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 />
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 />
Too many employees made it difficult to training. </li></ul>Threat<br /><ul><li>Health issues.
Major competitors.</li></li></ul><li>Why need to re-brand <br />Resources: http://www.sojump.com/viewstat/269660.aspx<br />
Compare with KFC, only few people eat at McDonald<br />And the average consumption is much lower than other fast-food restaurant<br />
What aspects need to change? <br />Need a feedback area in the official website<br />more innovative products<br />New promotion type<br />
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 />