Since its formation in 1954, MacDonald's has been a market leader in the fast food industry due to its brand image. The advancement in technology has raised health concerns about the quality of foods and drinks provided by MacDonald's. New technologies have enabled the public to understand the health problems associated with consuming greasy foods high in fat contents. The competitors of MacDonald's have shifted to reducing fats in their products and they also provide their products at low prices, thus attracting more customers.
People have become health and price conscious and this has made most of them shift to MacDonald's competitors. This is because the perception of the food provided by MacDonald's has largely affected the image of the company. In addition, MacDonald's has not adopted the new technologies that will help it produce quality and healthy foods at low costs. Its competitors have adopted technologies, which enable them to provide customers with healthier meals at lower prices. MacDonald’s has therefore lost most of its customers to competitors; this has made the company face considerable losses (Financial Times, 2018) .
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The issue of obesity in the world is becoming more complex and serious, and MacDonald's has to respond by coming up with innovative ways associated with providing high quality and low-fat food. In addition, the company needs to motivate its employees to improve service quality (Mone & London, 2006) . McDonalds should understand customers changing needs and come up with new techniques that will help in meeting them. Finally, the company should come up with methods of advertising and promoting campaigns that focus on changing the perceptions of customers concerning food quality. The food provided by the company should also be at lower prices than that of its competitors in order to attract customers.
References
Mone, E., & London, M. (2006). Leadership for Today and the Future. Second Edition. New York: The State University of New York.
Times, F. (2018). McDonald’s and its challenges worldwide: a market-by-market look . Retrieved from McDonald's Corp Website:
https://www.ft.com/content/f8ac22fc-a7c1-11e4-8e78-00144feab7de
