Case Study on Mcdonald's
1 EXECUTIVE SUMMARY
This case study is to research the factors that affect or have influence on McDonalds. Before the company’s’ analysed this report will give an overview of McDonalds background and history. The mega environment and task environment of the company will be discussed in this research. Furthermore McDonalds current leader, Jim Skinners’ leadership skills will be discussed. 2 INTRODUCTION TO McDonalds The long journey of McDonalds started when two brothers Dick & Mac McDonalds initial single drive-in restaurant in San Bernardino, California, 1940. In 1948 they closed and reopened the restaurant to sell only hamburgers, milkshakes & French fries. In 1954 the entrepreneur and milkshake-mixer sales man, Ray Kroc acquired the franchise of McDonald’s restaurant. In effect Kroc opened his first restaurant in Illinois, Chicago and gave birth to “McDonald’s Corporation”. Since the birth McDonalds have emerged as multinational company & the leading fast-food chains in world with more than 33,000 local restaurants serving more than 64 million people in 119 countries each day.
2.1 MISSION & VISION
Mission is a set of organizational goals that include both the purpose of the organization, its scope of the operations and the basis of its competitive advantage. In other word it reveals what an organization wants to be and whom it wants to serve, it answers the question “What is our business”.
The mission statement of McDonalds is given below:
“McDonald 's brand mission is to "be our customers ' favorite place and way to eat." Our worldwide operations have been aligned around a global strategy called the Plan to Win centering on the five basics of an exceptional customer experience – People, Products, Place, Price and Promotion. We are committed to improving our operations and enhancing our customers ' experience.”
Vision is a goal which is massively inspiring, overarching and long-term. This can be an organizational goal(s) that evoke(s) powerful
This case study is to research the factors that affect or have influence on McDonalds. Before the company’s’ analysed this report will give an overview of McDonalds background and history. The mega environment and task environment of the company will be discussed in this research. Furthermore McDonalds current leader, Jim Skinners’ leadership skills will be discussed. 2 INTRODUCTION TO McDonalds The long journey of McDonalds started when two brothers Dick & Mac McDonalds initial single drive-in restaurant in San Bernardino, California, 1940. In 1948 they closed and reopened the restaurant to sell only hamburgers, milkshakes & French fries. In 1954 the entrepreneur and milkshake-mixer sales man, Ray Kroc acquired the franchise of McDonald’s restaurant. In effect Kroc opened his first restaurant in Illinois, Chicago and gave birth to “McDonald’s Corporation”. Since the birth McDonalds have emerged as multinational company & the leading fast-food chains in world with more than 33,000 local restaurants serving more than 64 million people in 119 countries each day.
2.1 MISSION & VISION
Mission is a set of organizational goals that include both the purpose of the organization, its scope of the operations and the basis of its competitive advantage. In other word it reveals what an organization wants to be and whom it wants to serve, it answers the question “What is our business”.
The mission statement of McDonalds is given below:
“McDonald 's brand mission is to "be our customers ' favorite place and way to eat." Our worldwide operations have been aligned around a global strategy called the Plan to Win centering on the five basics of an exceptional customer experience – People, Products, Place, Price and Promotion. We are committed to improving our operations and enhancing our customers ' experience.”
Vision is a goal which is massively inspiring, overarching and long-term. This can be an organizational goal(s) that evoke(s) powerful
References: • MBA Lectures, 2010. External Environment (Specific or Task Environment. [online] Avaiable at: [Accessed 28 October 2011]. • McDonalds. Meet Our Suppliers. [online] Available at:< http://www.mcdonalds.com/us/en/food/food_quality/see_what_we_are_made_of/meet_our_suppliers.html?DCSext.destination=http://www.mcdonalds.com/us/en/food/food_quality/see_what_we_are_made_of/meet_our_suppliers.html> [Accessed 28 October 2011]. • McDonalds Malaysia, 2009. Corporate Responsibility Report 2009. [online] Available at: [Accessed 27 October 2011]. • Oxford Dictionaries, 2011. [Online] Available at: [Accessed 27 October 2011]. • Robbins, S.P. and Coulter, M. 2002. Management. 10th ed. New Jersey: Prentice Hall.