McEthics in Europe and Asia: should McDonald’s extend its response to ethical criticism in Europe?

907 Words Nov 29th, 2013 4 Pages
Business Ethics
Minor Financial Markets

Case 1

McEthics in Europe and Asia:

should McDonald’s extend its response to ethical criticism in Europe?

Introduction
The “McEthics” case describes how Mc Donald’s, the fast food industry’s market leader, faces charges concerning growing health problems in Europe and Asia.
1) Set out the main criticisms that have been leveled at Mc Donald’s in Europe. To what extent are these criticisms likely to be replicated in Asia? What differences can be predicted?
There are four main areas of critique that have been leveled at Mc Donald’s in Europe. First, the products are said to be fat and unhealthy, which fosters health problems, especially obesity and diabetes.
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For instance, they developed a healthier menu, introducing salads and fruit packages or launched sport initiatives and awareness campaigns. By contrast, in Asia Mc Donald’s is reacting very slowly, not answering to the peoples concern. One possible explanation for Mc Donald’s actions in Europe could be that European governments started taxing the fast food industry. In the meantime, Asian governments seem to show now interest in such measures. This observation is also a strong indicator that Mc Donald’s campaigns in Europe are not truly altruistic. It rather seems that Mc Donald’s is merely after profit and stakeholders satisfaction rather than providing healthy food.
3) Should Mc Donald’s offer healthy alternatives to the same extent in all the countries in which it operates, or just those where it has been criticized in the past, or is it expecting further regulation? What if customers overseas do not want healthy options?
Mc Donald’s should offer healthy alternatives in every country as long as customers accept and buy them. If customers do not want healthy options, Mc Donald’s should offer other alternatives such like sport programs or simple information packages. Scientific research clearly proofs that fast food, consumed on a regular basis, is extremely unhealthy. Mc Donald’s could be said to have an ethical responsibility to educate its customers about fast food and healthy alternatives.
4) How could Mc Donald’s seek to avoid further criticism
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