Market Research into Mcdonalds and Its Current Situation in Terms of Sales

CONCLUSIONS
It is too early from our secondary data to draw a conclusive conclusion from the secondary data on some of the problems facing McDonald. Since our secondary data are exploratory in nature, we hope to conduct further qualitative and quantitative research to get the data so that we will be able to analysis and draw a statistical conclusion to some of the issues that have come out from secondary research.
Our aim is to developed from the exploratory research to conduct the primary research with a view of measuring the consumers perception and attitudes toward the brand as we have indicated in our first objective. We hope to obtain the primary data from the age group between 18 to 24 years old, whom as seen in the report from the president of McDonald, has concluded that, ' The new image, with the slogan "I'm loving it", is aimed at persuading the 18 to 24-year-olds who have abandoned McDonald's...'.
It can be said that McDonald's initiatives aimed at reviving sales growth by offering meals more suited to an increasingly health-conscious public backed by aggressive marketing campaigns are beginning to pay dividends as seen from the first six months trading figures in the US. However, the same figures also revealed that in spite of the new strategies, European markets are still facing declining sales figures.
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