Mcdonald's Green Marketing Strategy
How McDonald’s Change Their Customer Perspective and
Increase Their Sales with Green Marketing The green issue has became a global issue since year 1990s, peak in year 2000s. In business, it can drive people perspective to choose which brand was good or bad. McDonald’s probably is one of the company that realize this issue is very important for their business in this century. McDonald’s is the biggest fast food chain in the world with more than 32,000 outlets in 117 countries. The company has employed more than 1.7 million people. Last year, they’ve made 1.2 bn out from 6.1 bn. For years, many critics came up against McDonald’s about how bad they treat world environment and questioning how far they care about people healths, especially
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They also made a contribution to the local communities, all supply of each restaurants is provided by the local farmers in that city, except their global sponsor drinks, Coca-Cola. They also prove that they care about woman livings, 28.1% of worldwide top management (VP and Ups) are women, while 50% Company Owned Restaurant Managers are women too. The last but not least, more than 30 countries recognises McDonald’s as great place to work. All of green things above was successfully delivered to customers by various medias, it proved by the increasing growth 13% sales in year 2011 from year 2008. And also, the legendary Big Mac sales rose 10 percent last year, helping keep the company stock price to nearly $100 a share. In the other hand, the advertising budget has been estimated to exceed $2 billion. It shows that McDonald’s has successfully came back to winning by counter critics with the right strategic green marketing. They do the strategy without change the “fastfood” image, but they do with showing their will and contribution to the environment. Finally, it can change human perspective and willing to buy with the increasing sales as the success parameter.
Birkner, Christine. 2012. McDonald’s Scores Itself on Sustainability: Will Consumers Be ‘Lovin’ It’?.