STRATEGIC

Topics: McDonald's, Fast food restaurant, Fast food Pages: 23 (2469 words) Published: November 29, 2014
STRATEGIC MANAGEMENT

ASSIGNMENT:

Strategic Management

Instructor

: DR. Tuan Luu

Student’s name : DAO KIM THANH
Student ID

: CGSVN00015828

Class

: MBAOUM0913 – K10A

Course

: BMST5103

HCMC,

November

2014

STRATEGIC MANAGEMENT
TABLE OF CONTENTS
I.
II.

INTRODUCTION OF MC’DONALD ........................................................................................... 3 CPM AND EFE MATRIX ANALYSIS: .................................................................................... 4

With more information from the external audit of McDonald: .................................................................. 4 

Opportunities: .................................................................................................................................... 4



Threats: .............................................................................................................................................. 4

III.

IFE MATRIX: .............................................................................................................................. 8

Following with the analysis detail from internal audit: .............................................................................. 8 

Strengths ............................................................................................................................................. 8

Strong brand name, image and reputation. ................................................................................................. 8 Large market share. .................................................................................................................................... 8 Strong global presence. .............................................................................................................................. 8 Strong MCD's performance in the global marketplace. ............................................................................. 8 

Weakness ............................................................................................................................................ 8

Unhealthy food image. ............................................................................................................................... 9 High Staff Turnover including Top management ...................................................................................... 9 Customer losses due to fierce competition. ................................................................................................ 9 Internal Factor Evaluations Matrix: ...................................................................................................... 9 IV.

V.

SWOT MATRIX: ....................................................................................................................... 10 The Quantitative Strategic Planning Matrix (QSPM) ................................................................ 14

VI.

FIVE FORCE ANALYSIS ........................................................................................................ 16

VII.

BALANCE SCORE CARD ....................................................................................................... 19

STRATEGIC MANAGEMENT
INTRODUCTION OF MC’DONALD

I.

McDonald's Corporation is the world's largest chain of fast food restaurants, serving nearly 47 million customers daily through more than 31,000 restaurants in 119 countries worldwide. McDonald’s sells various fast food items and soft drinks including, burgers, chicken, salads, fries, and ice-cream:



The business began in 1940, with a restaurant opened by brothers Dick and Mac McDonald in San Bernardino, California.



Their introduction of the "Speedee Service System" in 1948 established the principles of the modern fast-food restaurant.



The original mascot of McDonald's was a man with a chef's hat on top of a hamburger...

References: 1. www.mcdonalds.com
2. http://www.slideshare.net/jrapeepan/smmcdonalds
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