McDonalds Case Study

Case Title: McDonald's Senior Restaurant

Executive Summary: McDonald's Restaurant is located in a city with many "senior." the place is overwhelmed by those seniors in the early hours of the day, eating and chatting with their friends. Every fourth Monday of the month, many was encourage to come to the restaurant for the breakfast promo for the aged 55 and older for a price of $1.99, with a refillable cup of coffee. Staffs knew most of the seniors and their relationship was considered as good. Suzanne's idea of having a bingo game adds excitement to the hours spent by those seniors staying at the store.

Time Context: nine to eleven in the morning

View point: The problem is addressed to Suzanne Quinn the store manager.

Core Problem: Customers perception of the McDonalds as being a "non-fast-food restaurant" and the ambiance that will discourage young prospective customers to enter the store.More likely, if the bingo game will be added then there will be more crowd of seniors who is ready to engage in playing bingo even without buying a food from the store.

Objectives:

1. To be able to attract younger customer who are willing to pay for high priced products.

2. To maintain positive, strong growth each month.

3. To be able to reduce senior citizens time of staying in the store by cutting off the time of the discounts.

Environmental Analysis:

1. Internal

a. Strengths

> Rolled out with their products like Burgers, smoothies & coffees.

> Well known restaurant worldwide, and is financially stable.

B. Weaknesses

> Poor product development

> Disgruntled franchisee

C. Opportunities

> International expansion

> Growth of dining out of mostly busy market

D. Threats

> Economic crisis

> Health conscious people

Alternative Course of Action:

McDonald's should increase its total customer value by strengthening or augmenting the products, services,