In the success-oriented world, corporate strategy serves as one of the tools of the company’s realization. McDonald’s has proven to constantly change its marketing strategy for example, because public opinion of fast foods can radically shift thus affecting the acceptability or attractiveness of its product lines. The paper investigated the impact of current issues and concerns raised against McDonald’s and other fast food chains as it affects the complex way public perception is created.
There are five factors which the paper evaluated which may have profound impact on the long term operation of a fast food giant like McDonald’s. The paper developed a five factor complexity mapping of McDonald’s. These are policy, technology, business, corporate configuration and public opinion. These factors are so intertwined that a change in one factor led to changes in another. The paper have also investigated and evaluated the marketing strategies which McDonald’s has used in order to target customers seeking to consume only ‘healthy’ products and those who do not mind consuming fat foods.
The paper describes factors which affected consumer perceptions of ‘healthy’ and ‘unhealthy’ foods. The paper critically analyses the development of McDonald’s corporate strategy in relation to changes for example in public opinion and
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The identification of the factors which play an important role in the sustenance of the market share that the company has will be reconsidered in his study whereas the modification could lead to the attainment of the same corporate goals. Bright colours in its logo, the use of a mascot, Ronald McDonald, promotional toys and youthful attendants are all signs that McDonald’s has a particular interest in the children and youth as its major market segment. The Rikert scale graph of the responses as to the question whether McDonald’s strategy is aimed at children and teenagers shows.
The graph is curved upward with one-third of the respondents strongly agreeing that advertisement and marketing has a particular slant towards this age groupings. This is perhaps one of the plus factors in the success of McDonald’s over the years. As mentioned earlier, the distinct taste of McDonald’s and the experience with parents generally having a good time create a good memory that were invoked when the particular icons associated with the restaurant chain are seen either in television, print or bill boards which may subtly motivate the an adult with such an experience to relive that fine memory .
The grand strategies to be taken in consideration for this study started with the analysis of the current organizational structure of McDonald’s Corporation which included the global operations and the marketing strategies used in its mainly multinational nature. The strategy in this plan took place in the rethinking or updating of the necessary processes that involved a lot of options given the wide scope of operations. McDonald’s Corporation varied its strategies from country to country whereas each territory exhibits a different culture.
Also, the company updated its product offerings form country to country in the same reason of varying culture, belief, and traditions. Market Penetration When we speak of market penetration in this case, it meant the further penetration into the market in order to gain a higher market share to cope up with the overall market growth. The fast-food service industry is in a high growth phase and is projected to continue growing in the future.
What McDonald’s Corporation did to be able to cope up with this growth is to remarket its existing product offerings which brought in profits to the company using its existing market base. Under this scheme, the company did not necessarily focus in venturing into new markets and developed new products. Although it can still be possible, McDonald’s Corporation focused first in retaining its current market share to be able to expand and cope up with the high demands for growth in the industry .