Week 11 Writing Journal

After I reviewed my webtext, I would insert my podcast after “More and More Competitors in China” section. Due to my podcast is discussion one specific competitor (also the largest threats to McDonald’s) to McDonald’s in China, thus, I would insert my podcast by using one big KFC’s picture with the audio presentation after that paragraph. Also, I would put my slideshow after the paragraph “McDonald’s Research and Develop New Flavors to Appeal to Chinese Consumer”. To illustrate my slideshow, I would insert one word attachment below the paragraph.

Outline:
Working Outline for: McDonald’s Marketing Strategy in China
Research Question: How Does McDonald’s Strategy of Marketing Deal with Consumer Taste in China?
Working Thesis: McDonald’s adjust their products to create new flavors for Chinese consumer and marketing it well.
Purpose: I hope after my audience read my article, they would understand how well McDonald’s performs their new marketing strategy in China
Audience: McDonald’s faithful consumer who are Chinese related and who are living in China.

I. Introduce the topic- McDonald’s marketing strategy in China and basic view of McDonald’s.
McDonald's is a worldwide leading fast-food restaurant today. Especially in Asia, McDonald's has a huge market share within China. It has used almost same marketing strategy as the United States in China, but it has expended the marketing strategy to fix the local consumer’s eating behavior.
II. McDonald’s history
A. McDonald’s founder Ray Kroc & How Kroc had founded McDonald’s (place, time…etc.)
On April 15, 1955, McDonald's Corporation founder, Ray Kroc, created his first McDonald’s restaurant in Des Plaines, IL. After Kroc had founded McDonald’s he built a logo which success to appeal to the people a brand name McDonald’s. According to the page name 1955 of McDonald's (2010), “the attention getting red and white tiled building with the Golden Arches was designed by architect Stanley Meston in 1953”.
III. McDonald’s marketing strategy in China
A. Research and Develop New Flavors to Appeal to Chinese Consumer
(after this paragraph, there is one attachment shows the detail of McDonald’s new menu in China)
McDonald’s has researched local consumer eating behavior first and then decide to change the menu. According to Hume (2010), he stated that in addition to provide core menu which included Big Macs, McChicken, and Egg McMuffins in China, they has changed a little bit of menu in local city to fix the consumer preference. There is one information Hume (2010) provided, “In Hong Kong, the traditional Filet-O-Fish sandwich is the top seller. In Shanghai, McDonald's Spicy Chicken Filet Burger sells best, and a Spicy Filet-O-Fish recently was added” (p. 1).
B. Founded Focus Group to Study the Chinese Consumer
C. Chinese View McDonald’s as a Western Restaurant
D. More and More Competitors in China (after this paragraph, there is one big KFC’s image showed in the webtext with the audio presentation)
IV. McDonald’s become famous in China
A. The people know the brand, who can easily recognize the brand
The people most easily recognize McDonald’s and even the age from five to seventy. According to Griffith (2008), “Two decades ago, McDonald's was largely unknown here, except as a symbol of the decadent west. But a capitalist revolution has swept through the People's Republic. And today mainland China, still officially Communist, is home to 800 McDonald's restaurants — with 200 more in Hong Kong”. It represents that McDonald’s has grew very fast within two decades and has big market share in China.
B. McDonald’s Promotion and Growing Sales in China & Perceives Potential Marketplace in China
McDonald’s has created two niches in China: drive through and locations open all night. Niche means a special region demand from customers for supply special goods or services. The two niches perform successfully and let McDonald’s become the restaurant leading place in China (The Associated Press, 2007). There is one example talked about McDonald’s did the drive through service excellent while the Beijing Olympic Games in August 2008, “it has 770 units in China now (the first opened in 1990) and intends to have at least 1,000—and 50% of new stores with drive-thru windows—when the Beijing Olympic Games begin in August 2008” (Hume, 2010). As a result, drive through and locations open all night are two successful niches.
C. New Future Marketing Strategy in China
V. Conclusion- restate the topic and the research information


Conclusion for my outline:
The thesis, audience, and purpose are still relevant to the content of my webtext. I think they are good to go. However, probably I would add one last paragraph for my conclusion in the future 2000 webtext.