I.

Introduction
The competitive milieu that occurs between multinational
companies
urges the need for adequate and effectual strategies that would
sustain an
organization in the market while competing against its rivals. The
borderless
world opened doors to business organizations as they
continuously expand their
businesses across the world through designing strategic plans
that are
appropriate and competent enough to administer the company’s
external and
internal factors.
The ground for restaurant or food service industry is gradually
evolving and
responsive to the customers’ demands and behaviors over the
years. Whereas,
in 1980s, food establishments acquired less than forty percent of
consumers’
food expenditures and it quickly arise to fifty-three percent in
2010.
Research findings showed that United States consumers spend
more on
fast food, on average, than any other country in the world. Within
context, Alan
Richman quoted that the “I think ‘90s were the great era of
restaurants in
America”. In the Quick Service Restaurant industry, the leading
chain is the
McDonald’s Corporation because of its emerging development
and rapid
adaptability to change.
McDonald’s Corporation, which began in 1940 at San Bernadino,
California, is now the largest food service retailer around the
globe with more
than 31,000 restaurants in over 118 countries. Its original mascot
was a man with
a chef’s hat on top of a hamburger-shaped head whose name
was “Speedee”
not until 1963 when it was replaced by Ronald McDonald.
Several competitors came up around 1980’s to the adherence of
‘burger
wars’ as Burger King and Wendy’s tried to steal McDonald’s
burger customers.
The corporation constituted many difficulties in various aspects
like slowed pace
in domestic expansion in 1990s due to unique adaptation. But
McDonald’s used
efficiency and technological advances to benefit on its competitive
advantages against competitors.
The occurrence of the organization’s international markets was
deciphered as the symbol for globalization and the spread of
American life. On
the other hand, it is the beginning of the era of fast food
restaurants in the world.