McDonalds, what does it mean to you? Essay -- essays research papers

Marketing Management 3-430 Current Issues PaperMcDonalds, What Does It besotted to You? McDonalds Corporation has held a prominent position in the fast-food market for much of its existence. A person would be hard pressed to find consumers who would not readily recognize the famous golden arches, as the company has expanded its market globally. However, as global consumer tastes shift to a more heath-conscious public which cares little about super sizing and more about slenderizing the popular burger chain has been experiencing a drop in sales. McDonalds strategy for its globalization political program has include the concept of localizing their product (to a degree) for an international market for example, local managers in British versions of the restaurant are able to make their own decisions that pertain to adapting to the live market. A difficult challenge for the corporations marketing team is how to reposition this wildly successful brand in a stagnant British market.McDo nalds, which has operated in London successfully for thirty years, has recently become aware of dropping sales which have been attributed to the countrys growing health concerns. The plan the British marketing team has developed includes sending the famous golden arches on hiatus while a new campaign will strain to reposition the fast-food chain as a healthy choice for consumers. The theory is interesting, due to McDonalds strong consu...