Analisis Estratégico de Mcdonalds

McDonalds was founded in 1943, and 1967 British Colombia was its first international expansion, advertising to middle and upper class. McDonalds decided to expand internationally, due to the enormous success in America. There was heavy research involved in the expansion. Through globalization and internationalization, McDonalds were able to develop marketing strategies according to cultural needs, to serve specific target markets. McDonalds enter India’s foreign market and 1996 and is a tough foreign market to enter, but with McDonald’s success they were able to earn high revenue in India. The success strategy is researching and the development of food. McDonalds thoroughly analyzed the preferred taste, especially to not offend locals. Their key to success is to “think global, act local.”

When Ray Kroc first laid eyes on the McDonald brothers' technologically advanced Speedee Service System, he saw it "through the eyes of a salesman" (Schlosser, 35). McDonald's has continued the tradition of viewing technology as a means of increasing revenue while decreasing the pay of the workers manning their restaurants. When the food borne illness outbreaks of E coli. and others emerged, the meatpacking industry regarded technology through the same lens. The industry has proved that they are more interested in profit than safety, overlooking safety concerns using technology. Both Kroc and the food industry perceived technology as a moneymaker, not a tool to improve mankind's safety and well-being.

McDonald's has successfully created a brand/name for itself as the leading fast food retailer in the world. It is somewhat of impossibility for one to not come across a McDonald's with over 30,000 local restaurants in over 100 countries (McDonald's, 2011). Those restaurants are owned either by a franchise owner or a corporation; a percentage of all the earnings from a franchise owner, including a percentage from their annual revenue go to McDonald's.

The corporation I chose to discuss is McDonald’s. McDonald’s is a publicly traded corporation that includes the following domestic companies, McDonald’s, Chipotle Mexican Grill, and Boston Market. This paper will discuss the following:

The fast food industry in the US is witnessing the increasingly fierce competition among Chipotle, Chick-fil-A, McDonald’s, Jimmy’s egg and KFC. In addition, consumers increasingly favored foods clean and healthy. Foreseeing this need, numerous popular fast food restaurants sprung up promptly. The first Chipotle restaurant is opened in 1993 by Steve Ells in Colorado. On the contrary, McDonald’s is founded by McDonald’s family with a long history as well as one of the oldest brand in America. My paper will explain the similarities and differences in their three characteristics between Chipotle and McDonald’s, both of them are large enterprises in the fast food industry which have large market shares. Then, I also give opinions to differentiate

McDonalds has always been able to face the challenges that arise when trying to expand to foreign cultures. They have successfully expanded to over a hundred countries, including countries in East Asia. In the book “Golden Arches East” by James L. Watson, he studies different cities and how McDonalds has played a role in their cultures. Three places that he mentioned in his writing were Beijing, Seoul and Japan. They all share similarities in the way the culture was impacted positively and negatively, in society and politically. They have their differences in the way things were dealt with and how the public viewed the American company coming to their countries. In this paper, I will be talking about how McDonalds is involved in the

REFERENCES•www.mcdonalds.com, accessed on 18 July, 2008•www.mcdonldsindia.net, accessed on 18 July, 2008•en.wikipedia.org/wiki/McDonald's, accessed on 19 July, 2008•http://www.associatedcontent.com/article/263943/mcdonalds_strategic_marketing_mix.html?cat=4, accessed on 19 July, 2008•www.kfc.com, accessed on 25 August, 2008

Due to globalization and increased competition in the fast food industry, a very complex environment is created for McDonald’s. There are various internal and external environmental factors affecting the functions of McDonald’s corporation and demands for new innovations. The factors are as follows:

By examining McDonald’s 2012 commercial “Still in Awe” Angus Burger, we can see subliminal messaging through the sexual innuendo background music “Rock You like a Hurricane”, which is important because of the persuasion to the thirty year old professional white male. Throughout the beginning of the commercial there is important lyrics blocked out that many thirty year olds would most likely know without even thinking about it. As the commercial is coming to the end and is about to show the burger it states with the intense lyrics of “Here I am, Rock you like a hurricane, Here I am”.

McDonald's is seeking to diversify its product offerings and establish a 'classier' image as a company. It is also seeking to satisfy the needs of a more diverse customer base. To do so, it can expand its southwestern chicken offerings. It already features a sandwich with a southwestern flair and chipotle snack wraps. Offering a new chicken burger with salsa and Monterey Jack cheese and 'special edition' fries with southwestern seasoning and salsa dipping sauce would appeal to Latino consumers who are already loyal patrons of the chain, and to the larger American public, which is newly-infatuated with 'Tex-Mex' cuisine (Helm 2010). This type of sale could be considered 'low-hanging fruit.' McDonald's already has a substantial customer base amongst Latino customers. Fast food customers in general are enthusiastic consumers of Americanized Mexican food, as manifested in the popularity of Taco Bell. And McDonald's southwestern products are already popular sellers.

Techniques are essential for all organizations, irregardless of the items or administrations that they offer. Through vital administration and operations, organizations have the capacity to incorporate new and powerful method for maintaining their separate organizations. These systems results to expanded benefit or deals, stable business position and more noteworthy levels of client unwariness. In the fast food industry, certain business methodologies are likewise being created and connected in order to accomplish comparable impacts. In this report, the effect of some business methodologies in genuine organizations will be broke down.

More than 75% of McDonald's restaurants worldwide are owned and operated by independent local men and women (McD Annual Report, 09). Most “standalone” McDonald's restaurants offer both counter service and drive-through service. They have both indoor and sometimes outdoor seating. Drive-Thru, Auto-Mac, Pay and Drive, or "McDrive" as it is known in many countries, often has separate stations for placing, paying for, and picking up orders.

McDonalds Corporation had developed to become the leading fast-food chain of restaurants since its inception to the extent that it serves more than 47 million customers across the globe on a daily basis. The corporation is the largest global food-service retailer since it has over 30,000 local restaurants that serve approximately 52 million people in over 100 countries every day. One of the critical factors attributed to the success of McDonald's global business is operations management, which focuses on the careful control of processes that are used in manufacturing and distribution of goods and/or services.

McDonald’s Corporation is the world’s largest chain of hamburger fast food restaurants. There are over 31,000 McDonald’s locations worldwide primarily selling hamburgers, cheeseburgers, chicken products, french fries, breakfast items, soft drinks, and desserts.

The main problem from McDonald's case, McDonald's Polishing the Golden Arches, is how to classify McDonald's strategy through Plan to Win into one of the five generic competitive strategies. Before we solve this main problem, we should determine the chief economic and business characteristics, the five forces analysis, and also the driving forces of the fast-food industry. After that we identify the strengths, weaknesses, opportunities, and threats by using SWOT analysis. Finally, we classify McDonald's strategy into one of the five generic competitive strategies.