I.

Introduction

1. Executive Summary
McDonalds Corporation is a Centralized, International company, which is the largest
chain of fast food restaurants with more than 30,450 fast-food restaurants in 121 countries
worldwide. Fifty eight percent of these stores are operated by franchisees, twenty eight by the
company, and fourteen percent by affiliates.
McDonalds expand its market into foreign countries through three primary methods,
franchising, company owned restaurants, and joint ventures which will help McDonalds
easily to be accepted into unfamiliar markets and franchising continues to contribute heavily
to McDonalds international success. Although its expansion rapidly, McDonald's still
manage a tight grasp on operations, cost and quality by using a centralized, international
structure. However, McDonald needs to face the risk of its change in operation strategy.

2. McDonalds Background

Founded: 1955 Franchising since: 1955

McDonald operations in over 121 countries and over 35,000 locations around the globe with
more than 1,5 million employees and become the largest fast food service and supplier in the
world which serves approximately 70 million customers per day. McDonalds earns revenue
by operating restaurants, franching and investing in properties. However, they view
themselves primarily as a franchisor and believe that franchising is important to delivering
great customer experiences and gaining profitability. At year end 2013, more than 80% of
McDonalds restaurants were franchised worldwide. McDonald' s revenues gain $28.1
billion in 2013.





Vision Statement

"McDonald's vision is to be the world's best quick service restaurant experience. Being the
best means providing outstanding quality, service, cleanliness, & value, so that we make
every customer in every restaurant smile."
Their mission confirms that they offering exellent quality, service, cleanliness, and value so
that they can make their customer in every restaurant smile and satisfy with their products.
They attain best value by providing top quality products at reasonable prices.

Mision statement

McDonald's mission is to be our customers' favorite place and way to eat and drink by
serving core favorites such as our World Famous Fries, Big Mac, Quarter Pounder and
Chicken McNuggets 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.

Organizations focus is mainly towards the external and internal customers such as
consumers and employees. Furthermore, the company is committed to innovate and use the
latest technology to earn huge profits.

Objectives

With the strategy more restaurant locations are opened the more customers will be served, and
gain higher profit and this plan has been successful, both in the domestic and foreign markets.
The Main Objectives of a Business are:
To maintain the leadership in fast food restaurant industry
To serve the customer with good food in a friendly and fun environment
Providing the quality food and value of money to the customer
Providing the shareholder a positive return on their investments
To meet the social and ethical responsibility

Aims & Objectives of McDonalds its what I eat and what I doIm lovin it

McDonalds objectives are to reverse the decline of sales, to continue staying ahead of the
competition in the fast food industry and to find new strategies that would help the restaurant
successfully compete in the a fiercely competitive market.

Strategy

The strength of the alignment among the Company, its franchisees and suppliers (collectively
referred to as the "System") has been key to McDonald's success. By leveraging our System,
we are able to identify, implement and scale ideas that meet customers' changing needs and
preferences. In addition, our business model enables McDonald's to consistently deliver
locally-relevant restaurant experiences to customers and be an integral part of the
communities we serve.
McDonald's customer-focused Plan to Win ("Plan") provides a common framework that
aligns our global business and allows for local adaptation. We continue to focus on our three
global growth priorities of optimizing our menu, modernizing the customer experience, and
broadening accessibility to Brand McDonald's within the framework of our Plan. Our
initiatives support these priorities, and are executed with a focus on the Plan's five pillars -
People, Products, Place, Price and Promotion - to enhance our customers' experience and
build shareholder value over the long term. We believe these priorities align with our
customers' evolving needs, and - combined with our competitive advantages of convenience,
menu variety, geographic diversification and System alignment - will drive long-term
sustainable growth.

Recommendation

More Healthy Choices to remove Obesity link with McDonalds. McDonalds should develop
menu choices that are healthy and socially acceptable to keep their position in the market.
So they need to develop new innovative, healthy foods and menus with low cost, such as more
healthy food with vegetables included in the burgers, less oil should be added.
Using local sources decreases the time to market, and also decreases the use of fuel to
transport goods to protect the environment, involving more on social accountability, such as
employing more disabilities to work in the restaurant which can improve their brand image.
Understand Local Tastes, provide special Local menus for each counrty while offering the basic
burger and fries. Increasing the presence in Asian countries: new big market to entrance and
new opportunities to expansion the scale of the organization and also increase Drive through
Branches.
Improve quality-training course so as to improve staffs attitude on customer service and provide
more add-valued services such as Delivery Services to every Potential Customer, Potential
Segment to compete with the competitors.