ATENEO DE DAVAO UNIVERSITY
DAVAO CITY PHILIPPINES

McDonald’s and Obesity
Case Study

December 07, 2015

Submitted by:
Angelique Canubas
Jackielene Mae Palmes
Giann Carlos Delumpa

Submitted to:
Ma’am Donna Abrina

Background of the Study
Obesity is one of the most facing issues in the world. One of the reasons why obesity rises is because food companies sell sweeter and fatty products. Another is advertising, most food company advertises food that is very attractive to children’s like something tasty and yummy. Also, there is an increase of food sizes like in McDonald’s the average size of their French fries was tripled. To address this kind of problem, some countries ban advertises unhealthy foods implementing rather new strategies like promoting an active lifestyle. McDonald’s as one of the biggest food and successful company in the world broke a U.K campaign called “Changes” by not following their rules to cope up with this problem they launched an ad campaign about eating right and stay active. Food companies are testing ways to address the obesity issue. Finding a better solution of the problem will help the world reduced the number of the growing issues.
Statement of the Problem
How will McDonalds as one of the biggest fast food company in the world maintained their image despite of the increased number of obesity issues in a particular country?
Objectives: delumpa’s part dagdagan mo pa ito.
The objective of this case is to find out what strategies or move should McDonalds’ do in order for them to maintain their image .

SWOT Analysis-
Strength
* Largest fast food market share in the world * Children Targeting
Weaknesses
* Negative Publicity due to obesity allegations. * Unhealthy food menu
Opportunities
* Rapid growth demand for healthier food * Changing customer habits
Threats
* Local fast food chains * People who are health concious

Alternative Courses of Action * The first alternative course of action that McDonalds should do is to create advertisement that focuses about healthy food as well as the quality of food that they produced.
Pros: there will be a positive outcome in the image of McDonalds and at the same time it will lessen the obesity in some countries.
Cons: some viewers or audience may not believe to their advertisement. Also, additional expense will be allocated in their company. * The second alternative course of action that McDonalds should do is to minimize the quantity or size of their products and encouraged kids to eat more healthy food and add healthy foods to their toys.
Pros: there’s a possibility that each people in different countries adopt the changes of McDonalds. Customers will have knowledge about their products through their toys.
Cons: some consumers will not be contented or satisfied of the food that they buy. McDonald’s loyal customer however will likely distaste their product. * The third alternative course of action that McDonalds should do is promote corporate social responsibility.
Pros: the amount that they will get from the consumers who buy their products (McDonalds), will be donated and allotted to poor countries. Many will buy their products because consumers will be aware that it will helped those countries who are in need.
Cons: implementations will not be implemented or successful. Another issue from the part of McDonald’s will occur.

Recommendation:
Among the given alternative course of actions, McDonalds should focus in minimizing the quantity or size of their products and encouraged kids to eat more healthy food and add healthy foods to their toys. But the important reminder is the parents and school should be the role model, it is their responsibility to balance their diet. Advertising healthy foods with its label on it should be the next thing to that. For the best results, children must seek for parental guidance.