Mcdonald's Case Study

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INTRODUCTION
McDonald’s was first established in 1940 as a barbecue restaurant operated by Richard and Maurice McDonald and it is the world's largest chain of hamburger fast food restaurants with serving around 68 million customers daily in 119 countries. The original mascot of McDonald's was a man with a chef's hat on top of a hamburger shaped head whose name was "Speedee". In 1967, Speedee was replaced become trademark on a clown shaped man having puffed out costume legs. Early 1980, McDonald’s become the most popular fast food in the world, but that time the business’s brand are still unfamiliar to local people in Malaysia. Nowadays, McDonald’s become the most favourite fast-food restaurant after Kentucky Fried Chicken (KFC) and Pizza Hut. We in Malaysia got our first taste of McDonald's when McDonald's Malaysia opened its first restaurant at Jalan Bukit Bintang, Kuala Lumpur on 29 April 1982. To date, McDonald's Malaysia has 216 restaurants located nationwide and is currently expanding at about 10-15 restaurants annually. McDonald's has created many job opportunities in Malaysia. McDonald's Malaysia employs more than 11,000 local people with 120 support staff at its headquarters managing the day-to-day operations of the McDonald's business. “There is also a regional office in Penang and Johor Bahru. McDonald’s Malaysia sells 100% Halal food, and all of the premises and suppliers have been certified Halal by Jabatan Kemajuan Islam Malaysia (JAKIM)”. So, we as Muslims do not have to worry to buy food at McDonald’s. (About Company) McDonald’s offered various type of fast food with a certain set to attract customers come and buys their product. The major fast food menu is hamburger, chicken, french fries, breakfast items, soft drinks, milkshakes and dessert. In response to changing consumer tastes, the company has expanded its menu to include salads and fruit. McDonald’s always makes changes to meet customer needs and wants and always put the customer’s choice in the top place.

TABLE OF CONTENTS

Contentspage
Acknowledgement…………………………………………………………………………1 Introduction………………………………………………………………………………..2-3 Task 1: Identify Mission, values and key objectives of McDonald’s ………………...5-9 and assess the influence of stakeholders.

Task 2: Evaluate the main stakeholder groups of McDonald’s……………………..10-12

Question 1
Based on my research, McDonald’s are successful in the local market because they have already set the strategy before entered the market. “The mission statement of McDonald's fast food restaurants is to be our customers’ favorite place and way to eat”. What I understand about the mission is, it states that McDonald’s are more focus to fulfill on what customer needs and wants. They are always tried to give the best service to their customer. (Mission and Values)

For example McDonald’s in India, the majority of Indians are Hindu, this is their religion and they do not eat beef or even pork. They only eat Indian food such as rice, dals, sabjis, rotis and etc. Indians take their religious beliefs very seriously, and for devout Hindus would not dare to eat beef. In India, beef is illegal. So, McDonald’s try to change the way of menu in India and makes The Big Mac is called Maharaja Burger, it is either made using chicken patties or vegetable patties. The French Fries are tossed with a little spice. We know that Indians like spicy in their food. The chicken nuggets are served with a variety of Indian sauces and condiments. Possibly in New Delhi, they will make lamb burgers. That is the deal the McDonald's corporation made with the Indian government. As we know, in India, their economic status is low and not many of them are effort to buy food at McDonald’s. To meet customer’s satisfaction, McDonald’s reduces price to the lower price. The price is now affordable for customer to buy food and at the same time, McDonald’s can increase their sales figures. That mission statement...
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