Executive Summary
McDonald is the most worldwide well-known fast food chained restaurant that found by
Raymond Kronc in 1954. Right now, McDonald is one of the leading company of the
food-chained restaurants, it running business at 119 different countries and has more than
33,000 restaurants with 1.7 million employees all over the world. It definitely is a
successful restaurant; however, peoples awareness of health have been one of their biggest
threats for several years. McDonald aware that and made some changes on their menu, for
example, in July, 2011, McDonald changed their happy meal menu with add apple slices
and less fires.
In this paper, it will focus on the Happy Meal in U.S. With the issue that McDonalds full
of unhealthy food and is one of the reasons of the kids obesity .McDonalds is trying to
change the image that McDonalds equal to unhealthy food. Besides, Salads they now
changes the menu at Happy meal with less fries and add apple slices to the meal, because
that is what customers need and what they want, less calories and more healthy. The other
issue is that McDonalds shouldnt depend much on toy to attract children, McDonalds also
lunch the newcommercialabout happy meal and it no longer use toy to attract children but
try to teach children eat every different food with their new menu. With theimplementation
plan, it will lead the McDonads gain more revenue and market shares, also changes the
image that unhealthy McDonalds food in people.
We will launch Membership and Kids Wear program to attract more customers for Happy
Meal on the top of turning Happy Meal into a healthier meal. These two program will
bring additional revenue of $1,480,000 by the February 2013.
Table of Content
1. Situation Analysis
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1.1 Competition
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1.2 Political & Legal
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1.3 Economic
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1.4 Social
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2. SWOT Analysis
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Marketing Plan
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3. Marketing Mix
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3.1 Product
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3.2 Marketing
Objective*€¦*€¦*€¦*€¦*€¦*€¦*€¦*€¦*€¦*€¦*€¦*€¦*€¦*€¦*€¦*€¦*€¦*€¦*€¦*€¦*€¦… 6
3.3 Target Market
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3.4 Promotion
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3.5 Pricing
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3.6 Distribution
strategy*€¦*€¦*€¦*€¦*€¦*€¦*€¦*€¦*€¦*€¦*€¦*€¦*€¦*€¦*€¦*€¦*€¦*€¦*€¦*€¦*€¦. 9
4. Implementation
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5. References
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1. 1. Situation Analysis
1.1 Competition
Fast food restaurant is a highly competitive industry. Every restaurant has to fight for each
other to gain their market share and customer base; McDonalds is not an exception to this.
Since 1954, McDonald has changed a lot to adapt the changing society and enhance the