Organization Overview and Marketing Plan Analysis of Mcdonald's fast food industry. This company was invented in 1940 by two brothers known as Maurice (“Mac”) and Richard McDonald. The first McDonald's was established as a drive-in restaurant in San Bernardino, California, United States. Years later, Ray Kroc, who was the exclusive distributor of the Multimixer (a milkshake mixer) for the McDonald brothers, decided to buy McDonald's. Ray Kroc visited them in San Bernardino and the seller quickly became a buyer after seeing the potential of the business. Kroc purchased the franchise rights to the brothers' restaurants across the country, and in 1955 he opened his first McDonald's in Des Plaines, Illinois. The restaurant then developed well and was able to constitute a company in its own right. Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get the original essayMission and Vision A company's corporate mission statement indicates the company's purpose and related activities. In this case, McDonald's mission statement described the company as an influential fast food chain favored by most people. McDonald's corporate mission is "to be our customers' favorite place and way to eat and drink." This mission statement highlights the major influence of the company on customer purchasing behavior, without forgetting the importance of the customer as a company. On the other hand, a company's corporate vision statement indicates the long-term goals of the company. McDonald's corporate vision is "to move quickly to generate profitable growth and become an even better McDonald's, serving more delicious food to customers around the world every day." This statement simply means that McDonald's aims to expand its business across a wider geographic area. With this, McDonald's expects improvement in operational efficiency, which can lead to higher profit margin and overall improvement in all areas of business. Core Competencies McDonald's core competency is to provide convenience when people need and want to eat fast food at competitive prices and provide the best value for money to the customer. One of McDonald's competitive advantages is its focus on consistency in quality, food production and raw material usage across the world. McDonald's strives to gain a comparative advantage by offering its products at a price that cannot be matched by its competitors. Another important competitive advantage of McDonald's is the fast delivery of its food. In order to maintain this advantage over other fast food chains, they need to simplify the food cooking processes for all employees. Purpose and Objectives The main objective and mission of McDonald's is to be the world's leading consumer products organization focusing primarily on convenient fast food. McDonald's strives to establish honesty, fairness and integrity as a work ethic. This is why McDonald's must commit to constant improvement in all aspects of the business, including internally and externally. Their main objective is now to emphasize corporate social responsibility, ingiving back to society in every way possible and being actively involved in environmental management to prove that McDonald's is a sustainable company. McDonald's is laying out a long-term growth plan that will focus on convenience and technology in an effort to win over customers from competing quick-service restaurants. From this statement, we know that the main focus of the brand now is to work on the “Experience of the Future” concept by bringing more modern and exciting technological advancements such as the ordering kiosk. “Using enhanced technology to elevate and modernize the customer experience, emphasizing the quality and value of our food and redefining convenience through delivery, we have a bold vision for the future and "urgency to act on it," Easterbrook said. “We are moving quickly to generate profitable growth and become an even better McDonald's, serving more customers delicious food every day around the world. » Market Analysis SWOT Analysis McDonald's SWOT analysis explains how McDonald's uses all its internal and external factors to stay ahead in the fast food industry. In this analysis, it identifies all the major strengths, weaknesses, opportunities and threats that most affect the business.StrengthsThe second largest restaurant network serving customers in more than 120 countries. As of 2018, McDonald's is the second largest restaurant network in the world. This indicates that McDonald's plays a dominant role in the international market. The sheer size of the company's network is an asset that offers many advantages over competitors, including: 2) Huge gains from implementing best practices. The company can gain experience in all operations and find the best way to accomplish certain tasks or resolve conflicts. They could also learn the guidelines of running an operation when dealing with a different culture and environment. Weaknesses Negative Publicity McDonald's has received criticism and negative voices over the issues related to offering unhealthy foods that lead to obesity, especially when McDonald's target market is children. Even though McDonald's has worked to address this problem by introducing healthier choices, the menu still primarily features high-calorie burgers and fried chicken. This led to protests from organizations fighting obesity and therefore had a negative impact on the reputation of the McDonald's brand. Opportunities Focus on an image overhaul McDonald's has found solutions to try to rebuild its reputation by projecting a healthy and socially responsible store. This means that McDonald's is introducing more and more healthier choices to its menu to promote low-calorie intake. McDonald's has also been actively involved in environmental activities to raise awareness of environmental issues. has on its menu.PESTEL Political Analysis McDonald's employees were sent for mandatory training and they also get promoted without receiving any biased treatment. It all depends on their abilities and performance. In addition to this, McDonald's is also very resistant to sexual and racial harassment in the workplace. All employees were required to strictly obey all policies established by McDonald's. Environmental McDonald's works on environmental issues by analyzing their impact on the environment. McDonald's has decided to reduce its waste by 50% and will only partner with suppliers who also practice respect for the environment. For this, McDonald's has appointed amanager responsible for environmental issues. McDonald's is now replacing all of its packaging materials with recyclable materials in every way possible. This shows that McDonald's is focusing on sustainability and trying to achieve greater long-term sustainability. Socio-cultural McDonald's maintains a close relationship with suppliers to ensure that the resources provided are safe and clean. In addition to this, McDonald's has also decided to present all the nutritional information and ingredients on the packaging based on customer preferences. Companies must therefore take into account the preferences of their customers in order to survive in the face of aggressive competition. Therefore, McDonald's must design its food menu according to the customers.TechnologyTechnology has played a very important role in the fast food industry. That's why McDonald's has invested in technology to develop a more convenient way for customers to order. For example, McDonald's launched its own delivery app and with just a few clicks, customers can get their food at their doorstep without even going out to drive and wait in a long queue. profitability. Recently, the global economy has always been in recession, which has led to an increase in the unemployment rate and a decline in consumer spending. With low purchasing power, people tend to spend less and therefore businesses will suffer from low profitability. McDonald's then found itself in recession in 2012 with a sharp decline in sales. However, McDonald's is now ranked 7th among the 100 most valuable American brands. Legal The legal system provides that any organization in the food and beverage sector must not use materials that are harmful and dangerous to nature. In the case of McDonald's, they carefully select their supplier by carrying out inspection checks to ensure that the inputs come directly from the farm. Global Environment and CultureMcDonald's was founded in San Bernardino, California in the year 1940. McDonald's Corporation is an international fast food chain established on December 21, 1964 with its new headquarters in Chicago, Illinois . This global restaurant today operates and franchises in approximately 117 countries around the world. Around 1.9 million employees work for the company in its various restaurants and serve 70 million customers per day. McDonald's, as a globalized brand, has decided to use strategic marketing tactics such as target segmentation, positioning and targeted marketing. McDonald's changes its strategies and implements them differently depending on the cultures of a particular geographic area. Comparing the strategies for the American market, the Japanese market and the Chinese market for example, it clearly shows that McDonald's is able to adapt its menu and business plan to each culture. This shows that it respects the differences between cultures and adheres to the country's policy when developing additional items for its menu. McDonald's has gained huge benefits from globalization and this is due to the two different marketing plans implemented in the company: 1. Standardization Strategy Despite having franchisees all over the world, McDonald's remains its signature dishes on the menu. Items such as McChicken, McNuggets and Filet-O-Fish are available at all McDonald's stores. As a result, it helps create a strong brand image for McDonald's and is also cost-effective and time-saving. 2. Adaptation Strategy McDonald's has implemented this strategy effectively because it adapts to different cultures and environments around the worldentire. McDonald's listens to the needs of its customers and has introduced various types of specialty items in this particular geographic area. This helps McDonald's build customer loyalty and improve brand acceptance worldwide. MarketingThe marketing tactics used by McDonald's have grown significantly since its establishment in 1940. All these years, McDonald's main business strategy has always been to invest in advertising. Ray Kroc, the former CEO of McDonald's, appreciated advertising and marketing. As he once mentioned, he believed that advertising was an investment that would ultimately pay off many times over, and advertising has always played a key role in the development of McDonald's Corporation. The McDonald's brothers realized the importance of an eye-catching building that could increase brand awareness. That's why they redesigned the stores with two yellow gold arches, indicating the alphabet "M", which we still see today. McDonald's mascot, Ronald McDonald's, was introduced in 1967 by one of the franchise owners. He realized that with the help of a clown it is easier to attract children. This is proven since Ronald McDonald was more familiar to 96% of American children than the name of their president. McDonald's uses the four P's of price marketing: McDonald's uses its pricing strategy effectively by marking items at an affordable price, neither too cheap nor too expensive. They also offer after-hours promotions to encourage people to buy McDonald's after work. Product: McDonald's focuses on its products and consumer demands and offers certain items at a certain period of time. For example, McDonald's launches the Prosperity Burger every Chinese New Year. . As such, they emphasize on assessing customer preferences and have introduced new products to satisfy them. Promotion: In 1976, McDonald's signed on as an official sponsor of world-famous events such as the Olympic Games. This helps create a strong brand image and increase brand awareness at the same time. So, McDonald's also uses its public relations by constantly organizing new events and promoting new products in order to stay in the market. Location: McDonald's intends to create an atmosphere desired by its customers. That's why McDonald's built a play area and offers happy meal toys because kids would love to visit a fun place. While a businessman decides to eat at McDonald's because the entire process from ordering to getting the food is short and simple which can be considered as time saving for him. Teenagers are attracted to the items offered on the menu because it mainly depends on their preferences and in addition, McDonald's offers free wifi service. Organization Overview McDonald's management team is led by the President and CEO, assisted by seven executive vice presidents and a senior vice president, each overseeing a specific aspect of the company. Mr. Steve Eastbrook has served as President and CEO since early 2015. Eastbrook introduced substantial changes to McDonald's organizational structure on July 1, 2015 to improve the efficiency of global operations. The figure below illustrates the organizational structure of McDonald's and the distribution of management roles within the company: McDonald's Corporation has a divisional organizational structure. McDonald's organizational structure has the following characteristics, ranked according to their importance in impacting the company's operations..

Essay / Organization Overview and Marketing Plan Analysis of Mcdonald's fast food industry. This company was invented in 1940 by two brothers known as Maurice (“Mac”) and Richard McDonald. The first McDonald's was established as a drive-in restaurant in San Bernardino, California, United States. Years later, Ray Kroc, who was the exclusive distributor of the Multimixer (a milkshake mixer) for the McDonald brothers, decided to buy McDonald's. Ray Kroc visited them in San Bernardino and the seller quickly became a buyer after seeing the potential of the business. Kroc purchased the franchise rights to the brothers' restaurants across the country, and in 1955 he opened his first McDonald's in Des Plaines, Illinois. The restaurant then developed well and was able to constitute a company in its own right. Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get the original essayMission and Vision A company's corporate mission statement indicates the company's purpose and related activities. In this case, McDonald's mission statement described the company as an influential fast food chain favored by most people. McDonald's corporate mission is "to be our customers' favorite place and way to eat and drink." This mission statement highlights the major influence of the company on customer purchasing behavior, without forgetting the importance of the customer as a company. On the other hand, a company's corporate vision statement indicates the long-term goals of the company. McDonald's corporate vision is "to move quickly to generate profitable growth and become an even better McDonald's, serving more delicious food to customers around the world every day." This statement simply means that McDonald's aims to expand its business across a wider geographic area. With this, McDonald's expects improvement in operational efficiency, which can lead to higher profit margin and overall improvement in all areas of business. Core Competencies McDonald's core competency is to provide convenience when people need and want to eat fast food at competitive prices and provide the best value for money to the customer. One of McDonald's competitive advantages is its focus on consistency in quality, food production and raw material usage across the world. McDonald's strives to gain a comparative advantage by offering its products at a price that cannot be matched by its competitors. Another important competitive advantage of McDonald's is the fast delivery of its food. In order to maintain this advantage over other fast food chains, they need to simplify the food cooking processes for all employees. Purpose and Objectives The main objective and mission of McDonald's is to be the world's leading consumer products organization focusing primarily on convenient fast food. McDonald's strives to establish honesty, fairness and integrity as a work ethic. This is why McDonald's must commit to constant improvement in all aspects of the business, including internally and externally. Their main objective is now to emphasize corporate social responsibility, ingiving back to society in every way possible and being actively involved in environmental management to prove that McDonald's is a sustainable company. McDonald's is laying out a long-term growth plan that will focus on convenience and technology in an effort to win over customers from competing quick-service restaurants. From this statement, we know that the main focus of the brand now is to work on the “Experience of the Future” concept by bringing more modern and exciting technological advancements such as the ordering kiosk. “Using enhanced technology to elevate and modernize the customer experience, emphasizing the quality and value of our food and redefining convenience through delivery, we have a bold vision for the future and "urgency to act on it," Easterbrook said. “We are moving quickly to generate profitable growth and become an even better McDonald's, serving more customers delicious food every day around the world. » Market Analysis SWOT Analysis McDonald's SWOT analysis explains how McDonald's uses all its internal and external factors to stay ahead in the fast food industry. In this analysis, it identifies all the major strengths, weaknesses, opportunities and threats that most affect the business.StrengthsThe second largest restaurant network serving customers in more than 120 countries. As of 2018, McDonald's is the second largest restaurant network in the world. This indicates that McDonald's plays a dominant role in the international market. The sheer size of the company's network is an asset that offers many advantages over competitors, including: 2) Huge gains from implementing best practices. The company can gain experience in all operations and find the best way to accomplish certain tasks or resolve conflicts. They could also learn the guidelines of running an operation when dealing with a different culture and environment. Weaknesses Negative Publicity McDonald's has received criticism and negative voices over the issues related to offering unhealthy foods that lead to obesity, especially when McDonald's target market is children. Even though McDonald's has worked to address this problem by introducing healthier choices, the menu still primarily features high-calorie burgers and fried chicken. This led to protests from organizations fighting obesity and therefore had a negative impact on the reputation of the McDonald's brand. Opportunities Focus on an image overhaul McDonald's has found solutions to try to rebuild its reputation by projecting a healthy and socially responsible store. This means that McDonald's is introducing more and more healthier choices to its menu to promote low-calorie intake. McDonald's has also been actively involved in environmental activities to raise awareness of environmental issues. has on its menu.PESTEL Political Analysis McDonald's employees were sent for mandatory training and they also get promoted without receiving any biased treatment. It all depends on their abilities and performance. In addition to this, McDonald's is also very resistant to sexual and racial harassment in the workplace. All employees were required to strictly obey all policies established by McDonald's. Environmental McDonald's works on environmental issues by analyzing their impact on the environment. McDonald's has decided to reduce its waste by 50% and will only partner with suppliers who also practice respect for the environment. For this, McDonald's has appointed amanager responsible for environmental issues. McDonald's is now replacing all of its packaging materials with recyclable materials in every way possible. This shows that McDonald's is focusing on sustainability and trying to achieve greater long-term sustainability. Socio-cultural McDonald's maintains a close relationship with suppliers to ensure that the resources provided are safe and clean. In addition to this, McDonald's has also decided to present all the nutritional information and ingredients on the packaging based on customer preferences. Companies must therefore take into account the preferences of their customers in order to survive in the face of aggressive competition. Therefore, McDonald's must design its food menu according to the customers.TechnologyTechnology has played a very important role in the fast food industry. That's why McDonald's has invested in technology to develop a more convenient way for customers to order. For example, McDonald's launched its own delivery app and with just a few clicks, customers can get their food at their doorstep without even going out to drive and wait in a long queue. profitability. Recently, the global economy has always been in recession, which has led to an increase in the unemployment rate and a decline in consumer spending. With low purchasing power, people tend to spend less and therefore businesses will suffer from low profitability. McDonald's then found itself in recession in 2012 with a sharp decline in sales. However, McDonald's is now ranked 7th among the 100 most valuable American brands. Legal The legal system provides that any organization in the food and beverage sector must not use materials that are harmful and dangerous to nature. In the case of McDonald's, they carefully select their supplier by carrying out inspection checks to ensure that the inputs come directly from the farm. Global Environment and CultureMcDonald's was founded in San Bernardino, California in the year 1940. McDonald's Corporation is an international fast food chain established on December 21, 1964 with its new headquarters in Chicago, Illinois . This global restaurant today operates and franchises in approximately 117 countries around the world. Around 1.9 million employees work for the company in its various restaurants and serve 70 million customers per day. McDonald's, as a globalized brand, has decided to use strategic marketing tactics such as target segmentation, positioning and targeted marketing. McDonald's changes its strategies and implements them differently depending on the cultures of a particular geographic area. Comparing the strategies for the American market, the Japanese market and the Chinese market for example, it clearly shows that McDonald's is able to adapt its menu and business plan to each culture. This shows that it respects the differences between cultures and adheres to the country's policy when developing additional items for its menu. McDonald's has gained huge benefits from globalization and this is due to the two different marketing plans implemented in the company: 1. Standardization Strategy Despite having franchisees all over the world, McDonald's remains its signature dishes on the menu. Items such as McChicken, McNuggets and Filet-O-Fish are available at all McDonald's stores. As a result, it helps create a strong brand image for McDonald's and is also cost-effective and time-saving. 2. Adaptation Strategy McDonald's has implemented this strategy effectively because it adapts to different cultures and environments around the worldentire. McDonald's listens to the needs of its customers and has introduced various types of specialty items in this particular geographic area. This helps McDonald's build customer loyalty and improve brand acceptance worldwide. MarketingThe marketing tactics used by McDonald's have grown significantly since its establishment in 1940. All these years, McDonald's main business strategy has always been to invest in advertising. Ray Kroc, the former CEO of McDonald's, appreciated advertising and marketing. As he once mentioned, he believed that advertising was an investment that would ultimately pay off many times over, and advertising has always played a key role in the development of McDonald's Corporation. The McDonald's brothers realized the importance of an eye-catching building that could increase brand awareness. That's why they redesigned the stores with two yellow gold arches, indicating the alphabet "M", which we still see today. McDonald's mascot, Ronald McDonald's, was introduced in 1967 by one of the franchise owners. He realized that with the help of a clown it is easier to attract children. This is proven since Ronald McDonald was more familiar to 96% of American children than the name of their president. McDonald's uses the four P's of price marketing: McDonald's uses its pricing strategy effectively by marking items at an affordable price, neither too cheap nor too expensive. They also offer after-hours promotions to encourage people to buy McDonald's after work. Product: McDonald's focuses on its products and consumer demands and offers certain items at a certain period of time. For example, McDonald's launches the Prosperity Burger every Chinese New Year. . As such, they emphasize on assessing customer preferences and have introduced new products to satisfy them. Promotion: In 1976, McDonald's signed on as an official sponsor of world-famous events such as the Olympic Games. This helps create a strong brand image and increase brand awareness at the same time. So, McDonald's also uses its public relations by constantly organizing new events and promoting new products in order to stay in the market. Location: McDonald's intends to create an atmosphere desired by its customers. That's why McDonald's built a play area and offers happy meal toys because kids would love to visit a fun place. While a businessman decides to eat at McDonald's because the entire process from ordering to getting the food is short and simple which can be considered as time saving for him. Teenagers are attracted to the items offered on the menu because it mainly depends on their preferences and in addition, McDonald's offers free wifi service. Organization Overview McDonald's management team is led by the President and CEO, assisted by seven executive vice presidents and a senior vice president, each overseeing a specific aspect of the company. Mr. Steve Eastbrook has served as President and CEO since early 2015. Eastbrook introduced substantial changes to McDonald's organizational structure on July 1, 2015 to improve the efficiency of global operations. The figure below illustrates the organizational structure of McDonald's and the distribution of management roles within the company: McDonald's Corporation has a divisional organizational structure. McDonald's organizational structure has the following characteristics, ranked according to their importance in impacting the company's operations..

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