McDonald Marketing Campaign Studies

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Question 1 –Competitive advantage is the set of unique features of company and its products that are perceived by the target market as superior the competition. (1) First, McDonald's broadens appeal with classic and new menu option in some potential categories (2), they always renew product such as Diner Double Beef and soy milk. (3) Second, they focus on improving customer service in adequate staffing, flexible scheduling and clear positioning to catch the moment of truth. (4) Third, McDonald's provide affordable options to their customer such as $21 Extra Value Meals and Value Picks (3), these provide a cost competitive advantage. Also, they keep their restaurant be modern by re-images, three interior concepts were used by architects and provide mordant restaurants to their customer. Lastly, McDonald's lounged deeper customer analysis and applies the changing customer needs and wants. Such as in response to demand of healthy lifestyle they released the Mc Veggie burger for vegetarian.

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Question 2 – A TV station reported a food supplier of McDonald's ,Shanghai Husi Food, repackaged and sold out-of-date meat.(5) The first responses of McDonald's Hong Kong on the food scandal was denied the importation. Second, they came clean after government banned imports of Husi. Third, they stop selling affected product. Finally they apologize to the public of causing public disappointment.There are legal and ethical issue relating to food safety in Hong Kong.such as Hoi Tin Tong selling herbal jelly contained no turtle shell (6) it is a unethical issue due to the customer expacted it should contain. Cheng I Food produced substandard lard is a illegal issue. (7)Legal provisions all food for sale need to fi t for human consumption. Genetically engineered rice is legal but unethical in Hong Kong, public worried on its protentali risk and damage to environment.(8) Due to H7N9 bird flu Hong Kong stop the supply of live chickens duling new year that was unethical to trainditional locals.(9)

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Question 3 - Cause- related marketing is the charitable contributions of the firm are tied directly to the customer revenues produced through the promotion of one of its products. (1) In order to increase corporate image and enhance McDonald's brand awareness, McDonald's can hold a campaign to promote the Mc Nuggets and help the vulnerable children around the world by the donating $10 per box of Mc Nuggets, that’s about 53% of its revenue to Save the Children 's education programs. their aim is to ensure children keep learning during a crisis, and keep kids healthy to prevent they fall behind or drop out.(10) Due the McDonald's food scandal, this campaign contridute resources to the community, customer are more willing to buy the Mc Nugget to help the vulnerable children to have a happy learning and growing journey. Thus, McDonald's Hong Kong can rebuild customer’s confident on Mc Nugget and increase the customer loyalty, also it shows the social responsibilities of McDonald's Hong Kong.

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Question 4 – If I am the new marketing manager, I would not agree with their initial response of the food scandal. Their denial of the importation, disappointed their customer when the truth discovered by the media. It would give an image that McDonald's was lying about their responsibility, the customer would lose heart to McDonald's and damage it’s customer loyalty. To manage the food scandal I would first release the promises of having a deeply inquiry to the food importation. After the inquiry I would stop using Husi’s food and make a public apology, promise to have plant visits regularly and avoid duplication of similar situation. Preconventional level of morality is a childlike level (1), which making decision based on immediately punishment and rewarding. To manage the food scandal I would lie to public and keep using the food provide by Husi, it can reduce the cost of production. Conventional level of morality is a more mature level that make decision concerned legitimacy and the others view. (1)If applying this to manage the food scandal I would tell the truth to the public and cooperation with Centre of Food Safety by providing importation information. Postconventional morality(1)is a level of mature adult, that concern how they see and judge themselves over long run rather than concern how others might see them. To manage the food scandal I would tell the truth and apologize to the public. I would also start a monitoring mechanism to prevent recurrence of the incident.