STRATEGY IMPLEMENTATION 2
The change in the environment led to the decline in the sales and ranking of McDonald's
in the year 2012. McDonald's operates in the global foodservice industry which is becoming
increasingly competitive due. This implies that the decline in the sales and ranking would have
been caused mainly by the company's inability to meet a wide range of customer needs as its
competitors did.
One of the strategies that the company can employ so as to gain a competitive advantage
over its competitors and address the new changes in the environment is through the adjustment
of its menu. The menu is becoming the key driver of the companies in the foodservice industry.
This is due to the fact that the adjustment of the menu allows the consideration of all the factors
in the current market hence coming up with an informative menu that really addresses the wide
range of the customer needs.
In the implementation of the menu adjustment strategy, McDonald's should adopt such
options as decreasing the size of the menu, using fresh products, and selling vegetarian-friendly
products. The implementation should be coupled with research so as to develop unique products.
Decreasing the size of the menu would help the company only concentrate on the
products with high demand hence channeling more efforts into their development and ensuring
high quality is observed. The strategy would also allow the company to offer those products
offered in other companies in the industry in a unique manner. For instance, carrying out
research so as to use fresh products in the development of new products which are advantageous
than the ones offered by the other companies in the industry. This would help the company attain
a competitive advantage hence reaching out new segments in the current market as well as
recapturing young segments.
