Retail Managemnt

ag

| |2011 |

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McDonalds & Retail Management

Nicole Cummings

Permeet Brar 300078072

Alexis Rutley

Bus 224

Jocelyn Choy

Due: Dec 3, 2011

Contents

Current Situation Analysis 3

Retail Mix Analysis 5

S.W.O.T. 7

Actions and Recommendations 10

Conclusion 15

Appendix 15

References 16

Current Situation Analysis

I-McDonald’s Current Situation

i- Company History

Founded by two brothers Dick and Mac McDonald in 1948 from humble beginnings McDonald’s corporation has managed to position and brand itself as the self-proclaimed “leading global foodservice retailer”. What started out as a single self-service drive in restaurant in San Bernardino, California offering only nine menu items now has over thirty 33,000 locations and operates in over 119 countries. In 1954 Multimixer salesman Ray Kroc known as the modern McDonald’s founder, sought out the brothers with the intention of selling them his product. He quickly became riveted by the operation and upon learning the brothers were interested in finding a national franchising agent quickly jumped aboard. In 1955 Kroc opened his first McDonald’s restaurant in Des Plaines, Illinois and since then the growth has been staggering, opening their 100th restaurant in 1959 and their 5,000th restaurant by 1978. Today McDonald’s holds the prestigious title of ranking 111th on Fortune Magazines – 2011 Fortune 500 list with revenues of $24,074.6 million.

ii- McDonald’s Stage in the Retail Life-Cycle

The retail life cycle is a useful tool aimed to guide strategy in the different stages of the retail cycle. The McDonald’s brand is currently in the maturity stage of the retail life...