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Health Consumers Food

发布时间:2017-03-17
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Forces and Trends Research

Step 1

A)Forces or trends

Health and taste and flavor are the two forces that are prominent in the fast food industry.

Health

Consumers of the fast food are now becoming very much concerned about the natural healthy food. A survey report shows that 63% of the consumers chose those products that contain low fat, while 55% of the consumers purchased products that are labeled low in saturated fat. This shows that a total of 71% of the consumers purchasing consumable items most frequently checks food product labels for fat content. Health is a major factor that affects the physique of the people, their performance level, their mental ability, etc. Due to this reason, people become very much concerned about what to eat.

Fast food like burger, pizza, French fries, etc. are available at various fast food joints and contain high amount of fat that causes obesity, diabetes and heart disease. But there are some fast food joints that provide products to its customers containing low fats considering that most of its customers are children and youths. Demand for low calorie and light products is increasing in the market; therefore, fast food industry is now making products that contain low calories or fat and are healthier for children.

Taste and Flavors

Fast food industry is growing very rapidly now-a-days because of the food products they offer to consumers. These food products are very popular among children and youths, as they contain fruity and tangy flavors along with flavored oils and vinegars. Such kind of food products are prepared by taking into consideration the health and taste and preferences of the children. Children prefer the products that are attractive, good in taste and suit to their taste. Children prefer burgers, cold drinks, snacks, etc. as they suit to their taste and preference. Considering the health, taste and preferences of the consumers, food industries are now making products that are low in fats and have flavors that increase the taste of the product. If the products are good in taste and good for health, they attract a large number of consumers.

B) Relevance of trends with McDonald

McDonald's Corporation is one of the food industries of the United States. It has focused on providing healthy foods to its consumers, especially to children. Most of the items in the menu of McDonald show that they are nutritious and will not cause any health problem. The correct amount of calories is provided with the products of McDonald. One can be attracted towards its food products by seeing wrapper and packaging only.

The government also provides information related to health and sanitation to the companies of the fast food industry. It is one of the valuable sources for McDonald to serve its customers in a more secure manner. The calories count brochures has been made by the McDonalds and are displayed in different food centers. The activities related to lifestyles and child supports are being promoted at McDonald. This helps in improving the quality of products for health purpose (McDonald's to add nutrition info to packaging, 2005).

An anti obesity education campaign has been started at the headquarters of McDonald in Chicago. This campaign promotes the pattern of exercise and balanced lifestyle. The childhood obesity is not good for the health of children. McDonald has launched seven gyms in California, in order to cope up with the problem of child obesity. The kids between the age of 4 and 12 are allowed in the gyms. There are kid's friendly video screens, stationary bikes, etc. in the gyms (Horvitz, 2006).

The taste at McDonald attracts its customers; especially, the children. The taste of the same product of complete chain of McDonald's is the same. In some of the areas, it has started to change the recipe of making burger due to the taste and preferences of the regional population. The combination of salts, spices and other ingredients has made the products of McDonald popular among the consumers. McDonald has aimed to make different burgers for adults and children. It has more than 18,300 outlets worldwide. The memo has been sent to all the franchisees, which are spread in different parts of the world. The cooking instructions for each and every product in each and every outlet are mentioned. The taste of McDonald's products is also supported by the children (Train, 1996).

C) Strategic adaptability

One of the strategies of McDonald to achieve the health related objectives is to “growing by being bigger to growing by being better.” This is one of the broader strategies at McDonald. The strategy contains two sides. One of the sides is recognizing the changing tastes of consumers and the other is to provide healthier options to the consumers. The company does not focus on covering all the parts of the market. It rather focuses on the health related activities, which include clean and attractive survival, etc. (McDonald's and Children's Health: The Production of New Customers, 2008).

The taste of hamburger, chicken, French fries, carrots or low fat milk is preferred by the children. They use to think that all these products are available at McDonald. In an early stage of life, the children form an association with McDonald to get their desirable foods. The features and strategies of McDonald are able to attract them towards its outlets and products. McDonald understood this behavior of children and got success in supporting the children. The child obesity is major focused area at McDonald. Different strategies adopted by the company focus to reduce the child obesity. It also formulates some public health guidelines (Evans, 2004).

The food at McDonalds is six times more appetizing than the other snakes, which are placed in wrappers. McDonald has adapted a strong strategy to rule over the taste of children and adults. Most of the strategies focus on advertising of food products. The main focus to advertise the products is that the young people and children think, if the product is made by a well known brand name or a major player of the industry, the product will be tasty, healthy and nutritious. This has attracted McDonald towards strong advertising and promotional campaign for the taste and health related information of the range of complete products.

The speed, convenience, and value of McDonald have attracted the customers and the company has become a formidable player of the industry. The lattes, mochas, cappuccinos and espressos will be offered by the restaurant of McDonald. The different strategies adapted by McDonald has improved its taste and made it able to deliver nutritious and healthy products (Carrots taste better in McDonald's wrapping, 2007).

Step 2

Issues and opportunities of McDonalds

Strategic adaptability

One of the issues of the corporation is its declining quality of the food. The company had made investments to increase the quality but the result was not as good as the quality had only been improved marginally. Another issue was the slow services, which was a great burden to customers. Customers expected faster service from a fast food restaurant; therefore, the slow services were effecting the growth of the organization as it had reduced the number of customers and the consumers started avoiding McDonalds.

The old salads offered by the restaurants were placed in the refrigerators on the counters and due to this; they were not liked by the customers because of the coldness. Also, the salads were plain and were not good in taste. Another issue in front of the corporation was that customers had complained about the worms in the food products. This ha affected the growth of the corporation very much because consumers started disliking the food of McDonalds. Another issue of McDonalds was that the food offered by the company contained beef that was against the religion of some countries like India. All these issues had affected the growth and profitability of the corporation and most of these issues were the health related issues.

McDonald spends more than $1 billion dollars on the promotion and advertising of its products. Marketing communication is also one of the major parts of the campaign. Now the company has started to focus on the strategies to build relations with the customers and especially with children. It has started to provide more information related to the health issues and policies to the customers. This is one of the best ways to maintain the quality of the food products. Personal relations are being used by the company to provide information to its customers in place of any other communication tool (Goldie, 2006).

The symmetrical and mixed motive communication is provided by the personal relations, which is one of the strategic advantageous of McDonald. The new range of products has been launched by the company, which contains the nutrients that are helpful for the health system of human beings. With the help of making a strong brand, McDonald has focused on becoming the social brand, which serves the ethical and cultural aspects of the consumers.

These issues were severe issues as they were health related issues and in a food industry, health is a major factor that affects the growth of any organization, because people prefer only those products that are good for their health. Therefore, McDonalds has adopted some strategies to solve these issues. It has added some premium food products like premium salads, chicken sandwiches in their menu and has stopped offering food containing beef. Some old food products are offered in more refined way with added flavor.

Awareness towards the obesity and healthier food has increased in the American society as well as in the world. Now-a-days obesity is increasing in adults and children as they consume lots of fast food in their daily meals. Considering this, McDonalds has made strategies to provide healthier food (with less fat) to its customers as they are concerned about the fitness and exercise. The organization is known for its convenient and tasty meals that are easily available to the customers with complete delivery service.

People raise arguments that fast food are not nutritious and increase obesity in children and adults, but these arguments were opposed by McDonalds saying that if people eat too much and do too little work, it is bad for their health. In the past few years, the company has made several changes in their menu items by changing their strategies according to the customers group, the demand of the consumers and their health. The organization has added premium salads, fruit and vegetables, grilled chicken salads, etc. in their menu that have less percentage of fat. It also offers pure orange juice, shakes, fizzy drink, organic milk and other natural and hygienic products for the children and youths (primary target customers of McDonalds).

McDonalds is currently serving only 1 % of the population. This shows that there is an enough area for it to expand. Moreover, the dining-out population is continuously increasing, which provides more opportunities to the firm.

A lot of its products have an exclusive and distinctive packaging design to provide insulation, help in making sure that the food is safe, and make them easy to carryout. This gives them a lot of continuing opportunities to reduce the impacts of their packaging on environment and to provide industry leadership in natural resource protection. It also considers pollution prevention in its strategy as a chief issue and also takes various steps to protect the environment from the harmful waste and the use of paper in packaging. McDonald's has been working on several aspects to integrate environmentally responsible fiber procurement practices into the packaging supply chain. (Products: Responsible Purchasing Managing our Packaging Impacts, 2006)

Its new product development strategy focuses on core business. It includes dealing with the major issues of quality and taste and also to ensure that the customers get assured nutrition and sanitation in the food. It focuses on the delivery methods to the customers and tries to make them easy and quickly accessible to the customers. By providing more of family value meals and happy meals, it could improve upon its revenues. It can also be done by giving something more and extra, like MBX (McDonalds Big Extra).

It is a feature that describes how a firm can maintain its growing position within the marketplace. It can be continued by improving technologies, patterns and procedures. Opportunities exist in the environment and if the firm has ability to perform, it should grasp them in order to grow.

Market Penetration and Development strategy was adopted by Mc Donald's. It penetrated the markets through international expansion and globalization. Building an outlet in the correct area is a very important aspect, which needs to be considered in expansion. McDonalds opened its branches mainly in shopping malls, multiplexes, theatres, in areas which form the heart of the city, shopping hubs and places where people come to look for some entertainment.

New menus are added in the list of McDonald's menus and among these menus, some items get enough market attention while some fail to attract the attention of the customers. In order to improve the market condition in future, McDonald should continue to diversify its strategies and should continue to expand more on the concept of restaurant. Innovation on menu needs to be done continuously so as to attract more and more customers.

References

Carrots taste better in McDonald's wrapping. (August 7, 2007). Retrieved May 10, 2008, from http://nationalobesityforum.org.uk/content/view/309/131/

Evans, S. (April 20, 2004). “McDonald's: The journey to health.” Retrieved May 10, 2008, from http://news.bbc.co.uk/2/hi/business/3641603.stm

Goldie, C. (February 01, 2006). “McDonalds, healthy eating, and the Happy Meal of the future.” Retrieved May 10, 2008, from http://publicsphere.typepad.com/behindthespin/2006/02/mcdonalds_healt.html

Horovitz, B. (December 04, 2006). “McDonald's tries to shape up health image with high-tech mini-gyms.” Retrieved May 10, 2008, from http://www.usatoday.com/money/industries/food/2006-12-04-mcdonalds-gyms_x.htm

Products: Responsible Purchasing Managing our Packaging Impacts, (2006). Retrieved May 10, 2008, from http://www.mcdonalds.com/corp/values/purchasing/packaging.html

McDonald's and Children's Health: The Production of New Customers. (2008). Retrieved May 10, 2008, from http://www.corporationsandhealth.org/mcdonalds_nov_07.php

McDonald's to add nutrition info to packaging. (October 26, 2005). Retrieved May 10, 2008, from http://edition.cnn.com/2005/HEALTH/10/25/mcdonalds.ap/index.html

Train, M. (December, 24 1996). “MCDONALD'S WISES UP TO THE POOR TASTE OF WILTED LETTUCE.” Retrieved May 10, 2008, from http://www.mcspotlight.org/media/press/guardian_24dec96.html

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