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Essay / Research Paper Abstract
This 8 page paper argues that the marketing of McDonalds, especially in the Middle East, is out of tune with the market and does not attract Muslim customers. The paper shows why the marketing is out of date and not achieving its' objectives and then recommends some changes. The bibliography cites 10 sources.
Page Count:
8 pages (~225 words per page)
File: TS14_TEmusMcD.rtf
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Unformatted sample text from the term paper:
needs of the market. The image of a brand as well as products, will go through lifecycles which can lead to drops in sales where the messages are not renewed
and the brand renewed. Other events and changing attitude may create a new environment where different factors need to be considered. Companies have to be aware of these changes and
then adapt so they can meet the needs and expectations of their customers. One company that has a global reputation but may
also be seen as one where events and images have overtaken the company and the image is not pout of line with the market it serves, especially with the Muslim
community in western and eastern markets. If we look at the purpose of branding and why it is undertaken we can then
consider how and why the brand is currently out of synchronisation with market needs. The marketing of a product is seen as the key to its success or failure (Kotler,
2003). Marketing is a complex process, once the aim was to sell the product, now there is a much deeper and more psychological approach, not selling the product, but a
perception and image that is associated with the brand. Marketing a brand aims to appeal to the consumer at such a basic and primal level, the emotions and association
cannot be ignored. With these type of tactics used we may argue that a consumer is left with little choice. Smaller and
weaker companies do not that the resources it takes to create a brand, or those that fail to gain and maintain the right image with such basic associations are left
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