Usha Jose – McDonald

McDonalds’ sales declined considerably over last few years as the health awareness wave swept America. The company was criticized widely for childhood obesity and unhealthy products. McDonalds’ share prices fell down to $ 12 in 2003. As people struggled to make healthy choices the company faced an important challenge to adapt to new customer needs.
To face this, McDonalds introduced a new menu with an addition of many healthy food choices. They also offered nutritional information for their products. Apart from this, new marketing strategies played a big part in re-establishing sales. New ads showed healthy kids leading a very active life style, and health conscious moms who were concerned about “what goes inside” choosing McDonalds. The company revamped its image as one that promoted a healthy living style, just what many Americans were hoping to achieve. Even now its main products are burgers and fries, which far outsell its healthier product choices. But by offering customers healthy choices, the company has cleverly managed to win back its customers and has achieved a cleaner image. Its stock price has soared to more than $55.
McDonalds’ dollar menu which they introduced to beat competition is another example of successful change management from the company’s history.

References

1.http://seattlepi.nwsource.com.offcampus.lib.washington.edu/business/1310ap_unstoppable_mcdonalds.html
2.http://www.reuters.com/article/consumerproducts-SP/idUSN1632181520070717
3. http://www.reuters.com/article/consumerproducts-SP/idUSN1320348720070413