Marketing Strategy: McDonalds | SWOT

Marketing Strategy McDonalds SWOTMcDonald was introduced by Dick and McDonald of Manchester, in the buff Hampshire in San Bernardino, California. It was further expanded by business partner, Ray Kroc, of Illinois, who then to queerher found the concept of McDonalds Corporation. The McDonald brothers had been in the eatery business since 1937. It was the idea of Kroc to privilege their restaurants by means of flummox out the world. In 1956 McDonalds brothers had licensed the franchise rights for cook country. In 1959, Kroc opened 67 new restaurants, all over new 101 locations in dissimilar countries. deal this they started expanding their business each(prenominal) over the world and proved to be best spendthrift food restaurant.McDonald Corporation is one of the largest chains of fast food restaurant with 500,000 of employees serving nearly millions of customers daily. After a very c areful study McDonald has given its company the trademark of happy clown character known as Ronald MacDonald. McDonald put expectant emphasizes is always on youngsters and childrens. They are following the analyzer type of business strategy with bureaucratic nature. McDonald success is hiding in its constraint and strategic formulation of being strictly quality control, more than hygienic and ma exponent cost effective production by hiring cheap and young workers ingenious properly under high supervision of managers. Human resource policies of McDonald are tightly and strictly under controlThe McDonalds Corporation is the largest worldwide franchised food good organization. In the 1960s, Ray Kroc franchised restaurants for the low sum of $950, demanding 1.9% of sales. McDonalds are able to overcome cultural barriers that become previously hindered other organizations. Beca persona the local the great unwashed immediately hand over both the product and service, at that place is little hint of what may be construed as US brand culture. McDonalds is simultaneously glo bal and local. Clearly, an increase in the telephone number of franchised restaurants leads to the direct effect of an increase in McDonalds revenues. McDonalds can also boast that it is the largest retail property owner in the world.Task 1aOrganizational structure gives a relationship between the tasks performed by the members of the company in the form of different department, following rules and regulation, and coordination and control mechanism. The structure either at the corporate level or at the franchising level, both have a great effect on business strategy followed by the McDonalds.McDonalds has mechanistic structure because tasks performed in the organization are highly repetitive at every local shop. There is a extreme division of labor, with relatively simple and small work activities.McDonalds has rigid and hierarchical solicitude structure. They possess vertical communication within the organization flowing from top to bottom. Decision-making is highly centralized w ith the top management. So strategy planning could lift out place within this structure but it has to effectively communicate with the members to have its affectivity.Task 1bMcDonalds SWOT AnalysisSWOT psychoanalysis helps in understanding the congenital and external factors affecting to the company. For identifying strategic option of a company it is compulsory to know the various strength and weaknesses.(S)trengthsMcdonald is socially responsible, community oriented company. They have easy adapted themselves to the global restaurant with different culture. Approximately 80% restaurant of McDonald are owned and operated by franchisees. The world wide restaurant of McDonald are go outd with duplicate and systematic food preparation process. Macdonald are very serious about their consumers health, and there is proper checking of food and moreover all food items are bought from conscious suppliers only. They are playing a great role socially by introducing Ronald McDonald house for the children. Mcdonald was the first food restaurant to provide the information to its customers about nutritionary facts.(W)eaknessesConsidering the weakness of the McDonald, it has got high-turn over employee. The main weakness they are having is lack of innovation in the industry. The main target of Mcdonald over advertisement is the children.(O)pportunitiesThere are umteen opportunities in front of McDonald by creating new product offerings. They can be more socially responsible by the use of sustainable packaging and use of green energy. At the same time they can open some of its franchises at the luxurious places to attract the major customers in the market.(T)hreatsThe major competitors of McDonald are burger king and KFC which has included a variety of foods in their menu with fewer prices as compared to McDonald which has become a threat to the company. As the McDonald has largest part of their menu as fast food so the health awareness of the people has been also a i ssue to the McDonald. This recession period has also let down the revenue of the McDonald to a great extent.So considering the major threats and opportunities of the McDonald the strategic option for this organization could beEmphasis on Local watchfulnessEnvironmental Friend variantssHave to be tensileAs some years back McDonald had already gone through a loss in brand image due to the issues link up to the health problems by consuming food of the MacDonald. So today also there is some perception in peoples mind about that issues which could affect a lot to McDonald. So they need to put up more of the positive reputation nationally or internationally, and tried to give environmental friendly services.Mcdonald has gained the global acceptance by hiring local management. Their main emphasises is to think globally and act local.Mcdonald should try to adapt itself to the constantly changing market. The market is dynamic. They have to beat themselves much flexible so that they can adapt more emend to the changing scenario.Task 1 cFor adapting themselves to the changing environment McDonald need to focus on optimizing their speed, maximise service, minimize the cost of the product and emphasize reliability. They need to focus more geographically and psycho graphically research so as to find out the actual customers of the McDonald. As McDonald has already established them globally so they should focus on product development to stay in the market. They should introduce more of the better product to their menu in direct to attract more of the health-conscious people. To do this they need to adapt strategies to gain competitors customers by gift more good options than others, including discount, introducing more packages to their menu, and lowering down the price of some of the food to make it affordable for the general consumer also.Task 2aFor the implementation of the strategy part it is necessary to keep the various social responsibilities of McDonald in mind. They are highly focusing on reducing the weight of the packaging by non affecting the quality and quantity of food. They have added healthier food to their menu. McDonald is doing reusable material to maintain the sustainability. They pay a great attention towards the happy meal toy used by the millions of children, not to be make by lead. They have also involved in various charities doing social working.Task 2bMISSION STATEMENTMcDonalds mission is to serve people with best quick service, good quality food at low cost.VISION STATEMENTIts vision is to dominate the global food-service industry in order to become the customers favorite place to eat. They want the Global dominance in sense of setting the performance standard for customer satisfaction and increases share in the market and profitability through successfully implementing our convenience, value and execution strategies.Most of all the greatest advantage is the vision or the fancy with which the company was started. Sustaining this dream over the years is any companies greatest advantage. A brand usually revolves around this vision sustaining this vision and working in lieu with it is a great SCA. McDonalds was started out to help people who had very little time to cook or was too busy to get into a proper restaurant. The vision was to provide quick service, cheap products and quality satisfaction. Keeping this vision in mind the company which slackened a bit because of incompetent franchise holders is being weeded and new and better people are put in this place as the torch bearers of the company sustaining and living the vision.Task 2cFor the implementation part of the strategy first of all there should be a clear picture of the strategy to be adopted in the mind of every person in the organization. As there is a qualifying in culture need to bring in McDonald so three points have to keep in mind which is leadership style, bit strategy into action and performance management. In any organiza tion for the implication of any strategy a real leadership is always required which bring the effective growth. Leadership is the main thread to run the entire process of the translation of strategy into results. To start the strategy plan there should be a proper chart made consisting of all the various activities to be done during the exteriorize. During this work several questions need to be answered like what is the intent behind the strategy, what chief(prenominal) issues need to be solved during the project, how that will be done and how much time will it take. Lastly how they will be succeeded. The work of performance management is to align the whole organization and make them work better to reach the highest point. They make sure that the strategy is communicated properly, measures the performance at every step, and always make an emotional contracting with the staff members to keep them motivated for the work to be done.Task 3aProject management techniques are the process used to gather the information, and get the work done more efficiently and effectively. There are many tools for the implementation of the plan like critical path flow analysis diagram, Gantt chart, foreland storming method. I will be using Gantt chart so as to design the time table for the implementation of the strategy. Gantt chart is extremely useful for communication, budgeting, computer programming of the plan. It keeps all the record of task taking place.According to this scheduled plan the strategy will be completed in 2013 by going through all the necessary stages.Task 3bFor the implementation of the strategy it is compulsory for all the members of the organization to coordinate. The top level of management makes all the relevant decision of giving work to the staff members and making sure to give them a timeline for the end of the work. In the organization first of all a board meeting is held to make the strategic planning and decide how to achieve it. Then specific goal and objectives are set according to the strategy planned. For the start of the project budget is made looking at the financial position of the company and all resources are being taken required for the completion. The manager should see that the strategic plan is simple, clear, ground on real current situation, have enough time to settle. A time table is made to note the various roles and responsibilities of the members and making the time line for the responsible person.Task 3cMonitoring and controlling are the major portion as it assures the efforts made for the plan. It helps in keeping a regular check over the accomplishment of the task. It helps in measuring the corrective action. If something is going in a wrong way it could help in recognizing that and improving that .for example if there is change in environment so there has to bring a change in forecasting. There should be a continuous monitoring of performance of the project because that helps in predetermining targets a nd representing most important aspect of that. So the top management should make sure in doing the sales or market share analysis during the project time period.Referenceshttp//www.mcdonalds.ca/en/community/rmcc.aspxMarketing as strategy, Nirmalya KumarApplied strategic planning , Leonard David Goodstein, Timothy M. Nolan, J. William PfeiffStrategic planning and management , Delmar W. Kargerhttp//www.mcdonalds.comPeter, J. P., Donnelly, J. H.Jr. (2007). Marketing Management (8th ed.). New York McGraw-Hill IrwinJolly , A. (1998) GROWING APPETITE CBI news march pp.20-1Fifiled,P. And Gilligan, C,(1996), strategic marketing management, butterworth- HeinemannVignalli, C.et al. (1999), various, british food journal, volume 101no.5/6