...Case Overview This case study focused on McDonalds international struggle towards improving it’s image as it relates to obseity trends rising globally. The primary issue is that governments and health advocates fear that the number of obese children will double over the next ten years. The highest percent of obesity worldwide is amongst children. In Europe, officials are caling for food industries to set their own regulations, or face bans like the tobacco industry. McDonalds is trying to expand and reach new markets, but it is being threatened with social pressure from nutrionists and national governments. McDonald has been adjusting to this issue by adding new healthier options to its menus, adding balanced lifesyle messages into marketing campaigns, and by continuing to promote and raise funds for foundations aimed at helping children with life threatening illnesses. 1. How should McDonald’s respond when ads promoting healthy lifestyles featuring Ronald McDonald are equated with How Camel and cigatette ads? Should McDonald’s eliminate Ronald McDonald in its ads? In my opinion, eliminating the character Ronald McDonald is not the solution. The solution is for McDonalds to make an association between the character Ronald and positive images. For example, using Ronald for advertisements of healthy food and nutrition could build positive images of the mascot. It is important to mention that they primally sell products which contain high cholesterol and calories and bad...
Words: 1015 - Pages: 5
...CASE 27 McDonald’s and Obesity THE PROBLEM Governments and influential health advocates around the world, spooked that their nations’ kids will become as fat as American kids, are cracking down on the marketers they blame for the explosion in childhood obesity. Across the globe, efforts are under way to slow the march of obesity. In the United States, roughly 30 percent of American children are overweight or obese. According to the U.S. Centers for Disease Control and Prevention (CDC), an estimated 64.5 percent of Americans tip the scales as overweight or obese, the highest percentage of fat people of any country in the world. However, adults and kids in other countries are catching up. THE WORLD The World Heart Federation reports that globally there are now more than 1 billion overweight adults and that at least 400 million of those are obese. An estimated 155 million children are overweight worldwide including 30–45 million who are obese.1 In many countries, the worst increases in obesity have occurred in young people. About half a million children in Europe are suffering classic middle-aged health problems because they are too fat. Obesity among European children has been on the rise over the last 25 years. The number of overweight children in Europe did not change much from 1974 to 1984; then the rate started to creep up during the next 10 years, and it exploded after 1995. In Britain, one in five children is overweight or obese; in Spain 30 percent;...
Words: 3893 - Pages: 16
...1. 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? 2. 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. 3. Propose a strategy for McDonald’s to pay the tax or add health messages, and defend your recommendation. 4. If there is no evidence that obesity rates fall in those countries that ban food advertising to children, why bother? 5. The broad issue facing McDonald’s U.K. is the current attitude toward rising obesity. The company seems to have tried many different approaches to deal with the problem, but the problem persists. List all the problems facing McDonald’s and critique its various approaches to solve the problems. 6. Based on your response to Question 4, recommend both a short-range and long-range plan for McDonald’s to implement. McDonald's and Obesity McDonald's and Obesity People around the world are spooked that their children will become as overweight as American children. In the US, roughly 30% of children are overweight or obese while 64.5% of Americans are overweight or obese, which is the highest ratio in the world. Obesity rates in children are rising in other countries with one out of five children in Britain, 30% of Spain, and 36% in Italy. Experts believe that the number of...
Words: 1172 - Pages: 5
...Obesity: A Global Epidemic Introduction This analysis dives deep into the rising trend of obesity, and is designed to juxtapose the actions of McDonald’s corporation and the increasing trend of consumer preference of organic, healthy products. The market of food consumers is becoming increasingly health-focused although the simultaneous increases in obesity in almost all countries seem to be driven mainly by changes in the global food system, which is producing more processed, affordable, and effectively marketed food than ever before (Swinburn, 137). If fast-food chains such as McDonald’s ignore these changes in consumer knowledge and preferences, they will not survive the onslaught of other, new companies who now seek to bring fast, healthy food to the consumer’s table. Many of the labels that Label Print Technologies (LPT) produces are for smaller, organic food manufacturers who seek to bring a healthy product to their customers. The growth of the organic product industry has created large areas of growth in many different industries; the label industry is ripe for the picking and LPT is ready to act. Where once there were big manufacturers looking to have hundreds of thousands of labels produced at once, there are now smaller, health-focused companies looking for more intricately designed labels to adorn their high quality products, and not necessarily in mass quantity. Obesity is defined as fat accumulation that may impair health. The World Health Organization...
Words: 2933 - Pages: 12
...CASE 27 McDonald’s and Obesity THE PROBLEM Governments and influential health advocates around the world, spooked that their nations’ kids will become as fat as American kids, are cracking down on the marketers they blame for the explosion in childhood obesity. Across the globe, efforts are under way to slow the march of obesity. In the United States, roughly 30 percent of American children are overweight or obese. According to the U.S. Centers for Disease Control and Prevention (CDC), an estimated 64.5 percent of Americans tip the scales as overweight or obese, the highest percentage of fat people of any country in the world. However, adults and kids in other countries are catching up. THE WORLD The World Heart Federation reports that globally there are now more than 1 billion overweight adults and that at least 400 million of those are obese. An estimated 155 million children are overweight worldwide including 30–45 million who are obese.1 In many countries, the worst increases in obesity have occurred in young people. About half a million children in Europe are suffering classic middle-aged health problems because they are too fat. Obesity among European children has been on the rise over the last 25 years. The number of overweight children in Europe did not change much from 1974 to 1984; then the rate started to creep up during the next 10 years, and it exploded after 1995. In Britain, one in five children is overweight or obese; in Spain 30 percent;...
Words: 3893 - Pages: 16
...In the case of Pelman v. McDonald’s Corp, the parents of two teenage girls claim that McDonalds was responsible for their daughter’s obesity. One of the girls said that a “McMuffin for breakfast and a Big Mac meal for dinner was her regular diet.” (Wald, 2003) While the other one would eat Happy Meals three to four times a week. When this case went in front of the court, Judge Robert W. Sweet stated this “opinion is guided by the principle that legal consequences should not attach to the consumption of hamburgers and other fast food fare unless consumers are unaware of the dangers of eating such food.” (McLean, 2003) He felt that if consumers knew the potential risks of eating McDonald’s, they wouldn’t be able to blame McDonald’s when they supersize their meals. There were many counts that were brought up in the lawsuit: Counts I and II stating that the value meal was not actually a value, therefore they were deceiving their customers; Count III stated that they were negligent because their food products were “high in cholesterol, fat, salt and sugar when studies show that such foods cause obesity and detrimental health effects”; (McLean, 2003) Count IV stated that McDonald’s failed to warn their customers that their food products could cause health problems and cause individuals to become obese; and Count V stated that McDonald’s failed to market their food products as addictive, both physically and psychologically. This case was dismissed in court in 2003. Judge...
Words: 891 - Pages: 4
...policies to find out the pros and cons of its new policies, then recommend them and see whether McDonald’s should go on these policies. Also, we hope to learn more about the strategies that fast food companies’ managed to against obstacles, the change of healthy life styles through this article’s example. Major idea This resource is about promoting balanced food and beverage choices by McDonald’s and Alliance for a Healthier Generation to increase customers’ access to fruit and vegetables and help families and children to make more choices to build up their health and keep with balanced lifestyles. They work together for two reasons. First, as the number of obesity is increasing in the global, Alliance for a Healthier Generation, which is a national nonprofit working want to solve the problem to increase people’s health of life. Then, to McDonald’s, since the economic crisis is more serious in the world, McDonald’s wants to increase the revenue and keep the lead. Therefore, McDonald’s partners Alliance for a Healthier Generation to develop the new restaurant chain in 20 major markets such as Australia, Brazil, Canada, China which also includes Hong Kong market, Germany, Italy, Japan, Switzerland, Taiwan and United Kingdom. They provide customers choices of healthy food like salad and fruit. Their cooperation not only develops people’s health, but also gets rid of McDonald‘s...
Words: 2111 - Pages: 9
...GRADUATE CAMPUS ------------------------------------------------- Obesity Lawsuits Against the Fast Food Industry Final Paper August 2, 2013 Breanna Neal I. Introduction Should you be able to sue a restaurant such as McDonald’s for your obesity? Well, it depends who you ask. The customers of such fast-food companies believe their health problems were caused by overeating their addictive fatty foods. Lawmakers are on the other end of the spectrum attempting to ban such litigation because they believe that it is the consumer’s responsibility to not overeat. Today we live in a society where many do not want to take responsibility for their own actions. Everyone wants to jump on the band wagon and sue a business. I decided to take a look at the obesity lawsuits over the years against fast-food companies in order to find out what protection they have from such disgruntled customers. There are many different positions on the topic and various legal cases that went to court. In this research paper I am going to expand on my findings of this controversial topic. First, I will explain the history of obesity law suites and how the first one led many others to sue. Next, I will cite, describe, and analyze various obesity law suits against fast-food companies. Lastly, I will express my opinion on the topic and conclude the paper with an outlook on future obesity lawsuits. II. History of Obesity Litigation with Fast-Food Companies The fast-food industry has been around...
Words: 2910 - Pages: 12
...Obesity is defined as an accumulation of excessive body fat, leading to health risks such as heart disease, type 2 diabetes, high blood pressure and more. There has been a dramatic increase in obesity rates in both adults and children worldwide, leading some experts to label it as an “epidemic,” with more than two billion people in the world currently classified as overweight or obese. The top five most obese countries in the world are the U.S, China, India, Russia, and Brazil, respectively. The fast food industry is frequently targeted for contributing to the obesity epidemic in the world. Fast food restaurants serve processed food with an excess in calories, sodium, and fat at low prices. Many people turn to fast food for a quick, easy meal rather than preparing a home-cooked meal themselves. Additionally, fast food restaurants frequently marketing towards children, which has been linked to contributing to childhood obesity. Though public awareness of the effects of these unhealthy eateries has increased, they continue to be a leading contributor to the rise in obesity. The McDonald’s corporation is headquartered in the U.S. and is recognized as a symbol of American Culture, as well as a contributor to the globalization of Western influence. According to William Gould, “McDonald’s was the first company to try to export America’s love of fast food and changes in eating habits of other nations.” Headquartered in Belgium, Quick has made significant leaps and bounds to improve...
Words: 1681 - Pages: 7
...Running Head: MCDONALD’S AND OBESITY Case Study #1: McDonald’s and Obesity Monica Cassetta Central Michigan University-- MKT 560 February 1, 2014 Introduction Obesity is an ongoing problem not only in America, but seen all over the world. There are many assumptions in regards to why this has been on the rise in recent years, and who is to blame for this. Obesity and over-weight adults, as well as children, has become increasingly common, as well as seen. With over 1 billion overweight adults with 400 million of them being obese, and with 155 million children being over-weight worldwide (Cateora, Gilly, Graham, 2013), this issue needed to be addressed. With that said, the big question is, how do we stop this rise as a whole. An ongoing issue and example to today’s obesity is fast food chains i.e. McDonald’s, and how they advertise. And though McDonald’s is one of the leading companies in the fast-food chain industry across the globe, people have been outraged with their marketing and campaigns to eat their unhealthy menu items. Thankfully, even with the bad publicity McDonald’s had and has received on numerous occasions, they are still able to have a constant growth within their company. Question #1: When it comes to fast-food industries, marketing and advertising is the key to their success. They typically use the 4P’s of marketing which are, product, price, place, and promotion. “Having accurate research is essential in creating the right marketing” (Business...
Words: 2339 - Pages: 10
...Non Market Environment of McDonald’s Case Study Columbia Southern University Abstract This case study explores the nonmarket component of McDonald’s. The issues, interest, institution and information of the nonmarket is identified. This case study revolves around the most frequently addressed issues against McDonald’s which include contribution the poor public health, treatment of livestock, and aggressive marketing practices. The timeframe of each issues ranges from the 1990s to 2000s. Many of these issues have been continuous through McDonald’s history but none like the allegations of contributing to poor public health. McDonald’s has approached these issues by adjusting ingredients, posting nutritional facts, and adding healthier offerings to their menu. To become a more socially responsible organization McDonald’s should identify and address future issues before they arise As a successful global organization McDonald’s faces much scrutiny. The most prominent issue facing McDonald’s is their contribution to obesity and poor health in society. This organization has also been accused of aggressive marketing towards children. This practice has been directly linked to the obesity in children (Baertlein, 2012). Other interest groups have addressed their treatment of their livestock and the fillers and contaminants found in the food. Various groups have targeted McDonalds backing the aforementioned issues. PETA is the most prominent group with official capacity that has...
Words: 815 - Pages: 4
...Tarnesha Covington Student 212303 DBA 7035-Business, Government, and Society Dr. Robert Roberson The Nonmarket Environment of McDonald’s Case Study #1 DBA 7035-Business, Government, and Society Case Study #1 1. Characterize the four I’s. a) Issues: McDonald’s Restaurant chain has faced over 17 nonmarket issues all affecting the industry financially, economically, and medically. McDonald’s has rendered a policy of health and welfare for all of its international consumers to combat all epidemic diseases that derive from obesity and promote a society of healthier living. This franchise encountered many law suits, brand/ food changes, and government infractions in order to improve the wellbeing of the consumers and reputation of the company. McDonald’s main issue is the health issue, which was imposed by the public media and company agencies indicating the dangers of fast food and the obesity rate of the economy. b) Interest: The consumers have the largest interest in McDonalds’ when it comes to the level of obesity in America. They were targeted because of the increased calorie intake individuals were consuming which led to an overall increase in their daily body mass index (BMI). Congress advocated to McDonald’s to apply changes to their menu and the way they advertised. They wanted these changes to target children and promote a healthier eating lifestyle. Throughout the century different economy epidemics have hit the environment. Each time...
Words: 711 - Pages: 3
...writing assignment 6. The first question addresses the case Pelman v. McDonald’s. The second question involves whether MacDonald’s and other fast-food restaurants be judged negligent for selling dangerous products, failing to warn consumers of the dangers of a high-fat diet, and deceptive advertising. These questions are based on the week 6 writing assignment: Corporate Responsibility (Hartman, & DesJardins, 2011). The purpose of this paper is to discuss corporate responsibility. Part one will address the case Pelman v. McDonald’s and the issues involved. Part two will cover whether MacDonald’s and other fast-food restaurants should be judged negligent for selling dangerous products, failing to warn consumers of the dangers of a high-fat diet, and deceptive advertising. In august 2002 the most publicized lawsuit at the time, Pelman v. McDonald’s, was a class-action lawsuit against the McDonald’s Corporation. This lawsuit was brought on behalf of children who consumed McDonald’s products and allegedly became obese or overweight and developed diabetes, coronary heart disease, high blood pressure, elevated cholesterol intake, and other health effects as a result. The group was seeking compensation for obesity related health problems, improved nutritional labeling of McDonald’s products, and funding for a program to educate consumers about the dangers of fast food. The plaintiffs claimed that McDonald’s had engaged in deceptive advertising, sales, and promotion; produced...
Words: 1204 - Pages: 5
... Characterize the four I’s. a. Issues: Obesity 64% of American adults are overweight or obese (Baron, p20). Economists took into consideration several factors: calorie intake, BMI, and work activities. These factors contribute to the failure to provide nutritional information about menu items (McDonald’s has recently added nutritional information on each item on the menu). The news media gave significant coverage to the fast food and obesity issues; therefore the issue became the subject of films, jokes, and recently our nation’s first lady (Michelle Obama) and Beyonce. “ The Menu Education and Labeling Act (MEAL) stated that the name of the food on any menu, the number of calories, grams of saturated fat plus tans fat, and milligrams of sodium contained in a serving of the food be present on every menu.” (MEAL) Filmmaking Activism A film was made to bring attention to obesity, and McDonald’s was the target. The filmmaker focused on McDonald’s for 30 days for all of his meals and gained 25 pounds, and later received health warnings from his doctor (San Francisco Chronicle). “In response to the film, the Competitive Enterprise Institute (CEI) supported preparation of a film by Soso Whaley in which for two 30 day periods she ate only at McDonald’s. She lost 18 pounds by controlling her calorie intake. The CEI stated, Whatley’s documentary project, focusing on personal responsibility, obesity, and public health, is taking on the increasing victim mentality...
Words: 1127 - Pages: 5
...Why have Americans become so obese? Obesity is a struggle among every country in the world. Obesity is when a person is 20 percent above what is supposed to be their normal weight. Obesity is so difficult to get rid of in countries that it is classified as a disease. The country that is greatest known for their obesity rates is the United States of America. Even though America is not the most obese country in the world, America is known for their fast food restaurants severely overweight people. Despite America being one of the most obese countries, no one ever asks the real question. Why have Americans become so obese? The most obviously popular reason why Americans are obese is because of food. The first type of food to relate to obesity is fast food. McDonald’s, Burger King, Taco Bell and many other fast food restaurants load their food with sugar, cholesterol and other unhealthy substances that make people crave it. McDonald’s burgers are severely unhealthier than a homemade burger. A McDonald’s burger has 440 calories, 23 grams of fat, 80 milligrams of cholesterol, 1150 milligrams of sodium and 34 carbohydrates. (McDonald's). A homemade burger has about 270 calories, 9 grams of fat, 142 milligrams of cholesterol, 123 milligrams of sodium and about 9 carbohydrates (Health). McDonald's makes their foods unnecessarily unhealthy. Another problem with Americans food problems is that their portions are completely outrageous. The default portion sizes are Small, Medium and large...
Words: 1304 - Pages: 6
