Question1 There have been recent requests by health advocates, nutritionist and parents for Ronald McDonald to retire.

Many claim he has too much influence on children and causes the children to have a higher interest in McDonald's Happy Meals. Similar pleas caused Camel Cigarette to eventually pull Joe the Camel from ads because the cartoon character was allegedly geared towards children, which attracted them to the idea of smoking. In response, the company should insist that their ongoing program is to encourage physical activity for elementary schools that don't offer physical education. McDonald's also need to point that they are helpful relative to the solutions of obesity and develop a holistic approach to its kids' marketing strategy worldwide, with television advertising, kid-focused website, in-store merchandising and packaging featuring its healthier items and messages. The goal is to show kids that fare tastes great and is fun to eat. Mcdonalds should not eliminate Ronald in its ads. The character of Ronald McDonald is about so much more than selling McNuggets. He is the heart and symbol, which drives children to have a higher interest in Happy Meals. If So, Ronald can also helps deliver messages to children on many important subjects such as safety, literacy, and the importance of physical activity and making balanced food choices. Question2 By the requirement of law, it enforces that  Corporations must work to solve problems when confronted by people and organizations that may be against what the corporation says, offers, or does.  Corporations must strive to repair relationships with external publics and enhance its corporate reputation and images.

Question3 Governments are not always stable and friendly. Even if they start out this way, they may change which can have an effect on multinational firms. The real question no one is willing to ask is how has the obesity epidemic continued to grow when billions of dollars are spent on after-school programs and nonprofit-supported parent education and free healthcare services. Why does the restaurant industry deserve blame when the government programs are not effective? Customers have always expressed concerns and commitments towards providing healthy choices, not only to children, but adults as well. But the process they go through (to determine the proportion of healthy offerings on its menu) always

involves being sensitive to what the market says (it wants in focus groups) and what the market does. Large restaurant chains also have a history of supporting charities that promote health and wellness or other good causes while a many restaurants, especially independents, offer kids' toys that encourage physical activity, such as Frisbees or balls. It is frustrating when politicians take steps like banning kids' toys in food in attempt to blame restaurateurs rather than noting the progress they have made. The restaurant industry gets the majority of the blame even though it sells less than half the country's food. Question4 The problem faced by McDonalds was the global reactions to obesity and health issues. More and more people find it easy to go to fast food restaurant rather preparing a meal, this can be caused by: Social and demographic changes - its time consuming as modern families with both parents are tied up at work and have no or too little time to spare for themselves or their children in order to educate them on healthy living style or cook for them healthy meals As a result, McDonalds has been criticized and pressurized by Governments around the world as it represents the largest proportion of Fast Food Market. The evaluation of McDonalds approach to solve the problem from persisting it any further was to introduce campaign of Changes which aimed to promote healthier food menu with smaller portions and active lifestyle. The idea was to remove perceived view in consumers about McDonalds as one to be blamed for and bad publicity emerged from the release of the movie Super Size Me, but to create All New Healthy Eating McDonalds Food. However, there was no intention removing the Burgers and Fries, but only focus on healthy additions to the menu. Another problem facing by McDonalds is abandoning advertising targeted at representatives of younger generation, some countries have voted to ban celebrities and cartoon characters in ads advertising junk food, unlike Scandinavian courtiers the ones that have already banned any forms of advertisements on kids channels or addressed at people younger than 16, UK has responded to such restrictions by launching an ad campaign featuring Ronald McDonald with animated fruit and vegetable characters called Yums in two minute singing and dancing animated spots, the Yums urge, Its fun when you eat right and stay active. However in Australia McDonalds has decided to cut budget on advertisings directed to kids by 50 per cent. 1 Even though response which has been made by McDonalds to address the obesity

issues with the menu change by introducing new and healthy food which has been added to the list and the reorganising advertising campaign, McDonalds has never stopped advertising to children they defended their position by stating that Ronalds YumChum friends are positively bursting with healthy advice. There is even a song; Dont let your Yum-Chums get glum, put healthy stuff in your tum. 2 Problem are worse when Prince of Royal Family had his say about McDonalds. As the attention to the Obesity issues have been driven away by concerns about anorexia and the pressure being put on young girls by so-called size zero models. Prince Charles has made his statement which has tipped the scales back in the direction of obesity. During his Royal visit to Middle East, he suggested that; - McDonalds was responsible for the obesity epidemic among nations. He also stated if there were any attempts to ban McDonalds. The comments that he made broadcasted internationally, however the reaction was more positive for McDonalds than the one you would normally expect.3 The responds to support their argument from McDonalds PR team were based on research which they have conducted against Prince Charles statements quoted above. They compared the nutrition in products sold by McDonalds and products sold by the company owned by Prince Charles under the brand name; Duchy Originals. The Cornish Pasty carries considerably more calories per 100g in comparison to Big Mac and the fat content is 13.6g per 100g, which is higher that the 11.12g in the Big Mac. Medium fries from McDonalds contain 150 less calories per 100g in comparison to Duchy Original Organic Hand Cooked Vegetable Crisps. And finally Duchy Originals Organic Lemon Tart has one third more calories than the McDonalds Apple Pie. 4 These facts which have been given to justify the position of McDonalds has resulted in Princes comments to be downplayed later, stressing that he was merely advocating a balanced diet, especially for children, and wanted to m the point that burgers and ake chips were not the only foods available to them. 5 The three issues faced by McDonalds U.K. and approaches they have taken in order to solve them does indicate that McDonalds really is a Global Corporation which cares for society no matter how it appears in our minds. In every action made against them they have managed to generate a reaction to justify their position and prove the otherwise. As a result we still see Golden Arches today, and ever since McDonalds has been improving its image the way we perceive it. However it has restricted itself from certain aspects e.g. aggressively and directly advertising to children but it has improved its image by introducing new and healthier menu, redesigned all restaurants to create comfy features, so you no longer have to leave as soon as you receive your meal and consumed it but remain there as long as you wish for. So McDonalds has indeed put substantial amount of efforts in order to turn around

our views to positive side and maintain it at that level, and carries on improving its image by carrying for the future generation, McDonalds is now a part of recycle group, that reuses its own waste, the mission is; to be the UKs best family restaurant and this involves protecting the environment. And when its sport activities involved, this year's match (Man U vs. Chelsea) was a great opportunity to celebrate the launch of the new four year McDonald's FA Community Partnership and its goals, including; supporting over 6.000 local clubs, 400,000 volunteers, 200,000 coaches, and to train 30,000 coaches by 2014. The Community Shield also provides the opportunity to thank those who make grassroots football possible by inviting thousands of coaches, players and fans to come and enjoy the season's curtain raiser.6 Question5 On the subject of the short-range plan for McDonalds to put into practice, based on earlier discussion relating to the diversity of the products by implementing new line in its menu, McDonalds should reduce the price of its new products. They should price them relatively to its sandwiches. It may then result that consumers wouldnt have to be hesitant between a healthy expensive meal and a cheap burger meal. Despite the fact that company did not do well, when launching of the new products took place, McDonald wishes to maintain selling healthy products such as salads, fruits and vegetables as well as fresh juices, especially for kids. Children would consume whatever their parents would allow them to. If they are to find fruits and vegetables in the Happy Meals box, without any hesitation they would eat it. What's more, McDonalds is now compliments Happy Meals with some sport related gadgets, which parents and children find more useful to the toys they used to provide earlier. When McDonald has entered into French market, one of the European countries where the group is struggling to attract consumers due to unpopularity of the junk food, they find it hard to transform the sports facilities in mini-gyms called "Ronald Gym Club into reality, I personally believe it would be a great opportunity to imitate such approach in France and the rest of the World. The way McDonalds has fought against obesity has been quite successful. Present attitude in the direction of rising obesity is straightforward: they have made huge efforts and made it with their best possible means to offer to their consumers a assorted range of products. As a result, it is not fair to accuse McDonalds by member of Royal Family of promoting an obese lifestyle. However, going to McDonalds may seem like eating a chocolate; everybody knows thats not good for us or our health but we consume it anyway, because we enjoy this particular moment and McDonalds is just consumption for pleasure and it is a well-known fact that one need not have to eat there every day in order to not gain weight. In regards to the long-range plan for the company, well first of all, McDonalds should

work on promoting the changes it implemented recently (healthy style) and creation of new brand image. Undeniably we can state that the world is changing and the consumers way of life is also transforming. For these reasons; when they are taking place, McDonalds need to give attention to what people are taking into consideration, presently - the environment, their way of life as well as what they consume. In example to illustrate with the new McDonald's restaurant based in Paris, which was refurbished in the second quarter of this year, it includes a series of modern equipments in order to protect the environment and a new decor that is eye catching. On display there are some traces of scenery, photos, panels and educational exhibits that are intended to educate consumers of McDonald's about major environmental issues and of the initiatives undertaken by the company in France. More fundamentally, the new McDonald's restaurant has concentrated all the initiatives and innovations developed by the company in its French restaurants to optimize its energy consumption, improve the recovery of its waste and reduce local pollution in one place. In particular, it is equipped with new software for monitoring environmental performance by optimizing management of the ignition and extinction of cooking appliances such as toasters, grills, and deep fryers. The devices used for packaging are recycled (90 % are in paper or cardboard rather than polystyrene). They also employ low-energy light bulbs, two urinals without water (annual saving of 200 000 litres of water), an air conditioning system operating with a heat pump air / water, a collection of used frying oils, which are then valued in agro diesel, a collector of used batteries at the entrance to the restaurant and also plan to collect waste abandoned on public roads within a radius of 300 meters around the restaurant. As mentioned earlier, individuals who are more concerned about the environment will be also more concerned by their way of life. If McDonalds is changing its brand identity; there is possibility that they will attract new customers. These customers may represent the segment of those who have not ever been to the McDonalds restaurants. Even if McDonalds will remain as a fast food chain they still have the possibility to change and improve their image. If they act like they are preoccupied by their environment, it means that they still are preoccupied by their customers and their health and maybe will be able to offer green products. This campaign and long range plan should be a success in the United Kingdom; this is due to their lifestyle: they tend to be more health conscious nowadays in comparison to the past. Also, the country is an island and is more preoccupied by their environment than in any other countries around the world.