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Essay / Research Paper Abstract
AThis 9 page paper looks at the position of McDonald's in 1999, considering some of the challenges that they were facing in terms of the changing marketplace and macro environment, and discusses the way in which the organization is undertaken a marketing strategy that would have the organization overcome the challenges it faced only in the 21st century. The bibliography cites 7 sources.
Page Count:
9 pages (~225 words per page)
File: TS14_TEMcDmark99.rtf
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Unformatted sample text from the term paper:
McDonalds to recognise and deal with these issues for themselves as well as their franchisees, as the constraints of business were limiting growth not only in terms of the consumers
but also limiting the potential value of a franchise and causing concern within existing franchisees. Before events such as the publication of Fast Food Nation in 2001 which looked
at the dark side of fast-food, and the documentary Supersize me" in 2004 which the health issues of fast food with particular attention to McDonalds were highlighted, the firm was
already facing challenges, which it may be argued were reflections of changes in social attitudes and indicated the changes in consumers as well as going on to enhance them.
In 1999 there ere challenges, the first issue may be seen as the product lifecycle. The firm had utilized an effective strategy marketing to children as well as adults, many
of those children had grown up and were now adults and had developed a habit of eating fast food, including McDonalds. However, many of the food offering remains the same,
many of the items have been on the menu for more than a decade, core items, the Shakes, Big Macs, Quarter Pounders and fries had all been there for
more than two decades and Chicken nuggets were introduced in 1980 (McDonalds, 2010). In any market there is a need to renew predict images in order to keep them relevant,
this had been taking place effectively for McDonalds, but with children growing up with the same menu there were some limitations in terms of image. The packaging and way the
good were sold had changed, in addition to this there was also limited edition menu items that were available, some of which would find their way onto the permanent menu,
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