LEARNING ACTIVIES

Topic(s) Marketing Business Environment Ethics and Social Responsibility

Case Study(ies) Suggested student activities

McDonalds 2008 Addressing Changing Food Values Read the McDonalds Addressing Changing Food Values Case Study and answer the following questions: 1. What is a franchise? How does it work? 2. What types of advantages does a franchise bring to the franchisee? Also outline the advantages enjoyed by the franchisor. 3. Discuss ways in which the business environment changes to reflect the external environment, giving examples. 4. What is a stakeholder? Identify the stakeholders of a food retailer such as McDonalds. 5. How have the views of McDonalds stakeholders changed in recent years and why? 6. What is the difference between qualitative and quantitative research? Explain why market research is so important to the quick service restaurant industry.

Extension Activities

1. In small groups, discuss the drive towards healthier meal options in the quick service restaurant industry. How has McDonalds reacted to the challenge of better nutrition? Outline the steps taken by the company to: Identify the problem Identify the views and needs of stakeholders Make changes to the menu. Describe the changes that have been made, giving

Page 1 of 2

examples. 2. For changes to be effective, they need to be communicated to the consumer. How has McDonalds used the media to communicate the new healthier food options menus? In small groups, list the various types of media used, then select one to analyse in more detail. View, read or listen to a McDonalds advertisement in that media type, and: Identify the target market Describe the key characteristics of that target market Explain how the advertisement is tailored to meet the needs of that market. Do you think the advertisement was successful? Why or why not? Links www.mcdonalds.com.au

Page 2 of 2