The available alternatives. 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 alternatives which are available are Using cage-free chicken eggs in the menu. Paying attention to sustainable and ethical business practices as the group this company targets consists of millennials and they prefer such businesses which involve themselves in ethical business practices. It expand its customer base by targeting customers from other segments as well so that sales can be improved. It can introduce some cheaper options for its customers so that the high profit margin could lead to higher profits. It has an alternative of improving the customer experience in order to drive out the competition as customers are most likely to go to such outlets which offer them great experience and higher satisfaction even if they have to pay a little more for it. Training its staff to prepare custom burgers without taking too much time since long preparation process leads to increase in cost.

MARKETING:REAL PEOPLE,REAL CHOICES

10th Edition

ISBN: 9780135199893

Author: Solomon

Publisher: RENT PEARS

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Buying

Buying is the activity that involves acquiring something of value in exchange for an asset. The acquisition could be goods or/and services. During the buying process, the exchange of value takes place between two or more parties. For instance, if you are…

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Chapter 7, Problem 32C

Chapter 7, Problem 34C

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

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