MCDONALD'S STRATEGY

MCDONALD’S STRATEGY
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McDonald’s is among the largest fast-food outlets in the US that was established in 1940. The firm has expanded its operation allover the world with over 23000 outlets in 117 countries and employing more than 400000 people. McDonald’s growth and expansion is attributed to a variety of factors away from its franchise model of expansion that is followed by many competitors. The firm competitive advantage emanates from its standardization of its operations, products and services through provision of customized products and services on the basis of regions the firm operates (Mourdoukoutas, 2012). The firm’s vision of maintaining a stand as the number one fast food outlet in the world, and its mission to be the best quick serve outlet in the world has provided quality services, Value and cleanliness to its customers that enhance profitable growth and expansion of its brand through innovation and technology.
McDonald’s strategy could be evaluated using the value chain analysis and SWOT analysis and five forces model. Value chain analysis evaluates the business aspects ranging from brand image, technology, service standards and management. McDonald’s brand image is its strength in leadership that allows the firm to become the master of the game. The strong brand image has enabled McDonald’s to be recognized in the industry by offering quality to its customers. Adaptation to technology has enabled the firm to provide services at par with the best. Technology has enhanced standardization achievement in distribution systems which enforce code of conduct counting as its strength (Mourdoukoutas, 2012). The transformation of its brand image through its fast and convenient delivery of services saw the adjustment of its products portfolio to emerging food industry trend. The firm has thus refurbished its outlets to achieve a branded updated natural dining environment.