Topics: McDonald's, Corporation, Joan Kroc Pages: 8 (2297 words) Published: December 4, 2013
McDonald’s Company
University of Alabama Birmingham

Introduction to Business
BUS 102

Assignment for

Purpose of the Paper
The purpose of this report is to analyze the McDonald’s Corporation. This report will provide a detailed strategic analysis, which describes the industry that the company is currently in and its business segments. Secondly, an external analysis, internal analysis, and the strategies McDonald’s Corporation has implemented into their company will be evaluated. The results provided in this analysis will provide necessary information so that the performance of McDonald’s Corporation can be assessed. Finally, recommendations will be suggested on ways the company can be successful in the future and also how to correct existing problems for the McDonald’s Corporation. McDonald’s History

McDonald’s Corporation began when an individual by the name of Ray Kroc, a seller of milkshake machines in which he called Multimixers, decided to visit two brothers named Richard and Maurice after hearing that they were using eight of his machines in their restaurant in California. Ray Kroc was amazed by the efficiency of the restaurant owned by the brothers and suggested an idea to open similar restaurants to Richard and Maurice McDonald. Kroc suggested that they franchise the restaurants throughout the United States, however, the brothers were hesitant and as a result, Ray Kroc offered to do it for them himself. McDonald’s has been in existence since the 1930’s and in 1948, the McDonald brothers shut down the carhop drive-in to become a self-serve operating restaurant. McDonald’s was incorporated in 1955 and is considered to be the largest quick-service restaurant worldwide, serving more than 46 million people daily in over 31,000 restaurants located in over 119 countries (Business & Company Resource Center, 2012). Current Summary of the McDonald’s Corporation

Location of Corporate Office: 2111 McDonald’s Drive, Oak Brook, IL 60523

Founded: May 15, 1940

Business: Retail-Fast Food restaurant chain, franchiser of fast food restaurants, holding company

Annual Sales: 5.5 Billion

Number of Employees: 1,800,000

Year Founded: 1954

Number of Locations: 30,000 in 119 countries worldwide

McDonald’s Corporation Timeline

1948-Dick and MacDonald open the first McDonald’s in San Bernardino, CA; a little hamburger man named “Speedee” becomes the company’s logo 1956-Ray Kroc opens his first McDonald’s in Des Plaines, IL after visiting Dick and Mac’s CA McDonald’s 1957-McDonald’s become known for its motto-“Quick Service, and Cleanliness” 1958-McDonald’s sells its 100 millionth hamburger and McDonalds opens its 100th restaurant in Fond Du Lac, Wisconsin 1959- McDonald’s begins billboard advertising

1960-McDonald’s celebrates its 5th anniversary and opens its 200th restaurant in Knoxville, TN 1961-Ray Kroc buys out the McDonald brothers for $2.7 million, Golden Arches becomes the company’s new logo, “Look for the arches” becomes the company’s first advertising theme 1962-McDonald’s opens its first restaurant with inside seating 1963-McDonald’s sells its one billionth hamburger, Ronald McDonald makes his debut, and the company’s 500th restaurant opens 1964- McDonald’s issues its first annual report

1965-McDonald’s celebrates its 10th anniversary with the first public stock offering, the Filet-O-Fish is added to the menu, and McDonald’s begins network television advertising. 1966-McDonald’s holds its first annual public shareholder’s meeting, the company is listed on the NYSE with the ticker symbol MCD, and Ronald McDonald appears in his first television commercial 1967-McDonald’s first international restaurant is opened in Canada followed by Puerto Rico 1968-The 1000th restaurant opens in Des Plaines, IL, the company begins to support the Olympics, and the Big Mac sandwich and apple pie are added to the U.S. menu 1969-McDonald’s...
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