变脸麦当劳让品牌更年轻（Face changes McDonald makes brands younger）.docVIP

变脸麦当劳让品牌更年轻（Face changes McDonald makes brands younger） Case subjects: McDonalds Corp Market position: world fast food boss, but in recent years, the market in other parts of the world has been challenged by other fast food brands. In the Chinese market, McDonalds has been finished under fellow kentucky. Market significance: McDonalds in the global simultaneous launch of I like brand update activities, many people called McDonalds face change action. McDonalds changed its happy image of Mom and children for decades, becoming a young, fashionable hip hop image. Market effect: Sales of McDonalds Corp in 2003 and November increased by 14.9%, and sales in the Asia Pacific region increased by 16.2%. The companys share price bucked the market, setting a new high in 16 months. JP Morgan group in December 2003 said that McDonalds global operations have been greatly changed, and McDonalds stock rating from the general market performance rose to beyond market performance.. Case history: McDonalds in 2002 was a tough one. In October, McDonalds shares fell to their lowest level in 7 years, down 70% from 1998, and the company lost its first share in the fourth quarter of 2002. In November 8, 2002, McDonalds headquarters announced that the company would withdraw from 3 countries completely and shut down 175 chains in 10 other countries. In mainland China, the performance of McDonalds has been a lot worse than that of fellow villager kfc. In recent years, McDonalds fast-food restaurants such as burger king was robbed a lot of market share in the mainland, a noticeable decline in Asia, the Middle East and other places of sales. The marketing expert Milton Kotler in an interview with reporters, fast food on the health of consumers, ethnic and cultural awareness, and brand aging are the three main reasons for McDonalds in the world and China in trouble. In early 2002, McDonalds new global chief marketing officer Larry Wright (Larry Light) took office. Larry Wright is the brand manage