Ladies and Gentlemen, I would like to welcome your all to my speech Thursday the 10th of January 2015. My name is [NAVN A]. I’m honored to be asked to make this speech. I have studied marketing and economics here at Stanford University for the last 7 month. In Denmark, I have been working in the fast food industry, so I know the fast food industry from my time in Denmark. McDonald’s are in crises, and they are trying to invent new innovative solutions for the future fast food restaurant.
McDonalds have had some struggles during the last decade. Especially in the last year they have faced a serious problem. Their sale has decreased both in their American stores, as well as in their global stores. As Beth Kowitt mentioned they have some difficulties in convincing the higher ends consumer, that their products are the right products. High end costumers do not think that McDonalds products are good value for them. In their effort to convince this category of costumers they have implemented new strategies, and some of them have failed. Among them they have implemented a campaign which contained a new type of nugget called the mighty wings. They tried to make it all about quality, but the campaign failed, because their consumers wanted quantity instead of quality.
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