McDonalds Strategic Plan
MacDonald’s
Mission Statement: The mission statement of the organization is to satisfy its client base by providing fresh and cost-effective products resonating with consumers increasing demand for sumptuous meals. The products get tailored to the young population with an affinity for fast foods.
Vision Statement: The Company is promoting food choices that promote a healthy lifestyle. Besides, the company’s products get developed in an environmentally sustainable manner. For instance, plastic cups used by the company are disposable, recyclable, and manufactured in an ecologically sustainable way.
Smart goals and objectives
- Increasing sales by adding more outlets in strategic locations like campuses and shopping malls
- Providing superior customer service like employing more qualified staff and refurbishing the store layouts
- Customers are provided with incentives like discounts vouchers and loyalty points
- Providing healthier meals encouraging a more healthy population
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Industry Analysis
McDonald’s is a fast-food company boasting over 39,000 outlets worldwide. The company boasts of an asset base of US $32.8 billion, and its 2019 turnover got estimated at US$21 billion (Schramade, 2019). However, the company has been experiencing challenges from competitors coupled with a slowing global economy, in particular from the western world.
SWOT Analysis
Another management tool that will get applied in the roadmap is the SWOT analysis that evaluates the company’s strengths, weaknesses, opportunities, and threats against business rivals.
- Strengths: Fresh products, cost-effective prices variety, strategic store locations
- Weaknesses: Issues in finding additional strategic locations, slowing economic growth rates
- Opportunities: Venturing in emerging markets like India, China, Brazil, provision of new products that increases turnover
- Threats: Business rivalry, regulators’ concerns
Perceptual Map
The perception map shall enable the company to understand areas requiring improvements. The plan shall also assist the company in bolstering its research and development (R&D) initiatives that eventually improve the quality of products delivered to consumers.
References
Schramade, W. (2019). McDonald’s: a sustainable finance case study. Erasmus Platform for Sustainable Value Creation.