Stakeholder Perception of McDonald's Advertisement: Research Proposal

This research proposal investigates stakeholder perceptions of McDonald's advertisement strategy, focusing on the UK market. It begins with a background on McDonald's and its global presence, followed by the aim to understand stakeholder views on its advertising. The objectives include analyzing current trends, comparing old and new advertising practices, and evaluating consumer perceptions to recommend improvements. The rationale highlights the importance of advertising in the fast-food industry and its impact on consumer mindsets. A literature review incorporates insights from Andriof and Waddock, and Gill, on stakeholder engagement and brand perception. The methodology outlines a qualitative, inductive approach using interpretivism, with primary data collected through surveys and secondary data, analyzed thematically using random sampling of 20 consumers. The proposal references relevant academic sources.

Research
Proposal

TABLE OF CONTENTS
BACKGROUND.............................................................................................................................1
AIM..................................................................................................................................................1
OBJECTIVES:.................................................................................................................................1
RATIONALE:..................................................................................................................................1
LITERATURE REVIEW................................................................................................................1
RESEARCH METHODOLOGY.....................................................................................................2
.........................................................................................................................................................2
REFERENCES................................................................................................................................3

Topic: To investigate stakeholders perception towards organization’s brand advertisement
strategy in the context of UK fast food chains: a study on Mc-D.
BACKGROUND
McDonald is a fast food company which was founds in 1940, as a restaurant operated by
Richard and Maurice McDonald. In the present time the organisation is one of the leading fast
food chain in the world with having its operation in almost all the nations around the globe. In
the present study a research will be carried out to determines the mind set and perception of the
stakeholder specially the consumers about the advertisements strategy of the organisation and to
what extent it held their brand image at global level. The study will start with presenting the aims
and objective of the research topic with framing research question . Further a literature review
will be presented with examining in detail the objectives of the study. Moreover, the data will be
collected from both primary and secondary sources and will be analyses through thematic
presentation.
AIM
The aim behind initiating current study is to investigate stakeholder’s perception towards
Mc-D’s brand advertisement.
OBJECTIVES:
 To analyse the current trends in the brand advertisement.
 To determine the old and new brand advertisement practices of Mc-D.
 To evaluate the consumer's perception over the brand advertisements by Mc- D.
 To recommend the ways in which Mc-D can modify and rebrand the advertisement.
RATIONALE:
The fast foods chains contribute a lot to the economic development and with their
advertisement strategy they attract consumers effectively. This factor make the researcher to
develop ken interesting researching the mind set of the stakeholder of McDonlas over the
advertisement by the organisation to identity the extent they get attracted by it.
LITERATURE REVIEW
As per the view of Andriof and Waddock, (2017) , stakeholder are integral part of an
organisation and their views about the organisation are very important. The advertisements is
yet another factors that effect the sales and reputation of a business. Both together defines the
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mind set of the consumers, shareholder and other over the advertisement by the organisation and
how it affect the business. The perception of the consumer about how a business advertise its
brand is directly related to the factor that how they appealing they fell the promotion strategy of
the business is.
On the other hand, Gill, (2015) have an opinion that the perception of the costumers and
their view over how an organisation promos its brand are not interlinked. Both are important
factors of the organisation bad must be considers separately. The advertisement are to please
the consumer and lure them to but the goods and commodities offered by the organisation but
this does not mean that they can have a perspective over how the business is promoting its
brands and effecting its reputation in the market.
RESEARCH METHODOLOGY
Research type Qualitative
Research Approach Inductive
Research Philosophy Interpretism
Data collection Primary(Survey-questionnaire) and secondary
Sampling Random sampling, 20 consumer of
McDonlalds
Data analysis Themetic
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REFERENCES
Books and Journals
Andriof, J. and Waddock, S., 2017. Unfolding stakeholder engagement. In Unfolding
stakeholder thinking (pp. 19-42). Routledge.
Gill, R., 2015. Why the PR strategy of storytelling improves employee engagement and adds
value to CSR: An integrated literature review. Public Relations Review. 41(5). pp.662-674.
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