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Alimentation > Etude de marché sectorielle
 McDonald's case study: launching food to appeal to the health conscious consumer
€ 236,00
Editeur :
Datamonitor
Langue :
Anglais
Date de publication :
Juin 2005
Taille du document :
14
Autres informations :
Description , Table des matières
 
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Présentation de l'étude de marché - Description & Table des matières
 McDonald's case study: launching food to appeal to the health conscious consumer

Introduction
 
This report on McDonald's forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. Each case study provides a concise evaluation of a company that stands out in some area of its strategic operations.
 

 
Reasons to Purchase
 
Gain insight into the methods used by important industry players to give them a competitive edge
 

 
Identify specific areas for operational improvements
 

 
Capitalize on the knowledge of experienced companies when entering a new niche or market
 

 


 

TABLE OF CONTENTS
 
ABOUT DATAMONITOR 2
 
WHAT IS THIS REPORT ABOUT? 3
 
INTRODUCTION 6
 
Background to McDonald's health strategy 6
 
CASE STUDY 7
 
Global marketing of brand 7
 
Focus on health issues 8
 
Significant changes made to menu options 9
 
Low carb fad addressed with caution 10
 
Addresses critics with aggressive PR strategy 11
 
CONCLUSIONS 12
 
RESEARCH METHODOLOGY 13
 
RELATED RESEARCH 14
 

 

 
LIST OF FIGURES
 
Figure 1: New additions to the mix and match children’s Happy Meals in the United States 9
 

 


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