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I.
McDonald’s Overview
McDonald as being ninth most valuable brand in the world which has replaced the US army asthe Nation’s largest job training organization &Controls the market share of more than 3 foodchains taken together in America started in 1940. McDonald's Corporation (MCD) is the world'slargest chain of fast food restaurants, serving nearly 47 million customers daily.McDonald's primarily sells hamburgers, cheeseburgers, chicken products, French fries, breakfast items, softdrinks, milkshakes and desserts. More recently, it has begun to offer salads, wraps and fruit.Many McDonald's restaurants have included a playground for children and advertising gearedtoward children, and some have been redesigned in a more 'natural' style, with a particular emphasis on comfort: introducing lounge areas and fireplaces, and eliminating hard plastic chairsand tables.Company has also expanded the McDonald's menu in recent decades to include alternative mealoptions like salads and snack wraps in order to capitalize on growing consumer interest in healthand wellnessEach McDonald's restaurant is operated by a franchisee, an affiliate, or the corporation itself. Thecorporations' revenues come from the rent, royalties and fees paid by the franchisees, as well assales in company-operated restaurants. McDonald's revenues grew 27% over the
three yearsending in 2007 to $22.8 billion, and 9% growth in operating income to $3.9 billion
II.History
1954, a fifty-two-year-old milk-shake machine salesman saw a hamburger stand in SanBernardino, California, and envisioned a massive new industry: fast food. In what should have been his golden years, Raymond Kroc, the founder and builder of McDonald's Corporation, proved himself an industrial pioneer no less capable than Henry Ford . He revolutionized theAmerican restaurant industry by imposing discipline on the production of hamburgers, Frenchfries, and milk shakes. By developing a sophisticated operating and delivery system, he insuredthat the French fries customers bought in Topeka would be the same as the ones purchased in New York City. Such consistency made McDonald's the brand name that defined American fastfood.
World’s Oldest McDonald’s
This 44 year-old site is the oldest in the worldwide chain of 20,000 restaurants and the last onewith red and- white striped tile exterior. After opening in 1953, it immediately became thestandard for the fast food franchises across the country. The building and its 60- foot high neonsign with "Speedee the Chef" are eligible for listing on the National Register of HistoricPlaces.Employees wear 50's style uniforms of paper hats, white shirts and bolo ties. The restaurantserves the original menu of hamburgers, cheeseburgers, fries and old-fashioned milkshakes. Alsoavailable are more recent McDonald's items such as Big Macs and Happy Meals.McDonald's reopened the facility as it was with walkup windows and outdoor seating. They alsoconstructed and addition housing a museum, gift shop, restrooms and more outdoor seating.
 
III.
McDonald’s Mission
McDonald's mission is to be our customers' favorite place and way to eat with inspired people who delight each customer with unmatched quality, service, cleanliness andvalue every time ... we invite you to be the part of this winning team and give yourself an opportunity to grow with the family of people striving to create smiles on the faces of millions of people everyday.
IV.
McDonald’s Culture & Value
M
C
DONALD’S VALUES
Our values summarized in "Q.S.C. & V.". Provide good quality, services to customer. Have acleanliness environment when customer enjoys their meal. The value of food product makesevery customer is smiling.
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We place the customer experience at the core of all we do
Our customers are the reason for our existence. We demonstrate our appreciation by providingthem with high quality food and superior service, in a clean, welcoming environment, at a greatvalue. Our goal is QSC&V for each and every customer, each and every time.
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We are committed to our people
We provide opportunity, nurture talent, develop leaders and reward achievement. We believe thata team of well-trained individuals with diverse backgrounds and experiences, working together in an environment that fosters respect and drives high levels of engagement, is essential to our continued success.
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We believe in the McDonald’s System
McDonald’s business model, depicted by the “three-legged stool” of owner/operators, suppliers,and company employees, is our foundation, and the balance of interests among the three groupsis key.
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We operate our business ethically
Sound ethics is good business. At McDonald’s, we hold ourselves and conduct our business tohigh standards of fairness, honesty, and integrity. We are individually accountable andcollectively responsible.
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We give back to our communities
We take seriously the responsibilities that come with being a leader. We help our customers build better communities, support Ronald McDonald House Charities, and leverage our size, scope andresources to help make the world a better place.
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We grow our business profitably
McDonald’s is a publicly traded company. As such, we work to provide sustained profitablegrowth for our shareholders. This requires a continuing focus on our customers and the health of our system.
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We strive continually to improve
 
We are a learning organization that aims to anticipate and respond to changing customer,employee and system needs through constant evolution and innovation.
V.SWOT Analysis
Strength
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Risk diversity
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Large market share.
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Strong supply chain.
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Promoting ethical conduct
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Rigorous food safety standards
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Decentralized yet connected system
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Strong brand name, image and reputation.
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Strong financial performance and position
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Affordable prices and high quality products
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 Nutritional information available on packaging
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Strong global presence & performance in the global marketplace.
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Specialized training for managers known as the Hamburger University.
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McDonalds Plan to Win focuses on people, products, place, price and promotion.
Weakness
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Unhealthy food image.
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High Staff Turnover including Top management
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Customer losses due to fierce competition.
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Legal actions related to health issues; use of trans fat & beef oil.
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Uses HCFC-22 to make polystyrene that is contributing to ozone depletion.
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Low depth and width of products
Opportunities
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Growing health trends among consumers
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Joint ventures with retailers (e.g. supermarkets).
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Consolidation of retailers likely, so better locations for franchisees.
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Respond to social changes - by innovation within healthier lifestyle foods. Its move into hot baguettes and healthier snacks (fruit) has supported its new positioning.
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Use of CRM, database marketing to more accurately market to its consumer target groups. Itcould identify likely customers (based on modeling and profiles of shoppers) and prevent brandswitching
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Strengthen its value proposition and offering, to encourage customers who visit coffee shopsintoMcDonalds.
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The new “formats”, McCafe, having Wifi internet links should help in attracting segments. Alsoinstalling children’s play-parks and its focus on educating consumers about health, fitness.
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International expansion into emerging markets of China and India.
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Diversification and acquisition of other quick-service restaurants.
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Growth of the fast-food industry.
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Worldwide deregulation.
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Low cost menu that will attract the customers.
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Yogaanth Nagaraj

it's really useful & it contains lot of valid information

reply03 / 23 / 2012
nazeer112

Mba marketing management

reply05 / 12 / 2010
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