McDonald S Case

Powerful Essays
Group 1
Blake Davis
Imanee Azmi
Paul Csizmadia
Raquel Smiddy
Integrated Business Policy and Strategy
Dr. Acar
McDonald’s Case

04/28/215

2 DECISION DILEMMA Problematic Situation McDonald’s is undoubtedly one of the most successful companies in the world. Even with its impressive growth and successes, McDonald’s has still failed to avoid a few issues on its road to success. Even with the incorporation of healthier food options to McDonald’s new menu, this fast­food restaurant is still perceived as being a location for unhealthy living which is contributing to worldwide obesity. McDonald’s is getting a massive amount of bad press from critics circling on this issue which is steering away franchisees and customers.
The company is renowned for its fast preparation of meals for customers, and since the start of the business by the McDonald brothers, Richard and Maurice, themselves, the company underwent issues pertaining to health – campaigns against the overall fast­food industry occurred, launched by public interests groups, environmentalists, and consumer advocates. Apart from that, McDonald’s as a company suffered when franchisees demanded rights for such things as less control over store operations. Earlier, union rights were setup in different McDonald’s locations, and John Cooke, a labor management consultant, aided Fred Turner is getting rid of any suspect who could initiate a union. SWOT DISCUSSION
Success Factors One of McDonald’s biggest success factors was the introduction of its corporate mascot
“Ronald McDonald”. The introduction of Ronald gave McDonald’s a big competitive advantage over other companies in the industry because it strongly appealed to the children, the market segment of kids ranging from ages four to 12. The Ronald McDonald mascot proved to be successful and by the mid­1960s. Most of McDonald’s advertising budget was spent on promoting Ronald McDonald through all marketing

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