The MacDonald’s Company started as a joined venture by two brothers in California but later was sold out to their business partners who expanded it into Macdonald’s Corporation (Aswathappa, 2008). After the success of the initial franchise business, the partners resolved to expand the MacDonald’s Corporation across the country with its advertisement dubbed ‘Look for the Golden Arches,’ boosting its profits further. The company faced a number of challenges in the 1980s and 1990s but later refurbished itself in the early 21st century making it explore new avenues for growth
The paper gives a presentation about the MacDonald’s Corporation, its current position and a visualization of its future.
Current Position, Strategic Direction and Company’s Goal
McDonald is currently the leading retailer within the food industry across the world. The company is spread with over 35,000 outlets that serve an approximated 70 million people (Johansen, 2012). It has its strengths pegged on the realignment of its systems which consists of the suppliers, franchisees and the company at large. The company has a master that is customer focused which provides its employees with a common ground to expand and transform itself into its customers’ favorite joint to eat or drink. The number of McDonald’s retail shops are independently own and operated by individuals within the localities they operate. The Company’s goal is to provide a framework that will see its global business adapt within various localities it would expand to.
Current Situation and the Future
In conclusion, therefore, the company is currently involved in a mission to make its McCafe ground coffee available within various groceries in Canada amid serious rivalry within the sector (Strianese & Strainese, 2012). The company aims at capturing the Canadian market from its rivals like Tim Horton’s Inc and the Starbucks Corporation. It has intensified the competition further with its rivals hitting back by venturing into MacDonald’s original territory. The company’s future looks brighter and is destined for more success since it has decided to venture into various parts across the world especially the Middle East.
MacDonald’s chain of restaurants will overtake any other retail shop within the food industry in the countries it operates. It is because the company has branded itself in a manner that makes it more appealing to its current and potential customers than its competitors.
Johansen, L. T. M. S. R. D. (2012). Fast Food Vindication: The Story You Haven't Been Told. Los Angeles, Ca: J. Murray Press.
Aswathappa, K. (2008). International Business. New Delhi: Tata Mcgraw Hill Education.
Strianese, A. J., & Strianese, P. P. (2012). Math Principles For Food Service Occupations. Clifton Park, Ny: Delmar, Cengage Learning.