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Competitive Strategies Case Study

Case Title:

McDonald's in UK: The Competitive strategies

Publication Year : 2006

Authors: Priti Krishnan, Sumit Kumar Chaudhuri

Industry: Food, Diary and Agriculture Products


Case Code: COM0117

Teaching Note: Available

Structured Assignment: Not Available

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Since its launch in 1974, McDonald's has maintained its profitability by offering its regular menu of burgers and french fries to its customers in the UK. However, since 2001, McDonald's has been drawing increased criticism as consumers in UK held McDonald's responsible for causing obesity. Besides, the company also began to face stiff competition from 'trendy' outlets like Starbucks and Subway that offered 'healthy' food. McDonald's added salads to its menu, which, the company felt, would change its image from being a junk food retailer to a healthy food provider. It also changed the appearance of its stores to compete in the highly competitive UK fast food market.

Pedagogical Objectives:

  • To understand the competitive landscape of UK's fast food retailing industry
  • To analyse the reasons behind McDonald's rapid growth in UK's fast food market and its decline since the dawn of the 21st century
  • To discuss whether a change in McDonald's image would help the company to rebuild the same trust, which it enjoyed prior to 2001.

Keywords : Fast food industry in the UK; Challenges faced by McDonald's in the UK; Brand repositioning; Competition in the UK's fast food industry; Competitive Strategies Case Study; McDonald's competitors in the UK; Wimpy; Pret a Manger; KFC; Starbucks, Burger King; Subway; Turnaround strategy; Core competences in the fast food industry; Changing trends in the UK's fast food industry; McDonald's revival in the UK

Contents : 
Fast Food Industry in the UK: The Competitive Landscape
Fast Food and Take-away Market in the UK by Sector
McDonald’s in the UK: The Competitive Strategies
McDonald’s Sales and Profits Since 1994

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