Mcdonalds

In: Business and Management

Submitted By erynncarr
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Read the attached McDonald's case and then answer the questions at the end of the case. You should answer each question separately.
Discussion Questions
1.Update the sales and income information from the end of the case to the present (i.e.2002-2013). What are McDonald's sales trends? You need to analyze the financial information, not just report it. What are the reasons for sales growth or declines? (McDonald's annual reports, which can be found on their website, are a good source for this type of information). An Excel template for the required financial update is attached.
2.How are customer tastes changing in the fast-food industry? Are there additional changes that have occurred after the case ends? What are the key macro environmental trends affecting the fast-food industry?

• Melennials change their tastes
• Healthier alternative
• Quick and Casual
• Don’t want to give up fast but want better quality
• Trying to eat healthier
• Would rather eat at home
4.Discuss the impact these changes (in Q2 and Q3) have had on McDonald's sales and net income. Refer to the information obtained for Question 1.
5.How well are these changes in customer tastes and preferences being reflected in competitive strategies in the industry? Discuss both hamburger and non-hamburger competitors and how they're addressing customer changes.

6.What are McDonald's strengths and weaknesses and what conclusions do you draw about their impact on its future?

7.Based on the case, who are McDonald's heavy users? Should McDonald's develop a separate strategy for the heavy user segment of the fast food industry? Why or why not? If yes suggest the strategy you would recommend.

8.What should McDonald's do to grow sales, profits, and market share?

Attach the assignment as a Word file.
To adequately answer the questions your paper should be approximately 3-5…...

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