McDonald’s Corporation
Case Study
MBA 729
, MCDONALD’S CORPORATION CASE |
TABLE OF CONTENTS
Page
i. Table of Contents ……………………………………………………….. 1
I. Company Background ……………………………………………….. 2
II. Case Background ……………………………………………………….. 3-5
III. Statement of the Problem ……………………………………………….. 5
IV. Assumptions ……………………………………………………………….. 6
V. Areas of Consideration ……………………………………………….. 6-8
A. Marketing
B. Operations/ Manufacturing
C. Finance
D. HR
E. MIS/ IT/ R&D/ Bus Development
VI. SWOT Analysis ……………………………………………………….. 8-12
VII. VI.I TOWS Analysis ………………………………………………..…… 13
VIII. Alternative Courses of Actions ……………………………………….. 14-15
IX. Action Plans ……………………………………………………………….. 15-17
X. Conclusion/Recommendations ……………………………………….. 17-19
1|Page
, MCDONALD’S CORPORATION CASE |
I. COMPANY BACKGROUND
McDonald's Corporation (McDonald's) operates and franchises McDonald's restaurants.
The company's restaurants serve a locally relevant menu of food and drinks sold at various price
points in different countries. McDonald's franchised restaurants are owned and operated under
various structures, including conventional franchise, developmental license or affiliate. The
company is primarily a franchisor. Under a conventional franchise arrangement, the Company
owns the land and building or secures a long-term lease for the restaurant location and the
franchisee pays for equipment, signs, seating and decor.
The U.S. segment focuses on offering a platform for authentic ingredients that allows
customers to customize their sandwiches. McDonald's growth markets are focused on creating
customer excitement through menu, promotions and value, and implementing a digital strategy
with specific mobile solutions and actions. The Foundational markets and Corporate segment is
engaged in operating restaurants and increasing convenience to customers, including through
drive-thru and delivery.
McDonald's menu includes hamburgers and cheeseburgers, Big Mac, Quarter Pounder with
Cheese, Filet-O-Fish, several chicken sandwiches, Chicken McNuggets, wraps, French fries,
salads, oatmeal, shakes, McFlurry desserts, sundaes, soft serve cones, pies, soft drinks, coffee,
McCafe beverages and other beverages. In addition, the restaurants sell a range of other products
during limited-time promotions. McDonald's restaurants in the United States and many
international markets offer a full or limited breakfast menu. Breakfast offerings may include Egg
McMuffin, Sausage McMuffin with Egg, McGriddles, biscuit and bagel sandwiches, and hotcakes.
2|Page
Case Study
MBA 729
, MCDONALD’S CORPORATION CASE |
TABLE OF CONTENTS
Page
i. Table of Contents ……………………………………………………….. 1
I. Company Background ……………………………………………….. 2
II. Case Background ……………………………………………………….. 3-5
III. Statement of the Problem ……………………………………………….. 5
IV. Assumptions ……………………………………………………………….. 6
V. Areas of Consideration ……………………………………………….. 6-8
A. Marketing
B. Operations/ Manufacturing
C. Finance
D. HR
E. MIS/ IT/ R&D/ Bus Development
VI. SWOT Analysis ……………………………………………………….. 8-12
VII. VI.I TOWS Analysis ………………………………………………..…… 13
VIII. Alternative Courses of Actions ……………………………………….. 14-15
IX. Action Plans ……………………………………………………………….. 15-17
X. Conclusion/Recommendations ……………………………………….. 17-19
1|Page
, MCDONALD’S CORPORATION CASE |
I. COMPANY BACKGROUND
McDonald's Corporation (McDonald's) operates and franchises McDonald's restaurants.
The company's restaurants serve a locally relevant menu of food and drinks sold at various price
points in different countries. McDonald's franchised restaurants are owned and operated under
various structures, including conventional franchise, developmental license or affiliate. The
company is primarily a franchisor. Under a conventional franchise arrangement, the Company
owns the land and building or secures a long-term lease for the restaurant location and the
franchisee pays for equipment, signs, seating and decor.
The U.S. segment focuses on offering a platform for authentic ingredients that allows
customers to customize their sandwiches. McDonald's growth markets are focused on creating
customer excitement through menu, promotions and value, and implementing a digital strategy
with specific mobile solutions and actions. The Foundational markets and Corporate segment is
engaged in operating restaurants and increasing convenience to customers, including through
drive-thru and delivery.
McDonald's menu includes hamburgers and cheeseburgers, Big Mac, Quarter Pounder with
Cheese, Filet-O-Fish, several chicken sandwiches, Chicken McNuggets, wraps, French fries,
salads, oatmeal, shakes, McFlurry desserts, sundaes, soft serve cones, pies, soft drinks, coffee,
McCafe beverages and other beverages. In addition, the restaurants sell a range of other products
during limited-time promotions. McDonald's restaurants in the United States and many
international markets offer a full or limited breakfast menu. Breakfast offerings may include Egg
McMuffin, Sausage McMuffin with Egg, McGriddles, biscuit and bagel sandwiches, and hotcakes.
2|Page
