Mcdonald's Green Marketing Strategy

Typically everyone will enjoy McDonald’s every once in a while, even if you are not a fan of fast food restaurants. Even though the food is inexpensive, it comes at more of a cost to the environment and the global economy than we may know. McDonald’s has a harmful impact on the environment in many ways. Besides the pollution from the factories where their food is created, the impracticable squander from nearly all the food they sell, and the large

McDonalds is one of the biggest fast food companies in the market share today. It has been running in over 119 countries, as well as they have acquired over 31,000 restaurants in the world now. McDonald’s brand mission is to be customers’ favourite place and way to eat, they are aligned around a global strategy called the ‘Plan to Win’, they also committed to continuously improving their operations and enhancing their customers’ experience. As we all know that McDonald’s had successfully achieved their goal through out the years. (aboutmcdonald’s, 2012) Apart from this, as McDonald’s is a worldwide company, they also had the social responsibility to return the community; therefore, the ‘Ronald McDonald House Charities’ was

Every day, millions of products ranging from burgers to soda cups are packaged in paper and plastic which effectively becomes detrimental to the earth. Although there have been many controversies regarding the negativity of McDonald’s bio hazardous ways, the article focuses on three strategies of how McDonald’s corporation deviates away from serious trouble. The first is by selling the culture of McDonald’s to the consumer, the second is through transforming the ground which ultimately means that McDonald’s would define the environmental issue according to what they believe to be urgent and critical, and last is through commodification of their products. By advocating a healthy and concerned image of their company, the corporation got away with deviance at an extreme

Today’s society is becoming increasingly more health conscious. Consumers are aware of calories, obesity, sodium content and fatty food intake issues. Many restaurants have responded to the healthy eating trend by expanding the number of healthy food choices on their menus. A study found that American fast-food chains increased their healthy menu items by 65% during the second quarter of 2009 to the second quarter of 2010 (Midday, 2010). Another important social factor is the desire to be socially responsible. More restaurants are going green by choosing local ingredients, meats, and vegetables over those shipped from thousands of miles away. A study reports that around 80% of Americans consider themselves to be environmentally conscious. The same study found that over 60% of Americans prefer to eat at eco-friendly or green restaurants (Hubpages, 2010).

Problem In order to stay competitive in times of economic troubles, Target heavily invested in store brands which now account for 20% of Target’s sales volume (Kotler & Armstrong, 2014, p. 264). Despite success with designer labels and in-house brands, Target’s yearly total sales decreased by 1% and net profits decreased by 33% over the prior year’s sales and profits (Kotler & Armstrong, 2014, p. 264). With the continuous loss of sales to competitors such as Walmart and dollar stores, Target’s store brands proved successful in keeping the company afloat in the competitive discount retailer industry (Kotler & Armstrong, 2014, p. 264).

McDonald’s supports the destruction of the Amazon rainforest. Much of the soy-based animal feed used to fatten fast-food chickens is grown in the Amazon. Are those chicken nuggets really worth acres of irreplaceable trees? (Especially considering how important carbon sinks like the rainforest are to halt global warming!) Fast food supports a completely unsustainable system of agriculture. It’s cruel to animals, unhealthy for humans, and bad for the planet.

Due to globalization and increased competition in the fast food industry, a very complex environment is created for McDonald’s. There are various internal and external environmental factors affecting the functions of McDonald’s corporation and demands for new innovations. The factors are as follows:

Being “Green” is an economic and socially driven philosophy that many companies adapt in an effort to help improve the environment and attract more customers into buying their products. Companies claiming to be “Green” started when more customers became aware of the growing effects of global warming and began to show interest in helping the environment by recycling, reusing, and reducing their products. Two companies, McDonalds and Apple, sought to join the Green Movement. They make the company look “Green” by eliminating their waste products that mostly end up in landfills and by saving energy through renewable sources. However, their claims may be questioned because of the way their products are made and the transportation involved in shipping them. In the book, Soil Not Oil: Environmental Justice in a Time of Climate Crisis, Vandana Shiva expresses how companies play a big role in global warming due to deforestation and chemical emissions being released by the burning of fossil

Kroger tracks each customer as an individual and it has had a loyalty program for more than a decade. Kroger will send carefully designed coupons to an individual family and analyze each customer’s preferences. They create a DNA on each customer and to find out what drives their behavior. Now Kroger is cooperation with ISIS the mobile payment alliance. It means Kroger can know how the customer chooses to spend money and then can deliver coupons to the mobile app (Bells).

McDonald’s PLC, is one of the largest fast food chains in the world, with 32,000 outlets in 117 countries. In the UK the first restaurant opened in 1974 and now in the UK stores alone, the chain serves 2.5 million customers daily. In the early 2000’s McDonalds saw for the first time some of its outlets closing, and drastically had to rethink the way that it operated. It was struck with a damaging title of the firm that didn’t care with non-eco-friendly practises, (the ecologist: 2011) and with the negative publicity

Additionally, on a socio-cultural level, many consumers feel that restaurants partaking in green initiatives and operations are doing their part to not only help sustain the earth but also to conserving natural resources (Hu, Parsa & Self, 2010). “Going green” is not simply a trend in the food service industry but around the world and in all forms of business. Corporate companies consider “going green” as a sensible business strategy in building recognition for corporate social responsibility among consumers concerned with environmental conservation efforts. Lastly, technological initiatives such as Energy Star appliances (dishwashers, refrigerators, ice machines, etc.) and faucets that use less water must also be analyzed in their ecological conservation capability and weighed against their financial costs (University of Notre Dame, 2014).

McDonalds is considered to be the world’s largest and most globally known fast food restaurant, which serves approximately 69 million consumers daily. This report will evaluate McDonald’s strength and weakness in terms of their ethical claims. The main aim of this report is to consider the reasons why McDonalds has been criticized by most of its consumers in terms of its pollution to its environment and the destruction natural rain forest, furthermore this report will discuss the nutrition effect McDonalds has on its consumers and the unhealthy meals that is produced by the company and how it courses obesity and health issues to its consumers.

The public are now environmentally aware, hence McDonald’s has to pay more attention about environment. Thus McDonald’s have to be environmentally friendly.

"i 'm lovin ' it is a key part of McDonald 's business strategy to connect with customers in highly relevant, culturally significant ways around the world."

Depending on the area of operation, McDonalds has certain specific social responsibilities. The use of non-biodegradable resources by the company when offering their food has often led to attacks from different fronts.