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Arnaud\'s Academic oral presentation
 

Arnaud\'s Academic oral presentation

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Arnaud\'s Slide for an oral presentation at the Middelsex university.

Arnaud\'s Slide for an oral presentation at the Middelsex university.

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    Arnaud\'s Academic oral presentation Arnaud\'s Academic oral presentation Presentation Transcript

      • Mc Donald’s
      • world’s largest foodservice retailing chain
      • 31,000 fast-food restaurants in over 119 countries
      • The first restaurant was in Illinois in 1955.
      • In 1968, one of the first lot of franchisees
      • 18,000 are operated by franchisees
      • environmental trends in the UK market
      Micro Environnemental Macro Environnemental
    • Customers Company Micro Environnement Competitors Publics
      • Demographic
      Macro Environnement Natural environnement Cultural environnement
    • Problems Led McDonlad’s To Reposition Its Brand reposition Mc Donald’s brand.
    • Partnership with FIFA Advertising Campaign ‘ I’m lovin it Paul Newman's Italian dressing Children menu fruits, juice & milk Quorn based vegetarian meals Bird flue- Chicken off from menu More White Meat Reposition McDonald’s Brand
      • Impact the World Cup Burger
      • Interest of s ponsorship
        • International Sport event
        • Famılıes to participate in sport activitess
      • Good Impact (Short term)
        • Offers the opportunities to reach out to more than 50 million potential customers
        • ‘ I’am lovin it
      • Bad Impact (Long term)
        • childhood obesity
        • Hıgh colories
      • Emerging markets
      • Why set up business in emerging market
        • less competitors (brand recognition)
        • Demographics trend (Data of population expected in 2020)
        • opportunity for the company (societal issues)
        • compensate for the loss of occidental market share
      • Is it going to be a success
      • Yes
      • No
        • Factors contributing to mcdonalds success
        • Adapt to different cultures
        • Cost effective measures like using ingredients localy available
        • Incorporating local cuisine
      • What problems is the company likely to face ?
      • Adaptability to different environmental factors
      • Cultural and social difference
      • Consistency in products offered
      • How should McDonald’s position its brand Europe ?
      Real issue in this continent : Largest geographical market for McDonald’s 34.6 % of its total revenues profitability of Europe declined in 2005 (fell by 1.5 %)
    • Customer’s expectations Competitors advantage Current position hygiene, health and a greater range in choice Needs : vegetarian menus, local and ethnic products
      • Starbucks Coffee and Costa Coffee :
      • - More focused on conviviality
      • - Target adults and generation Y
      • Yum inc which owns KFC and Pizza Hut :
      • More aggressive with the family segment.
      • Try to be an alternative
      Brand image : - 8th ranking for the top 100 brands in the world Resource : - Anticipate or respond to consumer needs faster Golden Triangle Source : Mercator, Theory and practice of marketing
      • New perspectives
      Solution : Ethnics product Eg :Hallal food Solution : healthier products Promotion Mix Solution : Continue offering burgers Focus on the target market Positioning on the image and the style of the product. Positioning on the performance of the product