McDonald’s Strategic Management Process

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Table of Contents

McDonalds’ Industry
Strategy
Mission and Competitors
Support of Strategic Objectives
Company and Leadership
References

McDonalds’ Industry

McDonalds are restaurants founded by Maurice and Richard at San Bernardino within the state of California in the USA (McDonald’s Mission and Corporate values, 2010). The company operates in the hospitality industry as a unit offering foods and beverages to its customers.

The industry holds various units including bars, tourism, accommodation, transportation, and event planning among others (Dahmer & Kahl, 2009). It provides services of adverse nature and structure through catering for the basic and supplementary needs of people in the nation.

Strategy

In 1948, the restaurant improvised a speed serving system which increased it efficiency and gained more customers than before. The company changed its administrative bodies of management severally. In addition, it has changed its logo for a number of times for the purpose of marketing and advertisement (Pride & Ferrell, 2008). The restaurant operates in 119 countries around the world.

In the countries, it has thirty four thousand restaurants that operate under its headquarters in Illinois (Franz, 2010). The restaurant offers sandwiches, breakfast, soft drinks, and desserts. The restaurants in other various countries deviate from the standard menu fitting the culture of the countries.

For example, china serves soup while the Indian restaurants refrain from serving beef. This is due to the religious taboos that exist in the country. They have the outdoor and indoor serving that fits the customer’s choice and decisions. Therefore, the restaurant is all-inclusive and fits every social class making its strategies effective and winning.

Mission and Competitors

McDonalds’ mission is to become a favorite place of choice during eating and refreshments (McDonald’s Mission and Corporate values, 2010). Consequently, it provides customers with quality foods and neat surroundings. The company’s human resource is committed to serve and tackle the requirements of the customers with respect and appreciation.

Their services and sales are reliant on the operators, suppliers and employees (McDonald’s Mission and Corporate values, 2010). Like other businesses offering complement services, McDonalds takes the requirements of the community into consideration through giving back from their profits. In fact, it has tried to solve problems identified when giving the services.

For instance, the company has been offering products that have high calorie. The calorie products have been the target of criticism from many points of the community (Dahmer & Kahl, 2009). Therefore, most customers feel that they should take food with fewer calories than the restaurant offer in the menu. Most of the current customers are aware of the dangers that the food bring to them.

These dangers include obesity, high blood pressure and gaining unnecessary weight (Dahmer & Kahl, 2009). In addition, the restaurant did not offer bitter drinks that help in breaking down the fats they consume.

Subsequently, some customers got cautious of this situation and preferred to make food at home than visiting the restaurant. It is, therefore, apparent that the objective of maintaining quality services to customers is handled tentatively. It leads to high number of customers due to high level of satisfaction, which brings elevated profits to the restaurants.

Support of Strategic Objectives

Primarily, the mission, vision, and values of the company dictate that the company is directed by goals alongside ethical practices. This attribute is perceived from the idea that strategies have been set fulfill the mission statement. Furthermore, leaders follow the company’s progress through monitoring the work of the employees in order to eliminate the uncompetitive ones or motivate others through gift cards and promotions.

Company and Leadership

McDonald restaurants exemplify some of the companies, which are well-established in the hospitality industry globally. It is a company that has a capability to bring foreign income and investments in different nations as well as creating a code of unity among nations.

The mission statement directs the managers to expand the company and reach people globally. On other hand, the vision and value statements dictate the strictness that the leaders must apply to provide quality foods and beverages

References

Dahmer, S. J., & Kahl, K. W. (2009). Restaurant service basics (2nd ed.). Hoboken, N.J.: John Wiley & Sons.

Franz, M. J. (2010). Fast food facts: nutritive and exchange values for fast-food restaurants. Minneapolis, Minn.: International Diabetes Center.

McDonald’s Mission and Corporate values: About McDonalds (2010). Web.

Pride, W. M., & Ferrell, O. C. (2008). Marketing (14^th ed.). Boston: Houghton Mifflin Co.

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