Week 3 MRKT 5500 mcdonalds.docx - McDonald’s has entered into the premium indulgent beverage market(McCafe Starbucks was one of the first brands to

Week 3 MRKT 5500 mcdonalds.docx - McDonald’s has entered...

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McDonald’s has entered into the premium indulgent beverage market (McCafe). Starbucks was one of the first brands to enter this emerging market for lattes, etc. How developed is this market now (growth, maturity, decline) and how should McDonalds position their line of premium beverages to their target market? How would you describe their target market? The market of McCafe has grown more than 2.1% yearly according to NASDAQ article. (NASDAQ, 2018) Because of the growth of this branch, McDonalds in refocusing the investment of McCafe. They want to update their menus and their coffee options. McCafe was intended to bring more costumers to the fast-food store. Because of their cheap convenient prices and locations the popularity of McCafe grew faster. From 2014 to 2016 global sales increased 9.1% more than the restaurant sales that was 5.7% globally. (NASDAQ, 2018)
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