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Essay / Research Paper Abstract
A 4 page paper discussing the relationship of McDonald's pricing and competitive advantage. In the 2008 recession, McDonald's leads all of its competitors. The recession is attracting new customers to what essentially is a reinvented McDonald's. When the recession is over, the company likely will have gained many loyal customers that will remain. Bibliography lists 5 sources.
Page Count:
4 pages (~225 words per page)
File: CC6_KSmktgMcDpric.rtf
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Unformatted sample text from the term paper:
food portion of the restaurant industry contributed $145 billion to the US economy in 2003 (Lee, 2004). As the leading competitor in fast food, McDonalds is known - perhaps
too well - for its burgers and fries, and until 2003, for little else. Beset with a raft of frivolous lawsuits for making people fat, former CEO Jim Cantalupo
set McDonalds on a different, more healthful course in early 2003. At the end of the recession following the 9/11 terrorist attacks, McDonalds - and indeed the entire fast
food industry - was expected to experience only modest gains (Wahlgren, 2002). The "fast casual" restaurant was emerging, and offered healthier choices at prices that were only marginally higher
than a typical fast-food burger meal. McDonalds is much better positioned for the current recession, however. Current sales increases have observers using the term "recession proof" as if
they have no ability to remember the recession of 2001-2002. Even so, McDonalds not only is doing well in the current environment, it also is outstripping its direct and
indirect competition. Some of that gain is attributable to its menu changes over the years, but much is directly attributable to pricing. 19) Describe the PRICING STRATEGIES and TACTICS
of McDonalds and 20) Analyze the pricing strategies and tactics followed by McDonalds Formerly the undisputed leader in the US fast food industry,
McDonalds fell on hard times in recent years. Ronald McDonald no longer sold a sufficient number of Happy Meals(r), and parents began to refuse to suffer through dry, wafer-thin
hamburger patties only so they could have something to eat too while their children reveled in the fact that they gained a new toy with their dinner from McDonalds.
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