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CASE ANALYSIS: MCDONALD'S This resear

This research analyzes the McDonald's Corporation case concerning the company's decision to cease the use of foam packaging in its consumer operations. The purpose of the analysis is to develop an action plan to assist the company to both announce its new policy to the general public, and to manage the consequences of the policy change. The findings of the analysis are presented in discussions related to (1) situation analysis, (2) objectives of the action plan, and (3) strategies which will be used in carrying out the action plan.

In 1990, McDonald's licenses and operates a chain of almost 11,000 fastfood restaurants in the United States, Canada, and several other countries. The company is the industry leader in the fastfood segment of the restaurant industry, as well as in the hamburger subsegment of the industry. Although McDonald's serves foods other than hamburgers, the thrust of the company's operations is in the hamburger subsegment of the fastfood segment of the restaurant industry. Many of the company's products other than hamburgers are also served in a burger format, a factor which further identifies McDonald's with the industry's hamburger subsegment.

Although McDonald's is a generally strong company, the organization has both strengths and weaknesses. Its strengths include (1) dominance in industry, segment, and subsegment, (2) stable management, (3) strong employee and management training programs, (4) a powerful company image, (5) good product quality, and a strong financial position. McDonald's weaknesses include (1) an inferior cooking process to that of Burger King, (2) less flexibility than competitors in preparing sandwiches to customer specifications, (3) a highturnover of lowlevel employees, and (4) a tendency to stay with a policy position much longer than is true of its competitors, and so long in many cases that the company is backed into a position of being required to defend itsel...

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CASE ANALYSIS: MCDONALD'S This resear. (1969, December 31). In LotsofEssays.com. Retrieved 14:23, March 28, 2024, from https://www.lotsofessays.com/viewpaper/1699983.html