A. History of McDonald's
B. McDonald's mission statements
II. Situation Analysis
A. [External Environment]
Trend of fast-food market and occupation of McDonald's in the market
B. [Internal Environment]
Five key success factors
III. The marketing mix and market research
A. Why we do the marketing mix and market research
B. Meeting the needs of key audiences
IV. SWOT Analysis
V. Marketing Strategy
A. McDonald’s marketing strategies to reattack the fast-food market
B. McDonald’s marketing strategies to be recommended
McDonald's Corporation is the world's largest fast food chain selling primarily hamburgers, chicken, french fries and carbonated drinks, and more recently salads, fruit and carrot sticks to follow the well-being trends. However, as the first and largest international fast food franchise, McDonald's has become a focal point in public debate about rising obesity rates, corporate ethics and consumer responsibility. After introducing McDonald's in general, we will discuss how McDonald's has overcome the recession of fast-food market. It is called "Reattack of McDonald's" in this report.
McDonald's serves a varied, yet limited, value-priced menu. It is the leading global food service retailer with more than 30,000 local restaurants serving 52 million people in more than 100 countries each day. More than 70% of McDonald's restaurants worldwide are owned and operated by independent local men and women. All restaurants are operated either by the company, by independent entrepreneurs under the terms of franchise arrangements (franchisees), or by
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