Week 12 Writing Journal

1. Given what you have learned so far about your subject.

I have learned a lot of information about McDonald’s within my research. Firstly, in fact, in China, I only know few new flavors McDonald’s has created but not exactly whole flavors what they looks like. However, after I research about McDonald’s menu, I found out there are many tastes that the menu only in China, such as red bean pie, Filet-O-Fish Burger, and Crispy Chicken Wings. Secondly, I have learned that McDonald’s did a lot of good marketing strategy to Chinese consumers, such as drive through and the store opens 24-hr services, and cutting price of meal as a promotion. Lastly, I have understood that the reason McDonald’s standing in the leading place of fast food industry, such as founded focus group to find out Chinese tasting behavior and perform new niches which is 24-hr delivery service.

2. What can you say to your readers that they may not already know and that you would be expected to support with facts, statistics, examples, or expert opinions?

I would say that my readers probably do not know well about China’s McDonald’s marketing strategy before they read my article. Also, I expected after they read the research, they would become excited to taste McDonald’s new flavors in China. However, I also expected them to understand how McDonald’s performs their marketing strategy under the pressure of many competitors such as KFC, Burger King, Pizza Hut, and Domino’s Pizza.

3. Summarize and respond to at least three of the texts in your bibliography. How will you use each of these in your webtext?

Hume, S. (2010). The road to china. February 16, 2010. Retrieved from: BuyerZone: http://www.buyerzone.com/professional_services/franchises/rbic-road-to-china.html
- In this article, it mentioned about the detail of McDonald’s marketing strategy in China, such as focusing on 5 P’s (people, products, place, price, promotion). Also, it has talked about that McDonald’s intends to open more and more new outlets in the mainland and increases the sales force to make more profit. I will use it to describe the detail new flavors name of China’s menu. Also, this article is like a overview of McDonald’s in China, thus, there are many sentences I can quote in my research, such as McDonald’s open more outlets, the main new flavors in China, and how McDonald’s sees China as a big market.

Lomax, A. (April 7, 2010). McDonald’s seeks a chinese fortune. April 14, 2010. Retrieved from: The Motley Fool: http://www.fool.com/investing/international/2010/04/07/mcdonalds-seeks-a-chinese-fortune.aspx
- In this article, the main point is obviously in the title: McDonald’s seeks a Chinese fortune. The author stated that McDonald’s gains more profit in Asian region year by year and tries to raise the number of outlets in the mainland. Also, it showed a graph to indicate the growing sales among Asia region, the United States, and Europe region. This graph is useful to me to support the reason McDonald’s choose China as a future marketplace star.

McDonald’s cuts prices in china to promote sales. (February 10, 2009). March 7, 2010. Retrieved from: ChinaRetailNews.com: http://www.chinaretailnews.com/2009/02/10/2242-mcdonalds-cuts-prices-in-china-to-promote-sales/
- This article is talking about McDonald’s has started cut price of its meals since 2009. The reasons they cuts price are raise the sales and compete to other opponents. I would use it to mention about McDonald’s marketing promotion and how well it performs. Also, there is one good place I also can put in, which is competitor part with KFC. Due to KFC owns highly competitive ability against with McDonald’s, McDonald’s treats its marketing strategy seriously.

4. What other new sources do you need to find to help you fully answer your questions? What information will you look for? Where do you expect to find it?

I think the new sources I need to find out is report the McDonald’s original menu in the United States. The reason I decided to do it is because I hope my readers can compare the original menu with new menu in China. My readers will clearly understand what different McDonald’s has changed. Also, I would find the information of the United States original menu from McDonald’s website. Moreover, I just jump out an idea which I might research how McDonald’s targets new consumer groups (healthy concern consumer & Kids) to increase the sales. The information would be found in McDonald’s website as well.