edf40wrjww2CF_PaperMaster:Desc
I. Introduction
McDonalds has always been a leader in the fast food industry. Through its dynamic market expansion, new products and special promotional strategies, it has succeeded in making a name for itself in the minds of the target customers. However, McDonald's earnings has declined in the late 1990's and 2000s. This is mainly due to a fiercely competitive industry and variety in customer tastes and preferences.
II. Statement of the Problem
How can McDonalds increase its sales, market share and profits in a fiercely competitive industry?
III. Objectives
McDonalds objectives are to reverse the decline of sales, to continue staying ahead of the competition in the fast food industry and to find new strategies that would help the restaurant successfully compete in the a fiercely competitive market.
IV. Areas of Consideration
Situation
· Eating habits of Americans are changing
· Younger consumers are getting tired of fast food and are becoming health conscious
· Growing dissatisfaction with the quality aspect of fast food restaurants such as McDonalds
· Fast food is losing its sense of appeal to the large group of customers who frequently eat out
Environment
· another segment of the fast-food industry is comprised of a non-hamburger restaurants, growing trend is moving customers to non-burger sandwiches
· increase in the fast-casual segment that includes restaurants that offer deli sandwiches and more upscale meals with more comfortable su ...