McDonald

1
McDonalds CorporationThe New Millennium

• Jessica Boothe
• Kristi Falwell
• Carmen Overstreet
• Carinne Port
• Pamela Powers
• Tyler Wilson
• February 23, 2005
• MKTG 445-02

2
Overview

• Big Mac Attack
• Net income decreased 17 or 1.64 billion dollars
  from 1997-2001.
• Implementation of new strategies

3
The Main Competition

• Burger King
• Wendys
• Hardees
• Tricon Global Restaurants
• Taco Bell, KFC, and Pizza Hut

4
The Other Competition

• Better Alternatives
• Fast-casual segment
• Boston Market, Panera, Atlanta Bread Company
• Grocery and Convenience Stores
• Ukrops
• Sheetz

5
Target Market

• The Past
• Children
• The Present
• The Parents
• Single Adults
• Health Conscious Consumers

6
Impact of Change

• Increase in health concerns
• Diet Trends
• Publicity of Lawsuits
• New Menu Options
• Salads, Fruits, and Yogurt
• High Expectations

7
What is left?

• McCafé
• Market Opportunity
• Middle and High class
• Store Traffic
• Improve Image

8
Recommendations

• Introduce healthier items
• Allow substitutions
• Expanding McCafés
• Parents over children