Final Paper

1109 words 5 pages
Tyler Holm
Final Paper
Marketing 120 31C AO
May 5, 2014

1. In what ways is McDonald’s generating positive attitudes toward its brand and offerings?

McDonald’s is always keeping up with food trends and is continually tuned in to their customer’s needs and wants. Because of this, McDonald’s has successfully shifted into a more “healthy” approach to their menu. Within the last few years, many people have begun to switch to a more healthy diet. According to the Huffington Post, in 2014 more men, women and children alike have started paying more attention to what they are consuming. They have focused on “super” foods and have gone on fitness crazes. “An overarching trend that will continue into 2014 is the desire to eat locally sourced food.
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“A wide range of business types operate under the franchising model. Fast-food franchises, in particular, may not always be the best choice for a franchise agreement. Fast-food companies such as McDonald's have been targeted in a battle against what has been termed the obesity epidemic, casting McDonald's outlets -- along with their owners -- in a highly negative light in the media and their communities. McDonald's and its peers respond to this negativity by attempting to add healthy options to their menu, but the stigma is likely to linger” (Chron). Based on this information, China may be a great candidate for franchising. China already has more than 1,500 outlets and is beginning to base their hours and menus on the customers in the area which can greatly improve customer attendance and gaining new individuals.

4. Do you agree with how McDonald’s handled the situation with Twitter messages marked #McDStories? Explain, in terms of addressability, accessibility, interactivity, connectivity, and control, why you think this part of McDonald’s Twitter campaign didn’t go as planned.

I don’t agree with how McDonalds’ approach to the Twitter situation. When you have a franchise as large and popular as McDonald’s, you have to be prepared to receive feedback; the good and the bad. I believe that it was a great marking move to address the unknown of where the ingredient of their food comes from. By


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