Mcdonalds Project.Pdf File

On the morning of February 27, 1992, 79-year-old, Stella Liebeck visited an Albuquerque, New Mexico McDonald’s restaurant with her grandson, who was driving. The two placed their order in the restaurant’s drive-through window and upon receiving their food and drink, they immediately pulled into a parking spot to get situated before getting on the road. Since her grandson’s car had no cup holders and all of the surfaces were slanted, Ms. Liebeck held her fresh cup of coffee between her knees to take the top off and add her cream and sugar. Upon pulling off the lid, the cup fell back in her lap and burned Ms. Liebeck’s inner thighs, groin area, and bottom, causing her to go

On February 27, 1992, Stella Liebeck, aged 79 at the time, bought a coffee from the drive-thru of a McDonald’s in Albuquerque, New Mexico. She spilled the coffee on herself and received third-degree (full thickness) burns. She sued McDonald’s and was originally awarded almost $3 million in damages. This case is a perfect example of frivolous litigation and is one of the reasons some Americans think there needs to be civil justice reform.

In Albuquerque, NM, Stella Libeck, a 79 year-old woman, a passenger accidentally spilled scalding hot coffee in her lap, which was purchased through the McDonald’s drive-thru. The incident caused third-degree burns around her pelvic area. She was in the hospital for eight days and was required to receive medical treatment for two years. With the required medical treatments, her medical expenses began to accumulate and her funds began to dwindle. Liebeck requested McDonald’s to

What is marketing strategy? The process of matching the organisation’s strengths to the customer needs, with the aim of achieving a competitive advantage in the market. The combination of product, price, distribution and promotion most suited to a particular group of consumers. • Goal: the create a sustainable competitive advantage in the market • All the elements of the marketing strategy that lead to the development of the competitive advantage require good understanding of consumer behaviour Marketing strategy process: • 1. Segment: understand consumers a. Determine the dimensions (age, geography, subculture) b. Determine the heterogeneity c. Define the needs & goals 2. Target: choose consumers a. Evaluate each segment in

Marketing strategies are activities designed to fill market needs and achieve objectives through the marketing mix.

Marketing strategies vary greatly. Although there is no strategy that will fit every business’s needs, there are some guidelines to follow. Before doing anything, make a set of goals within a timeframe. Here is an example:

A marketing strategy is the combination of the target market, or the customers the marketing is intended to reach, and the marketing mix. Product, price, place, and promotion are components of the marketing mix, or the four p’s, which create a value for the customer (Perreault, Cannon, & McCarthy, 2009). For this reason, the customer, who is not part of the marketing mix, is the center of the target, surrounded by the elements of the marketing mix. The ultimate goal of a marketing strategy is to create value for the customer, which allows the organization to increase customer satisfaction and results in repeat customers and additional equity for the organization (Armstrong &

This case was brought upon by an older lady by the name Stella Liebeck, who purchased a 49 cent cup of coffee at the New Mexico franchise. She purchased it through the drive-thru and while her grand son drove, she opened the lid while the cup was between legs to add sugar and cream. The opening of the lid was that action that caused as serious problem for McDonald's, by doing so she spilled coffee on her lap. Even though coffee is know to be hot this one was a little more than hot, Mrs. Liebeck endured third degree burns form it. Since the coffee was directly on her lap the burns where in highly sensitive areas of her body. Her burns were so sever that the covered six percent of her body, and hospitalized her for eight days. She contacted

In the year of 1992, Stella Liebeck was driven to a local McDonald’s where she ordered a cup of 49 cent coffee to go. While riding in her grandson’s Ford the car did not come furnished with cup holders so he pulled into an empty parking space once she received the coffee she placed the cup in between her legs opening the lid to pour cream and sugar and ended up spilling the coffee in her lap causing her to get 3rd degree burns scolding her buttocks, thighs and her groin area. The facts of the case are that according the McDonald’s manual the temperature of the coffee is supposed to be served at a temperature of 180-190 degrees but the plaintiff attorney argued the temperature should not be any hotter than 140 degrees. If the McDonald’s franchise decides to lower the

The case about “Liebeck v. McDonald’s restaurants”, Stella Liebeck sued McDonald in the civil court because she was severely burn by McDonald’s coffee because the coffee was to hot. At that time the incident happen Liebeck was 79 year old and she worked fully time still on morning, when her grandson was driving her to work and they decided to stop at local McDonald in Albuquerque, New Mexico. She ordered a cup of coffee with sugar and cream and when she was in the parking lot of McDonald, she put the coffee in between her legs so she can balance the coffee and be able to add her sugar and cream in her coffee. Her hand slip and hit the cup of coffee and the coffee slip on her thighs and she suffered severe third- degree burns. McDonald lost the case because the jury discovered more than 700 cases that involve burning victims from McDonald’s coffee. After she won the case she became the post child for “frivolous” lawsuits. Television Shows like “Seinfeld” mocked her for the suing of

Marketing strategy is a method of focusing an organization's energies and resources on a course of action which can lead to increased sales and dominance of a targeted market niche. A marketing strategy combines product development, promotion, distribution, pricing, relationship management and other elements; identifies the firm's marketing goals, and explains how they will be achieved, ideally within a stated timeframe. Marketing strategy determines the choice of target market segments, positioning, marketing mix, and allocation of resources. It is most effective when it is an integral component of overall firm strategy, defining how the organization will successfully engage customers, prospects, and competitors in

In the marketing world, before releasing a product onto the market a company would carry out research in all spectrums to investigate the targeted audience. Once market research is completed, marketing or advertising is carried out so that the targeted consumers can purchase and the company receives an earned profit from sales. Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably (Chartered Institute of Marketing, 2009). Marketing strategies need to tick off consumer needs and demand. Companies follow a set of marketing strategies to be able to achieve their set mission goals. Strategies like segmentation, targeting and positioning of the market is used to analyse the

Marketing strategy is the goal of the increasing sales and achieving the sustainable competitive advantages. Marketing strategy includes all the basic and long-term activities in the field of the marketing that deal with the analysis of the strategic initial situation of the company and the formulation, evaluation and selection of the market-oriented strategies and therefore it contributes to the goals of the company and its marketing objectives.

“Stella Liebeck, 79 years old, was sitting in the passenger seat of her grandson’s car having purchased a cup of McDonald’s coffee. After the car stopped, she tried to hold the cup securely between her knees while removing the lid. However, the cup tipped over, pouring scalding hot coffee onto her. She received third-degree burns over 16 percent

The marketing strategy should be tailored around the firm's target market; if this were not the case marketing would be then less successful. Each aspect of the marketing mix would need to be formulated with the target market (consumer) in mind. For example the design of the product would need to be such that it would satisfy the consumer's needs. If it did not consumers would see no need to have it and buy a competitor's product. The price of