Mc Donald’s

•world’s largest foodservice retailing chain

•31,000 fast-food restaurants in over 119 countries

•The first restaurant was in Illinois in 1955.

•In 1968, one of the first lot of franchisees

•18,000 are operated by franchisees

environmental trends in the UK market

Micro Environnemental

Macro Environnemental

CustomersCompany

Micro Environnement

Competitors Publics

Demographic

Macro Environnement

Natural environnement

Cultural environnement

reposition Mc Donald’s brand.

Partnership with FIFA

Advertising Campaign‘I’m lovin it

Paul Newman's

Italian dressing

Children menu fruits,

juice & milk

Quorn based

vegetarian meals

Bird flue- Chicken off from menu

More White Meat

RepositionReposition McDonald’s McDonald’s

BrandBrand

Impact the World Cup Burger• Interest of sponsorship

– International Sport event– Famılıes to participate in sport

activitess

• Good Impact (Short term)– Offers the opportunities to

reach out to more than 50 million potential customers

– ‘I’am lovin it

• Bad Impact (Long term)– childhood obesity– Hıgh colories

Emerging markets

• Why set up business in emerging market– less competitors (brand recognition)– Demographics trend (Data of population expected in 2020)– opportunity for the company (societal issues)– compensate for the loss of occidental market share

• Is it going to be a success Yes

No

– Factors contributing to mcdonalds success– Adapt to different cultures– Cost effective measures like using ingredients localy available– Incorporating local cuisine

•What problems is the company likely to face ?

•Adaptability to different environmental factors•Cultural and social difference•Consistency in products offered

How should McDonald’s position its brand Europe ?

Largest geographical market for McDonald’s

34.6 % of its total revenues

profitability of Europe

declined in 2005 (fell by 1.5 %)

Real issue in this continent :

Customer’s expectations

Competitors advantage Current position

hygiene, health and a greater range in choice Needs : vegetarian menus, local and ethnic products

Starbucks Coffee and Costa Coffee : - More focused on conviviality- Target adults and generation Y

Yum inc which owns KFC and Pizza Hut :- More aggressive with the family segment. - Try to be an alternative

Brand image :- 8th ranking for the top 100 brands in the world

Resource: - Anticipate or respond to consumer needs faster

Golden Triangle

Source : Mercator, Theory and practice of marketing

New perspectives

Solution :Ethnics productEg :Hallal food

Solution :healthier productsPromotion Mix

Solution :Continue offering burgers

Focus on the target

market

Positioning on the image and the style

of the product.

Positioning on the

performance of the

product