Case Study on Mcdonald's

Topics: McDonald's, Hamburger, Fast food restaurant Pages: 12 (3446 words) Published: December 19, 2012
This case study is to research the factors that affect or have influence on McDonalds. Before the company’s’ analysed this report will give an overview of McDonalds background and history. The mega environment and task environment of the company will be discussed in this research. Furthermore McDonalds current leader, Jim Skinners’ leadership skills will be discussed.  


The long journey of McDonalds started when two brothers Dick & Mac McDonalds initial single drive-in restaurant in San Bernardino, California, 1940. In 1948 they closed and reopened the restaurant to sell only hamburgers, milkshakes & French fries. In 1954 the entrepreneur and milkshake-mixer sales man, Ray Kroc acquired the franchise of McDonald’s restaurant. In effect Kroc opened his first restaurant in Illinois, Chicago and gave birth to “McDonald’s Corporation”. Since the birth McDonalds have emerged as multinational company & the leading fast-food chains in world with more than 33,000 local restaurants serving more than 64 million people in 119 countries each day.

Mission is a set of organizational goals that include both the purpose of the organization, its scope of the operations and the basis of its competitive advantage. In other word it reveals what an organization wants to be and whom it wants to serve, it answers the question “What is our business”. The mission statement of McDonalds is given below:

“McDonald's brand mission is to "be our customers' favorite place and way to eat." Our worldwide operations have been aligned around a global strategy called the Plan to Win centering on the five basics of an exceptional customer experience – People, Products, Place, Price and Promotion. We are committed to improving our operations and enhancing our customers' experience.”

Vision is a goal which is massively inspiring, overarching and long-term. This can be an organizational goal(s) that evoke(s) powerful and compelling mental images. Vision answers the question “What do we want to become”. Below is the vision statement of McDonalds.

“Our vision is to provide the world’s premier quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness and value.” McDonalds brand promise is: To provide Simple Easy Enjoyment to every customer at every visit.  

These following core values guide McDonalds actions they we strive to achieve their mission. LogoDescription

We place the customer experience at the core off 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.

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.

We believe in the McDonald’s system
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.

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.

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 conduct our operations in a manner that does not compromise the...
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