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Title: McDonalds, what does it mean to you?

Essay Details

Subject: Miscellaneous
Author: Helen H
Date: April 15, 2013
Level: University
Grade: A
Length: 2 / 571
No of views: 0
Essay rating: good 0, average 0, bad 0 (total score: 0)

Essay text:

However, as global consumer tastes shift to a more heath-conscious public which cares less about "super sizing" and more about "slenderizing" the popular burger chain has been experiencing a drop in sales. McDonald's strategy for its globalization plan has included the concept of localizing their product (to a degree) for an international market; for example, local managers in British versions of the restaurant are able to make their own decisions that pertain to adapting to the current market...

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A difficult challenge for the corporation's marketing team is how to reposition this wildly successful brand in a stagnant British market. McDonald's, which has operated in London successfully for thirty years, has recently become aware of dropping sales which have been attributed to the country's growing health concerns...

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