Mcdonald

INDIVIDUAL ASSIGNMENT

Name: Tran Dieu Linh BA60111 Class: BA0662

I.

Background

1. History 2. Mission and vision 3. Business objectives

II.

S.W.O.T analysis

III. Ads/disadvantages of Mc. Donald franchise IV. Investment decision V. Reference list

I.

Background:

1. History:

The McDonald's Corporation is the world's largest chain of hamburger fast food restaurants, serving around 68 million customers daily in 119 countries. Headquartered is located in the United States. The company began in 1940 as a barbecue restaurant operated by Richard and Maurice McDonald. However, in 1948, they reorganized their restaurant stand using production line principles. Then Ray Kroc who is businessperson joined the company as a franchise agent in 1955. He subsequently purchased the chain from the McDonald brothers and oversaw its worldwide growth. 2. Mission and Vision:  Mission:

McDonald's brand mission is to be our customers' favorite 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.  Vision:

McDonald's vision is to be the world's best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile 3. Business Objective: To achieve 100 percent total customer satisfaction …everyday...in every restaurant...for every customer

II.

S.W.O.T Analysis  S.W.O.T table:

Strengths

1. Stabile and Predictable brand name 2. Largest fast food market share in the world 3. Brand Recognition and Loyalty: 4. $2 billion advertising budget 5. Locally adapted food menus 6. Partnerships with best brands 7. More than 80% of restaurants are independent franchisees 8. Children targeting...