Case Study Assignment – McDonald’s and Obesity
- IN FRANCE, MCDONALD’S — NOT THE BISTRO — IS KING
- You Say You Sell “Le Big Mac,” but Why Should We Believe You?
Read the case study and review links above. Then do your best to provide answers to the questions below:
- How should McDonald’s respond when ads promoting healthy lifestyles featuring Ronald McDonald are equated with Joe Camel and cigarette ads? Should McDonald’s eliminate Ronald McDonald in its ads?
- Discuss the merits of the law proposed by France that would require fast-food companies either to add a health message to commercials or pay a 1.5 percent tax on their ad budgets. Propose a strategy for McDonald’s to pay the tax or add health messages and defend your recommendation.
- If there is no evidence that obesity rates fall in those countries that ban food advertising to children, why bother?
- The broad issue facing McDonald’s U.K. is the current attitude toward rising obesity and increasing government regulation. The company seems to have tried many different approaches to deal with the problem, but the problem persists. How can a new global marketing campaign change perceptions about the brand?
Name:_____________________
Case Study Assignment – McDonald’s and Obesity
- IN FRANCE, MCDONALD’S — NOT THE BISTRO — IS KING
- You Say You Sell “Le Big Mac,” but Why Should We Believe You?
Read the case study and review links above. Then do your best to provide answers to the questions below:
- How should McDonald’s respond when ads promoting healthy lifestyles featuring Ronald McDonald are equated with Joe Camel and cigarette ads? Should McDonald’s eliminate Ronald McDonald in its ads?
- Discuss the merits of the law proposed by France that would require fast-food companies either to add a health message to commercials or pay a 1.5 percent tax on their ad budgets. Propose a strategy for McDonald’s to pay the tax or add health messages and defend your recommendation.
- If there is no evidence that obesity rates fall in those countries that ban food advertising to children, why bother?
- The broad issue facing McDonald’s U.K. is the current attitude toward rising obesity and increasing government regulation. The company seems to have tried many different approaches to deal with the problem, but the problem persists. How can a new global marketing campaign change perceptions about the brand?
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