Marketing Case Study How Should Term Paper

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The research also is inconclusive about the effects of advertising over the long-term and as a result, opens to interpretation by lawmakers and consumer rights groups. In other words, the data can be easily used as a means to push more taxes and laws on McDonalds' and companies in this industry due to lack of compliance. It is better from a branding standpoint to be consistent globally and reinforce a single message across all geographies the company operates in.

4. The broad issue facing McDonald's in most of the Western countries is the current attitudes toward rising obesity. The company seems to have tried many different approaches to deal with the problem but the problem persists. List all the problems facing McDonald's and critique their various approaches to solve the problems.

The first problem is the fat content of the foods and the tripling of the portion sizes. The calories in their meals are nearly three times what a typical child needs for an entire day of caloric intake, and to make matters worse, the fat percentage of French Fries is at 60% or more. The combination of serving sizes and calories is a major challenge for the company going forward. According to the case study, the focus has been on gaining the approval of various European government agencies to support their claims of certain food items being less fattening than others, yet this has been seen as dubious by Nordic nations and their governments.

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The second issue is using their mascot, Ronald McDonald to sell the burgers and highest calorie foods instead of promoting healthy lifestyles. This is a major issue for the company globally and throughout Europe especially. The messaging of the scenarios that McDonald's uses are all centered on consumption vs. activity and gaining greater health. This is a serious issue for McDonald's globally as European nations are watching their strategies around the world and deciding how they will react with legislation and taxes if the company does not start defining a healthier image.

5. Based on your response to question 4 above, recommend both a short-range and long-range plan for McDonald's to implement.

In the short-range, McDonald's needs to get Ronald and the cast of characters into much more healthy pursuits as part of their stories, and also invest in making these stories specific to regions of Europe so they are relevant to the kids there. Second, over the long-term the company needs to create a healthier menu that allows kids the option of….....

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