Her er Studienets study guide, som hjælper dig med eksamensspørgsmålet fra 18. august 2015 til skriftlig eksamen i Engelsk A på HHX. Opgavens tema er fastfood giganten McDonald's.
You are a student of marketing and economics at Stanford University in California. You have been asked to give a speech on McDonald's to your fellow students at the university. In the speech, you analyze the company's current problems and discuss if its turnaround strategy will solve the problems.
You may use additional sources in English, for example from the Internet. Do not forget to document your sources.
Write the manuscript in English.
Word count: 800-1200 words.
Use the following sources:
McDonald's Sales Are (Still) in a Slump
McDonald's Is Making 4 Changes To Get You To Eat There Again
McDonald's latest recipe to reverse declining sales: More 'lovin'
McDonald's expands custom sandwich option (4:12)
McDonald's hopes to improve sales with fresher menu (1:48)
Fallen Arches: Can McDonald's get its mojo back? (3:30)
McDonald's: Archenemies (1:00)
The “lower to middle class consumer” is not quite what McDonald’s strives to attract. The “high-end customer”, however, does not believe in the “value” of McDonald’s, so the company must work to attract him. The whole point of the new strategy is not only changing the menu, but changing perspectives and paying attention to what the customer wants.
