Assignment Task:
Task 1
The brand on which this report is based is Mc Donald. McDonald’s Corporation is an American fast food company, founded in 1940 as a restaurant operated by Richard and Maurice McDonald, in San Bernardino, California, United StatesMcDonald’s restaurants are found in 120 countries and territories around the world and serve 68 million customers each day. McDonald’s operates 37,855 restaurants worldwide, employing more than 210,000 people as of the end of 2018. There are currently a total of 2,770 company-own.Since Steve Easterbrook became CEO of the company, McDonald’s has streamlined the menu which in the United States contained nearly 200 items. The company has also looked to introduce healthier options, and removed high calorie food items. The company has also removed artificial preservatives, replacing chicken skin, safflower oil and citric acid found in Chicken McNuggets with pea starch, rice starch and powdered lemon juice. McDonald’s uses a mix of demographic, geographic & psychographic variables to segment the market, at the same time considering changing taste &preferences. Due to change in consumption pattern, consumer buying behavior& rise in income level, fast food chain McDonald has started using differentiated targeting strategy to cater to the customer evolving needs. The vision statement of the company is “Our purpose goes beyond what we sell. We’re using our reach to be a positive force. For our customers, our people, our communities, our world.” The place that we will focus is to promote this product in Asia mostly in India.
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