof - Low price menu items allow McDonald's to survive when the economy is low as there are few economic situations where most consumers cannot afford McDonald's.Massive buying power- 34,000 locations allows McDonald's to control pricing on its core menu itemsHighly trained management staff well versed in Customer service skills (hamburger University)Positive company social-image (Ronald McDonald House)Impressive core competencies in franchising and logisticsTarget market is children and teensWeaknessesFast Food is viewed by many as poor quality and unhealthy, often associated with "cheap and greasy," especially the baby boomers who built the brand in the 50's and 60'sless than 6% of the over 100 item entrée menu is less than 200 caloriesmore than half the entrees are high in sodiumLarge size of the business makes growth more difficult to achieveCommodity costs can quickly erode profit marginsLow differentiation with other similar fast food companies such as Burger King, Wendy'sHigh Employee turnover at the local levelMarket saturationNegative publicity, such as the movie Super-Size Me.OpportunitiesAdapting to fit the changing lifestyle of the largest population sector by adding healthier food optionsFast food will never be completely viewed as healthy but efforts in this direction could aid in customer perceptionParents would appreciate the convenience when selecting a family dining optionRemodeling of older restaurantsChanging customer habits and new customer groupsAdding premium menu itemsEntry into new product categories (coffee)Provide optional allergen free food items, such as gluten free and peanut free. Sugar-free...

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