Marketing and Society for Maurice McDonald-myassignmenthelp.com

Question: Discuss about theMarketing and Society for Maurice McDonald. Answer: MacDonalds food company was started in 1940. By its start, the restaurant was being operated by Richard and Maurice McDonald. It is in San Bernardino, California in the United States. Later in 1955, a Ray Kroc, a businessman joined the company. He went ahead and purchased the restaurant from the two brothers. The restaurant's original headquarters were in Oak Brook, Illinois though plans have been approved to move the headquarters to Chicago by 2018. To serve a large number of customers quickly, Macdonald's decision to make a significant change in concern to its burgers. The food chain concluded that, by the middle of 2018, it would start to use fresh beef to make quarter pounder burgers in most of its restaurants instead of the frozen meat they have been using(Hanbury, 2017). There is a massive potential in the food market that has remained to be untapped for an extended period regarding family restaurants, quick service restaurants and breakfast eateries. Therefore MacDonald's need to reposition themselves to tape this vast potential in the market(Sharanbir, 2012). The fast-food company needs to evaluate the marketing mix rightfully. This will reposition them in a higher rank in the competitive market since many people prefer fast foods as they are cheap and easy to prepare. Companies that have built a sustainable brand in todays market are more competitive. This is because, in the current world, there is a more significant shift taking place making financial and ethical stakes to move higher than never(Dubbins, 2017). Therefore, companies that have positioned efficiently their brand speak to consumers in the local market who are willing to spend extra money on the brands that make a positive difference in the world. Secondly building a sustainable brand help a company to place itself in a better position to be able to have a way into the emerging markets across the world which are recently leading the route to sustainability despite the threats from climate change and water scarcity. This is because a more significant percentage of customers always consider the impact of a company on the environment before they decide to buy goods and services from it. In most of the times, companies that practice good sustainable habit always lead the way in the market . Thirdly, developing a sustainable brand, helps a company to increase productivity while reducing costs. This is because, once a company grows a sustainable brand, its operations become efficient thereby helping it to conserve resources as well as enhance employee productivity. Reduction of costs can also be achieved through practising conservation strategies such as just turning off lights when not needed. Airline surcharges are charges that have been added to the cost of airline tickets. They are temporary or permanent measures meant to defray the increased cost of commodities such as fuel. Some surcharges are not included in the price listed for a certain ticket(Cheema, 2008). This requires consumers to pay attention to the final bill to avoid paying more than what they expected to pay. No one likes surprises when it comes to bills. Therefore consumers fell that it is good for the airline companies to make it clear to them of what they expect to pay before signing up for a service. Surcharging has become a common issue with airline companies with many of them hitting consumers with surprise charges moments before purchasing their services. This has made many consumers find it difficult to travel using airlines particularly in cases where a consumer had a fixed budget. Consumers feel that for us to build a fair society, there is need to ensure transparency. This ensures that buyers ar e informed of the prices of commodities before they decide on buying them. This will help buyers to use their hard earned money correctly. Consumers argue that they should be entitled to a refund for any surcharge they pay to airline companies. References Cheema, A. (2008). Surcharges and Seller Reputation. Journal of Consumer Research, 167- 177. Dubbins, J. (2017, February 20). Why Sustainable Brands Now Have a Competitive Advantage. Retrieved from The Drum Network: www.thedrum.com/opinion/2017/02/20/why-sustainable-brands-now-have-competitive-advantage Hanbury, M. (2017, March 30). Strategy. Retrieved from Business Insider: opera.pulselive.co.ke/bi/strategy/strategy-macdonalds-is-making-a-huge-change-to-its-burgers-that-franchise-aren't-going-to be-happy-about-McD-id6452961.html Sharanbir, S. K. (2012). Strategy and Repositioning the Brand McDonald's in India. International Journal of Scientific Research Publications, volume 2., 2250- 3153.