A 10 page paper examining McDonald’s recent results in terms of marketing considerations. The paper uses Porter’s Five Forces, PEST Analysis and a SWOT Analysis to conclude that McDonald’s is long overdue in choosing to move along with the baby boomers that helped to create the business that now is in decline. The brand is strong, but it has come to carry a negative connotation in many respects in the past several years. The company needs to examine demographic data and begin concentrating its marketing toward older consumers and those of Hispanic origin. Bibliography lists 10 sources.
Name of Research Paper File: CC6_KSmktgMcD2003.rtf
Unformatted Sample Text from the Research Paper:
undisputed leader in the US fast food industry, McDonalds has fallen on hard times in recent years. Ronald McDonald no longer sells a sufficient number of Happy Meals(r), and
parents are not suffering through dry, wafer-thin hamburger patties only so they can have something to eat too while their children revel in the fact that they gained a new
toy with their dinner from McDonalds. The kids have grown up, and the Happy Meal loses its appeal to the too-cool-for-it teen.
The parents are older too, and now they watch their fat, sodium and cholesterol intake as never before. A country song refers to dinner from McDonalds as a "99?
heart attack," a sentiment apparently shared by a great many adults today. As McDonalds struggles to win back lost customers and closes stores in the meantime, it also needs
to revamp its marketing and its product line. Todays Fast Food Diners When writing his own paper, the student writing on this topic
should note that it is a common complaint among parents that they themselves dislike McDonalds but that their children love it. They will go to a McDonalds to satisfy
the childrens wishes rather than gain some variety or enjoying the ability to have a burger made to order from one of McDonalds competitors. In addition, every single mother
knows that fast food is expensive and lacks much in terms of basic nutrition or "healthy eating." If a busy mom is going to rely on fast food for
dinner occasionally, it needs to be a meal that wont qualify as a budget item for which she needs to plan. Further, many workers cannot afford extravagance in their