Fast Food Marketing. Analyzing the changing consumer diet behavior towards healthy eating habits

Evaluating innovative marketing strategies for global fast food restaurant chains to satisfy the new demands


Seminar Paper, 2020

38 Pages, Grade: 1,3 (German system - excellent)


Excerpt


Table of Content

Index of Tables

Abstract

1 Introduction
1.1 Reasons for innovative marketing in fast food industry
1.2 Definition of the problem and purpose of the paper
1.3 Terminologies
1.4 Structure and approach of the paper

2 Literature review
2.1 Factors affecting consumer diet behavior
2.2 Common marketing strategies of global fast food restaurant chains
2.3 Influence of changing consumer diet behavior on global fast food chains
2.4 Intermediate result

3 Empirical Findings
3.1 Methodology
3.1.1 Research approach
3.1.2 Research design and strategy
3.1.3 Data collection
3.1.4 Research Hypothesis
3.2 Description of the industry and companies
3.3 Case study of McDonald’s Corporation
3.3.1 Public criticism on McDonald’s
3.3.2 Marketing Strategies of McDonald’s
3.4 Case study of Just Falafel
3.4.1 Public recognition on Just Falafel
3.4.2 Marketing strategies of Just Falafel
3.4.3 Reasons for the failure of Just Falafel
3.5 Confirmation of hypotheses

4 Discussion, recommendations, implementation
4.1 Results from literature review
4.2 Findings from empirical approach
4.3 Compare and contrast the results
4.4 Answers to the research questions
4.5 Recommendations of new marketing strategies

5 Conclusion

Reference List

Excerpt out of 38 pages

Details

Title
Fast Food Marketing. Analyzing the changing consumer diet behavior towards healthy eating habits
Subtitle
Evaluating innovative marketing strategies for global fast food restaurant chains to satisfy the new demands
College
Munich Business School University of Applied Sciences
Grade
1,3 (German system - excellent)
Author
Year
2020
Pages
38
Catalog Number
V1010366
ISBN (eBook)
9783346401090
ISBN (Book)
9783346401106
Language
English
Keywords
marketing, sales, social media, case study, fast food marketing, consumer behavior, diet behavior, consumer demand, strategy, marketing strategy, mcdonald's, just falafel
Quote paper
Li-en Lin (Author), 2020, Fast Food Marketing. Analyzing the changing consumer diet behavior towards healthy eating habits, Munich, GRIN Verlag, https://www.grin.com/document/1010366

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