...Case Overview This case study focused on McDonalds international struggle towards improving it’s image as it relates to obseity trends rising globally. The primary issue is that governments and health advocates fear that the number of obese children will double over the next ten years. The highest percent of obesity worldwide is amongst children. In Europe, officials are caling for food industries to set their own regulations, or face bans like the tobacco industry. McDonalds is trying to expand and reach new markets, but it is being threatened with social pressure from nutrionists and national governments. McDonald has been adjusting to this issue by adding new healthier options to its menus, adding balanced lifesyle messages into marketing campaigns, and by continuing to promote and raise funds for foundations aimed at helping children with life threatening illnesses. 1. How should McDonald’s respond when ads promoting healthy lifestyles featuring Ronald McDonald are equated with How Camel and cigatette ads? Should McDonald’s eliminate Ronald McDonald in its ads? In my opinion, eliminating the character Ronald McDonald is not the solution. The solution is for McDonalds to make an association between the character Ronald and positive images. For example, using Ronald for advertisements of healthy food and nutrition could build positive images of the mascot. It is important to mention that they primally sell products which contain high cholesterol and calories and bad...
Words: 1015 - Pages: 5
...AND OBESITY Case Study #1: McDonald’s and Obesity Monica Cassetta Central Michigan University-- MKT 560 February 1, 2014 Introduction Obesity is an ongoing problem not only in America, but seen all over the world. There are many assumptions in regards to why this has been on the rise in recent years, and who is to blame for this. Obesity and over-weight adults, as well as children, has become increasingly common, as well as seen. With over 1 billion overweight adults with 400 million of them being obese, and with 155 million children being over-weight worldwide (Cateora, Gilly, Graham, 2013), this issue needed to be addressed. With that said, the big question is, how do we stop this rise as a whole. An ongoing issue and example to today’s obesity is fast food chains i.e. McDonald’s, and how they advertise. And though McDonald’s is one of the leading companies in the fast-food chain industry across the globe, people have been outraged with their marketing and campaigns to eat their unhealthy menu items. Thankfully, even with the bad publicity McDonald’s had and has received on numerous occasions, they are still able to have a constant growth within their company. Question #1: When it comes to fast-food industries, marketing and advertising is the key to their success. They typically use the 4P’s of marketing which are, product, price, place, and promotion. “Having accurate research is essential in creating the right marketing” (Business Case Studies, 2008)...
Words: 2339 - Pages: 10
...CASE STUDY: MCDONALD’S Executive summary This case study looks to evaluate marketing within McDonald’s and will look into how it has affected McDonald’s in terms of its position within the market. Through research, a positive correlation has been revealed between how successful a company operates and how committed they are in terms of customer focus and its marketing strategy (Kloter and Armstrong, 2010). This study will demonstrate how McDonald’s marketing strategy has helped render the company a global success. This is shown through the SWOT analysis. This study has found that the pivotal ingredient in this company is the unique and effective marketing strategy. Also to be credited was that the strategy showed that there were areas which could potentially disrupt the current rate of success (in terms of monetary results) If they are not rectified. A recommendation could be to increase the amount of ‘Healthy foods’ McDonald’s currently offer, to do so McDonalds would need to invest more in their product segment of the marketing mix. Introduction In many cases a company does not become successful overnight. There are a number of key ingredients which need to be focused on, in order to achieve its potential. An important part of this is the ‘marketing strategy’. The majority of successful firms invest large sums of capital and time into tailoring their strategy focusing on the potential changes in customer levels, rivals and the environment (Bradley, 2005). McDonald’s currently...
Words: 1950 - Pages: 8
...Unit 1 Case Study Kelli D. Martin Columbia Southern University Characterize the four I’s. a. Issues: Obesity 64% of American adults are overweight or obese (Baron, p20). Economists took into consideration several factors: calorie intake, BMI, and work activities. These factors contribute to the failure to provide nutritional information about menu items (McDonald’s has recently added nutritional information on each item on the menu). The news media gave significant coverage to the fast food and obesity issues; therefore the issue became the subject of films, jokes, and recently our nation’s first lady (Michelle Obama) and Beyonce. “ The Menu Education and Labeling Act (MEAL) stated that the name of the food on any menu, the number of calories, grams of saturated fat plus tans fat, and milligrams of sodium contained in a serving of the food be present on every menu.” (MEAL) Filmmaking Activism A film was made to bring attention to obesity, and McDonald’s was the target. The filmmaker focused on McDonald’s for 30 days for all of his meals and gained 25 pounds, and later received health warnings from his doctor (San Francisco Chronicle). “In response to the film, the Competitive Enterprise Institute (CEI) supported preparation of a film by Soso Whaley in which for two 30 day periods she ate only at McDonald’s. She lost 18 pounds by controlling her calorie intake. The CEI stated, Whatley’s documentary project, focusing...
Words: 1127 - Pages: 5
...industry? In 2002 there were multiple complaints filed against the McDonald’s corporation. One family claimed that McDonald’s was the cause for their child's obesity. This lawsuit raised some controversial questions about corporate responsibility versus personal responsibility. Is McDonalds truly the cause for this child's weight problem or the individual or even the parents themselves? There are studies that show an individual could be obese due to genetics but it is absolutely a matter of personal responsibility. Mcdonald's advertising did not force this family into their restaurant or force feed them double cheeseburgers everyday to their child. It certainly did not mislead this family's knowledge about the importance of a living a healthy life style and the importance of eating right. In some ways the idea that obesity could be a matter of corporate responsibly completely undermines the decisions of American people and how they live their lives. People who think that McDonalds advertisements are unfairly advertised to society and to children forget to realize that is the companies rights to advertize however they freely want. In the first amendment of the constitution it clearly states the protection of freedom of speech and this includes commercial advertising. A wide majority of companies like McDonalds advertises to children to a extent. The reason why is because it works. Children are easily influence with music, toys and characters such as Ronald...
Words: 949 - Pages: 4
...Society Dr. Robert Roberson The Nonmarket Environment of McDonald’s Case Study #1 DBA 7035-Business, Government, and Society Case Study #1 1. Characterize the four I’s. a) Issues: McDonald’s Restaurant chain has faced over 17 nonmarket issues all affecting the industry financially, economically, and medically. McDonald’s has rendered a policy of health and welfare for all of its international consumers to combat all epidemic diseases that derive from obesity and promote a society of healthier living. This franchise encountered many law suits, brand/ food changes, and government infractions in order to improve the wellbeing of the consumers and reputation of the company. McDonald’s main issue is the health issue, which was imposed by the public media and company agencies indicating the dangers of fast food and the obesity rate of the economy. b) Interest: The consumers have the largest interest in McDonalds’ when it comes to the level of obesity in America. They were targeted because of the increased calorie intake individuals were consuming which led to an overall increase in their daily body mass index (BMI). Congress advocated to McDonald’s to apply changes to their menu and the way they advertised. They wanted these changes to target children and promote a healthier eating lifestyle. Throughout the century different economy epidemics have hit the environment. Each time McDonalds has had to prove that their regiment of growing products for the company...
Words: 711 - Pages: 3
...The author had the privilege of traveling to China on a Fulbright‐Hays study tour during the summer of 2009. While sociologists have been studying the effects of McDonaldization in U.S. society since 1993, few have studied how Chinese society has been influenced by this phenomenon. James Watson and his team studied the phenomenon in 1997 and their book, “Golden Arches East: McDonald’s in East Asia” is an excellent resource for anyone studying this topic, especially the first two chapters. During a lecture at Chongqing University, Professor Zhang Jin mentioned that the idea of Scientific Management was being explored in China during the early 20th century by such business leaders as Lu Zuofu with his experiment at Beibei. This “model society” was implementing the same values in the early 20th century that McDonald’s later touted in the U.S. fifty years later. The author suspected that they had a common ancestor in Taylorism, a business model developed in the U.S. around 1900. Further research found that indeed, they shared that common ideology. Could this be the reason that the Chinese have adapted so well to an open market system? The ideas were not new, having, in fact been explored by Chinese business leaders prior to the Cultural Revolution. This curriculum project explores the history of Scientific Management in China and the U.S. It also looks at the concept of McDonaldizaiton and how McDonalds has had to adapt to succeed in China. It...
Words: 4437 - Pages: 18
...word that comes from their mouths. Think of your childhood idol for a second. When you are a child you are so infatuated by your idols you want to be just like them, do what they do, eat what they eat and wear what they wear. With this kind of influence on thousands of people caution needs to be taken when deciding the brands and messages one can endorse. A case study completed by youth in India provides proof of the influence Sporting Stars can have on our youth. About 14.1% of the children tested admitted to purchase products that appear in ads endorsed by their sporting heroes while 51.6% youngsters say that they make the purchase however, not always. 20.4 % say that they never buy products that appear in ads. Another 13% say that they do not want to comment on this topic. In conclusion the truth is stated discussing “The interesting part is that youth are the targeted consumers of celebrity endorsements. Hence Media privilege celebrity endorsement over unendorsed ads in order to make their product much more popular and valuable in the domestic and international market” (Prakash, J &Shamala R, 2014). Another case study was undertaken in...
Words: 1428 - Pages: 6
...American citizens many health complications in today’s society. They say that fast foods will contribute to obesity and diabetes. Many people also suggest that eating these fast foods like mcdonalds or subway ect can give you more of a chance of having a stroke and high blood pressure. I would like to know, what are the risks that you will face from eating all these fast food restaurants, and also I would like to know how those health risks can affect Americas daily life. And if people do truly know that fast food restaurants are bad for you why do people still continue to consume their product. Calories are the energy that comes from the foods that you eat. They are in every food we eat. From meat, to vegetables. Calories are the energy that helps keep are body running the way it is supposed to run. Too little of that energy basically robs yourself of life. But too much of that energy gets stored into fat around your body. The recommended calorie intake daily varies from person to person. Main factors are your weight and your daily activity level. The more you exercise the more you eat. The average recommended daily calorie intake is 2000 calories. Let’s start off with just the breakfast. We will use McDonalds as an example. There famous big breakfast with hotcakes. It has 1190 calories, 56 grams of fat, 111 grams of carbs, and 2150 milligrams of sodium (McDonalds food chart). Yes breakfast is supposed to be the biggest meal of the day but that is a little too big. That is...
Words: 1845 - Pages: 8
...Megan Lawson Professor Watson English 1301 4 December 2015 Obesity “Would you like to make that a larger!” the lady screamed through the intercom at the women in the drive through. Have you ever wondered why such a high percentage of people are obese? The answer might be simple but in the world today half of the population in the U.S struggle with obesity. Including there are 3 million U.S cases per year being recorded on obesity, why? You ask. Partially because the amount of fast food restaurants in the U.S is an over load. Every corner that you may turn there is a guaranteed to have a Sonic, Taco Bell, Jack in the box, and the most famous McDonalds. There are many cause and effects to obesity not just the fast food restaurants. There are many ways to prevent obesity being that it such an unhealthy world. Obesity is a disorder involving excessive body fat that increases the risk of health problems. People may think there are many causes of obesity such as genetics, but at the most those are just risk factors. With having these risk factors it only increases a person’s chance of becoming obese, it doesn’t necessarily make you obese. The causes of obesity can vary, but the main cause is very simple. It is mostly when a person consumes more calories from food then he or she is able to burn or consume. For example if you are at McDonalds and you order a Big Mac, with you eating the whole burger getting extremely full, feeling like you are about to explode; you are eating...
Words: 924 - Pages: 4
...competitive advantage on McDonalds One of the competitive advantages is the strategy used in a company. In McDonalds Company, the strategies can be divided into several parts which are the strategies of competitors, globalization, health issues and how McDonalds overcome them, respect towards cultural differences among every different countries, and they put a strong focus on children. There are many international fast food franchises such as Burger King, KFC, Subway and etc. However, McDonalds are one of the international fast food and they are struggling that the consumers start to switch to their competitors in the year of 2002 (Han, 2008). It is because most of their competitors put a strong emphasis on offering healthier, hotter and higher quality of food yet cheaper. In this case, McDonalds used the strategy of adapting environmental change, that they start promoting healthier and affordable prices to satisfy the customer’s demands. Besides that, McDonalds also faces the impact of health issue. Some claims that McDonalds provide oily and unhealthy food that will lead a person to become an obese. However, McDonalds came out with the strategy of changing their menu to by adding salads and other lighter options into the menu. Other than that, McDonalds serve McGriddles sandwiches for breakfast in United States and Canada. Furthermore, they provide the customers to access the internet with the technology of wireless platform. This strategy of McDonalds has successfully attracts...
Words: 866 - Pages: 4
...Case Study of McDonald’s I. Name of the Company McDonald’s Corporation II. Point of View Newly appointed CEO of McDonald’s, Charles Bell III. Time Context April 15, 2004, after the death of James R. Cantalupo IV. Historical Background of the Company The business began in 1940, with a restaurant opened by brothers Richard and Maurice McDonald at 1398 North E Street at West 14th Street in San Bernardino, California. Their introduction of the "Speedee Service System" in 1948 furthered the principles of the modern fast-food restaurant that the White Castle hamburger chain had already put into practice more than two decades earlier. The original mascot of McDonald's was a man with a chef's hat on top of a hamburger-shaped head whose name was "Speedee". By 1967, Speedee was eventually replaced with Ronald McDonald when the company first filed a U.S. trademark on a clown-shaped man having puffed-out costume legs. Since it was founded more than 50 years ago, McDonald’s has been defining the fast food business. However, the company had been stumbling over the past decade due to its rapid expansion in the 1990s and the lack of adequate employee training. McDonald’s was headed into serious trouble until the arrival of James Cantalupo, who turned around the company by introducing new additions in its menu and cutting back on its expansion plans. During his brief tenure, McDonalds recorded strong growth in sales over the last three quarters. V. Statement of the...
Words: 895 - Pages: 4
...CASE 27 McDonald’s and Obesity THE PROBLEM Governments and influential health advocates around the world, spooked that their nations’ kids will become as fat as American kids, are cracking down on the marketers they blame for the explosion in childhood obesity. Across the globe, efforts are under way to slow the march of obesity. In the United States, roughly 30 percent of American children are overweight or obese. According to the U.S. Centers for Disease Control and Prevention (CDC), an estimated 64.5 percent of Americans tip the scales as overweight or obese, the highest percentage of fat people of any country in the world. However, adults and kids in other countries are catching up. THE WORLD The World Heart Federation reports that globally there are now more than 1 billion overweight adults and that at least 400 million of those are obese. An estimated 155 million children are overweight worldwide including 30–45 million who are obese.1 In many countries, the worst increases in obesity have occurred in young people. About half a million children in Europe are suffering classic middle-aged health problems because they are too fat. Obesity among European children has been on the rise over the last 25 years. The number of overweight children in Europe did not change much from 1974 to 1984; then the rate started to creep up during the next 10 years, and it exploded after 1995. In Britain, one in five children is overweight or obese; in Spain 30 percent;...
Words: 3893 - Pages: 16
...CASE 27 McDonald’s and Obesity THE PROBLEM Governments and influential health advocates around the world, spooked that their nations’ kids will become as fat as American kids, are cracking down on the marketers they blame for the explosion in childhood obesity. Across the globe, efforts are under way to slow the march of obesity. In the United States, roughly 30 percent of American children are overweight or obese. According to the U.S. Centers for Disease Control and Prevention (CDC), an estimated 64.5 percent of Americans tip the scales as overweight or obese, the highest percentage of fat people of any country in the world. However, adults and kids in other countries are catching up. THE WORLD The World Heart Federation reports that globally there are now more than 1 billion overweight adults and that at least 400 million of those are obese. An estimated 155 million children are overweight worldwide including 30–45 million who are obese.1 In many countries, the worst increases in obesity have occurred in young people. About half a million children in Europe are suffering classic middle-aged health problems because they are too fat. Obesity among European children has been on the rise over the last 25 years. The number of overweight children in Europe did not change much from 1974 to 1984; then the rate started to creep up during the next 10 years, and it exploded after 1995. In Britain, one in five children is overweight or obese; in Spain 30 percent;...
Words: 3893 - Pages: 16
...CASE 27 McDonald’s and Obesity THE PROBLEM Governments and influential health advocates around the world, spooked that their nations’ kids will become as fat as American kids, are cracking down on the marketers they blame for the explosion in childhood obesity. Across the globe, efforts are under way to slow the march of obesity. In the United States, roughly 30 percent of American children are overweight or obese. According to the U.S. Centers for Disease Control and Prevention (CDC), an estimated 64.5 percent of Americans tip the scales as overweight or obese, the highest percentage of fat people of any country in the world. However, adults and kids in other countries are catching up. THE WORLD The World Heart Federation reports that globally there are now more than 1 billion overweight adults and that at least 400 million of those are obese. An estimated 155 million children are overweight worldwide including 30–45 million who are obese.1 In many countries, the worst increases in obesity have occurred in young people. About half a million children in Europe are suffering classic middle-aged health problems because they are too fat. Obesity among European children has been on the rise over the last 25 years. The number of overweight children in Europe did not change much from 1974 to 1984; then the rate started to creep up during the next 10 years, and it exploded after 1995. In Britain, one in five children is overweight or obese; in Spain 30 percent;...
Words: 3893 - Pages: 16
