mc donald’s marketing strategy assignment
TRANSCRIPT
CHAPTER ONE: INTRODUCTIONwww.studentsassignmenthelp.com
Mc Donald’s Marketing Strategy Assignment
1.1 MCDONALD’S: A BRIEF HISTORY AND OVERVIEW
1.2 RESEARCH QUESTION
1.3 AIMS AND OBJECTIVES
CHAPTER TWO: LITERATURE REVIEW 2.0 INTRODUCTION
2.1 MCDONALD’S AND ITS MARKETING STRATEGY
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2.2 HEALTHY LIVING INDUSTRY
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2.3 HEALTHY INDUSTRY IMPACT ON FAST FOOD CHAINS AND MCDONALD’S
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2.4 IMPACT OF RECESSION ON HEALTHY FOOD AND MCDONALD’S
CHAPTER THREE: RESEARCH METHODS3.1 RESEARCH METHODS/PHILOSOPHY OF RESEARCH
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3.2 PROJECT APPROACH
Chapter Four: Findings4.1 Findings related to Healthy living in the U.K
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4.2 FINDINGS RELATED TO THE WAY HEALTH CONSCIOUSNESS IN CUSTOMERS IS IMPACTING THE FAST FOOD COMPANY, LIKE MCDONALD’S
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4.3 FINDINGS RELATED TO THE WAY MCDONALDS IS RESPONDING TO HEALTHY EATING INDUSTRY WITH ITS MARKETING CAMPAIGN
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CHAPTER FIVE: ANALYSIS OF THE FINDINGS / DISCUSSION
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CHAPTER SIX: CONCLUSION AND RECOMMENDATIONS6.1 CONCLUSION
6.2 RECOMMENDATIONS
6.3 FURTHER RESEARCH
REFERENCES
CONTINUEDBrindal, E.; Wilson, C.; Mohr, P.; Wittert, G. (2014). Nutritional consequences of a fast food eating occasion are associated with choice of quick‐service restaurant chain. Nutrition & Dietetics, Vol. 71(3), Pp.184-192.Cohen, L.; Manion, L. (1994) Research methods in education. 4th ed. London: Routledge.Collins, H. (2010) Creative Research: The Theory and Practice of Research for the Creative Industries. London: AVA PublishingCooper, C. (2014), People who live or work near takeaways ‘twice as likely to be obese’. The Independent, [Online] Available at: http://www.independent.co.uk/life-style/health-and-families/health-news/study-highlights-link-between-readily-available-fast-food-and-obesity-9190887.html (Accessed 4th December 2014).Deng, T. (2009) McDonald’s New Communication Strategy on Changing Attitudes and Lifestyle. International Journal of Marketing Studies, Vol. 1 (1), Pp. 37-42.Driskell, J.A.; Schake, M.C.; Detter, H.A. (2008). Using nutrition labeling as a potential tool for changing eating habits of university dining hall patrons. Journal of the American Dietetic Association, Vol. 108, Pp. 2071–6.
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CONTINUEDGuba, E.G; Lincoln, Y.S. (1994). Competing Paradigms in Qualitative Research. Thousands Oaks, CA: Sage Publications.Hearst, M. O.; Harnack, L. J.; Bauer, K. W.; Earnest, A. A.; French, S. A.; Michael, O., J. (2013). Nutritional quality at eight US fast-food chains: 14-year trends. American journal of preventive medicine, Vol. 44(6), Pp.589-594.HM Government (2012) Healthy Lives, Healthy People: Our strategy for public health in England, [Online] Available https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/216096/dh_127424.pdf (Accessed 4th December 2014).Jackson, S.L. 2008. Research Methods: A Modular Approach. Mason: Cengage Learning.Leather Head Food Research. (2013) ncreasing number of UK consumers have greater awareness of health and well-being. [Online] Available at http://www.leatherheadfood.com/increasing-number-of-uk-consumers-have-greater-awareness-of-health-and-well-being (Accessed 4th December 2014).Lesser, L. I.; Kayekjian, K. C.; Velasquez, P.; Tseng, C. H.; Brook, R. H.; Cohen, D. A. (2013). Adolescent purchasing behavior at McDonald’s and Subway. Journal of Adolescent Health, Vol. 53(4), Pp. 441-445.MacDonald’s (2014a) McDonald’s History: Travel Through Time With Us! [Online] Available at http://www.aboutmcdonalds.com/mcd/our_company/mcdonalds_history_timeline.html (Accessed 4th December 2014).
CONTINUEDMacDonald’s (2014b) What makes McDonald’s [online] Available at: http://www.mcdonalds.co.uk/content/ukhome/whatmakesmcdonalds/qa/search.html (Accessed 4th December 2014).MacDonald’s (2014c), Inclusion and Diversity, [Online] Available at http://www.aboutmcdonalds.com/mcd/our_company/inclusion_and_diversity.html (Accessed 4th December 2014).Mackison, D.; Wrieden, W.L.; Anderson, A.S.; (2010). Validity and reliability testing of a short questionnaire developed to assess consumers’ use, understanding and perception of food labels. European journal of clinical nutrition, Vol. 64, Pp. 210–217.Mail Online (2013) McDonald’s director of nutrition insists the fast food menu is healthy. [online] Available at: http://www.dailymail.co.uk/news/article-2301061/McDonalds-director-nutrition-Dr-Cindy-Goody-insists-fast-food-menu-healthy.html [Accessed 14 Dec. 2014].Manitoba (n.d) Healthy Eating, [Online] Available http://www.gov.mb.ca/healthyliving/hlp/nutrition/index.html (Accessed 4th December 2014).Mayor of London (2012) Takeaways Toolkit, [Online] Available http://www.london.gov.uk/sites/default/files/TakeawaysToolkit_0.pdf (Accessed 4th December 2014).
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