274820387_McDonalds_Deep_dive_1_2737129800223265.docx

Although mcdonalds has many good managers as well as

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Although McDonald's has many good managers as well as skillful employees, the turnover rate is still high. Every year many of their employees are fired out of the restaurants. Moreover, many others quit their jobs, especially part-time employees because of low salary as well as too high working pressure. On the other hand, Brand Marketing is the best for McDonald's because it gives them a competitive edge over their competitors since it has a more great heritage. Customer loyalty experienced by McDonald's comes from its public image created by the brand. As such, there is a lot of trust from the customers who can purchase their products confidently. Moreover, new products are readily accepted because it is expected that they will be up to standard like the already available products. McDonald's has used the latter to its advantage by changing contents
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on the menu to suit the customer needs. The fast-food industry now is developing significantly. The change of lifestyle leads to the change in people eating habit. In the past, if just workers, drivers or someone who had to work busily and didn't have enough time for a home meal choose fast food; nowadays, most people eat fast food and a major of them like fast food very much. It is a considerable chance for fast food brand to increase their revenues, especially McDonald's. McDonald's has a massive opportunity for growth. It has more than 31,000 restaurants serving in almost 120 countries (Griffin). Of the 31,000 restaurants, at least 14,000 are in the US. However, now, because the care of McDonald's about favors and cultures in each country it enters, McDonald's can open more restaurant in new areas such as China or India – the states which culture influences on people lifestyle deeply. They are very potential markets. The expansion of these areas is significant opportunities For McDonald's. New CEO Steve Easterbrook has big plans to turn the company around. Part of the program is to offer premium products at some of its locations. The restaurant recently introduced artisan chicken and sirloin burgers to its menu in parts of the U.S. The company is also trying to strengthen its position in the high-margined caffeinated beverages industry, dominated by Starbucks. McCafé has had some success by keeping prices competitive, and the company has been able to harness its vast store network, marketing muscle, and highly efficient supply chain. The McCafé menu also now includes fruit smoothies, an appeal to more health-conscious consumers.
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  • Spring '16
  • McDonald, Hamburger

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