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McDonald's Organisation.
McDonald's Organisation is the world's largest chain of hamburger fast food restaurants, serving around 68 million customers daily in 119 countries. It is a Multinational Organization that operates globally and its Headquarters is in the United States, the company began in 1940 as a barbecue restaurant operated by the eponymous Richard and Maurice McDonald; in 1948 they reorganized their business as a hamburger stand using production line principles. Businessman Ray Kroc joined the company as a franchise agent in 1955. He subsequently purchased the chain from the McDonald brothers and oversaw its worldwide growth.[5] A McDonald's restaurant is operated by a franchisee, an affiliate, or the corporation itself. The corporation's revenues come from the rent, royalties and fees paid by the franchisees, as well as sales in company-operated restaurants. McDonald's revenues grew 27 percent over the three years ending in 2007 to $22.8 billion, and 9 percent growth in operating income to $3.9 billion. McDonald's primarily sells hamburgers, cheeseburgers, chicken, French fries, breakfast items, soft drinks, shakes and desserts. In response to changing consumer tastes, the company has expanded its menu to include salads, wraps, smoothies and fruit.

History.
The business began in 1940, with a restaurant opened by brothers Richard and Maurice McDonald in San Bernardino, California. Their introduction of the Speedee Service System in 1948 furthered the principles of the modern fast-food restaurant that the White Castle hamburger chain had already put into practice more than two decades earlier. 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 was eventually replaced with Ronald McDonald by 1967 when the company first filed a U.S. trademark on a clown shaped man having puffed out costume legs. McDonald's first filed for a U.S. trademark on the name McDonald's on May 4, 1961, with the description Drive-In Restaurant Services, which continues to be renewed through the end of December 2009. In the same year, on September 13, 1961, the company filed a logo trademark on an overlapping, double arched "M" symbol. The overlapping double arched "M" symbol logo was temporarily disfavored by September 6, 1962, when a trademark was filed for a single arch, shaped over many of the early McDonald's restaurants in the early years. Although the Golden Arches appeared in various forms, the present form as a letter "M" did not appear until November 18, 1968, when the company applied for a U.S. trademark. 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 brothers' equity in the company and led its worldwide expansion, and the company became listed on the public stock markets in 1965.Kroc was also noted for aggressive business practices, compelling the McDonald brothers to leave the fast food industry. The McDonald brothers and Kroc feuded over control of the business, as documented in both Kroc's autobiography and in the McDonald brothers' autobiography. The site of the McDonald

UK. One of their greatest strengths and missions is to create an image in the minds of the people and introduce them to the fast food culture. According to the article. cost structure or its patent.Unregistered ) http://www. dynamic customer care. and the U. corporate ethics and consumer responsibility. McDonalds is very innovative with new product lines. McDonalds faces competition as well as customers changing their trends and choices and this impacts the company’s business structure. customer care and cleanliness. With the expansion of McDonald's into many international markets. Burger King and KFC. The article lists three different aspects that help in SCA and they are: 1. The article defines SCA as the advantage a company has which is difficult or impossible for other companies to possess or break through.S. Germany. Japan. great emphasis goes to human resources by satisfying both the customer and the employees. Its diversity into their new business ventures is also considered strength of McDonalds. customers know what to expect when they walk into the store. The company functions with great delivery speed. They have to have a strong business structure and have to implement business strategies to keep the company going. Brazil. Australia. France.( Word to PDF Convert . The managerial and organizational process should share a good integration and coordination. It can either be the brand. and its basic competencies along with its share holders. Unfortunately. It has over 30. McDonalds has around 40 million customers visiting the store each day. McDonalds is one of the largest food chain companies in the world and has much strength in its company that allows it to build a functional structure. McDonalds is very over exposed. McDonalds Business Structure. Another strength McDonalds has is its product value.word-to-pdf-convert. external environment.000 branches in 120 countries including Canada. Another thing McDonalds has to be careful with as a large chain is making sure they maintain their standards and make sure they don’t lack in quality service or else it will affect the whole brand. McDonalds has to be very careful with its competitors and other negative situations that will tear the company down. McDonalds has a very recognizable corporate symbol and have been highly successful with their advertisements and establishing the brand image and logo in the minds of millions of people. McDonalds is presently concentrating . legal or government restriction and developments in the technology. The organization should learn and bring about changes according to the need of the hour and should always be flexible to changes in the environment such a customer trends. McDonalds faces issues that many companies face and that help build a stronger business structure. the company has become a symbol of globalization and the spread of the American way of life. It derives 80% of its revenues from these countries. People get tired of the same brand especially ones they are used to and ones that see everywhere. new trends and new tastes. Its prominence has also made it a frequent topic of public debates about obesity.com brothers' original restaurant is now a monument. McDonalds marketing strategy is concerned with the internal resources. The two main competitors of McDonalds are the other food chains. The article mentions sustainable competitive advantage (SCA) and relates it to McDonalds and its difficulties the company comes upon.

word-to-pdf-convert. McDonald’s business model. We are committed to our people. At McDonald’s. service.Unregistered ) http://www. Products.com on this. We provide opportunity. We are individually accountable and collectively responsible. We operate our business ethically. welcoming environment. They live by their vision and always strive towards being the best fast food chain. suppliers. Personally. Our worldwide operations are aligned around a global strategy called the Plan to Win. The vision was to provide quick service. honesty. McDonalds started off as a success story but as like any company they have faced risks. nurture talent. each and every time. Our goal is quality. and company employees. structural and financial assets of a company are an excellent market position which helps in the SCA. McDonald’s Values. Mission & Values. McDonalds was started out to help people who has very little time to cook or was too busy to get into a proper restaurant. We place the customer experience at the core of all we do. We believe in the McDonald’s System. we hold ourselves and conduct our business to high standards of fairness. working together in an environment that fosters respect and drives high levels of engagement. at a great value. Technological. We are committed to continuously improving our operations and enhancing our customers' experience. McDonald's brand mission is to be our customers' favorite place and way to eat. Place. competitors and major setbacks. and balancing the interests of all three groups is key. which center on an exceptional customer experience – People. Price and Promotion. We believe that a team of well-trained individuals with diverse backgrounds and experiences. cheap products and quality satisfaction. Sound ethics is good business. and integrity.( Word to PDF Convert . The vision or the dream with which the company was started. We demonstrate our appreciation by providing them with high quality food and superior service in a clean. We take seriously the responsibilities that come with being a . I think McDonalds is a strong company that has faced many risks and setbacks but has learned and grown to be even stronger. cleanliness and value for each and every customer. 2. We give back to our communities. Our customers are the reason for our existence. develop leaders and reward achievement. is our foundation. Its core competences and the SCA both internal and external make the company strong and ranked among the top businesses. 3. McDonalds is going for a new marketing concept focusing on the firms existing potential customers and seeks to earn profit through customer satisfaction with an integrated marketing program. They use many of the marketing strategies to fix and help their issues. is essential to our continued success. depicted by our “three-legged stool” of owner/operators.

McDonald’s USA Gloria Santona-Executive Vice President. General Counsel and Secretary Restuarant Level -General Manager -Restaurant Manager -1st Assistant Manager -2nd Assistant Manager . Jim Skinner .( Word to PDF Convert . We grow our business profitably. scope and resources to help make the world a better place. & Franchising Peter J. and leverage our size. Bensen-Executive Vice President and Chief Financial Officer Tim Fenton-President of Asia. Pacific. Chief Operations Officer. We strive continually to improve. We help our customers build better communities. McDonalds’ has a Matrix Organization in its senior top management and the restaurant level. Senior Top Management Level. McDonald's USA Karen King-East Division President . McDonald's Europe Jim Johannesen-Executive Vice President. We are a learning organization that aims to anticipate and respond to changing customer. This requires a continuous focus on our customers and the health of our system.Vice Chairman and Chief Executive Officer Don Thompson-President and Chief Operating Officer Mike Andres-Central Division President. McDonald's USA Jose Armario-Corporate Executive Vice President Worldwide Supply Chain. McDonald’s is a publicly traded company. Development.Unregistered ) http://www. McDonald's USA. we work to provide sustained profitable growth for our shareholders. As such. LLC Richard Floersch-Executive Vice President.com leader. Chief Human Resources Officer Doug Goare-President. Middle East and Africa Jan Fields-President. support Ronald McDonald House Charities.word-to-pdf-convert.McDonald's USA Kevin Newell-Chief Brand Officer Steve Plotkin-West Division President . employee and system needs through constant evolution and innovation.

race. People: Our well-trained people will proudly provide friendly.( Word to PDF Convert . •To ensure that employees and job applicants are selected. Everyone at McDonald’s was aligned and focused on quality. and inviting to the customers of today and tomorrow. • To provide training and development for all employees to enable them to achieve the highest level of skills possible. • To provide challenging and rewarding work. safe. accurate and fast service that delights our customers. Product: We will serve food and beverages people prefer to enjoy regularly. one-to-one discussions. Place: Our restaurants and drive-thrust will be clean. We have a responsibility to maintain our values and high standards as we provide food that is affordable to a wide range of customers. publications and regular employee opinion surveys. marital status. • To pay for performance. The right people were put in place to execute this plan.com -Shift Running Manager -Floor Manager -Staff Training Crew -Crew Members. We have a responsibility to give our customers quality product choices and to partner with suppliers that operate ethically and meet our high standards of social responsibility. colour. nationality. relevant. Promotion: All of our marketing and communications will be relevant to our customers and build our brand. disability. promoted and treated on the basis of their relevant skills.Unregistered ) http://www. We have a responsibility to manage our business in an environmentally friendly way and to constantly seek ways to make a difference in the community. It was about flawless execution while keeping . talents and performance and without reference to gender. • To provide career opportunities which allow employees to develop to their full potential. McDonalds’ Marketing Mix Strategies. healthy and enjoyable working environment. ethnic origin. We have a responsibility to maintain an inclusive work environment where everyone feels valued and accepted. trained. Price: We will be the most efficient provider so that we can be the best value to the most people. service. religion or belief or sexual orientation. and to promote job satisfaction. to provide training and other opportunities for personal and professional growth. • To employ local people wherever possible. • To communicate effectively with all employees via crew meetings. Organization Policies. We have a responsibility to maintain and build trust with all our stakeholders by ensuring that our marketing and communications efforts are truthful and appropriate.word-to-pdf-convert. • To provide a clean. value and experience. • To recruit people who have a positive attitude towards customers. service and cleanliness to our customers. themselves and other employees and who are capable of delivering the highest standards of quality.

org/wiki/McDonald's. 2004-10-14.Unregistered ) http://www.com true to McDonald’s core values and in step with changing lifestyles.word-to-pdf-convert. The Economist. www. . en.wikipedia. www.mcdonaldsindia.org/McDonald's. rocwiki.mcdonalds.( Word to PDF Convert .com.com. Reference List "Big Mac's Makeover: McDonald's Turned Around".

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