McDonald's Corporation Marketing Research Paper

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Pages 12 (3012 words)
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MCDONALD’S Corp Contents 1 Introduction 3 1.1 History Development and Growth 3 2 Strategic analysis 5 2.1 Mission, vision and values 5 2.2 SWOT Analysis 6 2.3 Porter’s five force model 7 2.4 Organisational structure 10 2.5 Span of control 11 2.6 Franchising and subsidiary 11 2.7 Change in company’s strategy 12 3 Conclusion and recommendation 12 Reference 13 16 1 Introduction The present era of globalization has rendered a situation in which business organizations are essentially trying out new business strategies to create efficiencies in their business and create a competitive advantage.


McDonalds was established in the year 1955 by Ray Croc in USA as a retailer of snack foods like burgers. The company since then has grown by leaps and bounds with the company presently having its dedicated presence in about 118 diverse nations across the globe and an attractive product offering that includes famous products like Big Mac, Mc Nuggets, Quarter Pounders etc. McDonalds has about 33000 restaurants across the globe that provides the best experience at largely affordable price to the customers. McDonalds serves its customers through a dedicated employee base of over 1.7 million active employees who are determined to provide the best experience to the customers with a touch of excellence to satisfy the needs of the customers (McDonalds, 2011). The mission statement of the company is “be our customers' favourite place and way to eat”. ...
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