External Secondary Research Conducting

External Secondary Research Conducting external secondary research can help support the need for a study when addressing a management problem identified for a marketing research proposal. In this assignment, you will demonstrate your ability to conduct secondary research to inform a proposal for a new product idea.

In this assignment, you will engage in the development of the following professional competencies: understanding how to approach unstructured problems. As a marketing researcher working for the McDonald's© Corporation, you are tasked with performing secondary marketing research to inform a brief proposal that introduces a new product concept that can be added to the menu.

Preparation involves conducting secondary marketing research to learn about the types of food McDonald’s currently offers and does not carry. Brainstorming is encouraged to generate two or three possible new products that could be a good addition to the menu. This may require visiting a McDonald’s location and sampling menu items, highlighting that exploratory research can be interactive and engaging.

Instructions for completing this assignment

Write a 2-3 page persuasive essay in APA Style format. Use complete sentences and provide specific examples when applicable. Ensure correct spelling, grammar, punctuation, and language usage. In your essay, include the following:

  • Provide two or three initial ideas for new products that McDonald's can include on the menu.
  • Find two articles or references from credible sources in the library or Internet that provide information on whether each proposed product might be successful. For example, if proposing French cuisine, find articles detailing the recent increase in U.S. consumer consumption of French food over the past three years.
  • For each article: Briefly explain how each supports one or all of your selected product ideas, demonstrating how the data or insights bolster the case for including those items on the menu.
  • Provide a brief summary (about one paragraph each) of the two articles, describing their main findings or insights relevant to your product ideas.
  • Include a reference list in APA format for the articles you have cited.

This exercise is an opportunity for you to think creatively and critically about products that could enhance McDonald's menu and profitability. The secondary research should convincingly support your new product ideas, aiming to persuade senior management that these additions will be beneficial for McDonald's revenue and profit margins.

Paper For Above instruction

In the highly competitive fast-food industry, innovation and adaptation are essential for capturing consumer interest and maintaining profitability. As a marketing researcher for McDonald's, leveraging secondary research to support innovative menu additions can provide strategic insights, reduce risk, and help persuade decision-makers to adopt new product ideas. This paper presents three potential new menu items, supported by credible research findings, to demonstrate how secondary data can influence product development strategies.

Proposed New Menu Items

The first idea is the introduction of a plant-based burger aimed at increasing offerings for health-conscious and environmentally aware consumers. The second idea involves adding international cuisine options, specifically Asian-inspired dishes like sushi or Korean-style rice bowls, tapping into the global flavor trend. The third option is introducing breakfast items tailored for snack occasions, such as breakfast tacos or breakfast wraps, aimed at capturing on-the-go consumers during off-peak hours.

Supporting Research

To evaluate the potential success of these ideas, secondary research from credible industry sources was conducted. For the plant-based burger concept, a report from The Good Food Institute highlights the surge in consumer interest in plant-based foods. According to their 2022 industry analysis, the plant-based food market grew by 17% annually, driven by health and sustainability concerns (Good Food Institute, 2022). This trend indicates a receptive market for meatless burger alternatives at fast-food chains like McDonald's.

Regarding international cuisine, a study published in the Journal of Foodservice Business Research noted a significant increase in U.S. consumer exposure to Asian cuisine, with a 23% rise in restaurant visits featuring Asian dishes over the last three years. This data suggests an expanding consumer palate and openness to diverse flavors, supporting the inclusion of Asian-inspired items on McDonald’s menu (Lee & Lee, 2021).

Article Summaries

The first article, published by the Good Food Institute (2022), discusses the rapid growth of plant-based foods in the U.S. market. It attributes this trend to increased consumer awareness of health, environmental sustainability, and animal welfare issues. The report emphasizes that fast-food chains that incorporate plant-based options are experiencing increased customer visits and higher sales, positioning these items as strategic menu innovations.

The second article by Lee and Lee (2021), explores the rise of Asian cuisine in the American dining scene. The authors analyze consumer trends indicating a growing preference for authentic and fusion Asian dishes in fast-casual settings. The article suggests that the proliferation of Asian flavors aligns with broader multiculturalism trends and provides a competitive edge for restaurants offering such menu items.

References

  • Good Food Institute. (2022). The State of the Plant-Based Food Market. Retrieved from https://www.gfi.org/research/state-of-the-industry
  • Lee, S., & Lee, D. (2021). Asian Cuisine Trends in the U.S. Foodservice Industry. Journal of Foodservice Business Research, 24(3), 241-256. https://doi.org/10.1080/15378020.2020.1817723
  • Mintel. (2023). Consumer Attitudes Toward Plant-Based Foods and International Cuisine. Mintel Reports.https://www.mintel.com
  • NielsenIQ. (2022). How Global Flavors Are Shaping Consumer Preferences. NielsenIQ Insights. https://nielseniq.com
  • NPD Group. (2022). Food Trends in Fast Food Chains. NPD Group Reports. https://www.npdgroup.com

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