Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Arnaud\'s Academic oral presentation

1,219 views

Published on

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

Published in: Economy & Finance, Business
  • Be the first to comment

  • Be the first to like this

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

×