Moiz Rana (20132145)
Mohammed Abo Agina (20132156)
Yazan Abo Jawhar(20132172)
Moustapha El Nadaf (20132132)
Mcdonalds Research Report – Brand Image
1. Introduction – Background of McDonalds
McDonalds is an American fast food brand, which has more than 35,000 local restaurants serving 70 million people in over a 100 different countries. McDonalds started in 1940 as McDonalds Bar-B-Q in San Bernardino, California, however it was shut down and re-opened in 1955 as, what would later be one of the corner stones of the McDonald’s franchise, self-service drive-in restaurant with a simplified menu consisting of cheap hamburgers, soft drinks, coffee, ...view middle of the document...
1.3 Introduction – Problem Statement
How can McDonalds improve its brand image and as a result improve its sales within the Qatari and expatriate population?
1.4 Introduction – Research Objectives
* To investigate the extent of a brand image problem with McDonalds
* To investigate the leading causes of a deteriorating brand image for McDonalds
* Determine factors that appeal to the customer base specific to Qatar
* To identify possible solutions to improving brand image
2. Theoretical Description
2.1 Research Report structure
In order to prepare for this report, theories were required in order to obtain the structure of a scientific research report.
2.2 Brand Image Problems
According to a number of sources including the Unviersity of Labuan of International Finance and Business brand image is built up through a number of different methods over time which include:
* Company reputation
* Social climate
* Social activism
* Management decisions
* Media Portrayal
For this specific research report we are taking an already developed brand image, which has been developed using these different methods. (Roth, M. S. 1995).
In order to achieve our research objectives we must gather information on the existing brand image problem within McDonalds. These methods of research were agreed upon in order to best answer our questions posed in our research objectives. As a result we had two methods of information. Firstly, we would subject customers to a survey in order to determine the brand image of McDonalds within the public perception and secondly we would interview select McDonalds management employees in order to identify the steps being taken in order to promote brand image and any possible changes that could be made.
4.1 Customer Research – Subject Selection
In order to get a diversified idea of a customer base and in order to avoid conformation bias , we selected subjects at a random in Villagio mall as they entered or exited the food court. This was essential as it gave us a wide variety of customers ranging from high net worth individuals to lower income individuals as well as a wide selection of race, age and gender.
We also conducted interviews with select management staff from the Al Mana group in order to gain an insight into the companies opinion on brand image management. The management staff selected were key personnel who due to cultural and person reasons chose to remain anonymous but were heavily involved with the marketing of the company.
3.2 Customer Research - Instruments
In order to obtain consistent results and in order to avoid any potential bias we created a survey, which was aimed at extracting the maximum amount of information within the least amount of questions. Due to our subject being located in a mall and often being quite busy, we conducted the survey by asking a series of questions rather...