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ResearchProject1 - L MCDONALDSCASE TTH2:00 Group#3KBASS...

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Learning Skills Portfolio Project 1 MCDONALD’S CASE Marketing Research 3370 TTH 2:00 Group #3 - K BASS Presented for:  Dr. Gail Zank Presented by: Kelsey Artz Sarah Connelley Ashley Fitzpatrick Benoit Rochard Sarah Tisdale 
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Question 1 •McDonald’s is considering further expansion in the United States. Define the management decision problem. •How can we further expand in the United States? Question 2 •What is the marketing research problem facing McDonald’s that corresponds to the management decision problem identified in question 1? •Determine how we can increase market share. •Specific Research Questions •Monitor competitors by discovering their strengths and threats to McDonald’s. •Asses the levels of overall nutrition in each food product and determine ways to better target the health conscious consumers. •Asses the competition in terms of finances and compare to McDonald’s current financial standings. •Redesign McDonald’s kids menu to attract new customers who value starting healthy eating habits at a young age. Question 3 1
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•Present a graphic model describing consumers’ selection of a fast food restaurant. Source 1: Datamonitor Question 4 •Identify six sources of secondary data that would useful for McDonald’s in better understanding this problem. For each source, briefly summarize the article and then provide a brief explanation 2
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of how it would be useful and what recommendation that information might suggest in terms of the management decision problem. •Source 1: Datamonitor - Fast Food in the United States Industry Profile This source is a database from the Texas State library called Datamonitor 360. It’s an entire industry profile of the fast food industry in the United States. The profile reaches information from the market value to market segmentation and even breaks down the financials and competition for the leading fast food chains in the United States. One of the figures focuses on what drives buyer power as well as supplier power. McDonald’s can use this information to focus on the main reasons buyers are eating fast food, which can help them better their marketing strategy, to attract more consumers. This industry profile also shows key financials for each major fast food company. McDonald’s can use the
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