Essay on Market Research Implementation: McDonalds

McDonald’s has worked very hard in developing ways to do our part to help fight obesity. We have assembled Global Advisory Council to help guide us. The Council is comprised of international independent nutritional experts. With their ongoing guidance, we have been prepared a widespread promotional plan to incorporate nutritional

In 1940 two brothers, Richard and Maurice McDonald, formed a burger bar in California which would over time become the largest fast food restaurant chain in the world. In his famous book, George Ritzer defines McDonaldization as “the principles by which the fast-food restaurant[s] are coming to dominate more and more sectors of American society and of the world” (Smith). Eric Schlosser, a prevalent author that writes about the fast food industry, reports a one hundred thousand dollar annual profit from McDonald’s towards the beginning of their establishment (Chew on This 30). With all the revenue and success McDonald’s has, it is rather surprising that they have made almost no efforts to improve the healthiness of their menu. A study done by

The food industry in the UK is a multi-billion pound industry that is mainly dominated by a few competitors such as McDonalds, Burger King, KFC and Subway. Most of the food sold in these fast food restaurants is unhealthy, which is becoming a huge concern as there are many people dying of obesity and other health related problems. This is one of the key social factors facing the fast food market at the moment.

I. IntroductionBecause of the omnipotence of fast food chains in America, when we feel the urge for an easy meal, Americans, in general, immediately look to the fast food nation for a quick suppression to their hunger. Because we live in a time-is-money society the most efficient means of hunger satisfaction is the almighty drive-through. Corporations spend billions of dollars advertising to enhance sales of their products. With American catching on to the lack of healthy food options in the fast food nation, fast food chains began campaigning healthier food such as their salads and fruit cups. However salads may sound healthy but a Southwest Salad with Grilled Chicken from McDonalds has 320 calories and 90 grams of fat. Where's the "healthy" in that. Now that Obesity is the second leading cause of preventable death in the U.S. we need to re-evaluate the importance of healthy eating. By increasing awareness of the

Fast food critics have revealed that fast food patrons are more indolent and slothful in handling home chores, while the other individuals who prefer healthy home-cooked meals are more energetic, active and willing to deal with chores better. They also pointed out several reasons why fast food eateries may be less healthy than other types of restaurant, these include time, costs and signatory dishes (Spurlock and Schlosser). But in the actual context, this may not be so for all fast food restaurants as more restaurants are digging into improving their meals’ healthiness for the sake of their customers and the public on the whole. Hence, whether fast food should be blamed to be the main trigger to obesity is still disputable. Though research has demonstrated that people that eat fast food inclined to be obese compared to those who do not (Paeratakul et al.), will a greasy home-made stir-fry dish do a better job to enhance the consumers’ health than a pair of roasted chicken sandwiches in a fast-food

McDonald’s has been negatively publicized to be an unhealthy option. The food is perceived to be loaded with fat, sugar, salt and carb at a high rate. It has been disapproved by numerous people as being a promoter of unhealthy diet pattern especially for the young generation who are extremely obsessed with the ease of availability and cheaper rates. It has been blamed to cause weight gain among consumers. Due to these facts, the group of health conscious people avoid McDonald’s even after the healthier pickups introduction. (Kane, 2013)

McDonald’s Fries are iconic food in America culture and around the world, people love and they enjoy it. The author, Eric Schlosser used the popularity of the French fried to catch the attention of the readers. The author have used a different introductory statement, such as using foot in general in this country. He chose McDonald’s French fried because not only are all people familiar with it, but most people know how unhealthy and its processes actually are. Schlosser drew the readers into his article with this known facts, and at the same time he also introduced new less known facts to keep the readers interested.

•In the recent times McDonalds has been blamed for the high fat content in its products and many consumers perceive that the food served at their outlets is not healthy. Also, the consumers are becoming increasingly health conscious these days. McDonalds

The discussion of “ How Major Restaurant Chains Plans Their Menus” describes and offered readers with restaurant chains priorities when it come to planning the menu. The report presents the three major priorities of most fast food restaurants: sales, profitability, and preparation ease; moreover, it explains the view of fast food corporations on the subject of healthy food. The fast food outlets are not willing to replace the more profitable products for less profitable products despite the consumer’s demands and health. In addition, the report demonstrates the parallel relationship between profits and the type of food being served. The source is dependable considering there are multiple authors, whose are experts in the subject, whose wrote

The McDonalds Corporation has to be continually aware of its consumer behavior, their eating habits, as well as the situation and the trends in the market in order to understand if there is a need of any changes in their marketing strategy. Any important modifications in the marketing activities of the company have to be backed up by legitimate research. The introduction of new products, decisions on whether to invest more in certain channels of distribution, change of features of the product, advertising or pricing strategies have to be backed up by evidence based on the results of continuous marketing research. In the case of a big corporation like McDonald’s, the marketing research reports should answer lots of consumer

Not having to answer to a corporate boss is the dream of many and the flexibility that owning a business franchise creates provides this option. Success is not reached by simply creating a business, however. The level of success is measured by the size and efficiency of the business. Business growth is the driving force of the economy. The additional jobs and revenues created when a business expands allow the economy to grow at exponential rates. One of the fastest and most popular ways to increase the size of a business is to turn it into a franchise, which can then be purchased by individuals. Franchising provides opportunities that are beneficial to both the parent company and the purchaser. The company that owns the business can expand

Obesity is probably the most significant issue facing the McDonald’s Company today. The corporation has been severally blamed for the menace due to its wide range of junk foods. As the world’s largest fast food company, it has become a target of most health related films such as Super Size Me. This is because the public blames the company for failing to give nutritional information concerning the items on its menu (Baron, 2010).

When looking to add a new product to the market, traditionally five steps occur in marketing research and lead to marketing actions. Of these five steps, step number three covers the collection of marketing data. Marketing data can be collected through either primary research or secondary research. The goal of this assignment is to describe both primary and secondary research, provide examples of each and determine how the author’s organization could benefit from each. The author will begin with a description of primary marketing research.

The organisation that provides the product or service, including any mission statements, visions or goals.

The main problem from McDonald's case, McDonald's Polishing the Golden Arches, is how to classify McDonald's strategy through Plan to Win into one of the five generic competitive strategies. Before we solve this main problem, we should determine the chief economic and business characteristics, the five forces analysis, and also the driving forces of the fast-food industry. After that we identify the strengths, weaknesses, opportunities, and threats by using SWOT analysis. Finally, we classify McDonald's strategy into one of the five generic competitive strategies.