McDonalds Case Study

1. INTRODUCTION

1.1        COMPANY’S HISTORY

        McDonald’s originally started in Bernardino California by Dick and Mac McDonald as a small hamburger stand. In December 1948, the owners closed their previous business and re-opened a self-service drive in restaurant    which serving only nine items consists of hamburger, cheeseburger, potato chips, milk, coffee and slices of pie. McDonald started to be franchise in 1955 when Ray Kroc who is salesman show interest in the hamburger business and signs the agreement with Dick and Mac Mcdonald. Kroc later purchase the McDonald’s equity in the company and lead to the worldwide expansion. Now, McDonald’s fast food restaurant has been known as the one of the largest franchises in the United States and also other countries. It also has become a symbol of globalization and the spread the ‘American way’ of life as the company expands into many international market.

1.2        THE VISION STATEMENT

The vision statement of McDonald is as follows:

“Our overall vision is for the McDonald’s to become a modern, progressive burger company delivering a contemporary customer experience. Modern is about getting the brand to where we need to be today and progressive is about doing what it takes to be the McDonald’s our customer will expect tomorrow. To realize this commitment, we are focused on delivering great tasting, high-quality food to our customers and providing a world class experience that makes them feel welcome and valued” (McDonald’s Corporation,2015)

In general, the vision of the company covers several business aspects which imply innovation in order to satisfy the current market needs that based on the word “contemporary customer experiences”. Besides, the vision also mentions the word “modern, progressive” shows the kind of business approach uses for the organizational development in order to match consumer expectations and preferences.

1.3        THE MISSION STATEMENT

“Our mission is to be our customers’ favorite place and way to drink and eat. We’re dedicated to being a great place for our people to work;to being a strong,positive presence in your community; and to delivering the quality, services, cleanliness and value our customers have come to expect from the Golden Arches- a symbol that’s trusted around the world” (McDonald’s Corporation,2015)

In short, it can be seen that the company’s aim to provide a fun and safe environment for their customer to enjoy good food which made with the highest quality ingredient at affordable prices. It also cover social responsibility position in part “positive presence in your community” A strategic objective based on the mission statement is to global their brand in order to strengthen their company’s ability to attract customer and investor. (Pauline Meyer, 2017)

1.4        BUSINESS MODEL

        Basically the business model of McDonald is based on the power of franchises, suppliers and the employees in achieving the common goal to makes the company as the world’s leader in quick-service restaurant brands. The also focus on two aspects which are a collection of small business and freedom within a framework. In term of collection of small business, majority of the franchisee are from small and mid-size businessman and women that serve the community in many aspects including job opportunities and supporting local charity which making positive impact locally.