The growth of McDonald's company in the European market Case Study

The growth of McDonald's company in the European market - Case Study Example The main competitors include Tex-Mex, Nando’s, and Southern Fried Spicy Chicken Restaurant. In addition, research indicates that the demand is drifting away from the plain hamburgers offered at McDonald’s. As such, lack of product diversity has been a barrier to successful expansion into the European market (Han, 2009). McDonald’s company has to establish products that go beyond its identity (Toivanen, & Waterson, 2011). As such, it should go beyond the conventional hamburger place and offer a variety of products. In addition, the foods offered ought to be unique from those from the competitors. It is worth noting that McDonald’s Company is focusing on hamburgers and fries with low fat content. With the increasing lifestyle concerns related to nutrition, the European market is in dire need of products that are healthy. McDonald’s should focus on producing products that meet the nutritional demands of consumers, taking note of the increased demand to healthy eating habits. McDonald’s ought to recognize that consumers are the source of revenue. To maximize on its expansion in the European market, McDonald’s should embrace customer service as a complementary to offering foods. Customer satisfaction forms the foundation to customer loyalty. As such, the company should place customer service as a primary product. In addition, the company may practice target marketing as a promotional mechanism. Advertising its products to the right market would ensure that the company adopts an efficient marketing approach. It is notable that the visual impression is significant to consumer preference. Therefore, the company should focus on aspects such as packaging that go beyond marketing to create an appeal for its products. McDonald’s business strategy involves product differentiation and diversification to have an edge over its competitors. As such, the company ought to focus on new products such as McCafà ©, its coffee brand, to diversify