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Marketing Management

             Environmental factors affecting McDonald's today are competition and eating habits.
             Competitors are entering the fast food chain more and more everyday and growing faster .
             and faster. It's not all about hamburgers and fries anymore. There are chicken, salads, .
             appetizers, pizza, pasta, and so much more entering the market everyday. Today's society .
             has become very health conscious leaving a large space for new products in the fast food .
             industry.
             B. McDonald's could expand its market and products in the aspects of the more health society by developing more health conscious foods such as chicken products or a veggie burger. They could also come up with their own brand of sauces. Make McDonald's ketchup, mayonnaise, ranch dressing, salad dressings, and so on. In doing so, they reach a larger market of consumers as well as keeping up with today's fast paced fast food industry. .
             C. McDonald's needs to look at their past sales over the years and calculate percentage sales growth. The US sales have continued to grow over the years, but these sales are also becoming a smaller percentage of sales because sales in other geographical areas are also growing. For example, Europe's sales have grown and are taking up a larger percentage of sales. Because of this increase, McDonald's should be thinking of expanding its market into Europe. In doing so, they will continue to increase the sales rate there and at the same time continue sales in other regions like the US. .
             D. Other market entrance and expanding strategies would be to produce a McDonald's brand of a variety of sauces and possibly conduct a test market. This would be a good thing to do while expanding into other regions. By testing new regions and products the company can see how well these new products will be handled in other areas and what they need to do to continue expansion in other areas.


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