international marketing case 2-7 McDonalds & obesity Essay

625 Words Dec 25th, 2013 3 Pages
International marketing

Case 2-7

Q1) How should McDonalds respond when ads promoting healthy lifestyles featuring Ronald McDonald are equated with Joe camel and cigarette ads? Should McDonalds eliminate Ronald McDonald in its ads?

A1) in my opinion, changing the character Ronald or eliminating it is not the answer, the answer is for McDonalds to emphasis that cigarettes are always harmful, in contrast McDs menu has a variety of healthy options, so the comparison is wrong because it is of totally different types. Mac can/should target its Ronald to do more advertisements for healthy food and nutrition, they can also label their food with the amount of fat, cholesterol, sugar, and other nutritional values; another suggestion is
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The obesity rate cannot rapidly fall, it will take some time because parents’ lifestyle should modify as well as children’s’ eating style should also change.
Less traditional food and having less physical work in developed countries, especially in Scandinavian countries where there is less working hours. The children’s’ obesity becomes a very big problem worldwide.

Q4) the broad issue facing McDonalds in the UK is the current attitude towars rising obesity. The company seems to have tried many different approaches to deal with the problem, but the problem persists. List all the problems facings McDonalds & critique its various approaches to solving the problem.

A4) Problems:
Some say that the fast food portion sizes are partly to blame.
Some people say advertising is to blame, especially ads aimed at children
Solution:
ad campaigns aimed at kids featuring Ronald McDonald and animated vegetable and fruit animations.
McDonalds corp. later issued a statement claiming that many nutritionists believe they their meals can fit into a balanced diet.
Using positive lifestyle messages in ads.
McDonalds changed menu with items such as porridge, smoothies and chicken wraps is on reason for the growing business

Q5) Develop a long term plan and a short term plan for McDonalds.

A5) long term plan is for Mc to enhance its perceived picture in the minds of
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