Overview
When completing this assignment, review the NcDonald's Case. The link to the Harvard Business Course pack for this Pulse candy project reading is: hbsp.harvard.edu.It is the Strategic marketing section by Dr. Lisi. ,or JWU - ELisi - MRKT5500, Summer 2, 2024.
APA 7th Edition.
- Read the McDonald's case study in your Harvard Business Coursepack. If you need help accessing the coursepack, please refer to the Syllabus & Course Info page.
- Assuming that the answer to the last question in the case is that McDonald's will never really have "fully automated" stores, but more likely, heavily automated stores and a human component to not descriminate against consumers who, for health or other reasons, do not interact with order-taking machines, respond to the following, being sure to label your responses 1, 2, 3:
- Based on your learnings from reading the case and from this week's readings and ulearn material, come up with at least FOUR different types of consumers to target who might be VERY interested in automated ordering. Describe each and say why that particular target might prefer automated ordering. And for EACH, address how you would best communicate specifically and directly with them to entice them to come to McDonald's and place an automated order - - - consider the in-restaurant kiosk as well as app ordering... eat-in or take-out... pick-up at drive through or come inside to pick up or eat inside. . . . any combinations.
- Address how you would BEST communicate that in-person ordering is still welcome. How might the brand encourage automated ordering while not disparaging people who can't or simply prefer not to order that way? Note, because of laws protecting people with certain disabilities, ordering in-person can't cost more than automated ordering. . . Though some offers can be "online only." So this could also be a PR issue.
- Briefly explain your own feelings about automated ordering and whether you use it (at McDonald's or elsewhere) and whether you prefer it. How do you think it could be improved?