8/10/2019 Case Study 02 Summer 2014

1/2

AMERICAN INTERNATIONAL UNIVERSITY-BANGLADESH

Dhaka, Bangladesh

Faculty of Business AdministrationMBA Program: Summer Semester 2014

MKT 6011 Strategic Mareting

CASE-02

OVERVIEW

Mc!onald"s is lagging #e$ind in its %re&ious a#ilities to closely follo'consumer taste %references #y o(ering customers ne' menu c$oices)*ts last successful %roduct introduction 'as t$e +$icen Mc,uggetlaunc$ed in 1-./) T$ese days Mc!onald"s is $a&ing trou#leintroducing e&en a ne' lunc$ sand'ic$) &en t$oug$ Mc!onald"so'ns one of t$e most recognied cor%orate icons and t$eirinternational o%erations remain &ery successful t$e com%any"s trou#lein its $ome maret is #eginning to #e 3uite e&ident)

Mc!onald"s is no' trying to relearn $o' to ada%t t$eir original conce%tto gro' #eyond t$eir #asic formula of #urgers and fries) T$ey %lan todo t$is #y restructuring t$eir management team and etending t$eir%roduct line rat$er t$an drastically c$ange it) 5estructuring t$eirmanagement team into a atter organiation 'ill $o%efully restoreentre%reneurial eal and inno&ation) tension of t$e %roduct line 'illallo' Mc!onald"s to maintain t$eir traditional menu '$ile t'eaingcertain items)

T$e international maret is also a focus for management"s concerns)T$ey 'orry t$at t$e ina#ility to read consumer taste %references locally'ill du%licate itself a#road) +learly Mc!onald"s needs to 7nd ne''ays to use t$eir #rand name to increase %ro7t in ot$er areas)Anot$er %ressing issue t$at Mc!onald"s needs to address is t$e tasteand 3uality of its food '$ic$ $a&e consistently raned lo' on

8/10/2019 Case Study 02 Summer 2014

2/2

consumer taste tests and sur&eys) Mc!onald"s is facing t$e fact t$atcon&enience is not nearly enoug$ any longer to satisfy t$eircustomers) T$is muc$ is clear) T$e 'orld"s most successful restaurantc$ain is not rea%ing its full %otential and facts its most c$allengingdays a$ead)

DISCUSSION QUESTIONS:

1) !iscuss t$e c$allenges confronting Mc!onald"s in t$e fast foodmaret)

2) 8$at are t$e ne' %roduct strategy alternati&es t$at Mc!onald"ss$ould e&aluate9 8$at strategy do you recommend9

/) *dentify %ossi#le strategic relations$i%s t$at Mc!onald"smanagement s$ould consider)

4) !iscuss t$e o%%ortunities and c$allenges facing Mc!onald"s in itsinternational marets)

) +om%are and contrast Mc!onald"s %ositioning strategy 'it$ its

ey com%etitors in t$e ;)S) maret)

Hn!s:Vs!www.mcdonalds.com

N"!e:

#$ Students are ased to com%lete and su#mit t$is tas in a grou%) ac$

mem#er is su%%osed to %&!e a! leas! "ne ss'e$

2$ < of =rou% Mem#ers: Ma )

($ Pro%er coordination among t$e grou% mem#ers is e%ected)

)$ Form of Su#mission: Hand %&!!en$

*$ >ast !ate of Su#mission: +as! Class?'it$out missing@)

$ !ate of Presentation: +as! Class$

$ Must $a&e a co&er %age follo'ing t$e uni&ersity style and %&!e ."'&

/lass se&al n'1e&along 'it$ your *!