AMERICAN INTERNATIONAL UNIVERSITY-BANGLADESH

Dhaka, Bangladesh
Faculty of Business Administration
MBA Program: Summer Semester 2014
MKT 6011 Strategic Mareting
CASE-02
OVERVIEW
Mc!onald"s is lagging #e$ind in its %re&ious a#ilities to closely follo'
consumer taste %references #y o(ering customers ne' menu c$oices)
*ts last successful %roduct introduction 'as t$e +$icen Mc,ugget
launc$ed in 1-./) T$ese days0 Mc!onald"s is $a&ing trou#le
introducing e&en a ne' lunc$ sand'ic$) 1&en t$oug$ Mc!onald"s
o'ns one of t$e most recogni2ed cor%orate icons and t$eir
international o%erations remain &ery successful0 t$e com%any"s trou#le
in its $ome maret is #eginning to #e 3uite e&ident)
Mc!onald"s is no' trying to relearn $o' to ada%t t$eir original conce%t
to gro' #eyond t$eir #asic formula of #urgers and fries) T$ey %lan to
do t$is #y restructuring t$eir management team and e4tending t$eir
%roduct line rat$er t$an drastically c$ange it) 5estructuring t$eir
management team into a 6atter organi2ation 'ill $o%efully restore
entre%reneurial 2eal and inno&ation) 14tension of t$e %roduct line 'ill
allo' Mc!onald"s to maintain t$eir traditional menu '$ile t'eaing
certain items)
T$e international maret is also a focus for management"s concerns)
T$ey 'orry t$at t$e ina#ility to read consumer taste %references locally
'ill du%licate itself a#road) +learly0 Mc!onald"s needs to 7nd ne'
'ays to use t$eir #rand name to increase %ro7t in ot$er areas)
Anot$er %ressing issue t$at Mc!onald"s needs to address is t$e taste
and 3uality of its food0 '$ic$ $a&e consistently raned lo' on
consumer taste tests and sur&eys) Mc!onald"s is facing t$e fact t$at
con&enience is not nearly enoug$ any longer to satisfy t$eir
customers) T$is muc$ is clear) T$e 'orld"s most successful restaurant
c$ain is not rea%ing its full %otential and facts its most c$allenging
days a$ead)
DISCUSSION QUESTIONS:
1) !iscuss t$e c$allenges confronting Mc!onald"s in t$e fast food
maret)
2) 8$at are t$e ne' %roduct strategy alternati&es t$at Mc!onald"s
s$ould e&aluate9 8$at strategy do you recommend9
/) *dentify %ossi#le strategic relations$i%s t$at Mc!onald"s
management s$ould consider)
4) !iscuss t$e o%%ortunities and c$allenges facing Mc!onald"s in its
international marets)
:) +om%are and contrast Mc!onald"s %ositioning strategy 'it$ its
ey com%etitors in t$e ;)S) maret)
Hn!s: Vs! www.mcdonalds.com
N"!e:
#$ Students are ased to com%lete and su#mit t$is tas in a grou%) 1ac$
mem#er is su%%osed to %&!e a! leas! "ne ss'e$
2$ < of =rou% Mem#ers: Ma4 :)
($ Pro%er coordination among t$e grou% mem#ers is e4%ected)
)$ Form of Su#mission: Hand %&!!en$
*$ >ast !ate of Su#mission: +as! Class ?'it$out missing@)
,$ !ate of Presentation: +as! Class$
-$ Must $a&e a co&er %age follo'ing t$e uni&ersity style and %&!e ."'&
/lass se&al n'01e& along 'it$ your *! <