Case Study - Mcdonalds-Manuscript
Case Study - Mcdonalds-Manuscript
Case Study - Mcdonalds-Manuscript
COMPREHENSIVE HISTORY
1948: Richard and Maurice McDonald open the first McDonald's restaurant in
San Bernardino, California.
1954: Ray Kroc gains the rights to set up McDonald's restaurants in most of the
country.
1955: Kroc opens his first McDonald's restaurant in Des Plaines, Illinois; he
incorporates his company as McDonald's Corporation.
1960: The slogan, "Look for the Golden Arches," is used in an advertising
campaign.
1961: Kroc buys out the McDonald brothers for $2.7 million.
1967: The company opens its first foreign restaurant in British Columbia, Canada.
1973: Breakfast items begin to appear on the menu, with the debut of the Egg
McMuffin.
1985: McDonald's becomes one of the 30 companies that make up the Dow
Jones Industrial Average.
1998: The company takes its first stake in another fast-food chain, buying a
minority interest in Colorado-based Chipotle Mexican Grill.
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2002: Restructuring charges of $853 million result in the firm's first quarterly loss
since going public.
OPERATIONAL STRATEGY
1. The first one is value. In this strategy, McDonald's makes use of a standardized
training process for the purpose of improving their employees so that they will
learn how to do their job correctly and efficiently. The employees have assigned
tasks in which they will work systematically and repetitively to maintain the
quality of their company's products. Additionally, McDonald's utilizes this strategy
to increase their employees' rate of speed and provide their customers products
and services with great value.
Corporate Strategy
Expansion Strategy
Franchising
More than 80% of the company's restaurants are now owned and run by
franchisees. It has been able to successfully replicate its business model not only
in the United States, but all over the world.
Adaptation Strategy
McDonalds struggles to maintain uniformity of quality and cost for its shops
in Russia. Wholesalers are employed to buy meat, potatoes, buns, veggies, milk,
soft drinks, and other items. This has an impact on product quality and profit
margins, as well as market share and costs.
Business Strategy
The company has created new dishes like the Buffalo Ranch McChicken
and Jalapeño McDouble. In the past, McDonald's menu focused on high-value
items such as cheeseburgers and McCafe milkshakes, but it has since moved its
focus to lower-priced items.
Customer Service
Brand Marketing
Menu Standardization
Digital Marketing
McDonald's first digital marketing officer was hired in 2013. More young
people are visiting McDonald's than ever before because to digital marketing,
according to the data. The problem for McDonald's Corporation is the reduction
in sales and market share among families. In order to engage and target a
younger online audience through social media networks like Facebook and
Twitter.
days a week. McDonald's could consider following in the footsteps of one of its
smaller regional competitors.
OPERATIONS MISSION/S
So, McDonald’s consider the costumers preference on Their menu. This is why
McDonald’s has different specialties around the world. Just like, Poutine in
Canada, Taro pie in China, Big Brekkie Burger in Australia, Cheesy egg desal in
Philippines and a whole lot more. McDonald’s wanted to be the Customers’
favorite way to eat and drink so they have different layout and design that
would enhance their costumer's experience. This is why they introduced the
McCafé. Other McDonalds franchise doesn’t have rice like in Philippines.All in all,
McDonald’s want to achieve their mission by prioritizing costumer's preferences,
open more franchise, and reach a good profit.
OPERATION OBJECTIVE/S
The sizes and delivery prices of its products are based on the most common
expectations of consumers the good and services design is arranged for their
costumer need to be neat and beautiful arrangement of each meal they serve
to the costumer, and if we will notice that all McDonald's branches have the
same process of their good and services design to serve the costumes.
MANAGEMENT OF QUALITY
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MAINTENANCE
DISTINCTIVE COMPETENCE
You will also come across Core competence. At first you may thing that
they are similar but they are actually different. Since Core competence …
Franchise monitoring
⮚ Standard recipes
⮚ Uniformity in menu
Customized menu
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⮚ Diverse
Trade Marks
⮚ Method of operation
⮚ Marketing activities
⮚ Standard recipes
then to costumers.
⮚ Target highly consumable and acceptable foods for costumers (ex. Rice)