Project on McDonald’s Corporation Essay

Introduction and BackgroundIn 1940 two br early(a)wises Dick and mack mackintoshdonald opened their stimulate eating house. Eight old age ago the first concepts and rules of tight nourishment increaseion and gross sales were formulated by them. Initi wholey the melody was cleard in a such(prenominal) look that everything should be very unembellishedvagant and impressive. Br differents spent much while elaborating the lay aside of the kitchen in their first eating place, sothey achieved the goal. exhort of the accompaniment that later they sold their business enterprise and their family no longer the owners of it, immediately mcdonalds cast the aforementi integrityd(prenominal) economic system of production and sales that it is fit to introduce and obligate either over the initiation employ variant strategies and methods.External EnvironmentExternal purlieu is a bunch of motley outward multitudes that may suffer a undischarged impact on the comp bo ths performance. The immaterial environment of every beau monde comprises of mavin- threesome levels the general, intentness and competitor environments. The integration of information received from these environments functions to identify and ske permiton the federations strategies. in that locationby, in inn to netherstand what hindrances comp some(prenominal) faces or may encounter in the future, it is essential to consider all in all the levels of its external environment.It was menti whizd earlier that the headquarters of McDonalds locates in the U.S. so we bequeath analyze general and diligence environments in this section.General EnvironmentThe general environment is normally examined by the analysis of 7 segments demographic, economic, political/legal, sociocultural, proficient, globular and tangible environment segments. First of all, the demographic segment is concerned with the population grammatical construction and omposition. The regular armys popul ation is estimated at 313 286 000 battalion in 2012. By analyzing population composition, it advise be said that there is very graduate(prenominal) level of immigration. Moreover, it send word be said that the birth rate is decent 13.68 births/1,000 population in 2012, according to CIA World Factbook.Thereby, these statistics help to understand that the region is quite a profitable and commodious to operate in payable to the wide-ranging population size and excessive number of say-so employees. Last merely no least, according to U.S. Census Bureau, the median household income during period of 2006 to 2010 is $51914 which is quite heights. Secondly, the political/legal segment is quite important for the analysis because the perseverance is highly contingent on the divers(prenominal) word form of valuatees imposed by the governments. McDonaldsCorporation is obliges to pay business taxes, payroll taxes, Food carrefour Association taxes (19% ofthe total profit and 19 % in the price of a world product) and health and social insurance for the employees. The changes in governments tax policy may utterly affect the caller-ups r neverthelessue. As regards the economic segment, iodin of the major challenge for immediate feed pains is that to keep the price is low for the customer. However, it is quite hard because veracious offadays the USA is still suffering from the financial crisis which crapper be a realistic yard to decrease in outside sustenance expending in a whole.The dimension influencing the straightaway nourishment constancy the most is the sociocultural. The reason is that the industry is dependent on peoples takeences and opinions thats wherefore even tiny changes atomic number 18 crucial. From 2000 to 2002 McDonalds profits dropped from $1.977 million to $893 million. It was ca utilise by the increase of customers health-consciousness and fears of obesity, as a consequence, some customers prefer to a greater extent than(prenominal) healthy options which offer a greater variety of fare for health conscious customers.Furtherto a greater extent, it is quite important to devote attention to technological segment because the technologies unendingly mean faster operation and apostrophize minimization. McDonalds uses different modern appliances to prep atomic number 18 its food without some(prenominal) a(prenominal) dangers and in a fast-flying way. Moreover, the majority of McDonalds eating houses provides free Wi-Fi. In jibeition, McDonalds amend the technology of its supply chain management.Regarding the global segment, it should be highlighted that most U.S. companies argon focus globally which substance that they operate in many an(prenominal) different countries. McDonalds is non an exception. It is located in 119 countries and is known as one of the most dish out fast food eating houses chain.Last unless if non least, nowadays more and more companies be concerned with soc ial duty and environmentally friendly policies.Industry EnvironmentThe industry environment is usually analyzed by Porters five dollar bill forces model. Firstly, it is the Threat of red-hot Entrants. The threat of revolutionary entrants in the fast food industry is high because there atomic number 18 no legal barriers which would keep them from forecasting the industry. The major barriers in which a firm faces in the industry are the economies of outperform and the rag of the distribution.In piece for a firm to enjoy supremacy in the industry, they must spend a large add of keen on advertising and marting. The industry is very agonistic because firms are al shipway efforting to steal customers from for each one separate. Access for distribution is crucial in the restaurant industry because if the customer cant see you or access you slow its possible that they wont goout of there way to eat there. Franchise options in addition nominate is easier to memorialise th e mart place, for example thermionic emptiness tube has construct their strategical plan around license options. Therefore, initially the provided woo to enter the market is the starting not bad(p) required to open a restaurant. However, it can cost upwards of millions of dollars for all the equipment, licensing, and the property. This costly barrier is the most probable reason that people do not enter this business. The food-service industry doesnt have any divergence barriers, which allow firms to easily leave the industry if theyre not successful, at virtually only the cost incurred.The second force is Bargaining spring of Buyers. McDonalds, and the industry, has attempted to gain market capitalization, by care the customer satisfied, due to the incident there are relatively no counterfeit shift costs. For this reason, they have adopted the slogan, the customer is always right. The industry must try to of importtain a hold on the market by conforming to a changing indian lodge as well as maintaining high select. ace of the industrys most recent concerns is that of creating a healthier society and hinderion of obesity. McDonalds jackpot has faced previous law suits on being held accountable for obesity, similarly following the litigation process of cigarettes and tobacco companies.The courts ruled against this issue in McDonalds favor, making this a far future risk portion. McDonalds has had to paid legal fees in exhibition to defend itself in this type of litigationhowever, even with this incremental cost they are still achieving a pregnant rate of earnings growth. In addition, McDonalds, in its effort to be a more socially responsible unified citizen by supporting a healthier society, has au whereforetic light and healthy transportation items in order to wee customers redundant eating options and in doing so, broadening the array of its customer base firearm offering its existing customer base with healthier notice options. Thirdly, it is Bargaining Power of Suppliers.It can be said that McDonalds has a large bargaining tycoon because of the fact that they spend 4.852 trillion dollars in food and paper in 2004. This can be argued that the companies that McDonalds buys from could be largely dependent on McDonalds business. Although in recent years the industry has had a small problem with quetch, because of the outbreak of the mad moo-cow disease. This problem raised the cost of shout in Europe staggeringly but the cost actually went up around the world because of the beef shortage in Europe.In this case it can be argued that the suppliers of beef have a dependable voice as well. The suppliers that sell to McDonalds have a strong voice also because of the fact that the switching cost for McDonalds as a whole would be so tremendous that they would not want to make that change, so any problems or disputes would be worked out with there suppliers. Also, with the contender and the number of buyers in the market place, losing a large union worry McDonalds could destroy any supplier but there are other prospects out there to buy that product like Wendys, Jack inthe Box, Burger King and a few others that they may be able to salvage there losses. As for the paper goods that McDonalds buy from the manufacturers, if McDonalds were to change manufacturers the supplier could easily change there manufacturing to note book paper by get ahead readjusting the machines but it would come at a great cost. The fourth force is Threat of Substitute Products. McDonalds is known for their famous French Fries, with child(p) mackintoshs, and Happy Meals. Competitors of the industry also try to compete with similar products therefore, leading(a) to price wars.McDonalds created a Dollar Value Menu, in rejoinder to competitors such as Wendys 99 cent visiting card. Overall, the industry has tested various product differentiations in order to accumulate greater market share, but most consumers are drawn to the classics for which the establishment is known for. However, ripening concernto achieve a healthier society has led McDonalds, as well as other competitors, to make extensive bill changes, in order to conform to a more concerned society. McDonalds is doing more and more to compete with health focused restaurants like Subway.Nutritionist and other leading experts have been hired to join the McDonalds group in order to ensure that the correct items are added to the menu, while still keeping and improving the classics that they are famous for. For example, the chicken nuggets that we all grew up on are now 100% white meat. McDonalds is flexible in their menu to conform to the changing tastes of society, but they always look with a smile The fifth and final force is competitory Rivalry in spite of appearance an Industry. Currently in the fast food industry, there is intense contestation for growth in the market. The market growth is rising because of the convenience factor and busy consumers not having enough time to cook a meal.The restaurant industry is also growing rapidly due to opportunities in other global markets. In McDonalds case, they actually have a militant advantage because they have already entered many different countries and are win in these countries. distributively firm within the food-service industry is susceptible to losing customers because there are relatively no switching costs for consumers, therefore the industry has to rely heavily on their brand picture and quality of products. McDonalds has a number of competitors however they are currently the leader of the industry in market capitalization with a cap of $39.31 billion.Competitor psychoanalysisIt is near vital to know the competitors in your industry in order to be able to overtake and surpass them. The top competitors of McDonalds are Burger King, Wendys, KFC and Subway.Burger KingBurger King is the second largest hamburger fast-food chain in the world and is the number one competitor for McDonalds. Burger King has 11,400 locations in 58 countries and derives 55 percent of its revenue from the drive- through with(predicate) window. Burger King reported 1.72 billion in 2002 in revenue which is a 17 percent increase compared to a 4 percent increase reported byMcDonalds over the same period. Burger Kings distinct as destines include the singular Whopper with its one of kind charbroiled taste and the company policy of preparing the hamburger any way that the customer wants it.Burger King has distinguished itself over the years in many ways including being the first in the fast-food industry to enclose its bench seating in 1957 thereby offering customer indoor eat experience. Burger King also differentiated itself when it installed the drive-through window in its restaurants in 1975. In addition to the Whopper Burger King also offers a few set items on its breakfast menu that differs it from it competitors including the Croissanwiches and french toast sticks. The rest of the menu also offered the unique veggie burger and chicken Caesar salad.WendysWendys is the third largest fast-food chain with 9,000 stores in 33 countries world wide. In 2002 they reported 2.73 billion in revenue which is up 14.2 percent from the previous year. Wendys offers some(prenominal) unique items including the Frostys and Spicy Chicken Sandwiches as well as healthier items such as salads, bake potatoes and chili. Wendys has also distinguished itself through the creation of the special value menu with all items on it under a one dollar.Wendys also owns several small companies including Tim Hortons and Baja Fresh Mexican Grill. It plans on increasingly using acquisitions of smaller brands to further growth. In next decade Wendys plans to add between 2 and 4 thousand bare-ass stores global. One important weakness of Wendys is the lack of easily recognizable product compared to McDonalds Big Mac of the Burger King Whopper.KFCStrategic Object ivesKFC has the strategic objectives of expansion along with profits and sales growth. KFC has also been applying its strategies at improving services and making them more and more customer friendly. It has not only been customizing its menu according to the countries that it has been operating in, it has also been trying to cater to different ethnic groups like African Americans and Hispanics. such(prenominal) types of strategies are focused on increasing the customer base by better customization of products. opposite than thetraditional eat-in restaurants, KFC has also been disperseing into non-traditional facilities like shopping malls, hospitals, universities, stadiums tycoon buildings etc and a number of strategies have been formulated to aid this kind of expansion. Competitive AdvantageA very strong financial background is one of KFCs rivalrous advantages. KFC has been functioning as a multinational toilet for several decades. As a result, the company is familiar with the logistical and quality problems which accompany operating an international food operation, and has demonstrated that it can work with host countries and businesses within the host country to develop a dodge which works in the most cost effective way. With the passage of time, KFC has real another very important emulous advantage for itself Environmental Friendliness.In March 2009, the first eco-friendly green KFC was opened in Northampton USA. The restaurant is intentional according to environmental goals that include cutting energy and water consumption by 30 percent and reducing CO2 emissions. Operations at the new site are also expected to reduce crazy and the add of rubbish sent to landfills the restaurant composts and recycles other waste, grease and used cooking oil. Other than this, in an effort to reduce its packaging by 1,400 tons, KFC is now switching from cardboard to recyclable and biodegradable paper negligee for some of its products.SubwayStrategic ObjectivesThe strategic objectives of Subway focus on creating a global strategic plan to enable Subway restaurants to come internationally. Other than this subway is intent upon introducing the concept of healthy fast food. Sandwiches of Subway have been included in diet plans by experts. Subways stand regarding obesity in children is not new to its customers. Strategies at Subway are not only astir(predicate) a actually ambitious increase in franchises all over the world but they are also about making the food more and more appealing to the health conscious customers because health conscious attitudes, according to the experts, are here to stay now. Competitive AdvantageOne of the greatest competitive advantages that Subway was born with is its healthy menu. The salads and sandwiches appeal much more to the people as compared to fried chicken, burgers, fries and pizzas. With its advertising and promotion, Subway has long been highlighting its healthy food in advertising and promotions and w ith the passage of time, it has established itself as a healthy brand. Another competitive advantage that subway enjoys is the fact that along with traditional locations, Subway restaurants can be found in more than 4,000 non traditional locations such asfood courts, health clubs, hospitals, universities, amusement parks or just about anywhere. In fact, Subway restaurants can even be found in automobile showrooms and Laundromats This global battlefront is indeed a endureable advantage for Subway and unavoidably to be managed properly. Subways fresh food is also a competitive advantage because unlike its competitors like McDonalds it allows its franchisees to choose their own food suppliers, to ensure they can access the freshest ingredients.Resources, Capabilities and Core CompetencesResources Human resourcesMcDonalds is does its trump to reward outstanding employees for exception work. It is also putting more speech pattern on its hospitality training to ensure a friendlier a nd customer focused support staff. Brand truthThe long queues to McDonalds in food courts is the trump out illustration of high level of brand loyalty, that company continues to develop. In advertising campaigns McDonalds uses the slogan Im lovin it which it there attempt to make McDonalds an easy choice for families. They have also started using popular music to appeal to youth population. Real estateIt may be surprising, but real estate ownership is one of the evidentiary Mcdonalds resources. It is estimated that McDonalds generates more money from its rent than from its franchise fees. One of the ways in whichMcDonalds receives funds from its franchises is in rent money. McDonalds owns all property in which a McDonalds dismissal was built no matter if the location is a franchise or company owned.CapabilitiesMcDonalds used to have several capabilities, among them hiring process and employees training and product figure. Hiring processIt is complicated and systematic. It com prises of 3 main stages. 1. Initial interview and psychometric evaluation. On this measurement the candidates undergoing transparent interview and tests evaluating their verbal and critical reasoning2. Job evaluation. On this step candidates have 2 days practice in a restaurant that allows them to look at McDonalds as a future employees and HR team to assess candidates performance 3. Final interview. The last stage of hiring process includes overall interview and decision about the candidates is do.Taking into consideration staff training, McDonalds has many training curriculums on every level of restaurant. Training forums are made for basic workers and they start from the very beginning of working in the restaurant. They are designed to help employees with their communicatingal skills and encourage growth in the company. Other programs are created for managers of the restaurants, such as Basic angle Management, Advanced Shift Management, and Systems Management Course .Their main objectives are providing information about inborn standards and procedures, teaching data analyses and strategies of identifying and solving different problems. For higher levels employees McDonalds has internship programs for students and recent graduates. Programs let them practice in different spheres of companies performance such as tuition technologies, Marketing, Finance and others. Other McDonalds project Leadership Development program is based career planning, Individual Development plans, career maps, succession planning, larn activities and others. Product innovationThe main resource developing product innovation system are full-time chief working in studios in Munich, Hong-Kong and Chicago. Moreover, localization of products also plays important role in development of innovational products. For example, in India Beef and pork products are not offered due to Indian religious beliefs. What is more, meat and vegetarian meals are prepared in separate playing field s of the restaurant again as a result of religious laws about preparation of food for vegetarians and meat-eaters.There is an Indian version of the Big Mac in India is calledthe maharajah Mac and made with two grilled chicken slices, onions, tomatoes, quit and a spicy mayonnaise. In Taiwan company introduced kao fan (literally baked rice), that resembles a burger with rice patties in place of buns. Finally, in Philippines McDonalds serves even spaghetti with in sweet tomato sauce, topped with cheese.Core Competences Produce quick cheap food to large number of customersWith this concept, they are able to flip ones wig into many countries be the largest fast-food chain in the world. The process of production is the company core competence. Initially it was designed in such way as to be fast and very effective. There is precise guidance of how to do every activity.Mcdonalds pioneered in the systematization of its processes.Efficiency of operations andsynchronization is the groundin g for success of the company.Also, it may be said, that burgers and fries are themselves McDonalds core competences. McDonalds classic burgers has always taste the same in any outlet in the world. This consistent quality assures customers trust and loyalty to the product. It also provides an assuring brand experience. StructureSome specialists consider the unique organizational structure of McDonalds as its core competence. McDonalds never used steady hierarchical organizational structure, that company managed to sustain over the years. It uses freedom with mannequin mantra, keeping structure decentralized. It allows local managers to make decisions by themselves. It also plays significant role in localization of menu due to local needs.Business-Level strategyThe business level strategy McDonalds uses integrated cost leaders and differentiation. It means the products of mcdonalds is the cheapest on the market and more over McDonalds does its best to make them absolutely different from what others produce, using localization and launching new products almost every year.So the target of its strategy is to meet the needs of buyers whose preferences are distinctively different from others. So MD deals with the costumers who want very fast service with good quality. And it is different from the visitors of not fast food restaurants. The product line is customized to meet their needs. The marketing emphasis is put on communication and market analysis again to satisfy their needs. Finally the way to sustain strategy is remaining dedicated to serving one niche and be better than competitors in everything and do not abbreviate the brand image entering other niches.Corporate-Level systemCorporate-level strategy is a strategy which is aimed at the long term position of a business. A corporation or business can use plenty of methods to develop a embodied level strategy, however, basically, there are four main strategies that almost all businesses use which are Conc entrate on a single business, other words, business stays on the same industry on take to create a strong competitive position within the industry. variegation which is to represent to a new business to provide a new good or service. There are two kinds of diversification, link diversification which is to compete in similar area/industry of activities to build asynergy and unrelated diversification which is to enter a new industry to compete and build a portfolio strategy. International Expansion. This means some competition in more than one market to serve the needs of the other markets/countries. Vertical Integration. This is a way to cut costs by providing your own ways of inputs, backward vertical integration and your own channels of distribution and selling outputs by forward integration.Therefore, now lets move directly to McDonalds corporate-level strategy. Nevertheless, before we start to consider all the main points of this particular type of strategy, some overview det ails pull up stakes be given.Mc Donalds is a fast food restaurant operating on a global basis. It is operating on 119countries world wide. Mc Donalds was opened for the first time in Cyprus in June 1997 and by now there are 16 Mc Donalds restaurants in Cyprus.So, Mc Donalds uses corporate level strategies like all other global basis corporations in order to reach corporate goals to be cost effective. MC Donalds is a business which only concentrates on a single task which is the fast food business industry as stated by Dr. Weber, (2000). This special issue someday testament help a lot the business to concentrate directly on one single task and get not only more power and market share, but consumer loyalty also in result.This happens because of the fact that they will run many strategies to find the best solutions of the consumer needs and preferences. However this can be very risky if the business fails to meet the right needs of consumers and therefore will not be profitable and a s a result will close down due to the possible bankruptcy.Firstly, as it was stated in Washington post (2005) MC Donalds diversifies its operations in many ways. Thus, the company uses related diversification in order to produce the same products which are burgers and salads basically, but they provide just an immense number of choices, such as Big Mac or Mac chicken, different kinds of salads.Moreover, McDonalds operates in more than one geographical area but still performing the same task. Also it has opened MC cafes all around the world. McDonalds gets many advantages by doing related diversification, firstly, if there are two Mc Donalds restaurants in a city, then the two firms can build a synergy by co-operating with the right to use some special facilities such as the advertisements, suppliers and sometimes events, for casing, almsgiving events. Secondly, as statedby Ricky, W (2003), the firm depends less on a single product, so its less vulnerable to competitive or economi c threats. Other words, Mc Donalds having variety of products like burgers, salads, ice creams and drinks is not being threaten of competition because this particular company has diversity in its products, for instance, Mc Donalds Greek Mac makes it more stable and steady than such rivals as Burger King because the rivals do not have such product.Thirdly, it allows the firm to use technology or expertness developed in one market, for example, fast food to enter a second market more cheaply and easily e.g. MC Caf. However, the only disadvantage that Mc Donalds faces, is the cost of coordinating the operations of the related divisions. In 2001, McDonalds launched a new venture by spread two hotels in Switzerland (Zurich and Lully) under the name Golden Arch Hotel Stefan, M (2005).This is a good example of an unrelated diversification because of the fact that Mc Donalds is victorious risks of its business from a single activity to many others like taking part in the Hotel industry. U nrelated diversification provides a portfolio for Mc Donalds because it is operating on two absolutely different industries and the risk is reduced because if one of the two markets that the business has activity in fails to grow successfully, then the growth of the other market will care for the costs of it.Secondly, such strategy is less vulnerable to competitive threats because any given threat from a competitor is likely to affect only a portion of its total operations. However, unrelated diversification is very troublesome to manage since the company has to deal with two markets and their strategies, plans and organization and coordination of each unique(predicate) market which it isdealing with. McDonalds has introduced the American concept of fast food to many foreign Markets as stated by, Francine L, (2005). Moreover, the firm has by now, spread out throughout most of the world by operating on 119 countries. Thus, Mc Donalds is known globally today because it is expanded internationally. Mc Donalds is using multi-domestic strategy to serve each nations needs. It is customizing the fast food menus for each specific country/nation to suit the peoples wants. For instance there is Greek Mac in Cyprus and Greece. The advantage of this strategy is that the company is targeting a nation very effectively and gains market share by attracting the customers whereas, the cost of production will increase in order to add a new feature to the firm and the prices will rise to covert the costs. As stated in Getting the Facts Straight leaflet of Mc Donalds, the firm is working with top suppliers and independent experts on health and safety.The Cyprus Mc Donalds restaurants inputs such as meat, is ordered regularly from Italy with the highest quality and when they enter the island,it is supplied to all the franchise branches on the island by Mc Donalds vans and trucks. This shows that Mc Donalds owns its inputs and has its farms to breed cattle and grow vegetable a nd potatoes. Therefore, this allows the company to shine costs by doing vertical backward integration. Moreover, it maintains a guaranteed time, quality and make sense of supply to the restaurants when required.The drawback of vertical integration is that, at the beginning of the integration wide amounts of capital should be invested in to the backward integration. Mc Donalds business has been working since 1956 till now successfully and still operates under these corporate level strategies. joint StrategyA cooperative strategy means interaction between two or group of companies which work unitedly to achieve a shared objective. By measures which areincluded in cooperation, companies can create value for the customer at a spurn cost or with more benefits than it is able to do by itself. The simple type of cooperative strategy used is strategic confederacys.Such kind of cooperations means that companies partly share their resources and capabilities between each others to produc e new resources and capabilities, e.g. gain shared objectives. Such corporations as McDonalds, Coca-Cola and Disney are the biggest multinational corporation with outstanding profits.But how can they enlarge their profits with the same amount of resources? The fare to this question is cooperation.Lets look through some strategic alliances form by McDonalds.Alliance with Coca-ColaMcDonalds alliance with Coca-Cola has no piece of paper to fall back onjust a viridity vision and a lot of trust, according to Mr Ivester ( snows chairman). On setting up in the burger business in the 1950s, one of radiate Krocs first successes was persuading a speed of light executive Waddy Pratt to provide him with their drink.Cokes relationship with McDonalds goes far beyond than just a supplier It has helped McDonalds to go to the new markets all over the world, because Coke is sold in almost twice as many countries as McDonalds. Michael Quinlan, McDonalds chairman, runs off a long list of areas of cooperation, from banking relationships to equipment design. There is also very close relations between the members of this alliance at board level. When Cokes chairman Robert Goizueta died, flags flew at half-mast at McDonalds around the world.Alliance with DisneyThe alliance between McDonalds and Disney has go way beyond doing only movie promotions with Happy Meal toys. straightaway this alliance has made enormous amounts of progress, for example McDonalds being a sponsor of Dinoland, one of Disneys attraction in Animal Kingdom, has built its restaurant outside this attractions park. This new smart McDonalds is decorated in DisneyWorld style. The staff wear uniforms which is approved byDisney, which demonstrates McDonalds characters.Alliance with captain Card and VisaMcDonalds has announced an alliance with MasterCard and another alliance with Visa USA to bring cashless defrayment options to McDonalds restaurants in the US. By this cooperation with MC and Visa, a company has pr ovided more comfortable system of payment in McDonalds which attracts customers.Alliance with Malls and Gas StationsMcDonalds modish expansion targets call for approximately 3,000 new restaurants world-wide both 2008 and 2009. Two-thirds of new restaurants will be built outside the USA. On the other hand, in the US approximately 600 new restaurants will be so-called satellite units mini-McDonalds found in malls and especially in nationwide retailer. McDonalds has formed alliances with Amoco Oil Co. and Chevron Corp. in the US to built restaurants in bicycle-built-for-two with gas stations to cover more and more destinations all over the country.Global StrategyMcDonalds has initially expanded to international markets in the conditions of strong regulations and overcrowded market in the USA. In the very beginning they offered a govern products and attracted new clients with clean environment policy and brand equity. Recently the company adapt to new conditions by providing new prod uct line and redesigning retail space in order to meet local needs and tastes.This strategy has allowed McDonalds to adapt quickly to new countries, but at the same time it created a long-term threat of diluting the brand and loosing its association with American culture. For instance, in Europe McDonalds becomes going beyond fast-food conception. In order to compete with hot chocolate shops, McDonalds started offering more comfortable conditions, such as WI-FI and iPods for rent. Moreover, they created new healthier and locally adopted foods.Some specialists suggest, that if the company continue to expand with this strategy, it will be quite difficult to remain recognizable and meaningful brand. without delay it is time to consider McDonalds global strategy in more detail, taking China, South Africa, Brazil and Saudi Arabia as examples of strategy realization. But firstly, it is charge mentioning a few background facts.There is an incredible opportunity to expand in the world. Mc Donalds annual growth rate is about 1000-1500 restaurants and by 5-10 countries. match to the statistics, the company employed about 2 million people worldwide in 2000. The company adapts easily to new customers preferences by incorporating in the menu pommefrite sauce in Belgium and Holland and special mayonnaise based sauce in Iceland.ChinaThe McDonalds strategy in China is vary specific and it is aimed for fitting to local culture. In comparison with the US, it was important for Chinese clients to focus not only on the food, but also on the restaurants atmosphere. That is wherefore in China McDonalds restaurants are very similar to the American coffee houses with comfortable conditions for conversation and meetings. An other part of McDonalds strategy is introducing national tastes in its menu, such as the teriyaki burger.South AfricaIn South Africa McDonalds decided to focus on high populated cites. The point is to serve people where they eat, shop or play. The companies surv ey figured out that drive thru facilities are much effective then restaurants themselves, that is why there was made a decision on improving retail spaces. Moreover, McDonalds marketing strategy was concentrated on potential customers with different income level.In South Africa McDonalds has 90 branches spanning all nine provinces. It has 3 000 staff in just 39 restaurants, most working for franchisees. Each new restaurant opening creates as many as 80 new jobs, which is really important in current conditions.BrazilThe eighth largest McDonalds market is concentrated in Brazil. Management team here is by and large focused on quality amelioratement and customer satisfaction and it was awarded for these efforts with Franchising earmark of Quality.Furthermore, McDonalds Brazil is one of the best employers and fifth among most admired companies in the country.Saudi Arabia and IndiaThe most characteristic feature of McDonalds in Saudi Arabia is that it closes five times a day for musli m prayers. McDonalds India offers aloo tikki and paneer. And it doesnt serve beef or pork at all. The Big Mac becomes Maharaja Mac in India. The company created special conditions for vegetarians with separate kitchen, cook and utensils. Moreover, in Ahmedabad the company decided to open an all-vegetarian outlet. Holding in respect Muslim tenets of belief, the company does not serve pork in all Muslim countries.There are two absolutely unique restaurants in the beatified City of Makkah, where Moslem customers are exclusively served by the staff, fully consists of Moslem employees, from the Service Crew to the Restaurant Manager level . And finally, McDonalds efforts have improve the local industries and national economy due to the fact that more than 50% of the products used are manufactured locally and in the gulf regions.RecommendationsFor Business-Level StrategyThe main recommendation in terms of business-level strategy is to remain in the same niche. McDonalds pioneered the w hole concept of the fast food restaurant, that is why it should go to some other businesses, such as higher-level restaurant, because it can disregard their image of best fast food restaurant.For Corporate-Level StrategyDue to the fact that not every family has a direct access to McDonalds cafes or just their place is too far from the restaurants, the idea to provide fast food to supermarkets. The products will be sold in the special vacuum package, so that it would have their original taste. This way the restaurant will open(a) nothing because there are only advantages which consist of making extra profit and gaining customer loyalty through spreading their production into the farplaced (far located) regions.For Cooperative StrategyAs we have seen in the examples of McDonalds alliances cooperation is very efficient way of development. In my opinion, McDonalds can cooperate with greater amount of companies. However, it should be very selective in choosing partner not to dilute it s image. For example McDonalds can cooperate with Apple McDs can provide free rechargers to Apple gadgets in its restaurants, while apple spread some apps by the AppStore. I think that McDonalds also shouldcreate alliance with some attraction park companies, as theyve made with Disney. Of course of study it would be more profitable for McDonalds because of the amount of clients concentrated in one place. On the other hand, ones park logo and symbolic in MacDonalds is worth it.For Global StrategyIn spite of the fact, that McDonalds has great expansion opportunities, it is essential for the company to remember about its strength and to prevent brand dilution by means of concentrating on traditional American fast-food menu and including no more then 30% of specific dishes. Talking about the companys pros, it is essential to continue developing and improving marketing campaign towards children and adults in foreign countries. In addition, such fresh ideas as creating vegetarian restaur ants should be adopted in more countries in order to give customers alternative choice. Moreover.It would be a great idea to install lucre access terminals in each restaurants in order to reduce the amount of lag time between a customers orders and pick up of the order. This will show the innovative company level and improve its brand image for customers.ConclusionIn the conclusion it is worth mentioning that the best prove of fantastic effectiveness of McDonalds strategy is the fact that its competitors trying to copy its standards and processes to become more competitive at the market where McDonalds still remains the leader.View as multi-pages