Corporate Social Action of McDonald's and the Problem of Obesity
Corporate Social Responsibility
This paper proposes a corporate social action to McDonald's to address the issue of obesity among general consumers which is caused by high-calorie and spicy fast foods. The paper starts by highlight some research studies which explain how fast foods cause obesity among children and adults, and proceeds by discussing why McDonald's should take an initiative to remove this criticism by the local and international community. The paper also highlights the strategies to implement this action plan, the intended outcomes and affected stakeholders, the constituent parts of the plan, and unintended consequences or weaknesses of this initiative by the company.
The Social Problem:
Obesity is one of the major issues in health care. It gives rise to various heart diseases, diabetes, and other health related consequences (World Heart Federation). A number of research studies have been conducted by international health care agencies, NGOs, and private firms in the recent past which try to highlight the reasons and consequences of obesity in the normal life. According to a report on the workshop held at USDA's Economic Research Service, the three major reasons identified by the past research studies and surveys include fast foods and over-eating, decreasing trend in smoking, and increasing women participation in labor force (Philipson, Dai, & Helmchen, iii).
In the light of these research studies, it can be said that obesity and overweight has become more of a social issue rather than a health care problem. Fast foods are considered as one of the major causes for overweight and obesity among all age groups and genders (McBride, 2). Therefore, physicians, doctors, medical researchers, and practitioners consider the fast food restaurants as the major player in promoting non-dietary and high fat products among adults, youngsters, and adults (Stettler & Shelly, 12).
McDonald's and the Problem of Obesity:
McDonald's is an American multinational corporation and the world's largest fast food restaurant chain specialized in hamburgers, chicken sandwiches, French fries, soft drinks, desserts, and a large variety of breakfast and fast food products (McDonald's). Since America is one of the badly hit nations by obesity and overweight during the past few decades, all local and international fast food chains operating in this region are under severe criticism by the international health care agencies, local government, and communities. The trend of obesity and overweight is also increasing in other regions of the world due to changing consumer trends towards fast food and high-calorie products. In order to prove themselves as socially and environmentally responsible corporations, all the local and international fast food chains need to promote dietary, nutritional, and low fat products (Chicago Defender, 1).
McDonald's is purely a business corporation that operates with the sole purpose of generating attractive returns on its investments. However, keeping in view the aforementioned social problem, it is an ethical as well as social responsibility of this fast food giant to show serious concern towards increasing obesity and overweight trend in the American and all other regions of the world. This paper recommends a comprehensive plan to McDonald's to solve this social issue of obesity in the most effective and efficient way.
The Proposed Action:
The criticism which fast food restaurants have been facing regarding this social issue has raised a number of questions for their sustainability and long-term future. This social issue has a direct impact on the public image of these fast food restaurants. Being the largest fast food restaurant chain, McDonald's is also supposed to take serious initiatives in this regard. Keeping in view the health consequences of obesity and overweight due to fast foods, it is strongly recommended that McDonald's should start producing and promoting hygienic, nutritional, and dietary fast food products.
Current Position of McDonald's and the New Strategy:
McDonald's has a sound financial position and worldwide recognition as a high quality fast food products manufacturer. Therefore, any type of change in its product lines or marketing campaigns will get full support from its past track record. That is, if McDonald's starts offering low-calorie and dietary fast foods in order to promote healthy eating habits, its consumers will strongly appreciate its strategy. However, McDonald's will have to speculate a few risks which can put hurdles in its way of success in this strategy. These risks include; lack of specialization in dietary foods, increase in the intensity of competition due to its entry into a totally new segment in the fast food industry, availability of high quality raw material suppliers, etc.
Intended Outcomes of the Proposed Action:
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