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10Abstract Mc Donalds the number one fast food chain in the world with over 30000 restaurants in over 120 countries reported in January 2003 its first quarterly loss of 3438m in more than 40 years of business This report aims to investigate the reasons behind Mc Donalds poor performance by using marketing theory and analysis Concluding with recommendations for improvement 20Introduction 21BACKGROUND OF MC DONALD In 1937 Richard and Maurice McDonald developed a simple food processing and assembly line at a small drive in restaurant Noticing an opportunity Ray Kroc negotiated a franchise deal and eventually bought the brothers out in 1967 McDonalds in now the largest and well know global fast food retailer 22BUSINESS DESCRIPTION McDonalds serves around 30000 fast food restaurants that sell a menu of convenience food McDonalds operates at a uniform standard and service Besides from its outlets McDonalds have new chains to meet the different sectors in the market in the UK Aroma Caf is a chain of coffee houses selling sandwiches and desserts 30Situation Analysis In order for McDonalds to analysis its situation it must split its whole situation into four segments two external and two internal Each one will help them to analysis the individual segments and to aid in decision making This report will look into the two internal and external sectors combined Figure 1 Situation Analysis 31REASONS FOR POOR PERFORMANCE McDonalds early success was that its restaurants offered lower prices faster services and more consistent quality than competitors Now competitors have caught up and are equally matching McDonalds quality and service The fast food sector is now near saturation with an overcrowded restaurant market and poor eating experience McDonalds was forced to close over 700 restaurants and rethink its marketing strategy to attract old and new
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