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Case Study 02 Summer 2014

McDonald's is struggling to keep up with changing consumer tastes and introduce new menu items. Its last successful product launch was the Chicken McNugget in the 1980s. McDonald's management is now trying to adapt the company's original burger and fries formula by restructuring management to encourage innovation and extending the product line. However, McDonald's also needs to address issues like poor food quality ratings and the fact that convenience alone no longer satisfies customers. The company faces significant challenges to regain its full potential in its home market and internationally.

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Fariya Piasha
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56 views2 pages

Case Study 02 Summer 2014

McDonald's is struggling to keep up with changing consumer tastes and introduce new menu items. Its last successful product launch was the Chicken McNugget in the 1980s. McDonald's management is now trying to adapt the company's original burger and fries formula by restructuring management to encourage innovation and extending the product line. However, McDonald's also needs to address issues like poor food quality ratings and the fact that convenience alone no longer satisfies customers. The company faces significant challenges to regain its full potential in its home market and internationally.

Uploaded by

Fariya Piasha
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOC, PDF, TXT or read online on Scribd

AMERICAN INTERNATIONAL UNIVERSITY-BANGLADESH

Dhaka, Bangladesh
Faculty of Business Administration
MBA Program: Summer Semester 2014
MKT 6011 Strategic Mareting
CASE-02
OVERVIEW
Mc!onald"s is lagging #e$ind in its %re&ious a#ilities to closely follo'
consumer taste %references #y o(ering customers ne' menu c$oices)
*ts last successful %roduct introduction 'as t$e +$icen Mc,ugget
launc$ed in 1-./) T$ese days0 Mc!onald"s is $a&ing trou#le
introducing e&en a ne' lunc$ sand'ic$) 1&en t$oug$ Mc!onald"s
o'ns one of t$e most recogni2ed cor%orate icons and t$eir
international o%erations remain &ery successful0 t$e com%any"s trou#le
in its $ome maret is #eginning to #e 3uite e&ident)
Mc!onald"s is no' trying to relearn $o' to ada%t t$eir original conce%t
to gro' #eyond t$eir #asic formula of #urgers and fries) T$ey %lan to
do t$is #y restructuring t$eir management team and e4tending t$eir
%roduct line rat$er t$an drastically c$ange it) 5estructuring t$eir
management team into a 6atter organi2ation 'ill $o%efully restore
entre%reneurial 2eal and inno&ation) 14tension of t$e %roduct line 'ill
allo' Mc!onald"s to maintain t$eir traditional menu '$ile t'eaing
certain items)
T$e international maret is also a focus for management"s concerns)
T$ey 'orry t$at t$e ina#ility to read consumer taste %references locally
'ill du%licate itself a#road) +learly0 Mc!onald"s needs to 7nd ne'
'ays to use t$eir #rand name to increase %ro7t in ot$er areas)
Anot$er %ressing issue t$at Mc!onald"s needs to address is t$e taste
and 3uality of its food0 '$ic$ $a&e consistently raned lo' on
consumer taste tests and sur&eys) Mc!onald"s is facing t$e fact t$at
con&enience is not nearly enoug$ any longer to satisfy t$eir
customers) T$is muc$ is clear) T$e 'orld"s most successful restaurant
c$ain is not rea%ing its full %otential and facts its most c$allenging
days a$ead)
DISCUSSION QUESTIONS:
1) !iscuss t$e c$allenges confronting Mc!onald"s in t$e fast food
maret)
2) 8$at are t$e ne' %roduct strategy alternati&es t$at Mc!onald"s
s$ould e&aluate9 8$at strategy do you recommend9
/) *dentify %ossi#le strategic relations$i%s t$at Mc!onald"s
management s$ould consider)
4) !iscuss t$e o%%ortunities and c$allenges facing Mc!onald"s in its
international marets)
:) +om%are and contrast Mc!onald"s %ositioning strategy 'it$ its
ey com%etitors in t$e ;)S) maret)
Hn!s: Vs! www.mcdonalds.com
N"!e:
#$ Students are ased to com%lete and su#mit t$is tas in a grou%) 1ac$
mem#er is su%%osed to %&!e a! leas! "ne ss'e$
2$ < of =rou% Mem#ers: Ma4 :)
($ Pro%er coordination among t$e grou% mem#ers is e4%ected)
)$ Form of Su#mission: Hand %&!!en$
*$ >ast !ate of Su#mission: +as! Class ?'it$out missing@)
,$ !ate of Presentation: +as! Class$
-$ Must $a&e a co&er %age follo'ing t$e uni&ersity style and %&!e ."'&
/lass se&al n'01e& along 'it$ your *! <

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