McDonalds Case Study
Michele Simpson
Hodges University

MNA 4480
Dr Wyant
April 12, 2012

Introduction
The purpose of this paper is to conduct a case study on Mc Donald’s Corporation. The writer will perform a SWOT analysis, suggest an appropriate mission and vision statement for this company and will provide recommendations for the future success of Mc Donald’s Corporation.
Mission Statement
“The mission statement defines the direction in which the organization is heading and how it will succeed in reaching its desired goal” (Peter & Donnelly, 2009, p. 8). A mission statement should describe the morals of the business as well as the products offered, target market and the company’s commitment to the consumer. According to the information presented in this case study; Mc Donald’s Corporation does not have a mission statement. The student believes that an appropriate mission statement for this company would be to provide our customers with high quality food and superior service at an affordable price.
Vision Statement
The vision statement describes where the organization wants to be in the future. The vision statement also describes the purpose and values of the organization, but in future terms. “A clear vision provides the foundation for developing a comprehensive mission statement” (David, 2011, p. 43).
According to the information presented in this case study; Mc Donald’s Corporation does not have a vision statement. The student believes that an appropriate vision statement for this company would be to become the world leader in the restaurant industry by providing our customers with exceptional service and value meals at an affordable price.
SWOT Analysis “SWOT stands for the organizations strengths and weaknesses and the opportunities and threats it faces in the environment” (Peter & Donnelly, 2011, p. 216).
Strengths
1) One of the world’s most recognizable logos.

2) Mc Donald’s is a strong global leader in the domestic and international market. 3) Mc Donald’s serves millions of customers daily. 4) Owns an active charity called the Ronald Mc Donald House. 5) This company adapts to cultural differences regarding the region where the restaurant is set up. 6) This company is financially stable according to the information presented in this case study. 7) McDonald’s has successfully introduced new items like coffees, smoothies, and Angus burgers expanding their menu. 8) McDonald’s has determined the need of our fast paced society and has responded by establishing fast service through counter and drive through services. 9) Located in major airports, cities and highways.
Weaknesses
1) Mc Donald’s appears to have a high employee turnover so a lot of money is being spent on training. 2) This company has yet to accomplish a trend of organic food. 3) Focuses on advertising that targets children.

Opportunities 1) It can upscale some of its restaurants settings at luxurious locations to attract more customers. 2) To create foods to attract the Hispanic community. 3) Pricing structure should be lowered due to the state of the economy. 4) Reward loyal customers in some way.
Threats
1) Major fast food competitors such as Wendy’s, Taco Bell and KFC. 2) Growing public awareness that fast food is not healthy. 3) New competitors entering the market. 4) Negative media.
Course of Action Recommended According to the information that is presented in this case study the student believes that Mc Donald’s should add menus which appeal to a diverse group of people. Additionally, Mc Donald’s should provide employees with effective employee training in order to improve customer service at all locations. Mc Donald’s should also consider backward integration in order to lower costs.
References
Peter, J. P., & Donnelly, J. H. (2009). Marketing management: Knowledge and skills (9th ed.). New York, NY: McGraw-Hill Irwin.
David, F. R. (2011). Strategic management: Concepts and cases (13th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.