McDonald
E-Business Plan for McDonald Corporation (Part Two)
Strategic Analysis and Market Justification An international opportunity Companies of all sizes go international for different reasons, Deresky (2011) stated that the threat of their own decreased competitiveness is the overriding reason many large companies want to move fast to build strong positions in key world markets (p. 198). Deresky (2011) also suggested many multinational corporations (MNCs) have developed their global operations to the point it becomes fully integrated, often vertically, and horizontally, including suppliers, productive facilities, marketing, and distribution outlets, and contractors around the world. McDonald’s Corporation has become globally integrated with worldwide sourcing and a fully integrated production and marketing system. The company’s competencies and strength have lied in operational excellence, customer intimacy, and product leadership.
McDonald’s corporation has approximately 70% of its restaurants franchised, although in Asia, joint ventures are preferred so as to take advantage of partners’ contacts and local expertise, and their ability to negotiate with bureaucracies such as the Chinese government. The company continues with its current horizontal growth strategy of expanding the restaurants throughout the world, as international opportunities are still available. An international opportunity for the McDonald’s Corporation to consider is a merger and acquisition with other “local based” food chain internationally. E-market segmentation approach could be considered in this process. Conklin (2011) agreed that customers can be targeted more precisely with a set of offers geared directly to their previous consumption patterns and their individual interest, rather than a traditional uniform presentation to all customers.
Customers entering the new merger of McDonald restaurant can be offered what each customer
Strategic Analysis and Market Justification An international opportunity Companies of all sizes go international for different reasons, Deresky (2011) stated that the threat of their own decreased competitiveness is the overriding reason many large companies want to move fast to build strong positions in key world markets (p. 198). Deresky (2011) also suggested many multinational corporations (MNCs) have developed their global operations to the point it becomes fully integrated, often vertically, and horizontally, including suppliers, productive facilities, marketing, and distribution outlets, and contractors around the world. McDonald’s Corporation has become globally integrated with worldwide sourcing and a fully integrated production and marketing system. The company’s competencies and strength have lied in operational excellence, customer intimacy, and product leadership.
McDonald’s corporation has approximately 70% of its restaurants franchised, although in Asia, joint ventures are preferred so as to take advantage of partners’ contacts and local expertise, and their ability to negotiate with bureaucracies such as the Chinese government. The company continues with its current horizontal growth strategy of expanding the restaurants throughout the world, as international opportunities are still available. An international opportunity for the McDonald’s Corporation to consider is a merger and acquisition with other “local based” food chain internationally. E-market segmentation approach could be considered in this process. Conklin (2011) agreed that customers can be targeted more precisely with a set of offers geared directly to their previous consumption patterns and their individual interest, rather than a traditional uniform presentation to all customers.
Customers entering the new merger of McDonald restaurant can be offered what each customer
References: Bankrate.com. (Sep 2012). Gross domestic product. Retrieved from http://www.bankrate.com/rates/economic-indicators/gdp-gross-domestic-product.aspx Bureau of Labor Statistics. (Nov 2012). US Inflation rate calculator. Retrieved from http://www.usinflationcalculator.com/inflation/current-inflation-rates Bureau of Labor Statistics. (Nov 2012). US Inflation rate calculator. Retrieved Conklin, D Datamonitor: McDonald 's Corporation. (2011). McDonald 's Corporation SWOT Analysis, 1-10 Deresky, H. (2011). International management: Managing across borders and cultures (7th ed.) Jameson, DA. (2007). Reconceptualizing cultural identity and its role in intercultural business communication, Journal of Business Communication, 40(3), 199-235. Tatge, M., & Copple, B. (2001). McMisssteps. Forbes, 168(15), 76-78. http://www.usinflationcalculator.com/inflation/current-inflation-rates Taft, D. K. (2011). Moving to the Cloud: A 'Rational ' Choice for McDonald 's. Eweek, 28(11), 28-29 Horngren, C.T., Sundem, G.L., Stratton, W.O., Burgstahler, D. and Schatzberg, J. (2009) McDonald’s Corporation. (2008) Business Facilities Lease. McDonald’s Corporation McDonald’s Corporation. (2011). Annual Report, Chicago: Illinois. McDonald 's Corporation SWOT Analysis. (2012). McDonald 's Corporation SWOT Analysis, 1-8 McDonald 's Corporation Case Study. (2012). McDonalds Case Study: Remaining Relevant in a Health-conscious Society, 11(2), 1-20 McDonald’s Operation Resource Center. (2008). McDonald Mission Statement. Oak Brook: Illinois.