McSNAPSHOT: COMPANY PROFILE
A company without vision and mission is like a human body without bones to support and strengthen its values. That is exactly why the McDonald’s is building this two big statements, which is to keep realizing what they want to do, why they do it, how to do it, and what they do really want to be in the right corridors of business. Not just to gain profits, but also to survive in the global market. McVision
“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.” McMission
Be the best employer for our people in each community around the world Deliver operational excellence to our customers in each of our restaurants; and Achieve enduring profitable growth by expanding the brand and leveraging the strengths of the McDonald's system through innovation and technology. McFinancial Information-Global (Year 2008)
: $ 23,522,400,000 (3.2% growth from the previous year)
: $ 4,313,200,000
McCoverage (Year 2008)
31,967 restaurants in 118 countries all around the globe. 25,465 of them operated by franchisees, and 6,502 operated by the company. In Indonesia, the are 109 restaurants nation wide. This number are still expected to grow in the future.
McFACTS AND OBSERVATION
McDonald’s is a market leader for fast food industry.
Actively supports local events and the communities.
McDonald’s is always being fastly responsive on social and environmental issues. 4.
Involving its customer in their marketing programs.
Creating emotional relationship with its customer.
Strategic location is one of its main concerns.
70% of McD restaurants around the world are operated by independent franchisee. 8.
McDonald’s is always being adaptive to their target market. 9.
One of the McDonald’s focuses in introducing the idea of “ new way to eat”. 10.
McDonald’s provides nutrition information to their customer about their product on its
packaging to create the openness about their products’ health needs 11.
McDonald’s main customers are including Children, Teenagers, Business customers, and Parents with children. 12.
McDonald’s is the most well-known delivery service in Indonesia.
McDonald’s vision is:
“to be the world’s best quick service restaurant and the biggest market share in fast food industry” McDonald’s missions are:
To deliver operational excellence to our customers in each of our restaurants. To reach global potential market by expanding distribution through franchisees To Achieve enduring profitable growth by expanding the brand and leveraging the strengths of the McDonald’s system through innovation and technology. To Increase Our brand visibility and awareness through integrated marketing programs and strengthening Our relationship with Our stakeholder To become adaptive to its target customers and responsive to the current issues To support the communities and environment through companies CSR programmes To provide opportunity, nurture talent, develop leaders and reward achievement to Our employees
PORTER’S 5 FORCES ANALYSIS
Internal Rivalry – HIGH
In fast food industry, there are some big players such as McDonald’s, KFC, A&W, Wendy's, and Burger King. McDonald’s has reached the top position as the market leader for several years, but the tight competition among all these companies is still remains the same. This fact can be seen according to the rate of industry’s market shares that indicates the less significant differences between all these companies. The competition happens not only in form of the pricing strategies, but also involves in some factors including products, services, and even the stores’ ambience. Although based on the exist data, each brand has its own differentiation and uniqueness. In this case, the market of fast food industry can be considered and characterized as the...
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