This document contains 5 managerial summaries from a consulting report on repositioning the McDonald's brand: 1. McDonald's has weak brand preference and needs to improve on the attributes of multiple ordering options, customizability, and promoting health/fitness. 2. McDonald's performs poorly on primary attributes related to preference but well on secondary attributes like short wait times and affordability. 3. McDonald's is perceived similarly to Dunkin Donuts and needs to differentiate itself more to avoid direct competition. 4. There are 4 possible areas identified for McDonald's to reposition itself. 5. It is recommended that McDonald's reposition itself in the first identified space by focusing on improving key attributes

1. Fun Report example snapshots – data talks
Prepared for whoever as smart as you
Jason Xin
Strategy Consultant
Jason.xinjj@gmail.com1
Please note: due to limited finance support, all the researches (for
class) are not based on big sample size– could be somehow biased.
What we showed here is based on limited sample that we are
reachable within limited time, but it is still fun to see how data works.

2. Consulting Report – Brand reposition
Prepared for
Jason Xin
Strategy Consultant
Jason.xinjj@gmail.com2

3. Managerial Summary 1
Brand preference is weak
Finding:
In the Perceptual map, we first look at ‘I prefer this brand’, which is one of the most
important attribute. Via 90 degree drops, we can find out each brands position in terms
of this attribute.
We can find out that McDonald’s preference rank is 4th
out of 7, which is too weak compared with other brands.
Recommendation:
Usually preference is the consumers’ first impression of
the brand. It is very important. With weak preference,
brand won’t be the first choice of consumer and it will
shrink brand’s market share. To avoid this result,
increases relative preference is very necessary.
3

4. Managerial Summary 2
Primary Vectors – 3 important attributes related to preference
Finding:
To further dig the preference factors, we find out 3 important attributes related to
preference, which are ‘Multiple ways to order’, ‘Very customizable’, and ‘Keep me fit’. Via
90 degree drops, we can easily find out McDonald’s performance bad in these three
attributes, which are the reasons McDonald’s got a weak preference.
Recommendation:
Too boost preference, McDonald’s need to increase these three attributes performance.
- ‘Multiple ways to order’
Nowadays many consumer want a convenient way to
order. They prefer to order online or by phone instead
of go to the store by themselves, especially during
their busy time. In this view, add more ordering
options could solve this problem.
-‘Very customizable’ and ‘Keep me fit’
Consumer become more pick and they want to have
food exactly follow their will. Also fitness become
more and more popular. By add customizable choice
in menu and more healthy option could help on this. 4

5. Managerial Summary 3
Good performance on the secondary vectors
Finding:
By analysis the secondary vectors, we find out McDonald’s has a good overall
performance on it. It achieves 1st rank for ‘Short ordering time’ and ‘Affordable’; 2nd rank
for ‘Easy to find’. Although it gets 4th rank for satisfied service’, the gap between these
leading brands is pretty small.
Recommendation:
Since McDonald’s already achieved these strengths,
in terms of strategy, we could suggest McDonald’s to
keep these strengths. With improving in primary
vectors, these strengths in secondary vectors would
leverage McDonald’s to achieve a promising position.
5

6. Managerial Summary 4
Clustering – too close to Dunkin Donuts
Finding:
Overall, McDonald’s is perceived as a ‘Yes-Man’ and ‘Dull fatty’. By look at clustering, we
can see McDonald’s is very close to Dunkin Donuts. The close the position is, the more
intense competition will be.
Recommendation:
Distance between McDonald’s and Dunkin Donuts is
short than the rest of the clustering. It means from
perception point, McDonald’s is perceived very
similar to Dunkin Donuts. To avoid this competition,
McDonald’s need to reposition itself, to make it more
differentiate.
6

7. Managerial Summary 5
Good space to go
Finding:
By combine all the factors, we find out 4 possible areas for McDonald’s to reposition
itself.
Recommendation:
We recommend McDonald’s to reposition it in Space 1. By focus improving attribute
of ‘Multiple ways to order’, ‘Very customizable’, and ‘Keep me fit’. The reasons are:
1. Short Distance,
The longer distance means the more changes McDonald’s need to do to reposition
itself. From cost effective point of view, getting into space 1 will be the best option.
7
2. Leverage strength,
Move to Space 1, McDonald’s can keep its strength in
secondary vectors.
3. Big size and diffuse competition
Space 1 has really big size, and it is differentiate from the
rest of brands. By move into this space, McDonald’s will
get a big potential market and achieve its promising
flourish there.

8. Consulting Report
Prepared for
Chicago Consultant Group
8
Teamwork

9. 9
Respondent Profile
73%
27%
1. Chocolate user
Eat 1-2 times per
week
Eat more than 3
times per week
2. Young millennials
71%
29%
Age 21-26
Age 27-38
3. All live/work in Great Chicago Area
Sample size: 100

10. Healthy
25%
Point of Purchase
22%
Flavors
19%
Price
13%
Packaging
11%
Media Exposure
6%
Chocolate Type
4%
Chocolate Overall Feature Importance
Product Strategy Overview

11. Perceptual Map of Good Taste

12. New Brand Image
Young
Healthy
Positive
Active
Trendy
Accessible Luxury

13. Appendix: Perceptual Map - Brand
-2.0
-1.5
-1.0
-.5
.0
.5
1.0
1.5
-1.5 -1.0 -.5 .0 .5 1.0 1.5 2.0
This brand has low calories content
Many of my friends like/buy this brand
This brand has
low quality
This brand has good
price for value
The product of this brand
can relieves hunger
This brand brings me
enjoyable experience The package of this
brand looks attractive
The product of this brand
has good taste
This brand makes me
feel joyful
I prefer this brand
Godiva
Hershey's Kiss
M&M
Kit Kat
Snickers
Sample size 100

14. Thank you