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CHAPTER ONE: INTRODUCTION

Mc Donalds
Marketing
Strategy
Assignment

1.1 MCDONALDS: A BRIEF HISTORY AND

OVERVIEW

1.2 RESEARCH QUESTION

1.3 AIMS AND OBJECTIVES

CHAPTER TWO: LITERATURE REVIEW

2.0 INTRODUCTION

2.1 MCDONALDS AND ITS MARKETING

STRATEGY

CONTINUED

CONTINUED

2.2 HEALTHY LIVING INDUSTRY

CONTINUED

CONTINUED

2.3 HEALTHY INDUSTRY IMPACT ON FAST

FOOD CHAINS AND MCDONALDS

CONTINUED

2.4 IMPACT OF RECESSION ON HEALTHY FOOD

AND MCDONALDS

CHAPTER THREE: RESEARCH METHODS

3.1 RESEARCH METHODS/PHILOSOPHY OF
RESEARCH

CONTINUED

3.2 PROJECT APPROACH

Chapter Four: Findings

4.1 Findings related to Healthy living in
the U.K

CONTINUED

4.2 FINDINGS RELATED TO THE WAY HEALTH

CONSCIOUSNESS IN CUSTOMERS IS IMPACTING THE
FAST FOOD COMPANY, LIKE MCDONALDS

CONTINUED

4.3 FINDINGS RELATED TO THE WAY MCDONALDS

IS RESPONDING TO HEALTHY EATING INDUSTRY
WITH ITS MARKETING CAMPAIGN

CONTINUED

CHAPTER FIVE: ANALYSIS OF THE

FINDINGS / DISCUSSION

CONTINUED

CONTINUED

CONTINUED

CONTINUED

CHAPTER SIX: CONCLUSION AND

RECOMMENDATIONS
6.1 CONCLUSION

6.2 RECOMMENDATIONS

6.3 FURTHER RESEARCH

REFERENCES

CONTINUED
Brindal, E.; Wilson, C.; Mohr, P.; Wittert, G. (2014). Nutritional consequences of a fast food
eating occasion are associated with choice of quickservice restaurant chain. Nutrition &
Dietetics, Vol. 71(3), Pp.184-192.
Cohen, L.; Manion, L. (1994) Research methods in education. 4th ed. London: Routledge.
Collins, H. (2010) Creative Research: The Theory and Practice of Research for the Creative
Industries. London: AVA Publishing
Cooper, C. (2014), People who live or work near takeaways twice as likely to be obese.
The Independent, [Online] Available at: http://www.independent.co.uk/life-style/health-andfamilies/health-news/study-highlights-link-between-readily-available-fast-food-and-obesity9190887.html (Accessed 4th December 2014).
Deng, T. (2009) McDonalds New Communication Strategy on Changing Attitudes and
Lifestyle. International Journal of Marketing Studies, Vol. 1 (1), Pp. 37-42.
Driskell, J.A.; Schake, M.C.; Detter, H.A. (2008). Using nutrition labeling as a potential tool
for changing eating habits of university dining hall patrons. Journal of the American Dietetic
Association, Vol. 108, Pp. 20716.

CONTINUED

CONTINUED

Guba, E.G; Lincoln, Y.S. (1994). Competing Paradigms in Qualitative Research. Thousands Oaks, CA: Sage
Publications.
Hearst, M. O.; Harnack, L. J.; Bauer, K. W.; Earnest, A. A.; French, S. A.; Michael, O., J. (2013). Nutritional
quality at eight US fast-food chains: 14-year trends. American journal of preventive medicine, Vol. 44(6),
Pp.589-594.
HM Government (2012) Healthy Lives, Healthy People: Our strategy for public health in England, [Online]
Available https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/216096/dh_127424.pdf
(Accessed 4th December 2014).
Jackson, S.L. 2008. Research Methods: A Modular Approach. Mason: Cengage Learning.
Leather Head Food Research. (2013) ncreasing number of UK consumers have greater awareness of health
and well-being. [Online] Available at http://www.leatherheadfood.com/increasing-number-of-uk-consumershave-greater-awareness-of-health-and-well-being (Accessed 4th December 2014).
Lesser, L. I.; Kayekjian, K. C.; Velasquez, P.; Tseng, C. H.; Brook, R. H.; Cohen, D. A. (2013). Adolescent
purchasing behavior at McDonalds and Subway. Journal of Adolescent Health, Vol. 53(4), Pp. 441-445.
MacDonalds (2014a) McDonalds History: Travel Through Time With Us! [Online] Available at
http://www.aboutmcdonalds.com/mcd/our_company/mcdonalds_history_timeline.html (Accessed 4th December
2014).

CONTINUED
MacDonalds (2014b) What makes McDonalds [online] Available at:
http://www.mcdonalds.co.uk/content/ukhome/whatmakesmcdonalds/qa/search.html (Accessed 4th
December 2014).
MacDonalds (2014c), Inclusion and Diversity, [Online] Available at
http://www.aboutmcdonalds.com/mcd/our_company/inclusion_and_diversity.html (Accessed 4th
December 2014).
Mackison, D.; Wrieden, W.L.; Anderson, A.S.; (2010). Validity and reliability testing of a short
questionnaire developed to assess consumers use, understanding and perception of food labels.
European journal of clinical nutrition, Vol. 64, Pp. 210217.
Mail Online (2013) McDonalds director of nutrition insists the fast food menu is healthy. [online]
Available at: http://www.dailymail.co.uk/news/article-2301061/McDonalds-director-nutrition-Dr-CindyGoody-insists-fast-food-menu-healthy.html [Accessed 14 Dec. 2014].
Manitoba (n.d) Healthy Eating, [Online] Available
http://www.gov.mb.ca/healthyliving/hlp/nutrition/index.html (Accessed 4th December 2014).
Mayor of London (2012) Takeaways Toolkit, [Online] Available
http://www.london.gov.uk/sites/default/files/TakeawaysToolkit_0.pdf (Accessed 4th December 2014).

CONTINUED

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