Trine University McDonalds Brand Position Analysis

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Engineering

Trine University

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  1. McDonald’s is a strong global brand, does their variety of food throughout the world help to strengthen or weaken their positioning and brand image?
  2. From a cost and logistics perspective, would McDonald’s prefer a standardized or localized menu across the world?
  3. What are the risks inherent in McDonald’s trying to compete in local markets against local “experts”? (For example, a Mexican menu item in Mexico?)
  4. Is this approach (of localized menu items) likely to deliver more or less innovation across all of McDonald’s operations (worldwide)?
  5. Taking these above questions in account, plus your other thoughts, list the advantages and disadvantages of this menu adaption strategy to McDonald’s.
  6. And an easy question to finish with, what other product/menu ideas do you think that McDonald’s could introduce?

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New products are more than just new-to-the-world innovations. Actually, most companies only ever introduce products that already exist in the market place. For this activity you need to identify what ‘type’ of new product the firm has developed (see list of options in the question section below). ACTIVITY/TASK 1. McDonald’s introduces the ‘Triple-patty Big Mac’ 2. Coke brings out ‘Coke Ice Cream’ 3. Coke changes the target market for Fanta – it will now be targeted at young adults (rather than kids) 4. Facebook launches its own smartphone product. 5. United Airline offers a new class – regular traveler – which is half-way between business and economy standard 6. Virgin starts offering rocket flights to outer-space, for just $250,000 7. Apple brings out its next iPhone 8. Walmart decides to introduce a full-service luxury department store, under a new retail name QUESTIONS 1. Classify the above examples into one of the following new product categories: Use this scale for your answers: A= New-to-the-world B = New category C = Line extension D = Product improvement E = Repositioning 2. Which of the above new product categories do you think would be commonly used by firms? Which ones would be rarely implemented? Why? 3. Why is repositioning a product considered to be one of the new product categories?
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Explanation & Answer

I got your answer ready Buddy 😇

Running head: MCDONALD’S ASSIGNMENT

McDonald’s Assignment
Student’s Name
Institutional Affiliation
Date

1

MCDONALD’S ASSIGNMENT

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McDonald’s Assignment

Question One:
People around the world have different tastes and preferences, an aspect, which most
restaurants explore. McDonald’s is indeed a strong brand and having a variety of food around the
world is a vital element of strengthening its brand (Bailey, 2020). Moreover, adapting the diverse
menu to match the cultures of the countries it sets up operations is a crucial tool in attracting
customers, which implies more profits and popularity. The company’s strong brand image can be
maintained as a result of a variety that implies introducing what people love.
Question Two:
McDonald’s would prefer a standardized menu around the world. Peopl...


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