Global Marketing and the new opportunities and challenges which Mc Donald fast food restaurant faces

Global Marketing and the new opportunities and challenges which Mc Donald fast food restaurant faces Dissertation example
Masters
Dissertation
Marketing
Pages 40 (10040 words)
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This document studies the marketing strategy of global fast food giant McDonalds, specifically the marketing mix utilized to implement the global strategic stance of “Think Global Act Local”. Primary research was carried out in five countries and data was gathered for customers and managers to develop a holistic view of the effectiveness on the implementation of the strategy. …

Introduction

With increasing global competition, emphasis on organic food choices, smarter and healthier eating habits, the fast food industry is undergoing a major turning point. Gone are the days when people would blindly allow their children to eat all the burgers, fries and Coke they wanted, with no thought or care to how this foodstuff would affect their lives. There has been much innovation in the industry and revamping of menu items to includes things which will appeal to a new type of customer. The developed world is full of perceptive people who are more health conscious people now than ever before; anyone with an internet connection can access a world of information about eating choices, about what is healthy and what is not and access research from all over the world; the consumer is now more aware of his eating habits and the impact they have on his lifestyle and life longevity. Sodium, sugar, oil and carbohydrates are no longer thought to be delicious tasting food choices; they have dire consequences in the long run. Childhood obesity, blood pressure and heart trouble are only a handful of concerns that are becoming the bane of our existence. All of these present a huge challenge to the fast food industry and all the major players.
Bringing things into context, the world has never been busier. People are swamped with busy work and social lives and taking out the time to put together a home cooked meal is just not convenient. ...
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