This is mainly due to a fiercely competitive industry and variety in customer tastes and preferences.
II. Statement of the Problem
How can McDonalds increase its sales, market share and profits in a fiercely competitive industry?
III. Objectives
McDonalds objectives are to reverse the decline of sales, to continue staying ahead of the competition in the fast food industry and to find new strategies that would help the restaurant successfully compete in the a fiercely competitive market... displayed 300 characters
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Areas of Consideration
Situation
· Eating habits of Americans are changing
· Younger consumers are getting tired of fast food and are becoming health conscious
· Growing dissatisfaction with the quality aspect of fast food restaurants such as McDonalds
· Fast food is losing its sense of appeal to the large group of customers who frequently eat out
Environment
· another segment of the fast-food industry is comprised of a non-hamburger restaurants, growing trend is moving customers to non-burger sandwiches
· increase in the fast-casual segment that includes restaurants that offer deli sandwiches and more upscale meals with more comfortable surroundings but faster
Background
· McDonalds has added new products on its menu
· Advertising message focused on tasty and nutritious food, friendly folks and fun
· Invested heavily in advertising and improving its public image
· Opened first domestic McCafe
Customers
· recognize the importance of drive-through customers
(try to increase the speed of drive-through delivery)
· Importance of heavy users of fast-food restaurants
Threats
· McDonalds cheap and greasy image
Major Competitors in the Hamburger Segment
· Burger King Corp... displayed 300 characters
