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Essay / Research Paper Abstract
This three page paper looks at McDonald's in the UK. The first part of the paper outlines some of the problems the company has faced which have led to sluggish sales. The second part of the paper considers some potential remedies discussing both short-term fixes and long-term strategy changes. The bibliography cites two sources.
Page Count:
3 pages (~225 words per page)
File: TS14_TEMcDoUK.rtf
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Unformatted sample text from the term paper:
competition from chains such as Wimpy and KFC. In recent years there has been an acceleration in the level of competition. There are now a larger number of choices for
fast food including many with different types of taste and with a more modern perception (Cateora and Graham, 2007). Competition has included the entrance of trains such as Nandos and
Yo! Sushi which are more differentiated due to their international flavours. In addition to this more US change, such as Subway have entered the market. Although the market has grown,
the number of competitors has increased significantly making capturing the market more difficult. Changing values; the perception of McDonalds food has declined significantly, being seen as unhealthy and potentially harmful.
Books such as Fast Food Nation and the film Super Size Me, have emphasised the potential problems with food that is high in fats (Cateora and Graham, 2007, Kotler, 2003).
People are becoming more health-conscious and do not want to eat such harmful foods. The image of McDonalds has not been able to overcome this image problem despite the introduction
of salads and other healthy options. Changing tastes; when McDonalds first opened in the UK they were unique, perceived as a taste of America. However, the product has a life
cycle and the customers tastes have become more sophisticated with the offering of a greater number of substitutes for burgers and chips. To the younger generation McDonalds is not something
special, the tastes within the culture appear to have moved towards more spicy flavours and diversity within the food is eaten. Image problem; all of the issues above indicate the
company has an image problem. The image is one of unhealthy food, which is boring and repetitive. The poor image has also been harmed by cases such as McLibel and
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