Exploring How McDonald’s Changed its Marketing Strategy to Face the Challenges of COVID-19

Abstract

This study will highlight the impact of COVID-19 on McDonald’s brand marketing strategy. In the study, we will analyze the changes in the operating model of McDonald’s corporation in China. We will understand the marketing strategy changes made by McDonald’s before and after COVID-19. In this study, we point out COVID-19’s impact on McDonald’s. We identify the differences in McDonald’s sales strategy before and after COVID-19. We will confirm whether McDonald’s marketing strategy changes before and after COVID-19 worked. We use SWOT to specifically analyze the development of McDonald’s in the restaurant industry. Then we use the 4Ps to analyze the changes made by McDonald’s during the epidemic. Finally, the validity of the analysis is verified by analyzing the financial statements of recent years. We will point out the marketing strategy changes made by McDonald’s before and after COVID-19 and find out what measures McDonald’s took in response to the challenges of the epidemic.