Mcdonald's Green Marketing Strategy

The purpose of the communication was to inform its global markets of the upcoming changes that are about to be rolled out and the major goal they have accomplished with their children’s well being and nutritional information change plan. McDonald’s wants to let the public know that they are a trusted brand that has made huge steps to meet its environmental and social responsibilities for the health and well being of its customers. In addition to the customers base, McDonalds message was being delivered to it’s investors, the public, stockholders, organizational partners, Food and Health Association, & and government agencies that represent health and children's advocacy groups. This communication will briefly explain some of those plans.

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).

In the article “Are You Being Green Washed?” Robbins (2008) states the image of “greenwashing” which is that numerous number of companies promote their services and their products as environmentally friendly but in reality it is harmful for the environment. The author illustrates that by giving some example of companies that claim they are eco- friendly such as Palm oil and Rayon. He states the impacts of such claim on the environment and consumers in some ways. However, in order to protect the environment form the negative impacts of globalization and consumerism, government and individual must make a joint effort by enact laws and educate people and companies about the impacts of such problem.

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

This case study seeks to evaluate the interests of various stakeholders of McDonald’s Corporation, its relation and impact to the organisation’s sustainability, with recommendations aimed at propelling the organization into a sustainable corporation. Among the strategic issues affecting sustainability are identified as obesity, advertisements targeting children, environmental pollution and treatments of animals. These and others factors have pressured McDonald’s to shift to a more socially responsible position, as evident in its current corporate social responsibility practices. The study ends with recommendations geared towards a sustainable corporation.

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).

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."