McDonald <br />Re-branding project<br />By: Shijia Gao<br />
Brand audit<br />official website<br />provides every product they have and information about their promotions, company st...
loyal brand consumer<br />His name is Shuo Chen<br />He is my classmate<br />Every time when he has<br />    meeting with ...
Stakeholder<br />Consumers<br />Employees<br />Stockholders<br />managers<br />
Focusing on<br />Quality<br />Service<br />Sanitation<br />Value<br />
SWOT analysis<br />Strengthen<br /><ul><li>Owns 31,000 restaurants serving in 120 countries.
It has some famous representative branded products
Widely distributed.
Pay more attention on food safety.</li></ul>Opportunities<br /><ul><li>Can use “green” energy and packaging.
Can provide optional allergen free food items.
The first fast food restaurant that approved by FDA.</li></li></ul><li>Weakness<br /><ul><li>Lack of innovative products.
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shijia gao, McDonald

  1. 1. McDonald <br />Re-branding project<br />By: Shijia Gao<br />
  2. 2. Brand audit<br />official website<br />provides every product they have and information about their promotions, company stories and job opportunities. <br />Facebook<br />8,018,058 people like it, but only few of them comment on the homepage. And there is no feedback area.<br />No social media in Chinese website.<br />
  3. 3. loyal brand consumer<br />His name is Shuo Chen<br />He is my classmate<br />Every time when he has<br /> meeting with friends, he <br /> choose McDonald.<br />His likes Big Mac and chip <br /> most. <br />
  4. 4. Stakeholder<br />Consumers<br />Employees<br />Stockholders<br />managers<br />
  5. 5. Focusing on<br />Quality<br />Service<br />Sanitation<br />Value<br />
  6. 6. SWOT analysis<br />Strengthen<br /><ul><li>Owns 31,000 restaurants serving in 120 countries.
  7. 7. It has some famous representative branded products
  8. 8. Widely distributed.
  9. 9. Pay more attention on food safety.</li></ul>Opportunities<br /><ul><li>Can use “green” energy and packaging.
  10. 10. Can provide optional allergen free food items.
  11. 11. The first fast food restaurant that approved by FDA.</li></li></ul><li>Weakness<br /><ul><li>Lack of innovative products.
  12. 12. Hamburgers and fries are being avoided.
  13. 13. Too many employees made it difficult to training. </li></ul>Threat<br /><ul><li>Health issues.
  14. 14. Major competitors.</li></li></ul><li>Why need to re-brand <br />Resources: http://www.sojump.com/viewstat/269660.aspx<br />
  15. 15. Compare with KFC, only few people eat at McDonald<br />And the average consumption is much lower than other fast-food restaurant<br />
  16. 16. What aspects need to change? <br />Need a feedback area in the official website<br />more innovative products<br />New promotion type<br />
  17. 17. Recommendations<br />supply new products, like rice roll, seafood product such as shrimp or fish, and special taste hamburgers. <br />flash sale products also needed to attract customer’s attention. <br />Establish a social media in Chinese web<br />Add a communication zone in the homepage, it should be not only information about products, but also activities and feedback. <br />

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