Strategic Paper
Executive Summary
Introduction
McDonald’s is the world’s largest chain of fast food restaurant serving more than 58 million customers daily. The firm has an excess of 30,000 restaurants worldwide employing 1.5 million people. The business began in 1940 with a restaurant opened by two brothers namely Richard and Maurice McDonald in San Bernardino, California and then was bought by Ray Kroc who is now the founder of the McDonald’s corporation. A McDonald 's restaurant is operated by a franchisee, an affiliate, or the corporation itself. The corporation 's revenues come from the rent, royalties and fees paid by the franchisees, as well as sales in company-operated restaurants. Today, the Philippines is also one of the countries that has a franchise of McDonalds with 300 restaurants nationwide. As of 2005, McDonald’s Philippines is a 100% Filipino owned company which is built by George T. Yang the first golden arches in 1981 from its first restaurant along Morayta, Manila. McDonald’s Philippines is now in the pursuit of being a multi-billion peso company continuing to expand and serve the Filipinos all over the country. McDonald’s is a customer-oriented company that strives to offer Filipinos a combination of great tasting, quality food products at value prices with excellent service.
Objectives:
1. Awareness objective: Increase awareness amongst the public’s with the aim of knowing that McDo offers healthier alternatives. Create awareness amongst families with kids under 15 years old. (Increase of 20 % within a year)
2. Acceptance objective: Create a smooth transition when trying to increase positive attitude towards the healthier new alternatives.
3. Action objective:
- Opinion action: to have the customers who are fond of the changes spread the word
- Behavior: To change the behavior of existing customers to also buy the new options, and to attract new customers who are interested in the new products.
Organizational Chart:
Introduction
McDonald’s is the world’s largest chain of fast food restaurant serving more than 58 million customers daily. The firm has an excess of 30,000 restaurants worldwide employing 1.5 million people. The business began in 1940 with a restaurant opened by two brothers namely Richard and Maurice McDonald in San Bernardino, California and then was bought by Ray Kroc who is now the founder of the McDonald’s corporation. A McDonald 's restaurant is operated by a franchisee, an affiliate, or the corporation itself. The corporation 's revenues come from the rent, royalties and fees paid by the franchisees, as well as sales in company-operated restaurants. Today, the Philippines is also one of the countries that has a franchise of McDonalds with 300 restaurants nationwide. As of 2005, McDonald’s Philippines is a 100% Filipino owned company which is built by George T. Yang the first golden arches in 1981 from its first restaurant along Morayta, Manila. McDonald’s Philippines is now in the pursuit of being a multi-billion peso company continuing to expand and serve the Filipinos all over the country. McDonald’s is a customer-oriented company that strives to offer Filipinos a combination of great tasting, quality food products at value prices with excellent service.
Objectives:
1. Awareness objective: Increase awareness amongst the public’s with the aim of knowing that McDo offers healthier alternatives. Create awareness amongst families with kids under 15 years old. (Increase of 20 % within a year)
2. Acceptance objective: Create a smooth transition when trying to increase positive attitude towards the healthier new alternatives.
3. Action objective:
- Opinion action: to have the customers who are fond of the changes spread the word
- Behavior: To change the behavior of existing customers to also buy the new options, and to attract new customers who are interested in the new products.
Organizational Chart:
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