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McDonald’s Overview
McDonald as being ninth most valuable brand in the world which has replaced the US army as
the Nation’s largest job training organization &Controls the market share of more than 3 food
chains taken together in America started in 1940. McDonald's Corporation (MCD) is the world's
largest chain of fast food restaurants, serving nearly 47 million customers daily.McDonald's
primarily sells hamburgers, cheeseburgers, chicken products, French fries, breakfast items, soft
drinks, milkshakes and desserts. More recently, it has begun to offer salads, wraps and fruit.
Many McDonald's restaurants have included a playground for children and advertising geared
toward children, and some have been redesigned in a more 'natural' style, with a particular
emphasis on comfort: introducing lounge areas and fireplaces, and eliminating hard plastic chairs
and tables.
Company has also expanded the McDonald's menu in recent decades to include alternative meal
options like salads and snack wraps in order to capitalize on growing consumer interest in health
and wellness
Each McDonald's restaurant is operated by a franchisee, an affiliate, or the corporation itself. The
corporations' revenues come from the rent, royalties and fees paid by the franchisees, as well as
sales in company-operated restaurants. McDonald's revenues grew 27% over the three years
ending in 2007 to $22.8 billion, and 9% growth in operating income to $3.9 billion

II. History
1954, a fifty-two-year-old milk-shake machine salesman saw a hamburger stand in San
Bernardino, California, and envisioned a massive new industry: fast food. In what should have
been his golden years, Raymond Kroc, the founder and builder of McDonald's Corporation,
proved himself an industrial pioneer no less capable than Henry Ford . He revolutionized the
American restaurant industry by imposing discipline on the production of hamburgers, French
fries, and milk shakes. By developing a sophisticated operating and delivery system, he insured
that the French fries customers bought in Topeka would be the same as the ones purchased in
New York City. Such consistency made McDonald's the brand name that defined American fast

World’s Oldest McDonald’s

This 44 year-old site is the oldest in the worldwide chain of 20,000 restaurants and the last one
with red and- white striped tile exterior. After opening in 1953, it immediately became the
standard for the fast food franchises across the country. The building and its 60- foot high neon
sign with "Speedee the Chef" are eligible for listing on the National Register of Historic
Employees wear 50's style uniforms of paper hats, white shirts and bolo ties. The restaurant
serves the original menu of hamburgers, cheeseburgers, fries and old-fashioned milkshakes. Also
available are more recent McDonald's items such as Big Macs and Happy Meals.
McDonald's reopened the facility as it was with walkup windows and outdoor seating. They also
constructed and addition housing a museum, gift shop, restrooms and more outdoor seating.
III.McDonald’s Mission
McDonald's mission is to be our customers' favorite place and way to eat with inspired
people who delight each customer with unmatched quality, service, cleanliness and
value every time ... we invite you to be the part of this winning team and give yourself
an opportunity to grow with the family of people striving to create smiles on the faces of
millions of people everyday.

IV.McDonald’s Culture & Value

Our values summarized in "Q.S.C. & V.". Provide good quality, services to customer. Have a
cleanliness environment when customer enjoys their meal. The value of food product makes
every customer is smiling.
➢ We place the customer experience at the core of all we do
Our customers are the reason for our existence. We demonstrate our appreciation by providing
them with high quality food and superior service, in a clean, welcoming environment, at a great
value. Our goal is QSC&V for each and every customer, each and every time.
➢ We are committed to our people
We provide opportunity, nurture talent, develop leaders and reward achievement. We believe that
a team of well-trained individuals with diverse backgrounds and experiences, working together
in an environment that fosters respect and drives high levels of engagement, is essential to our
continued success.
➢ We believe in the McDonald’s System
McDonald’s business model, depicted by the “three-legged stool” of owner/operators, suppliers,
and company employees, is our foundation, and the balance of interests among the three groups
is key.
➢ We operate our business ethically
Sound ethics is good business. At McDonald’s, we hold ourselves and conduct our business to
high standards of fairness, honesty, and integrity. We are individually accountable and
collectively responsible.
➢ We give back to our communities
We take seriously the responsibilities that come with being a leader. We help our customers build
better communities, support Ronald McDonald House Charities, and leverage our size, scope and
resources to help make the world a better place.
➢ We grow our business profitably
McDonald’s is a publicly traded company. As such, we work to provide sustained profitable
growth for our shareholders. This requires a continuing focus on our customers and the health of
our system.
➢ We strive continually to improve
We are a learning organization that aims to anticipate and respond to changing customer,
employee and system needs through constant evolution and innovation.

V. SWOT Analysis
➢ Risk diversity
➢ Large market share.
➢ Strong supply chain.
➢ Promoting ethical conduct
➢ Rigorous food safety standards
➢ Decentralized yet connected system
➢ Strong brand name, image and reputation.
➢ Strong financial performance and position
➢ Affordable prices and high quality products
➢ Nutritional information available on packaging
➢ Strong global presence & performance in the global marketplace.
➢ Specialized training for managers known as the Hamburger University.
➢ McDonalds Plan to Win focuses on people, products, place, price and promotion.

➢ Unhealthy food image.
➢ High Staff Turnover including Top management
➢ Customer losses due to fierce competition.
➢ Legal actions related to health issues; use of trans fat & beef oil.
➢ Uses HCFC-22 to make polystyrene that is contributing to ozone depletion.
➢ Low depth and width of products

➢ Growing health trends among consumers
➢ Joint ventures with retailers (e.g. supermarkets).
➢ Consolidation of retailers likely, so better locations for franchisees.
➢ Respond to social changes - by innovation within healthier lifestyle foods. Its move into hot
baguettes and healthier snacks (fruit) has supported its new positioning.
➢ Use of CRM, database marketing to more accurately market to its consumer target groups. It
could identify likely customers (based on modeling and profiles of shoppers) and prevent brand
➢ Strengthen its value proposition and offering, to encourage customers who visit coffee shops
➢ The new “formats”, McCafe, having Wifi internet links should help in attracting segments. Also
installing children’s play-parks and its focus on educating consumers about health, fitness.
➢ International expansion into emerging markets of China and India.
➢ Diversification and acquisition of other quick-service restaurants.
➢ Growth of the fast-food industry.
➢ Worldwide deregulation.
➢ Low cost menu that will attract the customers.
1. Health professionals and consumer activists accuse McDonald's of contributing to the country’s
health issue of high cholesterol, heart attacks, diabetes, and obesity.

2. The relationship between corporate level McDonald's and its franchise dealers.

3. McDonald’s competitors threatened market share of the company both internationally and

4. Anti-American sentiments.

5. Global recession and fluctuating foreign currencies.

Fast-food chain industry is expected to struggle to meet the expectations of the customers towards health
and environmental issues.

Recent economic condition impacts on consumer confidence & spending, prime real estate is
competitiveness; the gradual increment in Limited Brands operations can hamper the MCD’s growth. In
addition, possible tariffs from government over the imported materials, or minor disturbance in the long
supply chain of the company are a risk. The increasing cost of labor in other countries and decline in
value of US Dollars everyday can compel the company to change its way of operation.

VI.Five Forces Analysis

Restaurant industry is highly competitive industry. There are many small fast food businesses in the
industry who fight with each other to improve their customer base; McDonalds is not an exception to this.
Since its establishment in 1940, MCD has excelled in the sector. Nevertheless, to stay in the competition,
it started with McCafé. This helped the company to stay in the business as a major fastfood business.
Another major step came out when McDonald started Breakfast to compete with the existing business
serving breakfast. Hence, this industry is extremely competitive and the MDC should be up to date with
customer taste & preferences.

Ease of Entry
Although it is hard to enter the restaurant business, it is hard to establish a distinct brand name. There is a
high cost of entry in the market and there is \ high research and development costs. Large established
companies with strong brand identities such as McDonald’s do make it more difficult to enter and succeed
within the marketplace; new entrants find that they are faced with price competition from existing chain

There are many substitutes in this industry. Since there are a wide variety of products that people can
choose, they could either be substituted by MDC Burgers, Beverages, dairy products, and others.

Strength of Suppliers
Power of suppliers within the fast food industry would be relatively small, unless the main ingredient of
the product is not readily available.

Strength of Buyers
Relatively strength of buyers is low in this industry
Distinctive Notion
According to a report issued by Business Week, McDonalds holds 9th position in top 100 brand names all
over the world in 2007. Having a long history of almost 69 years, it has established a sense of closeness
in the customers. This is one of the major reasons for McDonalds is being rated one of the highest
retention rates among customers. It is now operating 120 & above affiliated franchises & restaurants.

McCafé is yet another distinctive addition to McDonald’s product line. It is part of our delicious lineup of
new McCafé specialty coffees. Available at the front counter and drive-thru, McDonald’s can now
provide express service to espresso lovers throughout the U.S. Nevertheless, it is also popular among
youngsters. Breakfast product is another specialty under the portfolio of McDonalds. Earlier opening
times, premium coffee and a flavorful breakfast menu have accelerated our morning momentum in the
U.K. and U.S., growing sales and our market share at breakfast.

VII.Financial highlights include:

• Comparable sales grew 6.9% and guest counts rose 3.1%, building on 2007 increases of 6.8% and
3.8%, respectively.
• System wide sales increased 11% (9% in constant currencies).
• Company-operated margins improved to 17.6% and franchised margins improved to 82.3%.
• Net income per share from continuing operations was $3.76, an increase of 16% after adjusting for
the impact of the 2007 Latin America transaction.
• Cash provided by operations totaled $5.9 billion and capital expenditures totaled $2.1 billion.
• Returned $5.8 billion to shareholders through shares repurchased and dividends paid, including a
33% increase in the quarterly cash dividend to $0.50 per share for the fourth quarter
• Bringing our current annual dividend rate to $2.00 per share.
• One-year ROIIC was 38.9% and three-year ROIIC was 37.5% for 2008.

Outlook for 2009

We will continue to drive success in 2009 and beyond by remaining focused on being better, not just
bigger. We will do so by further enhancing our understanding of consumers’ needs and wants; facilitating
greater sharing and adoption of best practices and new ideas worldwide; and leveraging a strategic
approach to implementing initiatives to drive the best bottom-line impact.

Despite challenging economic conditions, the McDonald’s System is energized by our current worldwide
momentum. We will continue to build on our strength in five key areas: maintaining the balance between
price and value; maximizing the benefit of available capital by improving the relevance and contemporary
feel of our existing restaurants; leveraging the equity and unique tastes of core menu favorites like the Big
Mac, the Quarter Pounder with Cheese and our world-famous French Fries; continuing our financial
discipline and evaluation of success measures to ensure these measures are driving actions that positively
impact our restaurants; and furthering operations excellence by focusing on improved execution.
Political & Legal

• The international operations of McDonald’s are highly influenced by the individual state policies
enforced by each government.

Any changes in regulations, the imposition of additional regulations, or the enactment of any new
legislation under the Obama administration that impacts employment/labor, trade, product safety,
transportation/logistics, health care, tax, privacy, or environmental issues could have an adverse impact
on our financial condition and results of operations.

• McDonald’s has the tendency to experience hardship in instances where the economy of the
respective states is hit by inflation and changes in the exchange rates.
• Market leader.
• Very high target market.
• Low cost and more incomes.
• The rate at which the economy of that particular state grows determines the purchasing power of
the consumers in that country.

• Working within many social groups.
• Increase employments.

• Advanced technology development.
• Quality standards.

• Quality packing.
• Local manufacture using foreign supplies.


• Legislation for product.

• Sustained logo

IX.Porter Value Chain Analysis of McDonald’s

The goal of these activities is to offer the customer a level of value that exceeds the cost of the activities,
thereby resulting in a profit margin for McDonalds.

• The primary value chain activities are:

Inbound Logistics: the receiving and warehousing of raw materials and their distribution to
manufacturing as they are required.

Operations: the processes of transforming inputs into finished products and services.

Outbound Logistics: the warehousing and distribution of finished goods.

Marketing & Sales: the identification of customer needs and the generation of sales.

Service: the support of customers after the products and services are soldto them.

• These primary activities are supported by:

Technology development: technologies to support value-creating activities.The value chain model is a

useful analysis tool for defining a firm's corecompetencies and the activities in which it can pursue a
competitive advantage as follows:

Cost advantage: by better understanding costs and squeezing them out of the value-adding activities.

• As Per the Porter's 5 Forces analysis McDonalds deals with factors outside an industry that
influence the nature of competition within it, the forces inside the McDonalds influences the way
in which the firms compete, and so the industry’s likely profitability is conducted in Porter’s five
forces model. A business has to understand the dynamics of its industries and markets in order to
compete effectively in the marketplace. So McDonald’s rivalry in this competitive market is
X. BCG matrix of McDonald’s
The need for strategy in order to expand its existing product in very promising markets for McDonald’s is
very essential. McDonald’s along with KFC and other major fast food chains have dominated the
American continent as well as elsewhere. BCG Matrix: The market growth rate measures industry
attractiveness. The underlying theory for examining market growth rate is the industry life cycle. The
BCG assumes that growth rates, life cycle stages affect a firm’s finances.

McDonald’s USA ?McDonalds Europe

McDonald’s Asia


Placing products in the BCG matrix results in 4 categories in a portfolio of a McDonalds:

1. Stars (=high growth, high market share)

• Frequently roughly in balance on net cash flow. However if needed any attempt should be made
to hold share, because the rewards will be a cash cow if market share is kept. So, McDonald’s
USA is under Star position.

2. Cash Cows (=low growth, high market share)

• Profits and cash generation should be high, and because of the low growth,
investments needed should be low. Keep profits high.

3. Dogs (=low growth, low market share)

• Avoid and minimize the number of dogs in a company.

• Beware of expensive ‘turn around plans’.

4. Question Marks (= high growth, low market share)

• Have the worst cash characteristics of all, because high demands and low returns due to low market

Increase its product line. To have more variety to choose from, to include more deserts and more
items like Pizza McPuff. It should continue to provide better and quick service. By lower the
supply chain cost so that it helps in cost reducing.
MCD is willing to expand their Happy Meal choices to attract and retain customers& can also
Introduction of McCafees serving premium and specialty coffees and other beverages and other
products such as cakes, pastries etc in the existing McDonald’s. Focus on gifts for all generations
i.e. youth, kids’ especially senior citizen which is a completely new concept. MCD should
provide special promotions during festivals. They should increase the space for provision of
birthday party areas& try to sponsor college festivals.
After analyzing the marketing mix of McDonald’s, it is clear that the company can be said to be
`global’, i.e. combining elements of globalization and internationalization. McDonald’s have
achieved this through applying the maxim, `think global, act local’