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(1997) 183-193). Their Associations With Charity Is Prominently Advertised On ...

(1997) 183-193). Their associations with charity is prominently advertised on their website, and they have many affiliations with global charities. This assists their ad campaigns as it gives them good press and
External Analysis
Consumer behaviour analysis - who are the consumers using the product and service?
Families
Children and teenagers
Single people
People generally from the less wealthy sector of society
Why are consumers using the product/services?
The image which is portrayed by Mc Donald's is one which is family friendly (Watson, J. (1997) 183-193). It aims to attract the custom of children and families with the inclusion (particularly in America) of children's play areas, the use of promotions to attract children such as ‘happy meals' and with the use of bright colourful motifs (Watson, J. (1997) 183-193). The convenience and accessibility of the ‘fast' food is a generic characteristic which is designed to attract all of the customers who make up the loyal customer base (Watson, J. (1997) 183-193).
Competitive environment - who are your competitors and what are their strengths and weaknesses?
The competitors for Mc Donald's are mainly the other global chain food outlets such as Burger King, Supermacs and KFC. The strength of Mc Donald's lies in the fact that its brand image is very strong and this is one of the reasons why Mc Donald's has such a solid and loyal customer base. This is a reciprocal weakness in the other outlets whose presence is not as strong as Mc Donald's. Another strength of Mc Donald's is their ability to research the popularity of their foods, and therefore the integration of commercial and business acumen with the marketing of products in the food industry. The reciprocal weakness in competitors is perhaps a little less efficiency in their ability to identify the strengths and weaknesses in their own products through the same methods.
How are you perceived relative to these competitors? 
Mc Donald's is one of the most successful market leaders and accordingly it is perceived as such (Haugtvedt, C. P., Lee, W., Williams, J. (2004) 178).
Social and cultural environment - what are some of the cultural or social trends that are likely to impact the current market situation? E.g., Influential governmental policy, technological impacts.
The question of whether or not the government will impose an ‘obesity tax'.
The BSE controversy
Corporate social responsibility
Global Warming and technology
Globilisation
European expansion (cheaper labour costs)
‘Green' taxes
Bibliography
Haugtvedt, C. P., Lee, W., Williams, J. (2004) Diversity in Advertising: Broadening the Scope of Research Directions. Publisher: Lawrence Erlbaum Associates. Place of Publication: Mahwah, NJ.
Watson, J. (1997) Golden Arches East: McDonald's in East Asia. Publisher: Stanford University. Place of Publication: Stanford, CA.


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