Strategic Initiative Paper Fin/370

Topics: McDonald's, Fast food restaurant, Fast food Pages: 5 (1726 words) Published: December 15, 2012
Strategic Initiative Paper

McDonald’s has been in business since 1955. Through many years of great strategic and financial planning, it has become one of the most successful food chains in the world. In order to continue its great success, McDonald’s must continue to adapt to change. In this paper we will discuss the strategic and financial planning that would be necessary to keep McDonald’s on top of the food chain.

Strategic Initiatives
Strategic Plan
McDonalds is a corporation that has great success because of good strategy and planning. In the next five years, McDonalds needs to keep up with the changes of the consumer and social trends that bring an impact to the bottom line. As noticed, recently McDonalds has changed its image to appeal to a greater group of customers. A plan that the corporation can integrate is to visualize the future. This not only includes a financial visualization, but actual changes done to restaurants, menus, staff and everything that attracts the consumer in. With the same visualization for the future, McDonalds has to see what customers they are trying to bring in. Whether it is children, young adults or a more mature crowd, profiling the customers will help see what it is that the people want. Their mission to appeal to more people will be seen as the changes are made throughout the corporation. When the changes are made the success will be seen in their revenues and profits. Another strategy to use would be to market all the consumers of all ages. Commercials on TV and billboards that attract children can also be used to attract the parents and grandparents. Once they are in the restaurant the menu should be fit to meet the needs of all of them. Incorporating menus that are more organic or more selections for those who are vegetarians can also bring in good profits and a more faithful customer base. For McDonalds, as for any corporation, their focus should be in making consumers happy. Listening to customer’s suggestions or complaints can bring in more revenue to each restaurant individually and to the corporation as a whole.

Financial Plan as Support
McDonald’s overall strategic plan is called Plan to Win. Their focus is not so much on being the biggest fast-food restaurant chain; rather it is more focused on being the best fast-food restaurant chain. McDonald’s “strategic alignment behind this plan has created better McDonald’s experiences through the execution of multiple initiatives surrounding the five factors of exceptional customer experiences – people, products, place, price and promotion” (McDonald's, 2008, 25). McDonald’s also incorporates geographical strategic plans. In the U.S., McDonald’s strategic plan continues to focus on breakfast, chicken, beverages and convenience. These are the core areas in the United States. McDonald’s has launched the Southern Style Chicken Biscuit for breakfast and the Southern Style Chicken Sandwich for lunch and dinner. In the beverage business, McDonald’s starting introducing new hot specialty coffee offerings on a market-by-market basis. In Europe, McDonald’s uses a tiered menu approach. This menu features premium selections, classic menu, and everyday affordable offerings. They also “complement these with new products and limited-time food promotions” (McDonald's, 26). In the Asia-Pacific, Middle East, and Africa markets, McDonald’s strategic plan is focused around convenience, breakfast, core menu extensions and value. With McDonald’s overall strategic plan and its geographical strategic plan, the company should start to see more positive financial results. McDonald’s incorporates several organizational strategies. Some of the organizational strategies consist of better restaurant operations, placing the customer first, menu variety and beverage choice, convenience and day part expansion, and ongoing restaurant reinvestment....
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