SMUnit VI Case Study: Evaluating McDonalds Strategy

EVALUATING MCDONALD’S STRATEGY
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McDonald is a fast food franchise based in the United States and has various food outlets in other countries like India, United Kingdom, China, Japan, Canada and Australia. McDonald has been termed as the ‘World`s Local Restaurant’ because of its affordable take-out and sit down meals. The economic recession in the US in 2010 greatly affected businesses especially fast food restaurants whereby most small restaurants had to temporarily close their businesses. However, McDonalds remained afloat amidst tough economic times in the American market because of specific strategies which will be discussed.
McDonald has grown over the years despite economic meltdowns in America, Europe and Asia because of its diverse communication and marketing strategies which has built the company`s brand image for over 20years. The recent ‘Change’ campaign replaced McDonald`s Golden Arches to show the company`s decision to food nutrition composition, menu changes with additional healthy salads and fruits (David, 2011). McDonald later adopted the slogan ‘Happy Meal’ for adults and children, which would encourage a balanced diet and healthy lifestyle among Americans. In 2010, most Americans minimized their budget on fast food meals which they considered to be junk and most opted for affordable healthy meals. McDonald initiated a new communication campaign designed to improve dietary behavior among health-oriented consumers and junk food users (David, 2011). The new communication campaign was called ‘Happy Exercise And Love Touch Health (HEALTH) which was in conjunction with WHO, fitness centers, local communities and numerous media stations (David, 2011). The HEALTH campaigns included organized, communication based interventions aimed at different groups of people and promote social marketing to American consumers. The campaign strategy was basically to change McDonald`...