Strategic Planning of McDonalds

This essay discusses the strategic planning of McDonalds, including its mission and vision statements, SMART goals and objectives, SWOTT analysis, and a perceptual map. It also analyzes the fast food industry in the USA and the challenges and opportunities for McDonalds.

Running head: STRATEGIC PLANNING OF MCDONALDS
STRATEGIC PLANNING OF MCDONALDS
Name of the Student
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Author Note

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Introduction
McDonalds is an American organization which operates in the fast food based
industry of the country. The organization was established in the year 1940 and operated as a
restaurant under Richard McDonald and Maurice McDonald in California. The business of
McDonalds was further redeveloped as a stand which offered hamburgers. The organization
later started growing with a huge pace and had developed franchises all over the country and
other areas of the world as well. The present logo which is used by McDonalds had been
introduced in the year 1953 (Mcdonalds.com, 2018).
The analysis in the essay will be based on the development of a marketing plan for
McDonalds which will be able to develop effective objectives for the company. The changes
which take place on a continuous basis in the highly competitive industry are able to affect
the products which are offered by the company to its customers.
Mission and vision statement of McDonalds
As discussed by Barros, Hernangómez and Martin-Cruz (2016), the mission statement
which has been developed by McDonalds is based on making the restaurant a favourite place
for the customers to eat and drink. The statement is thereby able to highlight the significance
which is provided to the customers which is considered to be the major focus of the business.
The company is able to maintain an influence in the decisions related to beverage and food
purchase based decisions. The mission statement of the organization thereby consists of two
major components which include, the favourite place for customers to drink and eat and
favourite way of customers to drink and eat. The organization aims at becoming the first
choice of the consumers.

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The vision statement of the company is based on the speed of growth in order to
become profitable in the fast food based industry. The organization further aims at serving
delicious food to all the customers. This statement was included in growth of the company in
the year 2017.
SMART goals and objectives
Specific To increase the
profitability levels of
the company.
To introduce
healthier product
options.
To improve service
provided in
restaurants.
Measurable The shares in the
market will increase.
The customers will
be provided with
greater number of
options including the
healthy variants.
The restaurant
quality service will
increase presence of
customers in the
restaurants.
Attainable The goal can be
attained within a
specific amount of
time.
This objective can
be attained with the
help of healthy food
items in the menu.
The objective can be
attained by the staff
of the restaurants.
Relevant The goal is relevant
for increasing the
revenues of
McDonalds.
The objective is
relevant for
developing a
position of the
company in fast food
industry.
The goal can prove
to be relevant in
order to develop a
competitive
advantage of the
company.
Time Bound The time taken to
achieve the goal is 1
year.
The time taken to
attain this goal is 6
months.
The time which can
be taken to achieve
the objective is 6
months.
Food industry analysis of USA
The snacks and fast food based industry of the United States has been able to show
high levels of growth from the year 2011. The growth has been experienced on the retail sales
and the volume sales of the company as well. The changes which have occurred on the
household based size and preference levels of the new products can be considered to be a
major reason behind the growth of fast food industry. The major factor which is able to drive
the levels of growth is related to the levels of convenience related to different food products.

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The young consumers have been able to impact the innovation levels which have occurred in
the fast food industry of the country (Daspit et al., 2017).
SWOTT analysis of McDonalds
Strengths – McDonalds has been operating as the second biggest network of
restaurants in the world based on its operations in the year 2018. The company operates more
than 37,000 restaurants in about 120 countries. McDonalds has also been able to develop a
recognition of its brand in the industry with the help of its products and services (Demir,
Wennberg & McKelvie, 2017).
Weaknesses – The decline in the market share of McDonalds is based on the
unhealthy image of the food products. The quality of the products has also faced major
questions during the years of operations of McDonalds (Durand, Grant & Madsen, 2017).
Opportunities – International expansion can be considered to be an important
opportunity for McDonalds. The growth of the food industry and number of consumers can
also help in increasing the revenues of the organization. The value proposition of McDonalds
can be strengthened with the help of encouragement provided to the customers (Dyer et al.,
2015).
Threats – The high levels of competition in food industry has posed a threat towards
the growth based opportunities of McDonalds. The changes which have been experienced in
the demographics of consumers can also be considered to be a major threat to the revenue
levels of the organization (Engert, Rauter & Baumgartner, 2016).

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Perceptual Map of McDonalds
High Price
STARBUCKS ARBY’S
Limited Choice Wild Choice
BURGER KING
SUBWAY MCDONALDS
Low Price
Figure 1 – Perceptual Map
Source – Created by author
The positioning map which has been developed for the operations of McDonalds is
based on the price based levels and the choice of consumers as well. The consumers form an
important part of the operations and profitability levels of the organizations in fast food
industry. The fast food organizations which are able to provide high levels of competition to
McDonalds based on price are Burger King and Subway. On the other hand, the high priced
competition of McDonalds is Starbucks (Ethiraj, Gambardella & Helfat, 2018).
Conclusion
The essay can be concluded by stating that McDonalds has been able to develop its
position as a profitable organization in the food industry with the help of effective levels of
brand recognition. However, the current position of the food industry demands the
introduction of healthier variants of the products which are offered by the company to its

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customers. The objectives stated in the marketing plan are based on the changing consumer
needs.

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References
Barros, I., Hernangómez, J. & Martin-Cruz, N. (2016). A theoretical model of strategic
management of family firms. A dynamic capabilities approach. Journal of Family
Business Strategy, 7(3), pp.149-159.
Daspit, J.J., Chrisman, J.J., Sharma, P., Pearson, A.W. & Long, R.G. (2017). A strategic
management perspective of the family firm: Past trends, new insights, and future
directions. Journal of Managerial Issues, 29(1), p.6.
Demir, R., Wennberg, K. & McKelvie, A. (2017). The strategic management of high-growth
firms: a review and theoretical conceptualization. Long Range Planning, 50(4),
pp.431-456.
Durand, R., Grant, R.M. & Madsen, T.L. (2017). The expanding domain of strategic
management research and the quest for integration. Strategic Management
Journal, 38(1), pp.4-16.
Dyer, J.H., Godfrey, P., Jensen, R. & Bryce, D. (2015). Strategic Management: Concepts
and Cases. Wiley Global Education.
Engert, S., Rauter, R. & Baumgartner, R.J. (2016). Exploring the integration of corporate
sustainability into strategic management: a literature review. Journal of cleaner
production, 112, pp.2833-2850.
Ethiraj, S.K., Gambardella, A. & Helfat, C.E. (2018). Theory in strategic
management. Strategic Management Journal, 39(6), pp.1529-1529.

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Mcdonalds.com (2018). McDonald's: Burgers, Fries & More. Quality Ingredients.. [online]
Mcdonalds.com. Available at: https://www.mcdonalds.com/us/en-us.html [Accessed
26 Oct. 2018].