How can McDonald’s Improve its Business: A Business Research Report

Institutional Affiliation(S)
business research report

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Table of Contents
Introduction................................................................................................................................2
Project objective.........................................................................................................................2
Project scope..............................................................................................................................3
Literature review........................................................................................................................3
Knowledge gap...........................................................................................................................9
Conclusion..................................................................................................................................9
References................................................................................................................................11

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Introduction
Taking businesses to global and successful platform, buying and selling of products and
services involves various activities in international marketplace that poses many challenges.
Through years, it has been witnessed that many multinational companies make hefty errors
while attempting to perform business operations in global environment (Meyer, 2009). The
errors can be explained by identifying the deficiency in understanding the concept of
standardisation and adaptation in international market as well as issues in business standards
while operating in foreign countries (Ritson, 2011). Similarly, McDonalds, a chain of fast
food restaurant company has envisaged many challenges including adaptation to local
environment, which is also an ongoing barrier for the company and might continue to grow
while opening more restaurants worldwide. Among many, the biggest challenge faced by
McDonalds was in 2001 when the company hit the lowest point, specifying the new trend of
healthy eating among people. Although this affect was majorly seen in its home country i.e.
USA, this trend continues to evolve in other nations also (Chib, 2012).
Project objective
This research report has been prepared after examining issues and challenges faced by
McDonalds while operating in global business environment. This report will make
suggestions and guide the company to improve its business by undertaking effective and
efficient business strategies as mentioned in literature. This forms the objective behind
preparing this report in which research as well as present literature will find out ways through
which McDonald’s business can get improved in fast food industry.

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Project scope
In regards to objectives behind preparing this report, the scope of this research report also
constitutes in finding out ways through which business in McDonalds can get improved. This
report will present ideas and suggestions after analysing present literature regarding how
companies can get improved through application of improved business strategies and
policies.
Literature review
McDonald’s Corporation is one of the leading brands dealing in chain of restaurants and fast
food business serving more than 47 million customers every day through more than 33,000
restaurants spread in 119 countries globally. The company sells food products like fast food,
soft drinks, salads, ice-creams, and ready to eat products. McDonalds restaurants are
managed and operated on franchise systems or by the corporations itself. The revenues
gained from corporations comes from rent, fees collected from franchise owners and
royalties. The company itself runs many self-operated restaurants. McDonalds restaurant
business was formed in the year 1940 by Dick and Mac McDonald brothers in California.
They were successful to introduce the “Speed-Service System” concept in 1948 by
establishing principles of contemporary fast food restaurant. The present business dates its
founding by opening of a restaurant by Ray Kroc in 1955 at Illinois (Gadsden, 2014). Kroc
later purchased McDonald’s brothers’ equities and led the company expand worldwide until
it became public listed in stock market in 1965. With expansion, McDonalds became symbol
of globalisation and spreading American food and lifestyle. However, the prominence of the
company also falls under debates and questions regarding obesity, consumer responsibility
and corporate ethics. Nevertheless, with the vision to become leading and best fast food