McDonald’s is popular for its Big Mac Burger, Fries, several soft drinks and different fast food items. The company believes in serving the food of supreme quality with value added customer service. The business operation of McDonald’s reflects in their mission and vision statement. They kept promises by serving quality food product in order to satisfy customers. People of present era choose McDonald’s outlet for dine out in order to attend several corporate meeting, family and friends get together, celebrating birthday parties and many other reasons (Schroff & Tresnowski, 2012). McDonald’s is not only the leader of US but they have successfully dominating the global fast food industry.
Brand extension is one of the important marketing strategies which helps the organization to increase their customer base and can impact on the business performance of the particular company. The brand extension or the product line extension strategy of McDonald’s may recognize the negative impact of the McDonalds’ happy meal and restrain child obesity through product line extension. The brand extension strategy of McDonald’s may feature the CSR activity in order to promote healthy fast food for children.
Fast food is the junk food that increases the fat and calorie level of human body. Moreover, the consumption of fast food results children obesity. These issues affected on the business performance of McDonald’s in US. American Dietetic Association, Food and Drug administration, centre for science in the public interest, Harvard school of public health and the physicians committee for responsible medicine has opposed the marketing strategies of McDonald’s. Moreover, the government restricted the television promotion of the newly launched food products targeting the kids. The research work mainly focused on the key turning points in order to develop the problem statements