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8/3/2019 Marketing Management McDonald vs Subway

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M|kh Hk F{oe la||aykh ( 5&>>> m|ad medcf m|ck`hs Behkk ^c`k|a e`h ^kxk| L{oj xasxe|x bcs mc|sx se`hycob sba~ a` E{i{sx 9& Ma|lks deiewc`k

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lcffca`. C` ehhcxca` xa x|ehcxca`ef |ksxe{|e`xs& _{lye a~k|exks c` de` `a` $x|ehcxca`ef faoexca`s. Ma| c`sxe`ok& xbk|k e|k a}k| 3>> _{lye faoexca`s c` Yef$De|xsxa|ks e`h > a` dcfcxe| lesks& c`of{hc`i sk}k|ef c` C|eu e`h Emibe`csxe`& c`ehhcxca` xa xb|kk faoexkh c`schk Xbk ^k`xeia`& es ykff es e` c`o|kesc`i `{dlk| a`

oaffkik e`h {`c}k|scx oed~{sks.

_{lye |ksxe{|e`xs be}k lkk` oa`scsxk`xf |e`jkh c` K`x|k~|k`k{| Deiewc`k)s Xa~

;>> M|e`obcsks& e`h _{lye yes skfkoxkh es xbk < a}k|eff m|e`obcsk c` >2.Ehhcxca`eff& cx yes |e`jkh es xbk ? Mesxksx I|ayc`i M|e`obcsk e`h xbk 5 ,IfalefM|e`obcsk, es ykff. C` De|ob 55& _{lye yes |e`jkh xbk dasx ~a~{fe| Mesx$Maah\ksxe{|e`x c` xbk [`cxkh _xexks am Edk|coe c` e ~aff am a}k| 8? xba{se`h saocef dkhce

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_x|k`ixbs7DoHa`efhs bes lkk` e xb|c}c`i l{sc`kss sc`ok 53;; e`h am xbk xa~ ;>

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|ksxe{|e`x sxemm. Ma|x{`k Deiewc`k >; fcsxkh DoHa`efhs es xbk ,Lksx ^feok xa Ya|j

ma| Dc`a|cxcks.

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|ksxe{|e`x skxxc`is: xbk oa{fh ~|a}chk da|k {~soefk |ksxe{|e`x skxxc`is& fcjk xbk a`kxbk be}k c` @ky Sa|j Ocx a` L|aehye& xa e~~kef xa e da|k {~soefk xe|ikx

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ma|Edk|coes alkscx k~chkdco.

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m|e`obcskk sxe|x {~ oasxs. M|e`obcskk x|ec`c`i cs sx|{ox{|kh& l|ckm e`h hksci`kh xa

ess{|k |e~ch sxe|x${~ e`h s{ookss.

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c`oa`scsxk`x m|ad sxa|k xa sxa|k. Kd~fakk x{|`a}k| cs bcib. @a oa`x|af a}k| m|e`obcsk

sex{|exca` c` ic}k` de|jkx e|kes.

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a~~a|x{`cxcks xa c`of{hk k}k`x yeia`s. Cd~|a}k m|e`obcskk |kfexca`s. Kr~k|cdk`x

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xa de`{meox{|k|s xa ~|adaxk `ky da}ck |kfkesks xb|a{ib obcfh|k`s dk`{

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C`xk|ksx Oasxs& Koa`adco hay`x{|`& _elaxeik& Fey _{cxs.

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DoHa`efhs Oa|~a|exca` "DoHa`efhs# cs xbk ya|fhs fe|iksx maahsk|}cok |kxecfc`iobec` ycxb ?5&>>> mesx$maah |ksxe{|e`xs c` 553 oa{`x|cks. Xbk oad~e` efsa a~k|exks|ksxe{|e`xs {`hk| xbk l|e`h `edks Xbk Lasxa` De|jkx e`h Obc~axfk Dkrcoe`

I|cff. DoHa`efhs a~k|exks fe|ikf c` xbk [_ e`h xbk [J e`h cs bkehu{e|xk|kh c` AejL|aaj& Cffc`acs kd~fac`i 889&>>> ~ka~fk.

Yk`hs C`xk|`exca`ef "Yk`hs# a~k|exks xb|kk obec`s am mesx maah |ksxe{|e`xs7Yk`hs "xbk xbc|h fe|iksx l{|ik| obec` c` xbk ya|fh#& Xcd Ba|xa`s& e`h Lege M|ksb.

Yk`hs a~k|exks a}k| 39>> |ksxe{|e`xs c` oa{`x|cks& bes lkk` c`of{hkh c`Ma|x{`k deiewc`ks fcsx am xa~ ;>> [_ oad~e`cks& cs bkehu{e|xk|kh c` H{lfc`& Abca&

e`h kd~fas ela{x ;9&>>> ~ka~fk.

_{lye _YAX E`efscs7

Oad~kxcxc}k E`efscs7

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Geoj c` xbk Lar ay`s& a~k|exks& e`h m|e`obcsks Geoj c` xbk Lar u{coj$sk|}cokbedl{|ik| |ksxe{|e`xs e`h Uhale Dkrcoe` I|cff mesx$oes{ef |ksxe{|e`xs e`h cs

bkehu{e|xk|kh c` _e` Hckia& Oefcma|`ce.

Xe|ikx De|jkxs7

Xbk c`o|kesk c` sefks am xbk se`hycobks bes lkk` e |ks{fx am hko|kesks c` oa`s{dk|c`xk|ksx c` bedl{|ik|s e`h m|cks e`h c`o|kesks c` hkde`h ma| bkefxbck| a~xca`s. _efks

am se`hycobks e|k i|ayc`i 5; ~k|ok`x e``{eff& a{x~eoc`i xbk ? ~k|ok`x sefksi|ayxb |exk ma| l{|ik|s e`h sxkejs.

O{||k`x De|jkxc`i ^|ai|ed7

E `ky l|kkh am |ksxe{|e`x cs dejc`i lci iec`s eiec`sx xbk de|jkx$sex{|exkh

bedl{|ik| ksxelfcsbdk`xs. Xk|dkh mesx$oes{ef& xbksk |ksxe{|e`xs e|k hadc`exkhl Dkrcoe` obec`s& e`h se`hycob |ksxe{|e`xs ammk|c`i m|ksb$lejkh l|kehs e`hs~kocefx se`hycobks.

\ks~a`hc`i xa k}af}c`i oa`s{dk| kr~koxexca`s ma| bkefxb& m|ksb& o{sxad$dehkse`hycobks: _{lyes de|jkxc`i ~|ai|ed ehh|kssks xbksk kr~koxexca`s xb|a{ib e`{dlk| am e~~|aeobks. Xbk dasx `axelfk yk|k xbk xkfk}csca` oaddk|ocefs mkex{|c`iGe|kh. Xbksk oaddk|ocefs kd~bescwk xbk bkefxb es~koxs am e _{lye se`hycob l

bcibfcibxc`i xbk

8/3/2019 Marketing Management McDonald vs Subway

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Xbk _e`hycob Bedl{|ik| lexxfk

C` De|ob 55& se`hycob obec` _{lye s{|~esskh xbk ya|fhs fe|iksx bedl{|ik|

obec`& DoHa`efhs c` xk|ds am xbk `{dlk| am sxa|ks ifaleff. C` >> a{xfkxs c` `a`$x|ehcxca`ef e`h {`{s{ef faoexca`s.

K.i. c` E{xadalcfk sbay|aads& Iaahycff sxa|ks& bcib sobaafs& waas& e~~fce`ok sxa|ks&

mk|| xk|dc`efs& |c}k|laexs& e`h k}k` e ob{|ob. C` Obc`e cx bes e|a{`h > sxa|ks e`hbes ~fe`s xa kr~e`h cx xa e|a{`h ;>>. _{lye bes oad~kxcxc}k eh}e`xeik a}k|

axbk| obec` |ksxe{|e`xs es cx oasxs fkss ma| cx xa a~k` e`h a~k|exk e sdeffk| ma|dex

sxa|k.

DoHa`efhs }k|s{s _{lye7

8/3/2019 Marketing Management McDonald vs Subway

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DoHa`efhs ya|j ycxb ,\km|cik|e`xs& @ex{|eff%, |koai`cwkh ycxb xbk 55 \a Medcf

K`}c|a`dk`x Eye|h

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55 \a Medcf K`}c|a`dk`x Eye|h. Xbcs cs e ~|ksxcica{s eye|h lksxaykh l Xbk

Gab` M. Jk``kh _obaaf am Ia}k|`dk`x ex Be|}e|h [`c}k|scx.

,\km|cik|e`xs& @ex{|eff%, l|c`is xaikxbk| DoHa`efhs ycxb Xbk Oaoe$Oafe Oad~e`&

[`cfk}k|& e`h ^k~scOa xa oadlex ifalef ye|dc`i e`h ofcdexk obe`ik l |k~feoc`i

M$iesks c` |km|cik|exca` ku{c~dk`x ycxb ofcdexk$m|ck`hf `ex{|ef |km|cik|e`xs.

I|kk`~keok e`h xbk [`cxkh @exca`s K`}c|a`dk`x ^|ai|ed "[@K^# be}k lkk` sx|a`i

s{~~a|xk|s am xbcs ~e|x`k|sbc~.

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a~k|exca`s da|k k`}c|a`dk`xeff m|ck`hf. C` oaffela|exca` ycxb xbk [_ I|kk` L{cfhc`i

Oa{`ocf& xbk mc|sx _[LYES Koa$_xa|k c` Jcsscddkk& Mfa|che& ycff a~k` a` @a}kdlk| ;.

Kfkdk`xs am xbk Koa$_xa|k c`of{hk bcib kmmcock`o B]EO ssxkds& |kdaxk oa`hk`sc`i

{`cxs ma| |km|cik|exca` e`h cok dejc`i ku{c~dk`x& he fcibxc`i e`h oa`x|afs ma| bcib

kmmcock`o fcibxc`i& FKH c`xk|ca| e`h krxk|ca| sci`s& fay mfay yexk| mcrx{|ks& e`h l{cfhc`i

e`h hkoa| dexk|cefs m|ad s{sxec`elfk sa{|oks.

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oa`sx|{oxca` am xbk |ksxe{|e`x e`h e` c`o|keskh kd~bescs a` |koofc`i c` o{sxadk|

e|kes. E`axbk| sxk~ xbk l|e`h bes xejk` cs c` e `{dlk| am ~eojeic`i c`cxcexc}ks&

c`of{hc`i a`k xbex `ay skks xbk _[LYES l|e`h {sc`i ~e~k| `e~jc`s xbex e|k dehk

m|ad 5>> ~k|ok`x |koofkh dexk|cefs $$ am ybcob => ~k|ok`x e|k ~asx oa`s{dk|

|koofelfks.

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~e|x`k|sbc~ ycxb xbk m|e`obcskk$oa`x|affkh C`hk~k`hk`x ^{|obesc`i Oaa~k|exc}k

"C^O#& ybcob sa{|oks ~|ah{ox e`h `kiaxcexks oa`x|eoxs ma| _[LYES m|e`obcskks&

l|e`h |k~|ksk`xexc}ks e|k |k}ckyc`i k}k|xbc`i m|ad dexk|cefs {skh c` hcs~aselfk

ifa}ks xa faoexca`s am ~|ah{ox hcsx|cl{xca` ok`x|ks. Xbk|k e|k de` ~|ah{ox

~eojeic`i e`h hcsx|cl{xca` c`cxcexc}ks c` xbk ya|js. Axbk| sxk~s xbk _[LYES l|e`h

bes xejk` c`of{hk7 Hcsx|cl{xca`7 Kmma|xs yk|k dehk xa sx|exkicoeff |kfaoexk sk}k|ef

|khcsx|cl{xca` ok`x|ks `krx xa }k`ha| de`{meox{|c`i meocfcxcks& kfcdc`exc`i xbk `kkh xa

x|e`s~a|x ~|ah{ox m|ad fa`i hcsxe`oks. C` eff& xbk da}k se}ks e` ksxcdexkh 5&==>&>93ieffa`s am ies ~k| ke| e`h kfcdc`exks 5>&835 x|{oj faehs e``{eff. Xbk l|e`h bes

O_\ Am DoHa`efh7

O_\ Am _{lye7

http://www.aboutmcdonalds.com/etc/medialib/csr/docs.Par.33420.File.dat/Press_release_Roy_Family_Award%20_240311.pdfhttp://www.aboutmcdonalds.com/etc/medialib/csr/docs.Par.33420.File.dat/Press_release_Roy_Family_Award%20_240311.pdfhttp://www.aboutmcdonalds.com/etc/medialib/csr/docs.Par.33420.File.dat/Press_release_Roy_Family_Award%20_240311.pdfhttp://www.aboutmcdonalds.com/etc/medialib/csr/docs.Par.33420.File.dat/Press_release_Roy_Family_Award%20_240311.pdf

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efsa {`hk|xejk` e` A~k|exca`ef Kmmcock`o ~|ai|ed e`h bes e X|e`s~a|xexca`

De`eikdk`x Ok`x|k ~fe` c` xbk ya|js& ybcob k`s{|ks eff |a{xks e|k a~xcdcwkh e`h

eff x|{ojs e|k m{ff& ybcob se}ks da`k a` m|kcibx oasxs e`h kdcxs fkss i|kk` ba{sk

iessks.

Xbk _[LYES |ksxe{|e`x obec` cs xbk ya|fh)s fe|iksx s{lde|c`k se`hycob m|e`obcsk&

ycxb da|k xbe` >> faoexca`s c` 2; oa{`x|cks. Bkehu{e|xk|kh c` Dcfma|h&

Oa``koxco{x& e`h ycxb |kica`ef ammcoks c` Edsxk|hed& Lkc|{x& L|csle`k& Dcedc& e`h

_c`ie~a|k& xbk _[LYES obec` yes oa$ma{`hkh l M|kh HkF{oe e`h H|. ^kxk| L{oj

c` 53=;. Xbk _[LYES l|e`h yes |e`jkh xbk `{dlk| a`k m|e`obcsk a~~a|x{`cx c`

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c` ke|s xbex xbk obec` bes eobck}kh xbcs ba`a{|.

Cx yes ke|f k}k`c`i e`h a`k am xbk

8/3/2019 Marketing Management McDonald vs Subway

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C``a}exca` cs jk xa _{lyes s{ookss. C` >2& xbk obec` soa|kh e bcx ycxb cxs (; maax$

fa`i se`hycob ~|adaxca`. L{x `ky chkes e|k efsa kssk`xcef xa xbk ya|jc`is am xbkoad~e`s s{~~f obec`.

\csc e`h bk| xked sey e` a~~a|x{`cx xa h|c}k cd~|a}kh kmmcock`ocks c` xbk ye C^O

s{~~fckh xbk sxa|kse`h& `ax c`ochk`xeff& xa o|kexk e da|k s{sxec`elfk a~k|exca`.

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8/3/2019 Marketing Management McDonald vs Subway

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