Case Analysis Project, Mcdonald’s Corp,

3727 Words Oct 12th, 2014 15 Pages
Case Analysis Project, McDonald’s Corp,

Introduction
McDonald’s Corporation franchises and operates McDonald's restaurants in the United States, Europe, the Asia/Pacific, the Middle East, Africa, Canada, and Latin America. The company was founded by brothers Richard and Maurice McDonald when they opened their first restaurant in San Bernadino California in 1948. At the time, McDonald’s core business was inexpensive and fast food, burgers, fries and shakes.
The present corporation dates its founding to the opening of a franchised restaurant by businessman Ray Kroc, in Des Plaines, Illinois, on April 15, 1955, the ninth McDonald's restaurant overall. Kroc later purchased the McDonald brothers' equity in the company and led its
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5- Keeping low cost operations, products and wages.
6- Window drive though options.

Strategic Management Process
Corporate Level Strategy
Before: At a Corporate level from the reading of the Case, McDonald’s strategy focused on a growth strategy. This can be seen by the rapid expansion McDonald’s had over a 20 year period, where it went from 11,803 stores in 1990 to 32,478 stores in 2009. This expansion accelerated during the 1990’s, and one can correlate the start of McDonald’s quality, service and cleanness problems to this period of expansion.
Recommendation: As the CEO of McDonald’s at a corporate level I would employed a Defensive Strategy focused on turning around the business.
Business Level Strategy
Before: McDonald’s strategy was focused on being the cost leader for this segment of the industry. We can see this by how they coined the terms fast, inexpensive food. Today, they are is seen as inexpensive food with low nutritional value.
After: As the CEO, I would solve for the business problems with a multi approach strategy that focuses on 3 areas:
1- A focused strategy around my core business, burger, fries etc, looking to be the best in the industry, and generating incremental sales volume per store rather than continue with new store expansion.
2- The next element of this multi approach strategy focuses on a differentiation strategy.
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