Report on McDonald's

1. Research in PR

A. analyzing the situation

Issues management – we use benchmarking

Risk Management – the adults might not respond to our campaign

Crisis Management – the adults are not aware of the healthy products that McDonald’s promotes

B. analyzing the organization/ PR audit

ASPECTS:

Internal Environment:

1. performance: we are satisfied with the services that we offer, but we are also aware of the fact that most of our products lack healthiness when consumed very often.

2. niche: McDonald's has become emblematic of globalization, sometimes referred as the "McDonaldization" of society. The company is successful because it meets the needs of customers and adapts to its customers wants.

3. structure: as PR specialists, we are given free hand in solving the company’s problems. The decisions belong to us, in the end.

4. internal impediments: we might not dispose of too much capital or time in solving the situation.

Public Perception:

1. visibility: McDonald’s is one of the companies that everybody has heard of intensely in the past years.

2. reputation: research reveals that our reputation is rather bad. This is based on prejudice and on the public’s lack of information regarding our new, healthier products.

External Environment:

1. supporters: children are our no. 1 supporters. They are closely followed by teenagers.

2. competitors: among the fast-food restaurants, only KFC is a worth-mentioning competitor. But the other types of restaurants (traditional, Italian, Japanese, and so on) are a true challenge to us due to their better reputation. Even so, we outrun them by our high visibility as compared to theirs.

3. opponents: the vegetarian activists

C. analyzing the publics

a. OUR PUBLICS:

a) customers: parents, grandparents who buy our products for their children/grandchildren; teenagers; young adults.

- producers: employees (both union and management), stockholders and suppliers

- enablers: the media

- limiters: activists; the other restaurants in the food industry

b. THE PURPOSE OF THE QUESTIONNAIRE

The main objective of the questionnaire that I composed was to assess the adult public’s wants, needs and expectations related to what McDonald’s, as an institution, is expected to be and related to what McDonald products should be in order to satisfy their needs and requirements.

This questionnaire has been created in virtue of the personal belief that McDonald’s, similarly to other fast-food restaurants such as KFC, should enlarge as much as possible their target-public that is presently made up of children and young teenagers. The results of this questionnaire should offer a clear definition of what the adult public needs and requires from such food providers as McDonald’s.