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McDonald's Corporate Strategic Directions
Transcript of McDonald's Corporate Strategic Directions
Future of McDonald's
Placing customer experience at the core
Committed to our people
Giving back to the community
Grow business profitability
New product development
The Ansoff Product/Market Growth Matrix
a cash cow?
I'm Loving It......
The Exclusive Mc App.
Strategic Directions of McDonald's
Student ID - Auston: T21300923
Course - BSc. (HONS) Business Management
Subject - Strategic Management (BBM_6_STM)
Introduction of new burgers to the existing mark
Golden Arch Hotel
Franchise opportunities for more and mroe outlets across the world
Intorduction of Chiken nuggets, wings and pieces.
Providing value meals
Derent toys with the Happy meal
Intriduction of breakfast meal
Opening up outlets
Mission of McDonald's
Strategic direction of McDonald's
New Poduct development
The BCG Matrix
Future of McDonald's
Table of Contents
Dick and Mac McDonald's ed the McDonald's Bar-B-Q restaurant in California in 1940. Current president and CEO of McDonald's is Don Thompson.
More than34,000 restaurant
Four Main Geographic Segments
Asia/Pacific,Middle east & Africa (APMEA)
Other Countries & Corporations
Restaurant ownership of McDonald's,
59% of Conventional franchisees
21% Licensed to foriegn affiliates
20% Company operated
To be our customers' favourite place and way to eat and drink. Our world wide operations are aligned around a global strategy callled the plan to win, which cater on an exceptional customer experience. People, Products, Price and promotion. We are commited to continuesly improve our operations and enhancing our customers' experience.
Ansoff matrix of McDonald's
Attracting more customers who use competitiors products.
Convincing existing clients to use more of McDonald's products.
Attract a different set of the market
Increase existing consumers from using more of the products/services under the brand
Opening up outlets in many countries
Investing in new businesses outside the scope of the existing business unit.
Chiken Maharaja Mac
The new chiken box
Strategic Priorities of McDonald's
Upgrade the Customer and Employee Satisfaction
Enhance Local Relevance
Build Brand Transparency
Menu Featuring Locally relevant selections
Classic core and everyday affordable menu offerings
Installing new kitchen operating systems
Communicate quality and origin of McDonald's
McDonald's continues to elevate the customer experience by remaining focused on the company's key global succes factors of branded affordability, menu variety and beverage choice, convenience and ongoing restaurant investments which leads to a sustainable buiness practice.
Our history: McDonald's.com [Online] Available from: http://www.mcdonalds.com/us/en/our_story/our_history.html [Acessed 18 December 2013]
Porter M. E. (1947) The Corporate Advantage of Nations. New Edition.Basingtoke: Mcmillan Business.
TheTimes100. (2013) The Competitive Environment – Staying ahead in a competitive environment – McDonald’s Restaurant/ McDonald’s Restaurants case studies and information [Online]. Available from: http://businesscasestudies.co.uk/mcdonalds-restaurants/staying-ahead-in-a-competitive-environment/the-competitive-environment.html#axzz2o73CwXco. [Accessed 07 December 2013]