<ul><li>Mc Donald’s </li></ul><ul><li>world’s largest foodservice retailing chain </li></ul><ul><li>31,000 fast-food resta...
<ul><li>environmental trends in the UK market </li></ul>Micro Environnemental Macro Environnemental
Customers Company Micro Environnement Competitors Publics
<ul><li>Demographic </li></ul>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, juic...
<ul><li>Impact the World Cup Burger </li></ul><ul><li>Interest of  s ponsorship </li></ul><ul><ul><li>International Sport ...
<ul><li>Emerging markets  </li></ul><ul><li>Why set up business in emerging market </li></ul><ul><ul><li>less competitors ...
<ul><li>What problems is the company likely to face ? </li></ul><ul><li>Adaptability to different environmental factors </...
<ul><li>How should McDonald’s position its brand Europe ? </li></ul>Real issue in this continent : Largest geographical ma...
Customer’s expectations Competitors advantage Current position hygiene, health and a greater range in choice   Needs : veg...
<ul><li>New perspectives </li></ul>Solution : Ethnics product Eg :Hallal food Solution : healthier products Promotion Mix ...
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Arnaud\'s Academic oral presentation

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

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Arnaud\'s Academic oral presentation

  1. 1. <ul><li>Mc Donald’s </li></ul><ul><li>world’s largest foodservice retailing chain </li></ul><ul><li>31,000 fast-food restaurants in over 119 countries </li></ul><ul><li>The first restaurant was in Illinois in 1955. </li></ul><ul><li>In 1968, one of the first lot of franchisees </li></ul><ul><li>18,000 are operated by franchisees </li></ul>
  2. 2. <ul><li>environmental trends in the UK market </li></ul>Micro Environnemental Macro Environnemental
  3. 3. Customers Company Micro Environnement Competitors Publics
  4. 4. <ul><li>Demographic </li></ul>Macro Environnement Natural environnement Cultural environnement
  5. 5. Problems Led McDonlad’s To Reposition Its Brand reposition Mc Donald’s brand.
  6. 6. 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
  7. 7. <ul><li>Impact the World Cup Burger </li></ul><ul><li>Interest of s ponsorship </li></ul><ul><ul><li>International Sport event </li></ul></ul><ul><ul><li>Famılıes to participate in sport activitess </li></ul></ul><ul><li>Good Impact (Short term) </li></ul><ul><ul><li>Offers the opportunities to reach out to more than 50 million potential customers </li></ul></ul><ul><ul><li>‘ I’am lovin it </li></ul></ul><ul><li>Bad Impact (Long term) </li></ul><ul><ul><li>childhood obesity </li></ul></ul><ul><ul><li>Hıgh colories </li></ul></ul>
  8. 8. <ul><li>Emerging markets </li></ul><ul><li>Why set up business in emerging market </li></ul><ul><ul><li>less competitors (brand recognition) </li></ul></ul><ul><ul><li>Demographics trend (Data of population expected in 2020) </li></ul></ul><ul><ul><li>opportunity for the company (societal issues) </li></ul></ul><ul><ul><li>compensate for the loss of occidental market share </li></ul></ul><ul><li>Is it going to be a success </li></ul><ul><li> Yes </li></ul><ul><li>No </li></ul><ul><ul><li>Factors contributing to mcdonalds success </li></ul></ul><ul><ul><li>Adapt to different cultures </li></ul></ul><ul><ul><li>Cost effective measures like using ingredients localy available </li></ul></ul><ul><ul><li>Incorporating local cuisine </li></ul></ul>
  9. 9. <ul><li>What problems is the company likely to face ? </li></ul><ul><li>Adaptability to different environmental factors </li></ul><ul><li>Cultural and social difference </li></ul><ul><li>Consistency in products offered </li></ul>
  10. 10. <ul><li>How should McDonald’s position its brand Europe ? </li></ul>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 %)
  11. 11. Customer’s expectations Competitors advantage Current position hygiene, health and a greater range in choice Needs : vegetarian menus, local and ethnic products <ul><li>Starbucks Coffee and Costa Coffee : </li></ul><ul><li>- More focused on conviviality </li></ul><ul><li>- Target adults and generation Y </li></ul><ul><li>Yum inc which owns KFC and Pizza Hut : </li></ul><ul><li>More aggressive with the family segment. </li></ul><ul><li>Try to be an alternative </li></ul>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
  12. 12. <ul><li>New perspectives </li></ul>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

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