McDonald’s Strategic Intelligence

Running Head: McDonald’s 0
McDonald’s
Strategic intelligence

McDonald’s 1
Executive summary
McDonald’s is a biggest and well-known fast food chain in the world. It uses various
marketing tools in the company to provide the best services to its customers. Everything was
growing well but suddenly in the year 2014, it faced the issue of bad food image. Shanghai,
news reported made the video clip in which it was seen that employees of the organization
are using expired meat. Due to this, it has faced lot of problems regarding the decrease in
demand of customers, losing the trust of public. After this issue, it stopped taking the supply
of meat from the supplier who delivered the expired meat. Therefore, it is the role of
strategist to take those action which help in addressing the issue properly. The first solution is
implementation of effective communication plan. Communication is an essential tool to solve
the situation. Quality management is also one such thing that is important in food industry.
Strategist can undertake the checking of quality before moving it to the final consumer. In
addition, there are analytical tool to address the issue. Primarily, SWOT analysis is a tool that
helps the company in identifying the opportunities and threat that are lying. According to this,
it can take the actions to overcome from the threats. Gap analysis also assists the company in
identifying the gap in performance and helps in fulfilling those.

McDonald’s 2
Contents
Executive summary....................................................................................................................1
Introduction................................................................................................................................3
Findings......................................................................................................................................4
Strategic issue faced by McDonald’s.........................................................................................4
How senior management could address the issue......................................................................4
Analytical tool to address the issue............................................................................................5
Strategist role in addressing the issue........................................................................................5
Marketing strategies...............................................................................................................5
Quality management...............................................................................................................6
Implementing communication plan........................................................................................6
Recommendation to address or remove the issue......................................................................6
Success of proposed solution.....................................................................................................7
Conclusion..................................................................................................................................7
References..................................................................................................................................9
Appendices...............................................................................................................................11

McDonald’s 3
Introduction
McDonald’s is a fast food company of America, founded in 1940. It is one of the
largest fast food chains of the world. McDonald’s headquarter is in Illinois. In 1948, its first
fast food chain started by two brothers named Richard and Maurice in California. In early
2018, McDonald’s headquarter has moved to Chicago. It is number one fast food channel in
terms of revenue. It is best known for its breakfast items, milk shakes, soft drinks, wraps,
chicken products, and desserts. It is currently serving over 69 million customers across the
globe (McDonald’s, 2018). It has added some extra things in its menu that are fish, salads,
fruits, and smoothies. It was working well in various countries of the world. However, in the
year 2014 it has faced a strategic issue related to bad food image. Due to this food scandal,
the demand of its product has increased in Asia. In this, a news reporter has captured the
video clip by saying workers are using expired meat (Jourdan, 2014) Therefore, it is essential
for McDonald’s to get back the trust of customers by taking various initiatives. In the first
part of the report, strategic issue faced by McDonald’s and strategies that senior management
could take to address the issue has been discussed.