international marketing case 2-7 McDonalds & obesity Essay

Not too many people can compare McDonalds with the Cigarette companies. Fiene is comparing the fact that the cigarette companies were targeting young kids with their Cool Joe Camel commercials from the mid to late 90's.

When McDonald’s was put on the spot for advertising to children, a spokesperson said, “Ronald McDonald never sells to children… He informs and inspires through magic and fun.” This statement alone builds-up Ronald McDonald. Instead of a marketing strategy, he is an inspirational, magical character, supporting much higher ideals than simply trying to increase sales. McDonald’s is also guilty of not addressing issues. The company will instead draw attention to the Ronald McDonald house, and other good they have done. McDonald’s, like other food companies, employs card stacking to avoid issues and build up their reputation.

Obesity is a complex issue with many contributing factors. These include the many changes in technology and the increasing numbers of parents in full time work, along with the every increasing advertising of unhealthy foods. These factors combine to create an environment where stresses on time for parents and children are high and

McDonald’s is a well-known fast food brand. It has been widely criticized for its advertising practices, which have heavily influenced children. It has also been accused of contributing to childhood obesity as well. After reading the case “CASE 2-7: McDonald’s and Obesity” I believe that McDonald’s has a right to advertise as much as they want. “If a food has a right to exist, a marketer has the right to advertise it”” (“McDonald’s and Obesity, n.d.). I think that any company should be able to advertise as much as they want to, but they should be respectful and advertise effectively. From the case study, it shows that McDonald’s is trying to accommodate and respect its role in obesity. McDonald’s is acknowledging the problem and is making changes. They are “promoting ongoing menu changes, the posters feature items such as a salad, a pile of free range eggshells, piece of fruit, and cups of cappuccino” (“McDonald’s and Obesity, n.d.). The company does advertise a lot, I can say from my experiences I have seen a lot on TV and through ads. I do think that they are reaching out to show they do have healthier options, which is why I feel that they should be able to advertise as much as they want. Regardless of the changes, I feel the company should be able to advertise as much as they want because when it comes down to it, it is ‘our’ choice to purchase their products and consume them whether they are healthy or not. They should not be restricted because they are a fast food company. The company has good advertising, as seen through their success. Advertisements are very persuasive and make you want what every thing they are selling, but it should not be the company’s fault. I do think that they should respect that obesity has become a problem and make effective choices when it comes to advertising, but they should not have to cut down. Fast Food companies should just be more aware and promote healthier option that they now have.

There is also continued increase in the proportion of children at risk of being overweight (Puhl & Latner, 2007). Childhood and adolescent obesity and overweight trend increased considerably between 1999 and 2004. However, the trend seemingly leveled between 2005 and 2006, and then surged in subsequent years. In 2008, the estimated obesity prevalence rate among children and adolescents of 2-19 years of age was 16.3 percent and overweight prevalence rate was 31.9 percent (Fleming et al., 2008). In 2010, it was estimated that 38 percent of children in the European Union and 50 percent of children in North America were overweight. This dramatic increase in childhood obesity is likely to have considerable long-term impact for economics and public health. If not reversed, the public health obesity toll is likely to continue rising as children and adolescents enter adulthood and start experiencing delayed and usually life threatening obesity complications (Fleming et al., 2008). In addition, there is increasing concerns regarding the vulnerability of many children to the adverse emotional and social obesity consequences. The effects of some of these consequences may be immediate with undesirable health outcomes and potentially lasting effects (Puhl & Latner, 2007). Childhood obesity is specifically problematic because it is not only linked to various comorbid physical and psychological problems but also adult obesity predictors and mortality risk factor (Werthmann et al.

The childhood obesity plague in America is a nationwide health emergency. One in every three children (31.7%) ages 2-19 is overweight or obese. The life-threatening price of this epidemic makes a persuasive and serious call for action that cannot go unnoticed. Obesity is anticipated to cause 112,000 deaths per year in the United States, and one third of all kids born in the year 2000 are likely to develop diabetes at some stage in their lifetime. The present age group may even be on a pathway to have a shorter lifespan than their parents. There needs to be change so we don’t lose our children. Most people may not know that America is leading with the most childhood obesity issues. People that are obese are more likely to have risk factors such

Recently, a claim was made that worldwide obesity has become a growing issue. The global population is expanding, as well as the weight of humans. Obesity rates throughout the world have increased, as 1.9 billion adults have been overweight and 600 have obese since 2014. A majority of countries have experienced an increase in obesity rates between the years of 2010 and 2014. Obesity is not just a worldwide issue for adults, but is also an issue for children. 42 million children were known to be obese and overweight in 2013 causing countries to fight against obesity among children. The increasing rates of

Initially, children’s diets should be regulated, because these days there are too many children facing obesity. To begin with, obesity amongst children continues to grow and it needs to be stopped. Specifically, according to “Time for Kids; Obesity Rates Falling” from 1980 to 2000 the percentage of obese kids in the US ages 9-10 tripled. Obviously, obesity is growing at a much faster rate amongst adolescents so their diets need to be regulated. Additionally, obesity in children can be severely harmful at young age. For instance, being overweight can lead to problems like heart disease, stroke, diabetes, cancer, high blood pressure, and high cholesterol. It is clear that, if obesity continues with children like this diseases that used to only be common in

3) Should Mc Donald’s offer healthy alternatives to the same extent in all the countries in which it operates, or just those where it has been criticized in the past, or is it expecting further regulation? What if customers overseas do not want healthy options?

Childhood obesity has multiplied exponentially in the past two or three decades. More than one third of children and young adults were classified as obese or overweight in 2012. Childhood obesity has become an epidemic all over the world but especially in the United States. Health is the most important part of a person’s life and it is unaccepta-ble for multitudes of people to be at a disadvantage when it comes to health at such an early and tender age. There are some trends of society that can be seen as apparent rea-sons for this increase in childhood obesity such as the rise of a more sedentary lifestyle and the growing access to unhealthy food. However, children and parents are not solely to blame, rather, society as a whole may be

Much like a smile, the “Golden Arches” can be understood in any language. The McDonalds brand is the most well-known, internationally embraced fast food empire. McDonalds operates over 31,000 franchises throughout the world, with the United States leading the way with a whopping 13,381outlets as of May 2009 [1]. McDonalds has the fast food market cornered, offering an increasing variety of food of beverages, marketed to people of all ages to eat at any time of the day. However, being a corporate giant has its issues. McDonalds has faced a lot of criticism for its high-fat, high-sugar, potentially addictive menu. While the corporation is not likely to outright admit responsible for its actions, McDonalds has seen some changes to address

•In the recent times McDonalds has been blamed for the high fat content in its products and many consumers perceive that the food served at their outlets is not healthy. Also, the consumers are becoming increasingly health conscious these days. McDonalds

Obesity is probably the most significant issue facing the McDonald’s Company today. The corporation has been severally blamed for the menace due to its wide range of junk foods. As the world’s largest fast food company, it has become a target of most health related films such as Super Size Me. This is because the public blames the company for failing to give nutritional information concerning the items on its menu (Baron, 2010).

In this assignment I am going to evaluate the concepts and principles applied to the marketing of products by McDonalds and make recommendations.

While, McDonalds is the world largest fast food chain that does not come without problems, the more knowledge that people have the more power they have, McDonalds has in recent years made many adjustments to preparation of certain food items, adjustments to the size food items as well as increased nutritional value to certain food items. Many