Sample Term Paper

Introduction

Background

McDonald’s is considered as one of the finest and world’s largest fast food restaurant which is serving more than 47 million customers on a daily basis. This organization is quite enormous in its structure and its customer base is increasing day by day. Numerous branches are opening in nearly every country and this restaurant is considered as a power house in the fast food business. The company is ranked number 1 as far as sales are concerned and they have about 32,000 restaurants serving burgers and fries in more than 120 countries. The product line of this organization is quite enormous and diversified and this chain is very famous for its Quarter Pounds, Pounders and Chicken Mcnuggets (Hoovers 2009). They have diversified a lot and that is the reason why they have developed salads, wraps and fruits.

McDonalds is quite rich is its history and the business actually began in the year 1940 and a single restaurant was actually opened by two brothers Dick and Mac McDonalds in California. They initiated the “Speedee Service System” in the 1948 which was actually established on the principle of modern fast food restaurants. The mascot of this restaurant at that time was a hamburger shaped man wearing a chef’s hat and its name was ‘Speedee’. However, in the current era the mascot of McDonald’s is changed and Ronald McDonald is the new mascot of this organization. This organization has transgressed through different stages and McDonalds is expanding in the international markets (Kroc 1992).

Objective of the report

The entire research report is based on the marketing issue faced by McDonalds. McDonalds is usually questioned a lot by different critics about the quality of their food. Many individuals believe that McDonalds is not providing quality food to its customer and people who are health conscious usually do not prefer this brand. That is the reason why the company is targeting the health conscious market and they are developing strategies for this chunk of customers. That is the reason why the name of the case study is “Launching food to appeal to the health conscious consumers”.

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