...McDonald’s Corporation Marketing Plan Susie Ransom MKT Abstract This paper discusses McDonalds Marketing Plan for the future. Below I will cover the goals and objectives of their current and future coals for the corporation. Topics that will be discussed include the Situation Analysis, customer environment, competition, economic growth and stability, political trends, technological advancements, sociocultural trends, marketing goals and objectives, marketing strategy, marketing implementation and finally the timeline in which it will take McDonalds to implement these goals. Executive Summary McDonalds is known as the world number one selling Fast Food Company. They serve their famous burgers and fries in over one hundred countries around the world. While the majority of their restaurants are stand alone, they also have many franchises that are owned by everyday people like me and you. Their franchises have been their ticket to success; they are the top in the fast food industry because they stay unified in quality and marketing aspects. No matter which type of restaurant, whether corporate or franchised owned. Although, McDonalds are number one in the industry, in order to stay in their position they need to increase sales through expanding into new markets. They have been successful in the past in China and other markets. One of their strengths lies in their versatility to adapt to the culture of foreign markets. By serving traditional cuisine along...
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...Jeff Liu Mgmt 102 – Managerial Org Behavior Grace McLaughlin November 17, 2011 Case Study #3 – Thomas Green Summary: In “Thomas Green: power, office politics, and a career in Crisis”, It depicts the dilemma of Thomas Green who works in a company called Dynamic Display. After five months of working as an account executive, Green was directly promoted as the Senior Market Specialist by the vice president of the company’s travel division Shannon McDonald. However, Frank Davis, Green’s boss, did not intend to choose Green as the new senior market specialist and he is very unhappy about Green’s performance and working attitude three months after the promotion. After Green learned that his boss had been emailing McDonald regarding his concern about Green’s performance, Green was very worried about the situation and did not how he should explain his perspective to McDonald. Analysis: Although Green is willing to achieve a high selling growth for the company, he concentrated too much on achieving the goal instead of observing the surrounding situation. Moreover, Green did not have enough managerial experiences so he was not able to deal with issues based on a structural and long-term view; that's why he decided to avoid interactions with Davis instead of making improvements or rebuilding his relationship with Davis after Davis first criticized him. Their divergence in work style and personalities also contributed to the problem. For example, Davis prefers using...
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...6 Definition of Culture and Culture in McDonald 6 McDonald's development in China 7 Relating Schein’s model with McDonald 8 Levels of culture: 8 Artefacts: 8 Values: 9 Basic assumptions: 10 Conclusion: 10 References: 12 Introduction: An organization or company can be defined as the developed social elements by the humans in order to serve some kind of purpose. Generally the organization is consisting of an individual or a group of people purposely systemized or organized to achieve a common and an overall goal or set of goals. Usually organizations range in size from one person to thousands. Almost every organization has a structure of management that regulates relationships between the members and different activities and authority , responsibilities and assigning role to carry out different tasks within and outside of organization. An Organization is social arrangements for achieving controlled performance in pursuit of collective goals (According to Buchanan & Huczynski (1997). There are many vital aspects to keep in consideration about the goal of the business organization. These features are categorical (recognized and cautious) or implicit (operating unrecognized). Ideally, these structures are carefully established and kept in consideration, generally done when strategic planning process being done. Organizations are goals which are created to serve some purpose, Achieving the purpose or the goals for the organization normally requires that...
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...the way for McDonald managers apply the four functions of management as we. In addition we will talk about how delegation helps McDonald managers to minimize and manage these factors. Globalization McDonald is a company that is well establish all around the world. These company is a name that when it is mentioned people feel that it can be trusted and its products are of good quality as well. Currently McDonald has activities worldwide; from countries like New Zeal and, Finland, Canada and all the way to Chile basically they have presence in the whole world. According to Sun done McDonald is planning to invest in the Korean business if the market is opened under the free agreement with the United States which would be great. Question, how the plan their globalization. There have been reached many goals thru good planning. Being a well organized company has also pay for McDonald. The company has established six strong businesses in order to grow with the market trends of today and tomorrow. There are several businesses like Wal mart, Sam's. Many leadership is so important to McDonald’s that it has its own space on their main web page. In their home page they show several of their leaders since the year 1900 The top executive leaders in McDonald are from around the world and they have worked for the company in different countries. In addition to the top executives they have a board of members. Most of them are independent and remain in dialogue with McDonald Corporation...
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...500335019 CMN 413 Analysis of Annual Report: McDonalds Here is an annual report analysis of McDonalds based on recurring themes, corporate image, Branding, Readability, design, interest, factual comprehensiveness, consistency and transparency. Recurring Themes: Health concern is the biggest issue to general people when it comes down to fast food. Despite of their great they are incapable to promote good health. In 2012 Annual report, McDonalds claimed to overcome these issues by providing food with quality and taste. By adding real fruits, vegetables, salad to its menu, it has taken the food quality to a new level. Moreover, McDonalds has also become more eco-friendly. By successfully diminishing the usage of carbon footprint and energy, McDonalds proved that point to some extent. This organization has a family crisis fund to help families during depraved times. Corporate Image: approximately 69 million people around the world is served food by McDonalds. McDonalds has differed itself from other companies by seeking competitive advantage. They try to gain that by adding healthy food to their menu and by renovating the business. On page 5 of annual report, It is stated that how standing out for employees and looking out for its own people have earned McDonald’s a competitive advantage on others. The reason behind using such statement served multiple purposes. First of all its shows why one should work in McDonalds and the other (the most important one), it creates...
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...McDonalds Case Analysis Chandra Stevens Manda Roth Erica Jones Kaitlin Vincent Carole Hockeborn Ferris State University Table of Contents Abstract 4 Introduction 5 Situational Analysis 7 Demographics 7 Socio-Cultural 7 Political-Legal 8 Technology/Industrial 8 Economic 9 Global 9 S.W.O.T. Analysis 10 Strengths 11 Weaknesses 12 Opportunities 12 Threats 14 T.O.W.S. Analysis 15 External Strengths/Internal Opportunities 16 External Weaknesses/Internal Opportunities 16 External Strengths/Internal Threats 16 External Weaknesses/Internal Threats 16 Porter’s Five Forces 17 Threat of New Entrants 18 Bargaining Power of Suppliers 18 Bargaining Power of Buyers 19 Rivalry Amongst Existing Firms 19 Threat of Substitute Products or Services 19 Financial Ratios 20 Liquidity Ratio: Cash Ratio 21 Debt Management Ratio: Total debt Ratio 22 Profitability Ratio: Profit Margin 22 Balanced Scorecard 23 Balanced Scorecard Diagram 27 Strategy Formulation 28 Plan of Action and Recommendation 31 Highlights From This Year 31 Budget and Time Line Expectations Summary 31 Citations 33 Abstract This report reviews the McDonald’s corporation profile to include; an introduction to corporate history a time menu and current franchise information. The strategic Profile will provide a complete analysis of economic, socio-cultural, technology and global synopsis...
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...Good morning, Afrank Consultants appreciates McDonalds allowing access in order to conduct an analysis. As requested, the consultant agency analyzed the “Made for You” kitchen design with the JIT (Just in Time) approach, to determine if the changes achieved the desired results. Following are the results from the analysis: McDonalds met with different types of menu requests by adding a variety of alternatives than had not been previously available. Due to the difference in items, employees were not able to keep up with the increased food item requests. As a result, the “Made for You” kitchen was designed in order to customize orders and maintain quick responses. This new approach improved dramatically the quality of food, allowed menu items to be easily introduced and provided superior customer service. McDonalds had various criteria for success of the new system. The goal of getting a customer’s order to them in 90 seconds or less was remarkable. Other criteria included quality of the items, accomplishing food preparation correctly, increasing employees’ job satisfaction, and increasing profitability by reducing costs and increasing customer satisfaction. The forecasting system used is the key to the process being successful. The ability to predict key times the business will receive an influx of orders, along with what types of orders that will be received are crucial to enabling the staff to handle the customer requests. In addition, with the capability of...
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... 6.2 time frame, 7.0 conclusion 1.0 Executive summary: McDonalds is an internationally recognized organization as a leading global foodservice retailer. With 34,000 restaurants worldwide, 1.8 million employees, serving approximately 69 million people in 119 countries each day. Although it is a leading foodservice retailer there are some areas that should be address, that if fulfilled can greatly increase business for the company. The main issue with all fast food services is the way they are viewed in the public eye as they are so heavily monitored by the media. Many individuals and families are reluctant to purchase fast food in general due to the reputation of poor quality nutrition and lack of healthier options; this is an issue McDonalds will have to conquer through marketing, advertising and public relations. Advertising will also be vital to gain the awareness through the main channels of communication. McDonalds already has extensive advertisement via television and billboards. Brand awareness would greatly increase if there was more advertisement via online, via popular websites such as Facebook and Twitter which are constantly used. McDonalds already has a Public Relations team that is concerned with the way they are perceived, it is vital for their roll to maintain long term benefits and gains and make sure the image of the company is maintained and if not improved. In terms of marketing, McDonalds needs to put more emphasis on their campaign and strategy...
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...McDonald’s and Leadership. McDonald’s is a well-known company that many people have frequented at least once in their lifetime. McDonald’s, like many other companies, started with a dream and a vision. Back in the 30’s when the McDonald brothers started selling hot dogs; little did they know that they would have a profound effect on what would become the fast food industry and American culture (How McDonald's Works, 2012). In 1948, the McDonald brothers reinvented their business, their products and their processes and it paid off. They expanded their business and became a franchise, and it was during this expansion that they would encounter the man who in 1961 bought the whole business, and who takes credit for the McDonald’s corporation, Ray Kroc (How McDonald's Works, 2012). It has been Kroc’s determination, vision and goal to advance McDonald’s into the fast food giant that it is today. As one can see, McDonald’s is an ever changing and evolving organization. This research paper highlights four areas of McDonald’s management; planning, organizing, leadership and control. Planning: McDonald’s Corporation has a “Customer-Focused Plan to Win” plan (Strategic Direction, Company Profile). The plan is more of a guide for operating that is adaptable to change. It involves Five Elements (the 5 P’s): People, Products, Place, Price, and Promotion; along with being financially responsible. They continue to train all employees at all levels to keep them updated on...
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...assignment talks about the strategic management in context to McDonalds. Strategic management is one of the critical issues to be studied by a company in order to understand the causes and solution of the problems and hurdles in the way of the success of the business and its market growth. As we all know that it's a world of globalization and competition and therefore every company has to make certain plans and strategies in order to tackle the problems they face due to the competition in the local and global markets. Every company has to make effective strategies and plans in order to tackle the internal and the external problems faced by the company. Internal problems can be linked with any internal department or process such as HR or Pay role or machinery etc and the external challenges can be competition, changing technologies etc. Globalization on one hand gives benefits to the company to explore new markets and increase its customers in order to make more profits but it also poses different problems and challenges which the company has to tackle to continue its success in the new markets. Company has to design proper strategic plan to point out and tackle the problems curbing the success of the business. Either it's a local or a global market company always needs an efficient strategy to tackle the issues curbing its success in the market. This assignment will discuss the various strategic issues of concern for the McDonalds and plans it has designed to tackle these problems. We...
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...provides clear decision-making criteria. Vision is the image of the future we seek to create. A mission statement is a statement of the purpose of a company or organization. The mission statement should guide the actions of the organization, spell out its overall goal, provide a path, and guide decision-making. It provides "the framework or context within which the company's strategies are formulated. Strategy statement is a general direction set for the company and its various components to achieve a desired state. A strategy statement is all about integrating organizational activities and utilizing and allocating the scarce resources within the organizational environment so as to meet the present objectives. Statements McDonald's Corporation is the world's largest chain of hamburger fast food restaurants, serving around 64 million customers daily in 119 countries. Headquartered in the United States, the company began in 1940 as a barbecue restaurant operated by Richard and Maurice McDonald; in 1948 they reorganized their business as a hamburger stand using production line principles. Businessman Ray Kroc joined the company as a franchise agent in 1955. He subsequently purchased the chain from the McDonald brothers and oversaw its worldwide growth. A McDonald's restaurant is operated by either a franchisee, an affiliate, or the corporation itself. The corporation's revenues come from the rent, royalties and fees paid by the franchisees, as well as sales in company-operated...
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...Callahan Devry University Professor Preissle September 8, 2013 The fast food empire has operated throughout the past several decades using numerous facets of the human relations skills to achieve their immense success. There are many notable aspects of the company that human relations have played an integral role in shaping. McDonald’s has been particularly keen in using human relations skills within their organizational structure, including in the areas of career stages in career management, ethics, motivating performance, leadership, organizational change and culture, as well as valuing global diversity. These have all proved to be vital in paving the path for McDonald’s to achieve its goals, and human relations has been a major factor in doing so. Career management deals with taken responsibility for managing one’s career. Career management is compromised for career planning, career development, getting a job, career stages, and getting raises and promotions. Career planning is the process of setting career objectives and determining how to accomplish them. Career development is the process of gaining skill, experience, and education to achieve career objectives. Career stages refer to the different needs of people as they grow older during the span of their career. Human Relations in Organization by Robert N. Lussier breaks career stages down into different age groups: the 20, 30s, 40s and 50s, and the 60s and 70s. Lussier...
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...competitive advantage in the market place. McDonald has been one of the highly growing profitable fast food retailers globally. With operations in 119 countries and more than 33,000 restaurants worldwide with 80% of these franchised, the management needs to perform its management functions effectively in order to sustain the growth and profitability and to stimulate further growth in the company (McDonald's Corporation, 2012). This paper analyzes the functions of management that’s being usedby the McDonald's leadership to turn make the company profitable. Functions of management at McDonalds: There are mainly four functions of management that makes a company able to translate strategy into profitability and enhances a more cohesive organization which helps in fulfilling a company's operating objectives. These are planning, organizing, leading and control (Robbins and Coulter, 2001). Planning: Planning is a function of management which helps in determining exactly where the organization is presently and the course of action that needs to be undertaken in order to take it where it wants to be in the future and how the company's goals and objectives can be attained (Robbins and Coulter, 2001). In this sense therefore planning involves curving out a course of action to be taken based on the available and prospective resources, capabilities and advantages that a company enjoys. At McDonald's it is the management which sets the goals of the organization and what need to be done...
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...McDonald’s and Its Critics: 1973–2009 is the most influential case study written about the McDonald which makes the readers aware of the reasons and strategies behind the success of the McDonald, even with the criticism McDonald faced throughout the history of its existence. This case study analyzes the strategic initiative taken by each CEO and assessment of these initiatives. Ray Kroc, 1955–1973 Ray Kroc founded McDonald’s Corporation in 1955. He bought the rights from MacDonald’s brothers to open the franchises all across the country. Illinois was the first place to have McDonald. Ray Kroc adopted the ideas of simple, limited menu and easy steps of food. He gave the world with the most famous gold arch logo of the McDonald. Centralization, uniformity and provision of the standard operating procedures for the company operations were the key initiatives taken by the Ray Kroc for the success of franchising system. Centralization is defined as the process in which all the major decisions take place at the top management. Ray developed standard operating procedure and start monitoring franchises to make sure standards are being met. Uniformity was the key element of his strategy. Kroc gave the idea of centralized strategy for the corporate business. Under this strategy, Kroc gave the idea of QSC (quality, service and cleanliness). Under his tenure, top management took all kinds of decisions adopting the idea of centralization. The centralization and uniformity initiative...
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...and needs. Peter F. Drucker who is a successful management consultant says “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” Hospitality and tourism industry are rapidly changing and flexible therefore a combination of marketing concept or strategy will be needed and is also due to increasing level of globalization therefore trends and function has been constantly changing over the decades However the basics of marketing philosophy has constantly guiding one’s businesses marketing activities. Purpose of marketing philosophy means giving a complete customer his or her satisfactions by studying and analyze target market theirs needs and wants while still meeting business goals and financial reason. In a simple word, we could say that the “the customer is the king”. Marketing philosophy is made of 5 different concepts which is production, product, selling, marketing and societal marketing. Giving this to thought every organisations or business they will have their own unique ideas and concept on how they would choose to...
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