Fast Food Marketing. Analyzing the changing consumer diet behavior towards healthy eating habits

Evaluating innovative marketing strategies for global fast food restaurant chains to satisfy the new demands

Exposé Écrit pour un Séminaire / Cours , 2020 , 38 Pages , Note: 1,3 (German system - excellent)

Médias / Communication - Relations publiques, Publicité, Marketing, Médias sociaux

The goal of the paper is to offer recommendations to the executive and management teams of global quick-service restaurant chains on what marketing strategies they should use to maintain existing consumers and capture future customers.

The paper firstly illustrated the influence of consumer healthy eating habits on global quick-service restaurant chains through various academic resources in the literature review. Subsequently, the author has conducted a multiple case study approach with two companies that are either currently or used to be operating business globally to raise the validity and reliability of the research. The final results generated suggested that the changing consumer diet behavior affects the companies significantly through self-consciousness resulted from government policies and mass media influence. Furthermore, the innovative marketing strategies for global fast food restaurant chains will be focusing on introducing and customizing healthy meals on menus, maintaining customer and employee relationships simultaneously, participating in sustainability and CSR programs as well as promoting through digital marketing.

Table of Content

Index of Tables

Abstract

1 Introduction
1.1 Reasons for innovative marketing in fast food industry
1.2 Definition of the problem and purpose of the paper
1.3 Terminologies
1.4 Structure and approach of the paper

2 Literature review
2.1 Factors affecting consumer diet behavior
2.2 Common marketing strategies of global fast food restaurant chains
2.3 Influence of changing consumer diet behavior on global fast food chains
2.4 Intermediate result

3 Empirical Findings
3.1 Methodology
3.1.1 Research approach
3.1.2 Research design and strategy
3.1.3 Data collection
3.1.4 Research Hypothesis
3.2 Description of the industry and companies
3.3 Case study of McDonald’s Corporation
3.3.1 Public criticism on McDonald’s
3.3.2 Marketing Strategies of McDonald’s
3.4 Case study of Just Falafel
3.4.1 Public recognition on Just Falafel
3.4.2 Marketing strategies of Just Falafel
3.4.3 Reasons for the failure of Just Falafel
3.5 Confirmation of hypotheses

4 Discussion, recommendations, implementation
4.1 Results from literature review
4.2 Findings from empirical approach
4.3 Compare and contrast the results
4.4 Answers to the research questions
4.5 Recommendations of new marketing strategies

5 Conclusion

Reference List

• Université: Munich Business School University of Applied Sciences
• Note: 1,3 (German system - excellent)
• Auteur: Li-en Lin (Auteur)
• Année de publication: 2020
• Pages: 38
• N° de catalogue: V1010366
• ISBN (ebook): 9783346401090
• ISBN (Livre): 9783346401106
• Langue: anglais
• mots-clé: marketing, sales, social media, case study, fast food marketing, consumer behavior, diet behavior, consumer demand, strategy, marketing strategy, mcdonald's, just falafel