Current Issues

- Watch the advertisement and;
1) Identify the target market
2) Describe the key characteristics of that target market
3) Explain how the advertisement is tailored to meet the needs of that market.
4) Do you think the advertisement was successful? Why or why not?

Tasks: Read the Case Study on McDonald's below and answer the following questions. Your answers can be typed:

1. What is a franchise? How does it work?
2. What types of advantages does a franchise bring to a franchisee? Also outline the advantages enjoyed by a franchisor
3. Discuss ways in which the business environment changes to reflect the external environment, giving examples
4. What is a stakeholder? Identify the stakeholders of a food retailer such as McDonalds.
5. How have the views of McDonald’s stakeholders changed in recent years and why?
6. What is the difference between qualitative and quantitative research? Explain why market research is so important to the quick service restaurant industry.
7. For changes to be effective, they need to be communicated to the consumer. How has McDonald’s used the media to communicate the new healthier food options menus? In small groups, list the various types of media used, then select one to analyse in more detail. View, read or listen to a McDonald’s advertisement in that media type, and:

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