Arnaud\'s Academic oral presentation
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Transcript of Arnaud\'s Academic oral presentation
Mc Donald’s
•world’s largest foodservice retailing chain
•31,000 fast-food restaurants in over 119 countries
•The first restaurant was in Illinois in 1955.
•In 1968, one of the first lot of franchisees
•18,000 are operated by franchisees
environmental trends in the UK market
Micro Environnemental
Macro Environnemental
CustomersCompany
Micro Environnement
Competitors Publics
Demographic
Macro Environnement
Natural environnement
Cultural environnement
reposition Mc Donald’s brand.
Partnership with FIFA
Advertising Campaign‘I’m lovin it
Paul Newman's
Italian dressing
Children menu fruits,
juice & milk
Quorn based
vegetarian meals
Bird flue- Chicken off from menu
More White Meat
RepositionReposition McDonald’s McDonald’s
BrandBrand
Impact the World Cup Burger• Interest of sponsorship
– International Sport event– Famılıes to participate in sport
activitess
• Good Impact (Short term)– Offers the opportunities to
reach out to more than 50 million potential customers
– ‘I’am lovin it
• Bad Impact (Long term)– childhood obesity– Hıgh colories
Emerging markets
• Why set up business in emerging market– less competitors (brand recognition)– Demographics trend (Data of population expected in 2020)– opportunity for the company (societal issues)– compensate for the loss of occidental market share
• Is it going to be a success Yes
No
– Factors contributing to mcdonalds success– Adapt to different cultures– Cost effective measures like using ingredients localy available– Incorporating local cuisine
•What problems is the company likely to face ?
•Adaptability to different environmental factors•Cultural and social difference•Consistency in products offered
How should McDonald’s position its brand Europe ?
Largest geographical market for McDonald’s
34.6 % of its total revenues
profitability of Europe
declined in 2005 (fell by 1.5 %)
Real issue in this continent :
Customer’s expectations
Competitors advantage Current position
hygiene, health and a greater range in choice Needs : vegetarian menus, local and ethnic products
Starbucks Coffee and Costa Coffee : - More focused on conviviality- Target adults and generation Y
Yum inc which owns KFC and Pizza Hut :- More aggressive with the family segment. - Try to be an alternative
Brand image :- 8th ranking for the top 100 brands in the world
Resource: - Anticipate or respond to consumer needs faster
Golden Triangle
Source : Mercator, Theory and practice of marketing
New perspectives
Solution :Ethnics productEg :Hallal food
Solution :healthier productsPromotion Mix
Solution :Continue offering burgers
Focus on the target
market
Positioning on the image and the style
of the product.
Positioning on the
performance of the
product