Essay on McDonald's Case Study

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McDonald's Case Study Company overview McDonald's Corporation is the world's largest chain of fast-food restaurants, primarily selling hamburgers, chicken, french fries, breakfasts and soft drinks. More recently, it also offers salads, fruit, snack wraps, and carrot sticks. The business began in 1940, with a restaurant opened by brothers Dick and Mac McDonald in San Bernardino, California. Their introduction of the "Speedee Service System" in 1948 established the principles of the modern fast-food restaurant. The present corporation dates its founding to the opening of a franchised restaurant by Ray Kroc, in Des Plaines, Illinois on April 15, 1955, the ninth McDonald's restaurant overall. Kroc later purchased the McDonald…show more content…
Moreover, McDonald's maintains its competitive advantage by constantly creating new items to add onto its menu. This shows us that McDonald's practices an analyser type of strategy, introducing new items and defending its existing ones. McDONALD'S MISSION AND VISION: We serve people with good quality food, fast and at low cost. McDonalds’s Strengths Weaknesses Opportunities and Threats: Strengths-Since McDonald’s is the most well know fast food chain in the world, brand recognition is there biggest strength. Their marketing campaign continues to focus on brand recognition by promoting their name. Weaknesses-Their biggest weakness is the negative image of their food. Their food doesn’t have a good public image. For example, the movie “Super Size Me” did not do well for McDonald’s public image. Opportunities-They have the ability to add healthier lines of food. They have already gotten rid of super sizing and I think they have made their fries healthier. Threats-There are thousands of fast food chains in the world. Most of the new ones try to portray a healthier image. Again, McDonald’s needs to start with healthier food and then make sure they convey it in an advertising campaign. Let us first start with the strengths and the positive aspects which define the performance of this company. How can we define the company’s strengths? Strength is a distinctive competence that gives the firm a comparative advantage in the

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