Mcdonald 's Of Informal Eating Out ( Ieo ) Segment ( Restaurant Industry )

1079 Words Mar 27th, 2016 5 Pages
McDonald’s is operating in Informal Eating Out (IEO) segment (restaurant industry) and though it is the top brand in the world, year 2014 was difficult for the company. The global sales of the company dropped by 1% and operating income decreased by 4% (McDonald’s, Annual report, 2014). Company’s brand image was negatively reported for unhealthy food and obesity among its consumers. Company is taking initiatives to improvise its menu, quality of food and the source of it. In a way, company is also targeting different market segments and consumer age groups by ads and promotions and creating an emotional bonding with the brand. Company is taking initiatives to improvise its menu, quality of food and the source of it. In a way, company is also targeting different market segments and consumer age groups by ads and promotions and creating an emotional bonding with the brand.
I see a business opportunity for McDonald’s to enter into university and college campuses and provide catering service and serve thousands of students. There is a wide scope for the company and the target market is attractive with 7500 universities all over U.S. and generation Y. With the help of Company brand image and pricing strategy, company can grab this opportunity and can take a step further to make a contribution to the society.

Introduction
McDonald’s is the biggest chain of fast food restaurants in the world. In 2015, company has 36,525 outlets worldwide in 119 countries (MCD Annual Report…
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