UNIT 5: PROFESSIONAL DEVELOPMENT

FOR STRATEGIC MANAGERS

Strategic Goals and Directions of

Mcdonald
Akinyemi Oluwayinka John
(Assumed Regional manager)
(Stanfords college, Birmingham campus)
January, 2014

CONTENTS

Introduction
Mission Statement
Core Goals: Strategic Goals and Objectives
Strategic Directions
United States Market
Europe Market
Asia-pacific, middle east and Africa markets
Strategic Plans
Personal Skills
Professional Skills
References

INTRODUCTION

The McDonalds Corporation is the number one worlds largest

chain of hamburger fast food restaurants, serving more than 68
million customers daily in 119 countries.

Founded: May 15, 1940

Headquarters: Oak Brook, Illinois, United States of America

CEO: Donald Thompson

Founders: Maurice and Richard McDonald

MISSION STATEMENT
To be our customers' favourite place and way to eat
and drink. Our worldwide operations are aligned
around a global strategy called the Plan to Win, which
center on an exceptional customer experience
People, Products, Place, Price and Promotion. We are
committed to continuously improving our operations
and enhancing our customers' experience (McDonald
2014).

CORE GOAL: QUALITY, SERVICE, CLEANLINESS AND VALUE (QSC&V)

FOR EACH AND EVERY CUSTOMER, EACH AND EVERY TIME.

STRATEGIC OBJECTIVES

STRATEGIC GOALS

1. Place the customer

experience at the core

of all we do

1.

Our customers are the reason for our existence. We

demonstrate our appreciation by providing them with high
quality food and superior service in a clean, welcoming
environment, at a great value.

.CONT

GOALS

2. Committed to our
people

OBJECTIVES

2.

We provide opportunity, nurture talent, develop leaders and

reward achievement. We believe that a team of well-trained
individuals with diverse backgrounds and experiences, working
together in an environment that fosters respect and drives
high levels of engagement, is essential to our continued
success.

.CONT

GOALS

OBJECTIVES

3. Believe in the

McDonalds System

4. Operate our business

ethically

3.

Our business model, characterised by our three-legged stool

of owner/operators, suppliers, and company employees, is our
foundation, and balancing the interests of all three groups is
key.

4.

Sound ethics is good business. At McDonalds, we hold

ourselves and conduct our business to high standards of
fairness, honesty, and integrity. We are individually
accountable and collectively responsible.

.CONT

GOALS

5. Give back to our

OBJECTIVES

5.

We take seriously the responsibilities

that come with being a leader. We help
our customers build better
communities, support Ronald
McDonald House Charities, and
leverage our size, scope and resources
to help make the world a better place.

6.

McDonalds is a publicly traded

company. As such, we work to provide
sustained profitable growth for our
shareholders. This requires a
continuous focus on our customers
and the health of our system.

communities

6. Grow our business

profitably

.CONT

GOALS

7. Strive continually to
improve

OBJECTIVES

7.

We are a learning organization that

aims to anticipate and respond to
changing customer, employee and
system needs through constant
evolution and innovation.

STRATEGIC DIRECTIONS
McDonalds strategic plan is called plan to win. The concept
of this plan is for McDonalds to not be the biggest fast food
restaurant chain, but to be the best fast food restaurant chain.
McDonalds tries to achieve this by applying the five Ps:

1. People,
2. products,
3. place,
4. price and
5. promotion.
Along with this our firm also incorporate geographic strategic
plans.

UNITED STATES MARKET

In the U.S., McDonalds strategic plan continues to focus on
breakfast, chicken, beverages and convenience. These are
the core areas in the United States.

McDonalds has launched the Southern Style Chicken Biscuit

for breakfast and the Southern Style Chicken Sandwich for
lunch and dinner.

In the beverage business, McDonalds starting introducing

new hot specialty coffee offerings on a market-by-market
basis.

EUROPE MARKET
McDonalds uses a tiered menu approach. This menu
features:

Premium selections,
Classic menu, and
Everyday affordable offerings.
They also complement these with new products and limitedtime food promotions.

ASIA-PACIFIC, MIDDLE EAST AND AFRICA

MARKETS
McDonalds strategic plan is focused around:
Convenience,
Breakfast,
Core menu extensions and
Value.

McDonalds incorporates organizational strategic plans which

include

o Better restaurant operations,

o Placing the customer first,
o Menu variety and
o Beverage choice.
With McDonalds overall strategic direction and its
geographical strategic plans make McDonalds global brand
gain a very high turnover rate and more positive financial
results till date.

PERSONAL SKILLS
Self Confident
Communication Skills
Decision Making
Management Skills
Problem Solving
Creative Skills

PROFESSIONAL SKILLS
Leadership Skills
Leading and Mentoring Skills
Counselling Skills
Coaching and Mentoring Skills
Applying Occupational Standards to Identify

THANK YOU!!!

REFERENCES
Answers (2014) What are the Aims and Objectives of McDonalds? [online] available from
<http://wiki.answers.com/Q/What_are_the_aims_and_objectives_of_McDonalds#slide=1&ar
ticle=What_are_the_aims_and_objectives_of_McDonalds> [18 January 2014]
Forbes (2014) McDonald's Recipe for Success Brought New CEO to the Table [online]
available from <http://www.forbes.com/sites/deborahljacobs/2012/03/22/mcdonaldsrecipe-for-success-brought-new-ceo-to-the-table/> [18 January 2014]
McDonalds (2014) Mission & Values [online] available from
<http://www.aboutmcdonalds.com/mcd/our_company/mission_and_values.html> [20
January 2014]
McDonalds (2014) Company Profile [online] available from
<http://www.aboutmcdonalds.com/mcd/investors/company_profile.html> [18 January
2014]
McDonalds (2014) What Makes McDonald's? [online] available from
<http://www.mcdonalds.co.uk/ukhome/whatmakesmcdonalds/questions/running-thebsiness/business-strategy/what-are-the-business-aims-and-objectives-for-mcdonalds-inthe-uk.html> [18 January 2014]
McDonalds (2014) Your McDonalds Journey Starts Here [online] available from
<http://www.aboutmcdonalds.com/mcd/student_zone.html> [18 January 2014]