McDonalds in the United Kingdom

            
 
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Case Details:

Case Code : BSTR339
Case Length : 32 Pages
Period : 1974-2009
Pub Date : 2009
Teaching Note :Not Available
Organization : McDonald's Corporation
Industry : Fast food
Countries : UK

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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Excerpts Contd...

Promotional Strategies

McDonald's promoted its brand image in the UK through the use of digital media like the Internet, websites, online promotions, e-mails, online games, and TV commercials. These initiatives were meant to create awareness among customers regarding the quality of the food, nutrition, health-related information, menu choices, etc. at McDonald's...

Employees

As of 2008, McDonald's employed about 72,000 employees across all of its restaurants in the UK. The fast food giant was one of the largest employers of young adults in the UK, with an increasing number of candidates applying to work in hourly positions...

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Environmental Policies & Community Involvement

McDonald's restaurants in the UK operated as part of the local community. In order to protect the local environment in which it operated, the company implemented ethical practices across its business. Litter bins were found outside all McDonald's restaurants...

Results

In 2007, sales in the UK were up by 4.6% and McDonald's was slowly gaining market share in the country. In 2007, its sales in Europe witnessed an upward curve, growing by 3.9% in February, 4.1% in both May and June, 4.3% in July, 4.9% in August, 5.3% in September, 5.4% in October, and 5.6% in November...

Challenges

Despite delivering satisfactory performance in the UK in 2009, experts felt that McDonald's had some tough challenges ahead in that market. Over the years, the company was accused of making products with high fat content and it was held responsible for the growing problem of obesity in the UK...

Outlook

Despite the economic downturn, McDonald's business continued to grow in the UK. Industry experts opined that though McDonald's was not recession proof, it was not affected by the economic downturn as its sales and customer visits continued to grow in the UK...

Exhibits

Exhibit I: Growth of McDonald's Corporation
Exhibit II: McDonald's International Expansion
Exhibit III: Revenues of McDonald's Corporation
Exhibit IV: Fast Food Industry in UK
Exhibit V: McDonald's UK Menu

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