AN ANALYSIS OF MCDONALD'S COMPETITIVE POSITION
MCDONALD'S COMPETITIVE POSITION AND PRIORITIES 1
MEETING COMPETITIVE PRIORITIES 6
TECHNIQUES, OPERATIONS TOOLS, AND TACTICS
USED BY THE FAST FOOD INDUSTRY 12
OPERATIONS STRATEGIES AND TACTICS USED BY
MCDONALD'S TO MAINTAIN COMPETITIVE ADVANTAGE 16
A PLAN TO IMPROVE THE TRANSFORMATION (PRODUCTION)
AND THE COMPETITIVE POSITION OF MCDONALD'S 20
MAJOR COMPETITIVE TRENDS IN THE FAST FOOD INDUSTRY 24
HOW CURRENT TRENDS AFFECT MCDONALD'S OPERATION 28
GROUP OPINION OF WHAT THE ECONOMIC AND SOCIAL
ENVIRONMENT WILL BE TEN YEARS FROM NOW 31
HOW FUTURE ENVIRONMENT AFFECT MCDONALD'S 36
ANTICIPATED OPERATIONS MANAGEMENT AND
SHOULD MAKE TO SURVIVE IN THIS NEW ENVIRONMENT 40
McDonald's, the world's largest fast food operation was also, until recently, the most profitable. Now it is undergoing a complete restructuring of its business and its philosophy.
Founded by Ray Kroc, the company has experienced many vicissitudes, and is now in the hands of a new CEO, Jack Greenberg, who faces many problems that are detailed in this analysis. They include: diminishing share, franchisee problems, menu problems, and weak ROE.
At the conclusion, there are financials for the past five years, indicating sales and profits.
MCDONALD'S COMPETITIVE POSITION AND PRIORITIES
McDonald's Corporation is in the fast food industry and operates more than 24,000 restaurants in 111 countries worldwide. In the United States, it has 12,450 US outlets, most of them in stand-alone locations that generate a 42% share of the nation's fast-food hamburger business. Corporate communications states that a new McDonald's restaurant opens every 8 hours (Catain, 1999).
McDonald's prepares and sells several fast food items in the form of sandwiches made from beef, chicken, fish, eggs and sausage, French fries, salads, soft drinks and shakes, and desserts...