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Essay / Research Paper Abstract
This 16 page paper examines the fast food chain McDonalds, examines the firm in the macro environment with an in-depth PEST analysis, consideration of the core competences and the strategic decisions made in order to determine a potential improvement to the strategy. The bibliography cites 15 sources.
Page Count:
16 pages (~225 words per page)
File: TS14_TEMcD2010.rtf
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Unformatted sample text from the term paper:
1. Introduction McDonalds is a well known fast food chain, now with approximately 31,000 restaurants located in 118 different countries, serving in excess of nine million pounds of fires
a day (McDonalds, 2010). The company has faced a great deal of change since its inception in 1948 by brothers Dick and Mac McDonald, but it was a man who
came to sell them the multimix milkshake machines in 1954; Ray Kroc, that grew the company, opening the first modern McDonalds in Des Plaines, Illinois in 1954 with it only
taking 5 years until the 100th restaurant was opened in 1959. The firm was not the first mover in the fast food
industry; this belonged to Kentucky Fried Chicken, which was already an established fast food brand by the 1950s. However, this was a industry in its infancy, and the differentiation offered
by McDonalds and the ability to serve burgers without the customer waiting for the to be cooked was very attractive to the market.
New products have become core items, the Big Mac was introduced in 1968, the year after the firm started to expand internationally, into Canada and Porto Rico and it
was not until 1973 that the core Quarter Pounder burger was introduced. A year later in 1974 the chain started selling breakfasts (McDonalds, 2010). The history and development
of the firm over the last sixty years shows a large number of challenges, these have included negative publicity as well as changes in tastes, new menu items being added
as well as difficulties and eventual success in many markets after overcoming cultural barriers, this was seen in markets such as India, where the image is uniform but the menu
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