Mcdonald Case Study

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Mission Statement
McDonald’s mission statement is: "McDonald's vision is to be the world's best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness and value, so that we make every customer in every restaurant smile.


McDonald’s competitive strategy competes on several bases, including cost, respond, speed, and health issue. Their strongest priority is “making customers happy”.

Product Maturity

McDonald’s in is the mature stage of their product life cycle. All the competitors are known and established. This means that they go for more of a cost structure to have a cheap product while still maintaining the MacDonald’s quality. Because the franchise maintains the same product line they can focus on cutting costs.

Product Development Process

MacDonald’s uses product development teams to gather many minds as a resource for ideas. This allows for the cooks, marketers, service representatives, and others to sit together and think from many different angles to come up with a product. When coming up with a product together, they try to identify potential target markets to penetrate or needs that are not being fulfilled. This is all done in a food studio in Oak Brook, Illinois. They then test the product in a small test market for 6 weeks. And then if successful there they expand the test markets to 800 to 1,000 restaurants.

Ethical Performance

McDonald considers priorities for food safety, product quality and costs. The facts are together with ethical, environmental and economic responsibilities. Moreover, McDonald had been pushing effort on animal welfare. McDonald's Recognized on "world's most ethical" Companies List on 2009.

Quality System

At McDonald’s, quality is the #1 priority when serving customers. McDonalds delivers quality both through products and services by actively training each employee so that a high standard is set for the food they create. They also...
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