Final Paper

1110 Words Mar 9th, 2015 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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After the recipient of the card has used up the initial amount, they can put more money on the card to make it more convenient for the customer. McDonald’s selects certain businesses as a target market for the cards. McDonalds offers the Arch Cards in certain businesses as a target market because of how it will affect the businesses around the outlet. When businesses’ order cards with an amount of $10,000 or more, McDonald’s discounts the price. Because of this, companies are more likely to buy the cards for incentives for employees and/or customers. Giving rewards to employees can boost a corporation’s moral and increase profits of their own.

3. What are the advantages and disadvantages of McDonald’s using franchising to grow more quickly in China?

McDonald’s spends thousands of dollars annually to research how to grow their outlets and attract more customers. As a result, McDonald’s has decided to use franchising to grow the restaurants in China. China’s outlets are only 10% franchisee owned. So, McDonald’s has begun to turn its attention to creating more outlets in China that are franchised. According to, there are many advantages to franchising McDonald’s. “McDonald's has been a leader in the fast-food market for decades, boasting one of the U.S.’s most memorable brands, products and mascots. Owning a McDonald's franchise can be safer than lesser-known franchises, since the McDonald's name and operational model comes packaged

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