Recommendations 1. Which alternatives are you choosing and why? 2. Explain how your chosen alternative (s) will resolve the strategic issue(s). 3. Which alternatives are rejecting and why? Implementation Plan Did your Implementation Plan use these headings (Changes in Organizational Structure, Changes in Organizational Culture, and Funding) in your report? Format should be as follows: Do one issue, its alternatives, its recommendations, and its implementation. Then move on to the next issue and do its alternatives, recommendations, implementation, etc. for as many issues as you have. Please number your alternatives for each issue. Alternative #1 What: Offer higher-quality items on their own. How: Instead of offering a few new $11 meals, offer items ÿ la carte for a lower price point (around $4-$5). Consumers can choose to purchase one item, or create an entire meal of their own. Who: Research & Development, working along with the Culinary Innovation team, would be responsible for coming up with the new menu items. Marketing and Design are responsible for deciding on price points and determining the best way to present the new items on the menu and in advertisements. When: Development of new items should begin immediately, with the final choices being introduced to markets within a year. Where: This should begin in locations throughout the United States, and if successful, locations in Canada and overseas should also be considered. Alternative #2 What: Offer unique ways for consumers to customize items/meals that are already being offered on the current menu. How: Begin offering different sauces for fries and a larger variety of toppings (such as different pickled items, cheeses, and condiments) for burgers and other sandwiches. This allows consumers to have to ability to customize their meals, like at Smashburger, but with the convenience that McDonalds offers (via the drive-thru, for example). Who: Research & Development would be responsible for developing and distributing a survey to find out what consumers are looking for when it comes to sauces and condiments; once the surveys are completed, the Culinary Innovation team would begin creating recipes based on the survey results. Marketing would be responsible for determining price points for the new customizable options. When: Development of new items should begin immediately with the chef/kitchen teams, with the final choices being introduced to markets within a year. Where: Locations throughout the United States, but at first focusing on stores specifically near other Smashburger locations (or locations of a comparable competitor) to draw in those consumers. Issue #9 What is the issue? Take on Burger King for low-income customers. Why is this an issue? At the other end of the spectrum, McDonalds needs to make sure it can still attract low-income customers, rather than losing out to its traditional rival Burger King. Burger King has served up better results recently, which the chain has partly put down to its focus on price and the success of its value menu range. Alternative #1 What: Offer a variety of low-priced meals to compete with Burger King. How: Revamp the value menu Burger King has recently started offering hot dogs and new dessert items, all under $3. McDonalds should do the same. Who: Marketing should start designing advertisements and implementing a plan to attract consumers away from Burger King and to the new lower-priced menu. The Culinary Innovation team should start developing new menu items that will attract consumers. When: Immediately Burger King has introduced new, low-priced options consistently over the past year. Waiting only gives the competition more time to develop new ideas. Where: Locations throughout the United States, especially ones near Burger King. Alternative #2 What: Instead of offering entire meals for a low price, offer a variety of items for $1. How: Bring back the dollar menu (currently replaced by the value menu of items ranging from $1 $3). Who: Marketing should start designing advertisements and implementing a plan to attract consumers away from Burger King and to the new lower-priced menu. The Culinary Innovation team should start developing new menu items that will attract consumers. When: Immediately summer is quickly approaching, and a dollar menu would attract consumers who are travelling and looking for affordable food options. Where: Locations throughout the United States, especially ones near Burger King.
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