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McDonalds Restaurant

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McDonald’s is a world leader in fast food business worldwide. Since its inception in 1940, McDonald’s has seen tremendous growth, rising to the current position where it serves about 68 million people daily in their branches spread across 119 countries. McDonalds’ business strategy is to capture and cover as much of the middle class and middle class market as possible. Additionally, there is the perspective of using the current exposure that the organization has in the countries to ensure that it penetrates any new markets. In other instances, McDonalds acquires or buys off existing regional businesses since they are well rooted in the communities they are stationed in. This has seen it experience sufficient amounts of cultural interactions with the communities and clients in the various areas it is stationed.

The organization’s financial data and information is more or less public since they are required to publish it by law. The other internal operations of the organization, coupled with the business and management strategies can be found from interviews with the management of the organization. I am privy to this information and more since I can access some of the important and authoritative mangers in the organization and can have them respond to some questions, which would be essential to the research. The marketing structure is also very elaborate and can be found from various research papers and studies that have been aimed at investigating these areas of the organization. Central to the marketing endeavors of the organization, it is essential to recognize that the organization has faced or experienced negative publicity from activists for animal rights.

Objective	Measure	Target	Action
To sell more product which will achieve its mission of being their customer’s favorite place to eat	Increased sales	Increase revenues to more than 30 billion dollars form the current 27 billion dollars	Ensure better products are made, and presents a cheaper option to delivery services
To produce better quality	Increased clients	Increase number of people served to 75 million daily worldwide from the current 68 million people.	Undertake the procurement of locally produced products or ingredients in order to enhance the quality and increase clients
To expand into more areas	Successful expansion into more countries	Open branches in 5 more countries, preferably in Africa.	Conduct feasibility studies and research that will offer guidance on the best countries in the world to expand into.