Professional Documents
Culture Documents
Case Study
Weaknesses:
There is lower operating income in Europe and
Opportunities:
Newer products
More franchises - less risk
High Growth in China and Russia
Threats:
Competition - global, national, regional,
and local. Commodity
Growing health conscious population
Food safety bacteria, e. coli, 41 -150
Strategies.
Goal changing from getting bigger, to
getting better.
Advertise on the internet more. Get more
people to visit their website.
Secondary advertising
Of course build brand awareness and loyal
customers
Business Model
The business model seems to be a
branding model.
They are trying to get out there and
making sure every last person knows what
McDonalds is
McDonalds spends more money on
marketing than any of its fast food
competitors.
Attracting
Secondary advertising customer videos
and employee videos Youtube
Metatags
Advertising on products happy meals,
monopoly
Engaging
Macromedia Flash used extensively
Games for the kids
Online calculators for nutrition information
They use a map locator to show you how
to get to McDonalds (inaccurate map no
road names)
Retaining
The site uses a common color theme of
Learning
The website uses clickstream technology
Relating
Everyone sees the same page
They are collecting data, and possibly
using it to make the site efficient
They also use telephone, e-mail, and
regular mail as forms of relating
Review
Overall, McDonalds is trying to do what
Customerization
McDonalds can fit into some aspects of
the customerization model.
The one downfall that they will have a
struggle doing is premium price
acceptancetoo much competition.
Questions? Examples
What is McDonalds biggest strength?
What is the ultimate goal for