ASSIGNMENT NO:

SUBMITTED TO:

WAQAS ZAKI

SUBMITTED BY:

HUSNAIN AHMED FAROOQI

(L1F19BSAF0091)

REHMAN ASHIQ

(L1F19BSAF0106)

ABDULLAH BUTT

(L1F19BSAF0121)

SUBMISSION DATE:

9 DEC,2021

COMPANY NAME: McDonald’s

McDonald's Pakistan

McDonald's first restaurant opened its door to the people of Pakistan in September 1998 in Lahore. This
launch was met with unprecedented enthusiasm from the citizens of Lahore, who are known for their
liveliness, vigor and penchant for quality food. Karachi opened its first restaurant a week after Lahore.
Ever since we opened the doors of our restaurants both in Karachi & Lahore, we have been proud to
provide our customers the same great taste, outstanding value and superior service that is synonymous
with the Golden Arches all over the world.

Today millions of Pakistanis place their trust in McDonald's to provide them with food of a very high
standard, quick service and value for money. So next time you walk into one of our restaurants, please
remember, McDonald's Pakistan is here now, to put a smile on your face, each and every time you visit
us.

McDonald's is firmly committed to giving back to the community where it operates. We are happy to
become involved because we recognize that organizations have a role to play in helping communities to
work successfully. The contribution we enjoy most is the experience of working together with others in
the community to achieve worthwhile benefits for those who need it most.

Brand Mission
To be our customer's favorite place and way to eat

Brand Promise
To provide Simple Easy Enjoyment to every customer at every visit

Our Values
'McDonald's® mission is to be our customers favourite place and way to eat - with inspired people who
delight each customer with unmatched quality, service cleanliness and value every time.
The following core values guide our actions as we strive to achieve our mission.

01: 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 providing them
with high quality food and superior service, in a clean, welcoming environment, at great value. Our goal
is outstanding QSC&V for each customer every time.

02: We are committed to our people

We provide opportunity recognize talent and develop leaders. We believe that a diverse team of well-
trained individuals working together in an environment that fosters respect and drives high levels of
engagement is essential to our continued success.

03: We believe in the McDonald's® System

Owning a 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
groups is key

04: We operate our business ethically

Sound ethics is good business. At McDonald's, we hold ourselves and conduct our business to the
highest possible standards of fairness, honesty and integrity. We are individually accountable and
collectively responsible

05: 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 RMHC, and leverage our size scope and resources to help make the world a better
place We are committed to sustainable business practices and are determined to conduc

our operations in a manner that does not compromise the ability of future generations to meet their
needs

06: We grow our business profitably

Our stakeholders support our ability to serve our customers in return we work to provide sustained,
profitable growth for all members of our system and our investors.

07: We strive continually to improve

We consider ourselves a learning organisation that is green and growing which anticipates and responds
to changing customer, employee, system and community needs through constant evolution and
innovation

Evaluation of Mission Statement through Components of Mission Statement

1. Customer people of all ages are the cutomers of Macdonalds.

2. Product No
3. Market market is defined as worldwide
4. Technology Technology is not mentioned in the mision statement.
5. Survival Yes
6. Philosophy Yes
7. Self concept Yes
8. Public image No
9. Employees No
Key External Factors Weights Rating Weighted score

Opportunities
New Product and services 0.1 3 0.3
Beverage Market 0.08 2 0.16
Growth of franchise Resturants 0.09 3 0.27
Demand for organic products 0.06 1 0.06
International expansion 0.1 4 0.4
Conservation (going green) 0.07 1 0.07

Threats

Change in commodity prices 0.07 3 0.21

Food safety and food borne illness 0.07 4 0.28
concerns
Economic slowdown 0.1 4 0.4
Growing health consciousness 0.08 2 0.16
Intense competition 0.09 4 0.36
Legal challenges 0.09 3 0.27

Total 1 2.94
Competitive Profile Matrix

Key Factors Mcdonalds KFC Burger

king
Critical Success Weight Rate Score Rating Score Rating Score
Factor
Advertising 20 1 20 4 80 3 60

Product quality 10 4 40 4 40 3 30

Price 10 3 30 3 30 4 40

Management 10 4 40 3 30 3 30

Financial Position 15 4 60 3 45 3 45

Customer loyalty 10 4 40 4 40 2 20

Global Expansion 20 4 60 2 40 2 40

Market Share 5 1 5 4 20 3 15

Total 100 315 325 280