...McDonald's Faces 'Millennial' Challenge by: Julie Jargon Aug 25, 2014 TOPICS: Change; Competitive Positioning SUMMARY: McDonald's is losing its luster with younger consumers. Customers in their 20s and 30s are defecting to competitors, in particular so-called fast-casual restaurants like Chipotle Mexican Grill and gourmet-burger chain Five Guys. Younger diners are seeking out fresher, healthier food and chains that offer customizable menu options for little more than the price of a combo meal. TERM PAPER APPLICATION: In analyzing the predicament, it is vital to cite facts and numbers, not just subjective impressions. To start with, Consumer Reports magazine said that in a survey of more than 32,000 subscribers, readers rated McDonald's burgers as the worst-tasting of 20 rival burger chains. A decade ago, there were 9,000 fast-casual restaurants in the US, versus nearly 14,000 McDonald's. Now, fast-casual restaurants number more than 21,000, while McDonald's US restaurant count has risen only slightly. QUESTIONS: 1. Why is it that you are probably not eating at McDonald's? How would you define the 'Millennial' Challenge? 2. For your generation, what is the main problem with McDonald's? Are you tired of hamburgers generally? Or are you just tired of hamburgers at McDonald's? 3. Beyond just your own impression, what FACTS are cited in the article about the competitive position of McDonald's? Which of these facts does McDonald's most need to focus on? 4. In terms...
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...McDonald Dessert Industry Report McDonald’s Dessert INDEX Page Reference Part I. Introduction ITEM1 Analysis McDonald’s………………………………………………...01 ITEM2 Issues of McDonald’s…………………………………………….......02 ITEM3 Executive Summary of McDonald’s………………………………....05 Part II. Industry Analysis ITEM1 Definition of McDonald’s Desserts………………………………….06 ITEM2 Size & Trend Projection of McDonald’s Dessert…………………….07 ITEM3 Segments & Divisions of McDonald’s Dessert………………………10 ITEM4 Major Competitor with McDonald’s Dessert…………………………11 ITEM5 Definition of Analysis model to be untilized…………………………13 Part III. Conclusions and Recommendations ITEM1 Conclusions………………………………………………………......18 ITEM2 Recommendations……………………………………………………21 Part IV. Key Next Steps………………………………………………………......22 Part V. APPENDIX……………………………………………………..................23 Part I. ITEM 1. Introduction Analysis McDonald’s McDonald’s, the most famous restaurant in the world, ranked No. 6 and No. 186 for Forbes’s “Valuable Brands” and “Global 2000”. In 1940, McDonald brothers, Dick and Mac, began an undertaking in San Bernardino. They were famous for offering food quickly and drivethru window to their consumers, then Kroc bought the world rights in 1961, and there are more than 100 countries include the United States, Europe, and Asia-Pacific, Middle East and Africa, over 35,000 restaurants around the world, serving nearly 70 million people everyday. As McDonald’s proclaims, the “most successful food service...
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...have they lead the food industry in sustainable food sourcing, they have expanded their philosophy to striving for LEED certification in their buildings. They pride themselves on providing the highest quality food at reasonable prices. Does moral success translate to financial success? Steve Ellis started a taco shop in Denver, CO with the intent of reinventing Mexican food. He didn’t want fast food, he wanted real food. Despite his nay-sayers stating no one would want to pay $5 for a burrito, no one wants to see an open kitchen and certainly no one will stand in line to have something assemble before them, by 1998 he had opened 16 restaurants and McDonald’s decided to back his endeavors. With McDonald’s investment, the company grew to 500 stores by 2005. By January 26, 2006, Chipotle made its IPO and in October 2006, McDonald’s divested for $1.5 billion dollars. Financially speaking, net cash flows remain strong and positive. Their stock prices have rebounded very well since the financial crash in 2009, where the price was $47.76 to today where it is currently $608.67. They are operating approximately 1800 restaurants including ChopHouse Southeast Asian Kitchen. In comparison to its competitors, CMG spends...
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...Surviving the $15 Minimum Wage: McDonald’s Struggle to Remain Competitive Rasel Ahammed Dario Colon Gonzalez Gregory A. Delts Valerie Demas Keller Graduate School of Management Professor Vera Daniels MGMT 530: Managerial Decision Making November 27, 2015 Table of Contents Page 3: Executive Summary Page 4: Introduction-Overview of Decision Problem Page 4: Problem Statement Page 5: Objectives Page 6: Summary of Key Objectives Page 6: Alternatives Page : Description of Alternatives Page : Selection Page : Consequence Table with Original Values Page : Ranking Alternatives Page : Scoring Model: Title Page : Weighted Scoring Model: Title Page : Consequences Page : Risk Profile: Title Page : Implementation, Monitoring, and Control Page : Timeline Page : Summary Page : Works Cited Executive Summary McDonald’s restaurant chain, long considered an industry and community leader, has begun to experience a reversal of its corporate fortunes. They have seen a steady decline in total profits, sales, and a weakening of their corporate image. To add to their troubles, New York State Governor Andrew Cuomo, and a growing number countrywide are in the process of approving a bill almost doubling the minimum wage for fast food workers from $8.75 to $15. The problem is, knowing that there will be a dramatic increase in salary expenses in the next few years, how can McDonald’s alter its business practices...
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...Personally, I find Ritzer’s ideas on the velvet cage and iron cage concepts to be valid. No matter where we go today, we are faced with McDonaldization. So, to some extent, all of us are caged on a daily basis by the over-rationalization of society. The velvet cage is a reflection in my life because I literally grew up on McDonald’s assembly-line Happy Meals. As a result of becoming comfortable with McDonaldization, I have grown to depend on fast, predictable products and services in all areas of my life. For instance, I take my clothes to a 24-hour dry cleaners. I use JiffyLube to quickly change the oil in my car. Almost every day, I access an ATM machine instead of standing in line at the bank. And, I pay for and pump my own gas without ever seeing an attendant. Although, having said that, there are alternatives to some of these examples of McDonaldization. Therefore, I do not feel defenseless against this process because there is comfort in knowing that (for example) fast food restaurants are a steadfast viable choice for a quick meal when you do not have a lot of time to shop for healthier, better quality foods. Let’s face it. Realistically, we live in a contemporary society today that is on the move. We want what we want, at the exact time that we want it. And, for that convenience, there will be times when I am willing to compromise quality for quantity. On the other hand, Ritzer’s ideas on the iron cage are also a reflection in my life. Whenever...
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...[pic] McDonald's and the Environmental Defense Fund: a case study of a green alliance Sharon Livesey Originally published in…The Journal of Business Communication • January 1999 In 1987, the United Nations World Commission on Environment and Development, which had convened to address the global ecological crisis, produced Our Common Future (the Brundtland Report). This watershed event established the conceptual underpinnings for environmental politics and debate in the 1990s by reframing the problem of the natural environment as one of sustainable development. In the wake of this reframing, a new practice in environmental management emerged - that of green alliances or partnerships between business and ecology groups (Westley & Vredenburg, 1991, pp. 71-72). These alliances, considered one of the ten most significant trends in environmental management and the greening of industry (Gladwin, 1993, p. 46), appeared to signal a sea change in the way business, as well as environmentalists, could respond to the ecological impacts of firms' economic activities. Indeed, environmental partnerships offered both business and ecology groups the potential for a new rhetorical stance. Business communication scholarship has identified a variety of rhetorical strategies adopted by corporations in the face of environmental controversy: defensiveness and apologia (e.g., Ice, 1991; Tyler, 1992), competing information campaigns (e.g., Lange, 1993; Moore, 1993), or retreat (e.g., Seiter...
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...Redbox – Marketing Plan U.S.A Esther Orosz, Wiebe Poelmann, Shu K, Martin Gerzmann 2/15/2011 Redbox – Marketing Plan 1 CONTENTS 2011 1 Contents ......................................................................................................................................................................1 2 Executive Summary ....................................................................................................................................................3 3 Introduction ................................................................................................................................................................3 4 Problem Statement ......................................................................................................................................................4 5 External Analysis ........................................................................................................................................................4 5.1 Marketing Segmentation .....................................................................................................................................4 5.1.1 Geographic Segmentation ............................................................................................................................4 5.1.2 Demographic Segmentation .........................................................................................................................4 5.1.3 Pshychographic...
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...Best Global Brands 2013 Table of Contents JEZ Leadership is evolving. It must now be shared. CEOs, CMOs, and consumers all have the power to drive brand value. Brands are where business strategy meets reality. GINNI The New Rules of Brand Leadership 2 From Information to Intelligence 82 Best Global Brands 2013 Sector Leadership 86 BISH 10 Creative Leadership 70 Methodology 120 China’s New Brand Leaders 74 Contributors 126 Corporate Citizenship 2.0 78 MARK CHIEKO The New Rules of Brand Leadership By Jez Frampton In our globalized, hyperconnected age, one question persists in boardrooms, corner offices, business schools, and conferences all over the world: What is leadership and how has it changed in the 21st century? Driven by rapid technological advancement, the digitization of nearly everything, and the ever more intricate interdependencies of the global market, the business landscape has transformed over the past two decades. Operating in a bewildering new environment in which little is certain, the pace is quicker and the dynamics more complex. Those who lead today’s brands can no longer rely on once immutable truths or principles of leadership honored in times past. It is a new world. And as purchasing increasingly shifts from a physical experience to a virtual one and transaction-based interactions between brands and consumers shift to relationship-based interactions, new skills and sensibilities are needed. Leadership...
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...brands can no longer rely on once immutable truths or principles of leadership honored in times past. It is a new world. And as purchasing increasingly shifts from a physical experience to a virtual one and transaction-based interactions between brands and consumers shift to relationship-based interactions, new skills and sensibilities are needed. Leadership roles are converging, traditional structures are crumbling, the consumer’s voice carries more weight than ever, and less tangible strengths like emotional intelligence and psychological insight are just as key to leading a brand today as the ability to generate high ROI and increased shareholder value. THE NEW RULES OF BRAND LEADERSHIP Best Global Brands 2013 Today’s leaders face...
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...____________________________________________________________________ PROGRAMME HANDBOOK ____________________________________________________________________ ____________________________________________________________________ MASTER OF BUSINESS ADMINISTRATION GENERAL DEGREE ____________________________________________________________________ ____________________________________________________________________ JANUARY 2016 INTAKE ____________________________________________________________________ Copyright© 2016 THE MANAGEMENT COLLEGE OF SOUTHERN AFRICA All rights reserved, no part of this book may be reproduced in any form or by any means, including photocopying machines, without the written permission of the publisher MANCOSA: MBA (GENERAL) STAGE 1 1 TABLE OF CONTENTS 1. WELCOME 1.1 MESSAGE FROM THE PRINCIPAL 1.2 MESSAGE FROM THE OFFICE OF THE DEAN 3 4 INTRODUCTION TO MANCOSA 2.1 BRIEF HISTORY OF MANCOSA 2.2 PROGRAMME OFFERINGS 2.3 ACADEMIC MANAGEMENT 4 5 5 3. THE MANCOSA VISION 6 4. THE MANCOSA MISSION 6 5. MBA PROGRAMME STRUCTURE 5.1 OVERALL PROGRAMME OBJECTIVES 5.2 PROGRAMME FOCUS 5.3 MODULE DESCRIPTIONS 2. 6. PROGRAMME ADMINISTRATION 6.1 PROGRAMME MANAGEMENT 6.2 FINANCE 6.2.1 FEE PAYMENT 6.2.2 PAYMENT OF FEES AND OTHER DUES 6.2.3 PAYMENT PLANS 6.2.4 ADDITIONAL FEES/CHARGES 6.2.5 REGISTRATION SPECIFIC/INCOMPLETE MODULES 6.2.6 CANCELLATION OF REGISTRATION/FEE LIABILITY 6.2.7 MISCELLANEOUS COSTS 6.2.8 PAYMENTS 6.2.9 ACCOUNT DETAILS 6.2.10 FOREIGN PAYMENTS...
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...entrants and a high threat of substitutes. Buyers have a high degree of bargaining power and suppliers have a moderate degree of bargaining power. The restaurant industry is highly competitive and experiences intense rivalry. In terms of macro-environmental factors, emerging markets around the world over are having an impact on how restaurants execute strategy both domestically and abroad. The growth of the middle class in emerging markets, such as China and India, presents a new demographic and an opportunity for quality growth in an industry that is simultaneously experiencing levels of maturity in the US and European markets. Internal analyses of the industry’s top players yields an in depth look into McDonald’s, Yum Brands, Burger King, and Darden Restaurants. McDonald’s is the industry leader in terms of revenues with $89B in 2013 systemwide sales, more than double of nearest competitor...
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...SIXTH EDITION STRATEGIC MANAGEMENT IN ACTION Mary Coulter Missouri State University Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montréal Toronto Delhi Mexico City São Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo Editor in Chief: Stephanie Wall Senior Acquisitions Editor: April Cole Editorial Project Manager: Claudia Fernandes Director of Marketing: Maggie Moylan Senior Marketing Manager: Nikki Ayana Jones Marketing Assistant: Gianna Sandri Senior Managing Editor: Judy Leale Production Project Manager: Kelly Warsak Senior Operations Supervisor: Arnold Vila Operations Specialist: Cathleen Petersen Creative Director: Blair Brown Senior Art Director: Kenny Beck Text Designer: LCI Design Cover Designer: LCI Design Cover Art: Svetoslav Iliev/Shutterstock.com Permission Specialist: Brooks Hill-Whilton Media Project Manager, Production: Lisa Rinaldi Senior Media Project Manager, Editorial: Denise Vaughn Full-Service Project Management and Composition: Integra Printer/Binder: RRD/Willard Cover Printer: Lehigh-Phoenix Color Text Font: 10/12, Times LT Std Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on appropriate page within text. Copyright © 2013, 2010, 2008 Pearson Education, Inc., publishing as Prentice Hall, One Lake Street, Upper Saddle River, New Jersey 07458. All rights...
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...Part 1: Defining Marketing and the Marketing Process (Chapters 1–2) Part 2: Understanding the Marketplace and Consumers (Chapters 3–6) Part 3: Designing a Customer-Driven Strategy and Mix (Chapters 7–17) Part 4: Extending Marketing (Chapters 18–20) 5 Consumer Markets and Consumer Buyer Behavior marketChapter Preview You’ve studied how and use ers obtain, analyze, information to develop customer insights and assess marketing programs. In this chapter, we take a closer look at the most important element of the marketplace—customers. The aim of marketing is to affect how customers think and act. To affect the whats, whens, and hows of buyer behavior, marketers must first understand the whys. In this chapter, we look at final consumer buying influences and processes. In the next chapter, we’ll study the buyer behavior of business customers. You’ll see that understanding buyer behavior is an essential but very difficult task. To get a better sense of the importance of understanding consumer behavior, we begin by looking at GoPro. You may never have heard of GoPro, the small but fast-growing company that makes tiny, wearable HD video cameras. Yet few brands can match the avid enthusiasm and intense loyalty that GoPro has created in the hearts and minds of its customers. GoPro knows that, deep down, it offers customers much more than just durable little video cameras. More than that, it gives them a way to share action-charged moments and emotions with friends...
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...The Mobile Landscape Insights for Advertising April 25, 2011 Table of Contents I. Introduction 3 II. Consumer Behavior Trends 4 III. Mobile Technology 7 Mobile Devices and Services Other mobile-relevant technologies of interest The Development of Native Apps vs. Web Apps IV. Mobile Advertising 16 Banner ads on mobile devices Mobile applications or apps Mobile gaming Mobile commerce Location-based services or LBS Mobile and Health Mobile Metrics and Analytics V. The Future of Mobile Media 30 VI. Conclusion 34 VII. Works Cited 35 Part I: Introduction As predicted nearly ten years ago in their article, “The Death of Advertising,” Roland Rust and Richard Oliver wrote, “the new media represent a vast ‘network of networks,’ now often referred to as the information superhighway. A technical reality, major parts of the information super highway are under construction all over the US (1994).” During the digital revolution of the last decade, modern humanity has experienced a shift in traditional media consumption habits, which is now culminating with mobile technology. In examining the emerging mobile landscape, two things are increasingly apparent. One, mobile technology is heading into uncharted territories. Two, this is happening at unprecedented rates. This landscape is so unpredictable that the introduction of a new highly...
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...CHAP TER Market Segmenting, Targeting, and Positioning C O M P E T E N C Y O B J E C T I V E S F O R M A S T E R Y 1. Identify the role of market segmentation in developing a marketing strategy. 2. Identify criteria for market segmentation. 3. Identify common types of positioning strategies. 5 Suppose you’ve created a great new offering you hope will become a hot seller. Before you quit your day job to market it, you’ll need to ask yourself, “Who’s going to buy my product?” and “Will there be enough of these people to make it worth my while?” Certain people will be more interested in what you have to offer than others. Not everyone needs homeowners’ insurance, not everyone needs physical therapy services, and not every organization needs to purchase vertical lathes or CT scanners. Among those that do, some will buy a few, and a few will buy many. In other words, in terms of your potential buyers, not all of them are “created equal.” Some customers are more equal than others, however. A number of people might be interested in your product if it’s priced right. Other people might be interested if they simply are aware of the fact that your product exists. Your goal is to figure out who these people and organizations are. To do this you will need to divide them up into different categories. The process of breaking down all consumers into groups of potential buyers with similar characteristics is called market segmentation. The key question you have to ask yourself when segmenting...
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