BUSINESS POLICY

(QUIZ#1)
Areeba Mughal- BBA8B (S17BBAH051)
 1. How are customer’s tastes changing? What Impact these changes have on McDonald’s?
Discuss in terms of the most appropriate Timing and Marketing tactics.

 Due to availability of alternative options offered by direct and indirect competitors the demand
of McDonalds product decreased
 The swift services at the drive thru section took the fast-food industry by storm that is affected
the McDonalds in terms of market growth and profits.
 The consumers showed some heavy interest and moved away from cheap and greasy image to
fast and comfortable environment regardless of paying more bucks.
 The shift of eating habits of consumer towards a healthy choice made them to lose interest in
fast-food. They started to look for better and healthier alternatives.
 Microwave ready products from supermarkets shared a huge market in those times

IMPACT:

 There was a huge decrease in sales of McDonalds products, market share and growth globally.
 Have stated to localize the taste.
 They have started to enter into new market segments by offering products in local taste in
different parts of world globally such as Mc Arabia in Middle east, Spicy alternatives in
subcontinent etc.
 They have boosted their R&D department (Research & Development) in order to cope up the
situation.

2. Does McDonald’s require separate corporate strategies for its heavy user? Discuss

No, McDonalds should not develop a separate strategy for the heavy users. Rather, McDonalds should
adjust the products offered in its menu according to the needs of heavy users. If the menu items are not
selling like hot cake among the heavy users, they should be immediately eradicated from the menu.
Macdonald needs to stop trying to please every type of consumer like some restaurants are not their
competition. It should only focus of the competition of its league because a Daal Roti lover from Mian
Jee and Pulao lover from Savour Foods will never become the returning customers for McDonalds and
will never be satisfied from its products.