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Mcdonald strategic mgmt project

Mcdonald strategic mgmt project



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Published by angel01021990

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Published by: angel01021990 on Apr 10, 2010
Copyright:Attribution Non-commercial


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According to a McDonald's corporate press release:
"i'm lovin' it is a key part of McDonald's business strategy toconnect with customers in highly relevant, culturally significantways around the world." Translation: the focus groups they used happen to listen to rapand hip-hop. In an effort to show that McDonald's is "down" withtheir customers, they bought off a few rap artists to pose with thisgoofy white guy and their dumbass mascot:
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McDonald as being ninth most valuable brand in the worldwhich has replaced the US army as the Nation’s largest jobtraining organization &Controls the market share of more than 3food chains taken together in America started in 1940.McDonald's Corporation (MCD) is the world's largest chain of fastfood restaurants, serving nearly 47 million customers daily.McDonald's primarily sells hamburgers, cheeseburgers, chickenproducts, French fries, breakfast items, soft drinks, milkshakesand desserts. More recently, it has begun to offer salads, wrapsand fruit. Many McDonald's restaurants have included aplayground for children and advertising geared toward children,and some have been redesigned in a more 'natural' style, with aparticular emphasis on comfort: introducing lounge areas andfireplaces, and eliminating hard plastic chairs and tables.Company has also expanded the McDonald's menu in recentdecades to include alternative meal options like salads and snackwraps in order to capitalize on growing consumer interest inhealth and wellness.Each McDonald's restaurant is operated by a franchisee, anaffiliate, or the corporation itself. The corporations' revenuescome from the rent, royalties and fees paid by the franchisees, aswell as sales in company operated restaurants. McDonald'srevenues grew 27% over the three years ending in 2007 to $22.8billion, and 9% growth in operating income to $3.9 billion

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