As a commerce student, I heard a lot about the multinational food giants like Mc Donald's, KFC and Domino's. While I was doing my post-graduation in Commerce, I read a book titled Principles of Marketing, authored by two great Marketing thinkers - Philip Kotler and Gary Armstrong. The authors explained all the marketing concepts with many real life examples in such a way that the book became one of my favorite books in no time. That was the first time in my life I came to know about these food giants, their food products, their modus operandi, and their marketing strategies.
As a person with a rustic rural background, I never even got an opportunity to spot a Mc Donald's restaurant or a Domino’s Pizza chain. It was when I had been to Bangalore in search of a job; I found a Mc Donald's restaurant for the first time in my life and out of curiosity, immediately entered the eatery without second thoughts. The restaurant was spotlessly clean and plush. Even the kitchen is fully mechanized and
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The food they dish out is full of carbs and they are mostly fried. If we take the example of Mc Donald's Econo Meal, the burger is made from super refined white flour, the French fries are made from potatoes and, of course the coke is simply carbonated sugared water. There is hardly anything nutritious in it. Even in case of pizzas the bread is made from super refined white floor and it also contains a bit of cheese and a disproportionately small quantity of vegetables. These food giants spend a lot on brand building and once they become popular and gain wide acceptance, they start skimming the market with their very high prices. The food they serve doesn't cost much but the diner ends up paying a lot for their brands. There are many studies which reveal that the carb-rich food sold by the multinational food giants is, to a great extent, contributing to the obesity among people, especially
The obesity problem in this country has gotten worse, a lot worse, and the surge in obesity can be tied directly to fast food. I was appalled by the fact that since 1980 the number of people either fat of obese has doubled, and in that time frame there are twice as many overweight children and three times as many overweight adolescents. Looking strictly at the numbers, it is very easy to find a direct correlation between the number of overweight or obese individuals and the number of fast food establishments. However these fast food outlets are not created in a vacuum, they are servicing a demand. Each day one in four Americans visits a fast food restaurant. Our culture has evolved to one of immediate gratification, we want it convenient, and we want it now. The fast food industry has simply seized that cultural demand and has taken advantage of it all the way to the bank. I think we have a cultural weakness that looks for someone to blame for our problems and McDonalds certainly makes a nice target.
In “Don’t Blame the Eater,” David Zinzcenko illustrates a very valid argument. His conflict seems to be with the food industry and its horrible variety of products. The results have been staggering to the public’s health, especially teenagers. Fast food restaurants are Zinzcenko’s primary target for causing this epidemic. Zinzcenko stated, “lunch and dinner, for me, was a daily choice between McDonald’s, Taco Bell, Kentucky Fried Chicken or Pizza Hut. Then as now, these were the only available options for an American kid to get an affordable meal” (pg.241). This statement is very true and has been for a while. Fast food is very convenient, especially for teenagers. People are reaching obesity at a very early age and remain that way throughout their lives.
What is happening to our economy is that so many people are going to these fast food restaurants because they are basically on just about every corner. So, for adults that makes it easy if they didn’t have anything planned for dinner because they can just pick something up from the local fast food restaurant on their way home from work. Also, it is very cheap. For example, a bundle at McDonald’s can feed up to four people at one time and it only costs about fifteen dollars! So, in the long run, it is just easier to go pick up some fast food rather than wasting your time cooking an actual meal. Lastly, even though fast food is very cheap and on every corner, it is not healthy at all. Studies have proven that a person that ate McDonald’s for his meals for a full month ended up having some serious health changes. In conclusion, even though it is very easy to access and very cheap, fast food has some serious health issues and be very harmful.
Is fast food to blame? Fast food restaurants advertise all their ingredients in plain sight. They provide healthy options to their more popular foods such as grilled items, skinless options, low calorie/no calorie beverages, and small portion orders. Most obese Americans are overweight because they are uneducated about the dangers of the fast food. Once they learn about eating healthy, managing overweight issues becomes more elementary. Fast food restaurants should not be the blame of American obesity because there are healthier options, self-discipline, and self responsibility for each individual.
In the United States, there are many people who believe that if it wasn’t for fast food restaurants, they would be eating healthier and wouldn’t be overweight. People have even tried to sue fast food restaurants for their own self esteem issues. It’s ironic that people actually blame fast food restaurants, such as McDonald’s, for being obese. While fast food may be one of the contributors to the obesity outbreak, it certainly doesn’t stand alone. There are loads of reasons why people living in the United States are overweight. Some of these reasons involve dilemmas within the school arrangements, peer pressure, family genetics, educational issues, and even where a person lives. The National Center for Chronic Disease Prevention and Health Promotion said that “Some illnesses may lead to obesity or weight gain. These may include Cushing's disease, and polycystic ovary syndrome. Drugs such as steroids and some antidepressants may also cause weight gain” (Overweight and Obesity, www.cdc.gov). Even though obesity has become a major problem in the United States today, the percentage in general, of obese human beings would definitely decrease if people would exercise more, eat healthier, and change their diets.
“Our greatest fear is not in never falling, but in getting up every time we do.” – Confucius
A world without the Big Mac, Happy Meals, Chicken McNuggets, and the phrase “I’m lovin’ it,” is almost inconceivable. People around the globe have become accustomed to the high gleaming golden arches that make up the famous emblem for McDonald’s. McDonald’s has grasped the concept that culture flows from power. In this case, the American culture flows through the veins of this fast-food giant and the more that is supplied, the greater the demand. It is no secret that McDonald’s has become one of the world’s largest fast-food retailers. It has become a well known icon that has played a huge part in globalization, with chains located in many different countries… transforming the meaning of fast-food all around the world.
Obesity can be caused by a combination of fast food and the environment people live in today. Fast food contains foods that are high in fats, sugars, and starches. These ingredients have rarely any nutritional value to the human body. Most of the foods available at fast food restaurants like McDonalds, Burger King, and KFC contain concentrated salt and preservatives to enhance the flavor in them. Obesity has become the defining aspect of our nation by surrounding the people with fast food products. The freedom to choose what one wants, gives the fast food companies the right to give one unhealthy food. The consumption of fast food products regularly greatly increases one’s chance of having health disparities such as Coronary heart disease, type 2 diabetes, cancers, stroke, Hypertension, and Osteoarthritis. These negative effects are present with the daily eating of fast foods.
Out of the millions of ways to spend twelve hundred dollars yearly, American’s are found to spend this amount of money in the fast food industry. The working class, lower class, and children are mainly attracted through fast food marketing methods. These methods enable continuous growth within the fast food industry, and allow for it to be a staple for these socioeconomic groups. The nutritional value is not a top priority for both parties because it is inexpensive, made quickly, and taste good. These socioeconomic groups are vital towards the success of the fast food industry. It is producing billions of dollars in revenue from disadvantaged consumers, endangering meanwhile their health. They widely use the cradle-to-grave marketing strategy
Marketing is a core pillar of an organization and contribute significantly in its prosperity through attaining the laid down targets as well as scope of development. The position of an organization is hugely based on its competitiveness and capacity to capture a significant portion of the market in relation to the prevailing needs of consumers. Interaction of the organization with the consumers and the potential consumer in the market arena is attained through the marketing wing of the organization (Ferrell& Hartline, 2012). The preferences of the consumer and avenues of satisfaction are aligned to the established marketing frameworks. However, the success of organization marketing is highly inclined to the marketing strategies formulated and adapted towards coping with competition and eventually enhancing firm competitiveness.
Have you ever wondered how the business empire of McDonalds was started? With over ninety nine billion served, it was started in 1940 in San Bernardino, California. It was started off as just a Bar-B-Q that served just twenty items. Its first mascot was named “Speedee” They eventually realized that by setting up their kitchen like an assembly line that they could be much more productive and get their food done faster, with every employee doing a specified job; the restaurants production rate became much higher. A milkshake machine vendor came into their small restaurant one day, his name was Ray Kroc. He saw how much potential the restaurant has, so he bought it out and opened one of the first franchises. Within the first year of Ray Kroc buying it, there were one hundred and two locations all around the world. McDonalds currently is one of the largest fast food restaurants in the world and currently has served over sixty four million customers through one of their thirty two thousand sites. It has almost become a way of life for America. Though, McDonalds started off as a small business between two brothers, it grew into one of the largest restaurant franchises in the world and greatly affects our society and how we eat our food.
When society thinks about the local McDonald’s, they probably do not think “innovation’. That is because everyone has become accustomed to the many novelties that McDonald’s has introduced over the years. Some people do not even know that McDonalds was the leader in innovation being the first major international fast food restaurant, with the first drive-through window. What many people do not realize is that McDonald’s continues to drive innovation in fast food. Some times the innovation is well advertised, but other times they are designed so that customers will never even notice (Ritzer, 2004).
Market opportunities for breakfast cereals is vast, some segments of the market have been neglected, most notably that of the over-50’s. Insightful presentations were given at the “Older, Richer, Wiser” Conference that would suggest the over 50’s market segment is targetable.
Marketing is a fundamental aspect of all businesses, whether they are set out to make a profit, or charitable organisations - they will have to carry out marketing research of some description. It has been described as being, “the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” (Chartered Institute of Marketing) This essay will explore the role of marketing in a marketing oriented business and different aspects of the external environment that a smartphone company should be aware of. The points raised throughout will be supported using relevant journals, textbooks and newspaper articles.
“McDonald's is the world's largest fast food restaurant chain, serving an estimated 68 million customers daily in 119 countries.” - Reuters in Los Angeles (2013). McDonalds is very powerful in the food industry. They cater to varies people from all over the world and they need to be able to cater for everyone needs. So what is it about McDonalds that enables them to have 47 million customers daily? They are able to retool their images and expand in the hospitality industry and still become increasingly popular each year. As McDonalds is a without a doubt known as the king of the fast food industry with franchises from Moscow to Rio de Janerio, t...