경영전략 - 맥도날드

소개

McDonald`s remains the top performer in the fast food industry and in the market. It is financially in good health all due to its conservative accounting practices, wise business operations, and successful business strategies. McDonald’s has shown continuing success in face of crisis such as mad cow disease, 9/11 terrorist attacks and the current economic downturn. Despite its past and present success, will McDonald’s success and profitability continue in the future? The purpose of this report is to go through the internal and external analysis of McDonald’s and find out what strategic issues the company faces or needs to address. We will conclude with recommendations for McDonald’s sustainable future.

목차

Abstract
1. Internal Analysis
1.1 History
1.2 The mission
1.3 Major objectives.
1.4 Market performance
1.5 Financial Performance
1.6 Product Line
1.7 Distinctive Competency
2. External Analysis

2.1 General Environment
2.2 Major competitors
2.3 Competition
2.4 Increasing demand in fast-food industry
2.5 Trends in fast-food industry
2.6 Porter’s 5 forces Model Analysis
3. SWOT analysis
4. Strategic issues
5. Strategic problem
6. Recommendation

본문내용

McDonald`s remains the top performer in the fast food industry and in the market. It is financially in good health all due to its conservative accounting practices, wise business operations, and successful business strategies. McDonald’s has shown continuing success in face of crisis such as mad cow disease, 9/11 terrorist attacks and the current economic downturn. Despite its past and present success, will McDonald’s success and profitability continue in the future? The purpose of this report is to go through the internal and external analysis of McDonald’s and find out what strategic issues the company faces or needs to address. We will conclude with recommendations for McDonald’s sustainable future.


1. Internal Analysis
1.1 History
Year Events
1955 Ray Kroc opens his first restaurant. McDonald’s Corporation is created
1957 Quality, Service, Cleanliness and Value (QSC & V) becomes company motto
1968 Big Mac is introduced
1974 Happy Meal is launched
1989 The company’s growth began to taper off
because of the growing interest in a healthier life style.
2003 The company posted its first quarterly loss since it went public
Premium Salad added
2004 Jim Cantalupo, CEO prepared the ‘Plan to Win’
2009 Set up Plans to open new 1,000 stores

참고자료

·  McDonald’s 2008 Financial Report
·  Burger King 2008 Financial Report
·  Wendy’s 2008 Financial Report
·  Journal of Business Case Studies – Third Quarter 2007, McDonald’s Success Strategy and Global Expansion Through Customer and Brand Loyalty
·  Worldwide corporate responsibility report – responsible food for a sustainable future by McDonald’s Corporation
·  McDonald’s Homepage (http://www.mcdonalds.com/)
·  Research firm: Brand recognition drives success for major chains by Gregg Cebrzynski
· (http://www.cafemakers.com/news/brand-recognition.html)
·  How McDonald`s Works by Jane McGrath
· (http://money.howstuffworks.com/mcdonalds3.htm)
·  The Marketing Genius behind McDonalds Franchise Success
· (http://www.franchisedirect.com/foodfranchises/themarketinggeniusbehindmcdonaldsfranchisesuccess/14/25)
·  McDONALDS SCORES A CENTURY
· (http://www.hotelandrestaurant.co.za/news/2001/october/mcdonalds.asp)
·  McDonald`s Sticking to the Talent Plan
· (http://www.crmcdonalds.com/publish/csr/home/news/mcdonald_s_sticking.html)