The factors that are important in understanding the decision situation. Introduction: MD is a fast food outlet primarily offering burgers and targets the millennial segment of the market. It had made its name because it had world class supply chain along with a fast process of preparation of burgers available at lower prices. It is the biggest player in the burger and fries segment but in the last decade it began losing its customers significantly to other competitors in the market who focused more on fresh food. Its CEO made certain changes to address the priorities of the millennial segment like using fresh ingredients and introducing new customizable range of burgers. These changes were welcomed by the millennial segment along with some other changes in décor, self-service, etc. Not all changes were welcomed in the similar manner, some back fired too. But it has seen improvements in its profits after making such changes and is hoping to understand and respond to the preferences of the customers in a much better way. The factors that are important in understanding the decision situation are- MD started losing its customers to competitors who focused more on fresh food. It estimated around 500 million transactions were taken away from its stores since 2012. The millennial segment which is the main target of MD prefers high quality healthy food made with fresh ingredients. Therefore, it was important for MD to take decisions in this regard.

MARKETING:REAL PEOPLE,REAL CHOICES

10th Edition

ISBN: 9780135199893

Author: Solomon

Publisher: RENT PEARS

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Chapter 7, Problem 31C

Chapter 7, Problem 33C

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Solution Summary: The author explains that MD is a fast food outlet primarily offering burgers and targets the millennial segment of the market.

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