Chapter I Introduction
1.1 Background
Over the past year, the financial crisis swept the globe, but the UK McDonald grew and bucked the trend, continuing to expand and develop, and its demand exceeded supply, McDonald's consumption market in the UK had made great contributions to its global profits. At the same time, there was a phenomenon which was worth noting that a number of international fast food chain brands in the UK have passed their prime: the American fast food brand, A &W, had evacuated from the UK, the brand of fried chicken, Dicos, had encountered a large-scale reduction. Based on the above analysis, a problem has caused our deeply thinking: people’s worthy of us to ponder: why the fast-food brands have acquired the completely contrary operating results, the reason may
课程作业定制 lie in that, enterprises’ brand strategy and marketing strategy have a critical influence on the success of these enterprises’. Practice shows that: brand strategy and marketing strategy are important means for catering enterprises as well as all enterprises to gain sustainable competitive advantage in the competitive market (Geringer & Hebert, 1989).
1.2 Research hypotheses
1.3 Aims
Chapter II Methodology
2.1 Research philosophy
2.2 Questionnaire disbursement and sample selection
2.3 Questionnaire design
2.3.1 Questions for brand strategy
2.3.1.1 Brand popularity
2.3.1.2 Brand cognitive
2.3.1.3 Brand association
2.3.1.4 Brand loyalty
2.3.3 Questions for marketing strategy
2.3.3.1 Price strategy
2.3.3.2 Product strategy
2.3.3.3 Brand's market position
2.4 Validity and reliability
2.5 Data processing
Chapter III Results
3.1 Basic information of the questionnaire
3.2 Reliability and validity testing
3.2.1 Reliability testing
Table I: Reliability testing of the questionnaire
3.2.2 Validity testing
3.3 Survey results about brand strategy
3.3.1 Brand popularity
.................
3.4 Survey results about marketing strategy
3.4.1 Price Strategy
........................
Chapter Ⅳ Discussion
In this chapter, it will analyze the survey results:
4.1 Analysis on the survey results of brand popularity and brand cognitive
4.2 Analysis on the survey results of brand association
4.3 Analysis on the survey results of brand loyalty
4.4 Analysis on the survey results of price strategy
4.5 Analysis on the survey results of product strategy
4.6 Analysis on the survey results of market position
4.7 Summary
Chapter V Conclusion
Chapter VI Recommendation
6.1 Through integrating marketing communication to established the British customers’ identification for McDonald's brand.
6.2 It should be based on the standardization of products to conduct proper localization.
6.3 It should develop the marketing mix strategy of localization.
References
Boje, David M. and Cai, Yue (2004) McDonald’s: grotesque method and the metamorphosis of the three spheres: McDonald’s, McDonaldl, and McDonaldization, Metamorphosis Journal, 3(1):15-33.
Claudio Vignali. (2001) McDonald’s: think global, act local- the marketing mix. British Food Journal, 103(2):97-111.
Creswell, J. (2003). Research design: qualitative, quantitative, and mixed methods approaches [M]. London: International Educational and Professional Publisher, pp. 201-219.
Fei Li. (2001). The password
https://www.51lunwen.orgof McDonald's success
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