Yen Nhi Nguyen

1631324
Word count: 1504
Individual Essay
In 1940, the Maurice brothers established McDonald's, one of the biggest fast-food chains in the
world. As the most well-known restaurant chain, McDonald's success is a result of a variety of
variables, with strategy management playing a significant role. Author Alfred D. Chandler Jr.
defined strategy as "the determination of the basic long-term goals and objectives of an
enterprise, and the adoption of courses of action and the allocation of resources for carrying out
these goals" in Strategy and Structure (1962), the seminal study of the relationship between an
organization's structure and its strategy. According to Ginter et al. (2002), strategic management
is 'the essential process for coping with external change', the major philosophy guiding the
management of all types of modern organizations, and 'an externally oriented philosophy of
managing an organization that links strategic thinking and analysis to organizational action.
Because of its perceived "taken-for-granted" nature, authors have frequently failed to define
strategic management, a term with many different definitions and fragments. This essay will
focus on the strategy's mission, vision, and objectives as they relate to McDonald’s
organizational structure.

“Most businesspeople recognize the need for an organization to have a mission, vision and
values, but confusion often results over what these elements are.” - Ron Person. The corporation
is positioned as an approachable and fun food service location by McDonald's mission statement.
A mission is an aspirational but attainable position in the market or in the lives of customers that
acknowledges a purpose. It should make clear the goals that will guide the group's actions. Les
MacLeod and coauthors (2016). With the aim of satisfying every customer in terms of service,
cleanliness, and value for money, McDonald's corporate objective is "To be our customers'
preferred location and manner to dine and drink." It offers mouthwatering burgers. The key
message of this business is that it wants to win over its customers, who are primarily individuals
of all ages, nationalities, and religions, as evidenced by the use of the phrase "our consumers."
This highlights the satisfying dining experience for each consumer who patronizes their chain of
eateries. In the past, McDonald's sought to offer a uniform fast-food menu with the appropriate
flavor of the locale. The structure of the international area will, however, allow for the
categorization of distinct product categories into each geographical area. Instead of fried chicken,
there is a modified Hamburger available for Indians who do not consume beef. McDonald's
introduced a number of novel goods in 2000, including the Fruit N'Yogurt Parfaits (fruit yogurt
ice cream), Shaker, and McSalad, all of which were simpler to eat while on-the-go. McDonald's
continuously responds by engaging in promotional efforts that appeal to local interests such as
children's toys and major film premieres. When venturing into new territory, the fast-food
industry really set itself apart from its rivals since people follow them gladly even to seemingly
unreachable locations. For instance, on the opening day of McDonald's in Kuwait City in 1994,
over 15,000 people stood in line to sample the hamburger. Additionally, McDonald's bases the
cost of its fast food on analysis and research conducted in each country to ensure that they are
reasonable for customers everywhere. McDonald's corporate objectives include for walk-in
orders to be filled in 90 seconds, while drive-through customers are never kept waiting longer
than three and a half minutes.

The corporate vision statement of the company, on the other hand, outlines the long-term
objectives of the fast-food industry. Vision is the change that is made in customers' lives or the
wider world when the business's mission is eventually realized. Its strategic strategy need to be
driven by a statement of the ideal future. Les MacLeod and coauthors (2016). The emphasis of
the prospective phrase is on the "three good": excellent food, good people, and good neighbors.
By using stringent guidelines and high-quality food products, they seek to provide clients with
the greatest meals possible. McDonald's fast food restaurants all over the world use the same
production technique, which is a little example of globalization. For instance, the piece of fried
pork must be 75mm in diameter, and material suppliers must also adhere to a number of strict
specifications. The effects of the globalization approach may be seen in product standardization
factors including size, nutrient content, retail layout, staff uniforms, and service quality
evaluation standards. According to international standards, McDonald's is built on a combination
of American human resources and well-trained local workers. McDonald's employs millions of
people, and the average salary increased after 5-7 years. To support employee development,
McDonald's also acquires engaging training programs and job possibilities. In addition to their
regular duties, workers can enroll in intensive training programs in other networked nations to
better themselves and better serve consumers. McDonald's is committed to doing good actions
that make all community members happy and joyful because they take special care of the
community. The first Ronald McDonald House for families of ill children was inaugurated by
McDonald House Charities (RMHC) in 1974. They continue to support RMHC in their goal of
enabling sick children's families to always be close to one another and the attention and services
they require. They assist with RMHC's and its more than 260 local Chapters' work in localities
and communities all over the world by patronizing eateries. Two cents are contributed to support
the programs and services provided by RMHC for every Happy Meal purchased by a consumer.

The defined and quantifiable results that an organization hopes to attain as it develops and
conducts business are referred to as its objectives. McDonald's goals mirrored sound business
principles including social responsibility and favorable shareholder returns. Its objective was to
provide good cuisine promptly in a welcoming setting. McDonald's has succeeded in becoming
one of the most well-known and adored brands in the fiercely competitive fast-food sector.
Despite having hundreds of outlets throughout the world, McDonald's is still dedicated to giving
customers excellent service and high-quality cuisine. As part of this dedication, the business has
as its primary goal turning into the preferred spot for people to eat. Innovation, quality, and
customer service have all been crucial to achieving this goal, and it is obvious that the business will
continue to place a high priority on them going ahead. The business places a strong emphasis on
giving clients satisfying eating experiences because doing so may inspire them to visit the
restaurant again in the future. McDonald's has implemented a number of tactics and activities to
meet this goal. To meet shifting consumer expectations, they have added new menu items
including salads and healthier choices. In order to increase convenience and speed of service, they
have also integrated digital technology, enabling clients to order and pay for their meals via mobile
applications or online. In conclusion, McDonald's corporation's major goal is to give consumers a
satisfying dining experience and to become their go-to restaurant. The company works to achieve
this goal and promote a feeling of community through its culinary offerings through a variety of
techniques and activities.

According to Stacey (1993), a SWOT analysis is a list of a company's strengths and weaknesses
as revealed by an examination of its capabilities and resources, as well as a list of the threats and
opportunities that an examination of its external environment reveals. Generally speaking,
McDonald's has the top spot in the fast-food business. However, there are risks to McDonald's
that need to be eliminated or minimized as quickly as possible to prevent much irreparable harm.
The dangers to this fast-food firm will be explored in light of the SWOT analysis. They still have
a number of competitors, which is a threat that should not be discounted. Some big names of
direct competitors are Burger King, Wendy’s where their type of products are similar as well as
target audiences. They pose a serious danger to the corporation with their rising sales and growth
pace. McDonald's must continually watch the competition since rivals' activities affect the
company. Disruptions in the food supply are another danger. The corporation has created a lot of
items throughout the years, but many of them are in response to what other companies have
created. Second, the supply of new items is irregular, which causes fluctuations in the sales
figures over time that are both high and low. McDonald's stability is reliant on the security of the
food supply, which is related to the agriculture industry's stability. The food service industry may
be threatened by pandemics and other crises that impair the food supply. When having to import
food from abroad, the cost of importing and shipping will increase the cost of the product.

In conclusion, McDonald's aims, vision, and mission all center on giving consumers a quick,
pleasurable, and delicious dining experience. The company's SWOT analysis shows both its
advantages and disadvantages, which must be resolved if they are to continue to be a leader in
the fast-food sector. Overall, McDonald's maintains its commitment to its basic principles while
continually innovating and evolving to suit the shifting needs of its consumers.
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