Many articles (mostly on Wall Street Journal) describe McDonald’s problems at that time and some actions it had taken to address those problems. McDonald’s launched All Day Breakfast in October, 2015. The strategy seemed to be working, at least for now. Several articles comment on McDonald’s All Day Breakfast and its success. In this individual assignment, your task is to read those articles, analyze McDonald’s marketing environment (micro and macro) to identify the main problems it was facing, evaluate the actions McDonald’s has taken to address those problems and revive its brand. In 4 to 5 pages, answer the following questions (printout format: double-spaced, double-sided; 11-point or 12-point font):
Q1) What are the problems McDonald’s is facing? (Analyze McDonald’s marketing environment and discuss the components in the marketing environment that you think have contributed to McDonald’s declining sales)
Q2) Which problems do you think are less serious and likely to be short-term, and which problems do you think are more serious and likely to be long-term? Explain your reasoning.
Q3) How effective do you think each of McDonald’s recent marketing strategies/actions is in addressing its problems and reviving its brand and sales? Explain your reasoning.
Q4) Why do you think McDonald’s All Day Breakfast has been successful so far? Do you think it will be a long-term success? Why or why not? (You can try McDonald’s All Day Breakfast, if you haven’t done so already; see how you like it.)
Q5) What advice or suggestions would you give McDonald’s to revise its brand and improve its sales, particularly among young consumers?
Due Date: The write-up for the individual assignment is due on February 14st, 2017. Selected articles on McDonald’s problems:
http://www.wsj.com/articles/mcdonalds-november-sales-fall-more-than-expected-1418044377?KEYWORDS=mcdonald%27
http://www.wsj.com/articles/mcdonalds-faces-millennial-challenge-1408928743
http://www.bloomberg.com/bw/articles/2014-09-09/mcdonalds-happy-meal-problem-kids-turn-away-from-fast-food
http://www.wsj.com/articles/mcdonalds-china-challenge-rising-competition-1413965503http://www.wsj.com/articles/mcdonalds-menu-problem-its-supersized-1417631056 Selected online articles on McDonald’s recent marketing strategies/actions:
6 http://www.usatoday.com/story/news/nation-now/2014/12/10/mcdonalds-to-trim-menu-examinie-ingredients/20202283/
http://www.usatoday.com/story/money/business/2014/12/07/mcdonalds-fast-food-restaurants-create-your-taste-millennials/19943987/
http://www.adweek.com/news/advertising-branding/ad-day-mcdonalds-refreshes-im-lovin-it-and-suddenly-feels-lot-oreo-162158
http://adage.com/article/cmo-strategy/mcdonald-s-launches-food-transparency-campaign/295395/
Selected articles on McDonald’s All Day Breakfast:
http://www.wsj.com/articles/mcdonalds-set-to-offer-all-day-breakfast-1441134058
http://www.wsj.com/articles/mcdonalds-earnings-climb-on-u-s-strength-1453727578
http://www.wsj.com/articles/mcdonalds-all-day-breakfast-is-luring-in-customers-study-finds-1449609778
http://www.nytimes.com/2016/04/23/business/all-day-breakfast-helps-lift-mcdonalds-out-of-its-slump.html?_r=0
