Page 100 - English for Executive Administrative Assistant

C Reading

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Reading a text on how institutional information in mass media can be used to
make informed business decisions.

Institutional information in mass media, such as press releases, company announcements, and financial
reports, is a critical aspect of the business world. It provides valuable insight into the strategies and
performance of companies and organizations, as well as industry trends and competitor activity.

The text below is a case study provided on how institutional information in mass media can be
used as an important element in making informed business decisions. Read the text and answer
the questions following it.

McDonald's is a global brand with over 36,000 locations in more than 100 countries. The company is

known for its quick service and affordable prices, which have made it one of the most popular fast-food chains in
the world. However, between 2015 to 2016, McDonald's has faced increased competition from other fast-food

chains and healthier food options. In response to this, McDonald's has focused on using institutional information

in mass media to inform its business decisions.
McDonald's uses institutional information in mass media to make informed decisions about its menu and

marketing. For example, the company regularly monitors consumer trends and preferences in order to determine
which menu items are most popular and which are not. This information is used to make decisions about which

menu items to keep, which to eliminate, and which to introduce.

In addition, McDonald's also uses institutional information in mass media to inform its marketing
strategy. For example, the company regularly monitors consumer sentiment about the brand in order to

determine which marketing messages are resonating with consumers and which are not. This information is used

to make decisions about which marketing messages to use and which to avoid.
McDonald's use of institutional information in mass media has been successful in informing its business
decisions. For example, in 2015, the company introduced a new, healthier menu option called the “McWrap” in
response to consumer demand for healthier food options. The McWrap quickly became one of the company's
most popular menu items and helped to increase sales.
In addition, McDonald's use of institutional information in mass media has also helped to improve its
marketing strategy. For example, in 2016, the company launched a new marketing campaign that focused on the
quality of its food. This campaign was well-received by consumers and helped to improve the company's overall
brand image.

References:
“McDonald's Introduces McWrap.” McDonald's Corporation, 2015.
“McDonald's New Marketing Campaign Focuses on Quality.” AdAge, 2016.
“McDonald's: Company Overview.” Hoovers, 2019.

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