Published on March 4, 2014
UNIT 5: PROFESSIONAL DEVELOPMENT FOR STRATEGIC MANAGERS Strategic Goals and Directions of Mcdonald Akinyemi Oluwayinka John (Assumed Regional manager) (Stanfords college, Birmingham campus) January, 2014
CONTENTS • Introduction • Mission Statement • Core Goals: Strategic Goals and Objectives • Strategic Directions • United States Market • Europe Market • Asia-pacific, middle east and Africa markets • Strategic Plans • Personal Skills • Professional Skills • References
INTRODUCTION • The McDonald’s Corporation is the number one world’s largest chain of hamburger fast food restaurants, serving more than 68 million customers daily in 119 countries. • Founded: May 15, 1940 • Headquarters: Oak Brook, Illinois, United States of America • CEO: Donald Thompson • Founders: Maurice and Richard McDonald
MISSION STATEMENT ‘To be our customers' favourite 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’ (McDonald 2014).
CORE GOAL: QUALITY, SERVICE, CLEANLINESS AND VALUE (QSC&V) FOR EACH AND EVERY CUSTOMER, EACH AND EVERY TIME. STRATEGIC OBJECTIVES STRATEGIC GOALS 1. Place the customer experience at the core of all we do 1. Our customers are the reason for our existence. We demonstrate our appreciation by providing them with high quality food and superior service in a clean, welcoming environment, at a great value.
…….CON’T GOALS 2. Committed to our people OBJECTIVES 2. We provide opportunity, nurture talent, develop leaders and reward achievement. We believe that a team of well-trained individuals with diverse backgrounds and experiences, working together in an environment that fosters respect and drives high levels of engagement, is essential to our continued success.
…….CON’T GOALS 3. Believe in the McDonald’s System 3. 4. Operate our business ethically 4. OBJECTIVES Our business model, characterised by our “three-legged stool” of owner/operators, suppliers, and company employees, is our foundation, and balancing the interests of all three groups is key. Sound ethics is good business. At McDonald’s, we hold ourselves and conduct our business to high standards of fairness, honesty, and integrity. We are individually accountable and collectively responsible.
…….CON’T GOALS 5. 6. Give back to our communities Grow our business profitably OBJECTIVES 5. We take seriously the responsibilities that come with being a leader. We help our customers build better communities, support Ronald McDonald House Charities, and leverage our size, scope and resources to help make the world a better place. 6. McDonald’s is a publicly traded company. As such, we work to provide sustained profitable growth for our shareholders. This requires a continuous focus on our customers and the health of our system.
…….CON’T GOALS 7. Strive continually to improve OBJECTIVES 7. We are a learning organization that aims to anticipate and respond to changing customer, employee and system needs through constant evolution and innovation.
STRATEGIC DIRECTIONS McDonald’s strategic plan is called ‘plan to win’. The concept of this plan is for McDonald’s to not be the biggest fast food restaurant chain, but to be the best fast food restaurant chain. McDonald’s tries to achieve this by applying the five P’s: 1. 2. 3. 4. 5. People, products, place, price and promotion. Along with this our firm also incorporate geographic strategic plans.
UNITED STATES MARKET • In the U.S., McDonald’s strategic plan continues to focus on breakfast, chicken, beverages and convenience. These are the core areas in the United States. • McDonald’s has launched the Southern Style Chicken Biscuit for breakfast and the Southern Style Chicken Sandwich for lunch and dinner. • In the beverage business, McDonald’s starting introducing new hot specialty coffee offerings on a market-by-market basis.
EUROPE MARKET • McDonald’s uses a tiered menu approach. This menu features: Premium selections, Classic menu, and Everyday affordable offerings. They also complement these with new products and limited-time food promotions.
ASIA-PACIFIC, MIDDLE EAST AND AFRICA MARKETS • McDonald’s strategic plan is focused around: Convenience, Breakfast, Core menu extensions and Value.
McDonalds incorporates organizational strategic plans which include o Better restaurant operations, o Placing the customer first, o Menu variety and o Beverage choice. With McDonald’s overall strategic direction and its geographical strategic plans make McDonald’s global brand gain a very high turnover rate and more positive financial results till date.
PERSONAL SKILLS • Self Confident • Communication Skills • Decision Making • Management Skills • Problem Solving • Creative Skills
PROFESSIONAL SKILLS • Leadership Skills • Leading and Mentoring Skills • Counselling Skills • Coaching and Mentoring Skills • Applying Occupational Standards to Identify
REFERENCES Answers (2014) What are the Aims and Objectives of McDonalds? [online] available from <http://wiki.answers.com/Q/What_are_the_aims_and_objectives_of_McDonalds#slide=1&article=What_are_the _aims_and_objectives_of_McDonalds> [18 January 2014] Forbes (2014) McDonald's Recipe for Success Brought New CEO to the Table [online] available from <http://www.forbes.com/sites/deborahljacobs/2012/03/22/mcdonalds-recipe-for-success-brought-new-ceo-tothe-table/> [18 January 2014] McDonalds (2014) Mission & Values [online] available from <http://www.aboutmcdonalds.com/mcd/our_company/mission_and_values.html> [20 January 2014] McDonalds (2014) Company Profile [online] available from <http://www.aboutmcdonalds.com/mcd/investors/company_profile.html> [18 January 2014] McDonalds (2014) What Makes McDonald's? [online] available from <http://www.mcdonalds.co.uk/ukhome/whatmakesmcdonalds/questions/running-the-bsiness/businessstrategy/what-are-the-business-aims-and-objectives-for-mcdonalds-in-the-uk.html> [18 January 2014] McDonalds (2014) Your McDonald’s Journey Starts Here [online] available from <http://www.aboutmcdonalds.com/mcd/student_zone.html> [18 January 2014]
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