With a company like McDonalds, which has done so well despite the bad press or media they get their objectives as well as aims as the business, progresses from time to time. This may be because of new products and other changes to the economy.
The aim is what describes the overall goal that they want to achieve. McDonalds aim or vision is to be the world's best quick service restaurant experience. This means running and opening great restaurants and providing exceptional quality, service, cleanliness and value (QSC&V'), so that we make every customer in every restaurant smile'.
Survival is an aim for many businesses. For McDonalds, as they started out they would first try aiming to stay in the business by earning enough money from customers to meet all of the businesses expenses. McDonalds also has the majority of its businesses as franchise. This means that the person or manager opening a McDonalds restaurant up would have to aim for making enough money to cover its costs during the first year or so.
Maximising sales revenue or profit is an aim McDonalds may have been using since the beginning as the success of the business has grown immensely. This is where the business will seek out to gain an increase in their income from the customers. For example, McDonalds have done this by selling two burgers for the price of one or even one pound per burger. This gains a lot of customers coming in and spending more as they assume they are getting value for their money plus more and no doubt that they actually like these offers McDonalds is so generously giving out.
Growth is an aim McDonalds have succeeded in however are still always aiming to grow in order to fulfil new targets or objectives.
The objectives are more detailed aims, which set out more specific targets. These...