...obesity. Moreover, obese children have a much higher risk of many health problems such as coronary heart disease, high blood pressure, diabetes, and certain cancers--all of which are fatal if left untreated. In 2010, a mother from California sued McDonald’s over the company’s marketing practice of Happy Meal. The mother claimed that McDonald’s used alluring toys to lure kids into Happy Meal. This lawsuit, which might be viewed by many as senseless and absurd, was one of McDonald’s biggest cases. In order to come out of the lawsuit ahead, this largest fast food chain had to undergo some major organizational changes. In this paper, we would like to use the knowledge learned in the class to analyze the event (the lawsuit) and its effects on McDonald’s. The paper will have four main parts. In the first part, we provide a brief introduction of the company, McDonald’s, and the lawsuit. In the second part, we will use the concepts learned in class to analyze Happy Meal’s influencing strategies and the organizational changes during and after the suit. We believe that Happy Meal’s influencing strategies deserve our attention as they were the main causes of the crisis. Since its Happy Meal’s influencing...
Words: 4655 - Pages: 19
...the calories you just ate. Not only do we have to worry about the affects of the burger on our health but we have to worry about weather or not we can still fit into our namebrand jeans without having a muffintop. It's not only the social "guilt bludgening" we get every day but their is a factual personal guilt that we tend to pour onto ourselves thats probably from the media trained mind set we have come to know as the "normal". After looking at my life and at others around me I get the feeling that everyone sincerely whants to be happy but have been generaly "trained" to live in a constant state of confusion of how to be happy. We should look at what really makes ourselves and the people around us happy. there is a healthy mind set that is really important and I don't think a lot of people consider it as important as just eating right. People just like ourselves are trying to just make it through the're lives being happy and healthy but going to happy hour and eating happy meals and not paying attention to what is really important, like spending time with a grandparent or sharing a meal at the table with your...
Words: 385 - Pages: 2
...Unit 3: Marketing Assignment Task 1 "Marketing is the management process responsible for identifying, anticipating and sufficient customer requirements beneficially." http://www.getin2marketing.com/discover/what-is-marketing This means the ideas, the brand, how you communicate, the design, print process, measuring effectiveness, market research and the psychology of consumer behaviour all count as part of the bigger picture of ‘marketing’. It is a process and not just the production of a single piece of promotional material. Secondly, it is all about satisfying customer needs and those companies that anticipate the needs and respond to them first and/or best will win. Thirdly, the marketing department does not have exclusive rights over this process. A good marketer will ensure all departments within a company have input into this process. Lastly this process has to be profitable for the company. The following describes the four P's of marketing: Products are the goods and services that the business provides for sale to your target market. When developing a product they should consider quality, design, features, packaging, customer service and any subsequent after-sales service. It also refers to the variation in a product range e.g. Cadburys has dairy milk Oreo, dairy milk whole nut etc. Place is in regards to distribution, location and methods of getting the product to the customer. This includes the location of your business, shop front, distributors, logistics...
Words: 1136 - Pages: 5
...spread like viruses in the Philippines. Restaurants, carinderias, food stalls and fast food chains: it is not hard to look for them in wherever place in the Philippines. We all know that when we say “fast food”, two major chains instantly come up to our minds: Jollibee and McDonald’s, and we know that ever since, they have been rivals even they say that they both have the same mission and that is to serve and make their Filipino customers happy through the food they prepare. Though they serve almost the same types of food, how come Jollibee beats Mcdonald’s? What do you think that red, happy bee has that the clown in yellow with a big smile has not? Before finding out the real reason that lies behind that, in order to come up with a systematic answer, let us first try to answer this question: “Why do people go to fast food chains?” Just like what I have mentioned a while ago, Filipinos has an extreme passion for food. It has already been a part of our culture to be lovers of food. But, not all can prepare food… right? I mean we all know how to eat but not all of us know how to cook. So, we ask ourselves: “if I do not know how to cook, how could I eat cooked food?” Then the options that will appear in our mind are “Ah! I will just ask mom to cook food for me,” or “I will just go to the nearest fast food chain and buy food so I can eat.” That is one reason: not everyone is a born chef. Second, a person may know how to cook but he or she has no enough time to do it. For...
Words: 742 - Pages: 3
...Jaipur, Mumbai, Gujrat, MP, UP, AP etc. 2 Market Segmentation of McDonalds Market segmentation is defined as dividing a single market into smaller segments. The basic reason for dividing the market into small segments is to make it simple to address the needs of smaller groups of customers and try to manufacture different products according to their consuming habits. Particularly it is done according to the people who have similar characteristics. It can be done on the basis of age, gender, lifestyle, region, etc. McDonalds in India segmentation it has done is on three different bases: 1) Demographic Segmentation: Kids, Family and Students McDonalds offers different products like Happy Meal which includes a free toy for kids. For families it has made different outlets and meals which are suitable for takeaways and...
Words: 823 - Pages: 4
...become obsolete, that is: unfashionable or no longer functional after a certain period of time. * Demographic- relating to a structure of the population- young to old age range. Salary statistics of people will be strongly considered in this method, older people with a high paying job will buy products that are more expensive because they can afford it; young people won’t have as much money as the older people due to their job & pay and therefore the price of the product when targeted at different age will have to be priced differently. * Psychographic- study of personality, values, opinions, attitudes, interests, and lifestyles. This area of research focus on the interest of the people. The segmentation method is focused on the mind of the targeted individuals, businesses will...
Words: 3650 - Pages: 15
...some things that makes you happy and before you could answer him, you feel his hands on your shoulders, massaging you, putting you into a deep relaxing state of mind. All of a sudden, his hands lifted off your shoulders, leaving you puzzled. He whispers, “I’ll be right back.” You watch him as he walks out of the bedroom and into the hallway. Closing your eyes, you try to ignore the excruciating pain. 30 minutes passes by and you hear his footsteps. He comes back – with breakfast. You breathe in and...
Words: 975 - Pages: 4
...The article “Consumerism is creating cunning and callous kids’’ retrieved from Globe and mail was published on May 29, 2014. This article discussed the developing effect of consumerism on today’s children, and it impact the identify formation. Despite being raised by altruistic parents, these children end up being callous and mean and are lacking in empathy. Why are children turning this way? This change is the cause of poor parenting and materialism. The vast environment and the ecological system surrounding them influence today’s children. One particular development theory that identify with this issue is the ecological system theory by Bronfebrenner. Ecological systems theory on child development provides an analysis of how it identified five systems, which are microsystem, mesosystem, exosystem, macrosystem and chrono system all affect the development of the child (Shaffer, Kipp, Wood & Willoughby, 2013). Each of these systems contains specific roles that explain how child’s immediate environment to economic and political structures of the society shapes the course of childhood. Harried parenting of micro system to the role of media in advertising of exosystem influence can breed values that differ from their parents. The role of family is an essential component of healthy child development. The family values, socioeconomic status and religion prevailing within a culture, subculture or even neighborhoods can affect family interaction and development of the child (Shaffer...
Words: 1398 - Pages: 6
...reduce the price of its new products to the diversity of the products by implementing new line in the menu. McDonald’s should price them relatively to its sandwiches’ price. Because it may result that consumers would not have to hesitant between cheap burger meal and expensive healthy meal. Customers will rather go for healthy meal if the prices differences are approximately small. Although the launching of the new products of the company is not doing well, McDonald’s still wants to maintain selling the healthy products such as fruits, salads, and vegetables as well as fruit juice especially for kids. Because McDonald’s knows that child is one the major consumers in their business strategy, and therefore, they come out with healthy food which can attract their parents’ minds, as the children would consume whatever if their parents would allow them to. If parents found that there are fruits and vegetables in the Happy Meal box, without any consideration, they would go for it. Besides McDonald’s supports sport, the company is sponsoring a lot of sport event such as football and tennis. As nowadays, children are influenced by athletes like David Beckham and Michael Jordon. Therefore, McDonald’s now is implementing the Happy Meals with some sport related gadgets, which is aim to attract children’ attention on their role model of players in gadgets. McDonald’s has made a big efforts with their best possibility means to offer the consumers an assorted range of products against the issues...
Words: 744 - Pages: 3
...they haven’t started segment related to breakfast in every outlet. Segmentation: Market segmentation is defined as dividing a single market into smaller segments. The basic reason for dividing the market into small segments is to make it simple to address the needs of smaller groups of customers and try to manufacture different products according to their consuming habits. Particularly it is done according to the people who have similar characteristics. It can be done on the basis of age, gender, lifestyle, region, etc. McDonalds in India segmentation it has done is on three different bases: 1) Demographic Segmentation: Kids, Family and Students McDonalds offers different products like Happy Meal which includes a free toy for kids. For families it has made different outlets and meals which are suitable for takeaways and drive-thru. McDonalds has made its environment which is suitable for students of school to hang out with their friends and can get their lunch at McDonalds. 2) Psychographic segmentation: Convenience and lifestyle McDonalds has adopted itself according to the convenience and lifestyle of the Indian consumers, as India has a huge...
Words: 731 - Pages: 3
...the Bahamas. She loves working for non-profit organizations especially those which gives back to the community and protects the environment. She has been a foreign volunteer for two years. Being enlisted in the military I am required to be deploy to various sub bases within and without the Commonwealth of The Bahamas. Thus, my interview took place on Walderick Wells, a Cay located in the Exuma Land and Sea Park. I had known Ms. Roker, little under two weeks and was intrigue as to why she choose the Bahamas to work instead of America. Every morning she would open the park office and we would start a casual conservation. Her views on life were astounding and to see how her dog Grace interacts with her is just amazing. She always seemed very happy whenever I saw her and always was giving. When I think of what happiness looks like I always think of her. My second choice is Mr. D Bonaby. He is between the ages of 40-50 years and is an active member in the military. He has been deployed to the same sub base as me and he has been my superior for the past 10 years. He is a welder in the military and hopes to open his welding business when he retires from the military. This is the first time we are working hand in hand and he seems content with what he has accomplish in life. He always has a humorous side which never takes a break. Listening to him speak and reflect on the military of yester years brings such happiness to me as it has developed over the years. He is adamant in the...
Words: 2118 - Pages: 9
...he expresses that happiness comes within ourselves, and differentiates the qualities of happiness and pleasure. He explains that happiness and pleasure is based on an individuals’ morals. Happiness in my opinion is usually established within oneself, who can find the joy in life and spread positivity to their surroundings. Many people mistake happiness for pleasure, because there is an illusion in peoples’ daily lives that watching television brings happiness. When in reality it is only fulfilling a short amount of joy. Essentially, there are many ways people satisfy their happiness without noticing their behavior. In the other story Inner Contentment, I understand the authors’ position that materialistic things should not make a person happy, but I disagree in some aspects. The reason being depending on the material an individual is purchasing, that product has an ability to build more confidence in a person. Some products people purchase, and collect can be useful for a long time and others for short term use. Some items I...
Words: 962 - Pages: 4
...McDonald’s: Behind The Golden Arches “Since 1955, we’ve been proud to serve the world some of its favourite food. And along the way, we’ve managed not just to live history, but create it: from drive-thru restaurants to Chicken McNuggets to college credits from Hamburger U and much more. It’s been quite the journey, and we promise this is just the beginning-we’ve got our hearts set on making more history” (McDonald’s Corporation, 2011). Almost 60 years have passed since Raymond Kroc envisioned a nationwide fast food chain, which needless to say went on to revolutionise the American restaurant industry and become the world’s number #1 fast food restaurant. Today McDonald’s serves 52 million people a day from one of its 31,000 restaurants dotted around the world (Ritabrata Giiosii, R.G. 2009). The golden arches along with Ronald McDonald and the catch phrase “I’m lovin’ it” have assisted McDonald’s in becoming one of the most globally recognised brands, allowing them to become McDonald’s most valuable intangible assets, but how did they do it? Countless elements threaten McDonald’s reputation; health issues, legal and technological changes, social factors, environmentalists and obviously competitors especially those who offer similar services and products such as KFC. They too have become a national brand recognized all around the world however to understand how McDonalds have achieved such success we must first understand what they do differently and what objectives...
Words: 6844 - Pages: 28
...cousins. As we had no work there, we found the village life very dull. Suddenly an idea struck in my mind and soon we decided to go on a journey by boat. A day was fixed for the journey. The river was not too far. On the fixed day we took our bags and some things to eat and started for the river bank on foot. As we had already hired a boat, we found it ready. The boat was small but it was beautifully decorated. There were two boat-men who instructed us to set properly on both the sides of the boat. It was morning and the sky was clear. A fine cool breeze was blowing. As soon as we took our seats in the boat, it began to move on water. They were really thrilling movements in our life. We all were in high spirit. The' boat was moving gently. The river water was shining in the rays of the sun and was presenting a beautiful scene. It looked white like silver. There were many more boats of different shapes and sizes sailing in the river. There were men, women and children in those boats. The children were very excited and were shouting with joy. All of a sudden the cool breeze stopped blowing and we felt a bit hot. One of my cousins suggested enjoying cold drink which we had brought in our bag. Soon it was midday and we decided to take our lunch. Up to this time we were on the other side of the river. The boatmen tied the boat to the bank and guided us to a restaurant. We took our meals. We enjoyed tea too. Then we started our return journey. The return journey was little bit difficult...
Words: 1050 - Pages: 5
...STUDENTS IN CHOOSING MCDONALD’S MEAL In Partial Fulfillment of the Subject Requirement In Marketing Research Submitted by: BARTOLO, LYKABETIZA M. JAVIERTO, JEFFREY M. MKM 2-3 Submitted to: DR. ELIZABETH AMURAO To determine factors which influenced 50 selected FM students in choosing McDonald’s Meal BACKGROUND OF THE STUDY: Ray Kroc started it all when he bought the franchise of a small burger joint owned by Dick and Mac McDonald, and opened his first restaurant in Des Plaines, Illinois in 1955. Now, McDonald’s has more than 30,000 restaurants, serving nearly 50 million people in over 119 countries everyday, making it the number one quick-service restaurant in the world. George T. Yang built the first Golden Arches in the Philippines in 1981. As of 2005, McDonald’s Philippines is a 100% Filipino-owned company. From its first restaurant along Morayta, Manila in 1981, McDonald’s has grown to become one of the leading fast food chains with close to 300 restaurants nationwide! With Kenneth S. Yang at the helm, McDonald’s is now a multi-billion peso company that continues to expand and serve Filipinos all over the country. McDonald’s is a customer-oriented company that strives to offer Filipinos a combination of great tasting, quality food products at value prices with excellent service. Well loved McDonald’s products like the Big Mac, Cheeseburger, World Famous French Fries, Egg Muffin, Apple Pie, Sundae and the Happy Meal, plus local favorites like Chicken...
Words: 1484 - Pages: 6