| Read the following case of McDonalds and write a report that answers the following questions:
Questions: 1. What are the drivers for new product-menu development at McDonalds? 2. How new product development is reflected in McDonalds’ menu lines and what type of innovation strategy has McDonalds adopted for internationalising its business? Please give examples to justify your answer. 3. How McDonalds has designed its new product and innovation teams? How these teams generate and source ideas for new product development? 4. What activities and practices has McDonalds developed for increasing customers’ acceptance and adoption of the new menu products? 5. Customers are increasingly using social media (e.g. social networks, blogs) in their daily lives, while the latter have a great influence on customer behaviour, lifestyle and values. Suggest different ways in which McDonalds can exploit the power and functionality of social media for further increasing customer adoption of its new healthy menu items. 6. How McDonalds can measure the success of the new menu items? |
