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Tarnesha Covington

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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 McDonalds has had to prove that their regiment of growing products for the company and suppliers were all within the guidelines mandated by all congressional approved acts regarding the quality of standard food. This was accomplished by using health watch groups. McDonald’s achieved this by changing their promotion of “supersizing” and moving to a healthier lifestyle by offering salads, fruit,

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