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10INTRODUCTION McDonald is the worlds leading food service retailer with more than 30000 restaurants in 119 countries serving 46 million customers each day Approximately 85 percent of McDonalds restaurants worldwide are owned and operated by independent local businessmen and women In this report we have looked at McDonald international operations in order to help us gain an insight into the forces facing the corporation 20Marketing problems The management problems reveal that McDonald is facing declining sales in its major markets around the world especially in its major European markets In the last four years the brand has seen all forms of attack on it operations world-wide Whilst the US market has showed in the first six months of this year some improvement due to aggressive proactive strategies of adopting health conscious menu to stabilise the decline in sales same-store sales in Europe the companys second-biggest market fell 09 percent Copyright 2003 Reuters News Service Our aim therefore is to approach the management problems from a marketing research perspective We have therefore defined the marketing research problems as seen below under objectives 30Objectives To measure consumer perception and attitudes towards the brand To find out the reasons for the declining sales Whether it is an industry -wider phenomena or unique to McDonald only To find out the growth potential of the premium segment of the new menu Methodology Report is based on secondary data only from various sources 40Macro-environment In the wake of increased obesity amongst children in the UK McDonalds have responded by reposition themselves as healthier products Marketing Magazine 060203 401Political factors Health has become the top issue in recent years and especially in 2003 as government pressure groups and media focus their scrutiny on the food and drink industry This is due to the increasing obesity and other health issues The UK government and the European Community are putting pressure on the food industry to tackle the problems facing
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