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16050821 McDonalds Case Study

16050821 McDonalds Case Study

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Published by Bernard A Ekoh

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Published by: Bernard A Ekoh on Aug 28, 2009
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08/29/2012

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University of JordanFaculty of BusinessStrategic Management
McDonald's
Case Study
S
TRATEGIC
M
ANAGEMENT
 
Prepared By
Fathi Salem Mohammed Abdullah
2009
 
Table of ContentsPageTopics
3
Introduction
3
History analysis
4
Vision, Mission, Value
5
The Five Forces Framework 
6
PESTEL Framework 
7
External Audit
8
CPM-Competitive Profile Matrix
9
External Factor Evaluation (EFE) Matrix
10
Financial Ratio Analysis
12
Internal Audit
13
Internal Factor Evaluation (IFE) Matrix
14
SWOT Matrix
15
SPACE Matrix
16
Grand Strategy Matrix
17
The Boston Consulting Group (BCG) Matrix
17
The Internal-External (IE) Matrix
18
The Quantitative Strategic Planning Matrix(QSPM)
20
Recommendations
Introduction:
2
 
McDonald's Corporation is the world's largest chain of fast food restaurants,serving nearly 47 million customers daily through more than 31,000 restaurantsin 119 countries worldwide. McDonald’s sells various fast food items and softdrinks including, burgers, chicken, salads, fries, and ice cream. ManyMcDonald's restaurants have included a playground for children and advertisinggeared toward 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 chairs and tables.Each McDonald's restaurant is operated by a franchisee, an affiliate, or thecorporation itself. The corporations' revenues come from the rent, royalties andfees paid by the franchisees, as well as sales in company-operated restaurants.McDonald's revenues grew 27% over the three years ending in 2007 to $22.8 billion, and 9% growth in operating income to $3.9 billion.
1
History analysis:
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 establishedthe principles of the modern fast-food restaurant.
The original mascot of McDonald's was a man with a chef's hat on top of a hamburger shaped head whose name was "Speedee." Speedee waseventually replaced with Ronald McDonald in 1963.
The present corporation dates its founding to the opening of a franchisedrestaurant by Ray Kroc, in Des Plaines, Illinois on April 15, 1955 , theninth McDonald's restaurant overall. Kroc later purchased the McDonald brothers' equity in the company and led its worldwide expansion and thecompany became listed on the public stock markets in 1965.
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