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C/B/3792. Dissertation. Performance of McDonalds during economic recession

WORDS:
8450
DATE:
2011
PRICE:
89.99 GBP

The dissertation examines the performance of McDonalds during the economic recession in the UK exploring the reasons behind their success. Literature is reviewed on the impacts of the recession on the fast-food industry, the role of corporate social responsibility (CSR) in brand value, a business model of McDonalds, the reputation of McDonalds in connection with child obesity, the nature of ethical marketing, etc. The methodology of the research includes descriptive and statistical analysis of secondary data and primary data obtained via questionnaires distributed among McDonalds’ customers. Conclusions are made about the demographic profile of McDonalds’ customers, the reasons for their visiting McDonalds, etc. Recommendations are suggested about the company’s market positioning.

 

KEYWORDS: Dissertation, McDonalds, economic recession, fast-food,

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