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2. Strategic Management
GROUP 7
Nguyen Thị Que Chi 1258005
Nguyen Quoc Phi Khanh 1258024
Nguyen Thi Quynh Mai 1258031
Tran Trung Hieu
Le Thi Thu Ha 1258018
Cao Son

3. Part I
Background, Mission and Vission

4. • The largest chain of hamburger fast food restaurant.
• Slogan: I'm Lovin' It
• 68 million customers daily.
• Founded in in 1940 by Richard and Maurice
McDonald.
• Businessman Ray Kroc joined the company as a
franchise agent in 1955.
• Products: hamburgers, cheeseburgers, chicken,
softdrinks, etc.

5. Countries with McDonald's restaurants, showing their first year with
its first restaurant.

6. McDonald’s Products

7. • Key people: _Andrew J. McKenna (Chairman)
_Steve Easterbrook (CEO and President)
• Location: 36,000+ worldwide
• Revenues: the rent, royalties, and fees paid by the
franchisees.
• Revenue : _$ 27.567 billion (2012)
• _US$ 28.1057 billion (2013)
• Number of Employees:
2009: 1.9 million employees, 1.5 million of whom
work for franchises.
2014: 420,000 employees.

8. Vision statement
• "McDonald's vision is to be the world's best
quick service restaurant experience. Being the
best means providing outstanding quality,
service, cleanliness, and value, so that we
make every customer in every restaurant
smile."

9. Mission statement
• "McDonald's brand mission is to be our
customers‘ favorite place and way to
eat."

10. Part II
SWOT and CPM

11. • Opponents
• Trend toward healthy eating
(Healthy images and obesity
epidemic concern)
• Local food
• Lawsuit against McDonald
• Currency fluctuations
• Differences of culture
• Contamination risks (Ex:e-coli)
• Unhealthy food
• High price
• Menu is not diversity
• High employee turnover
• Big network
• Mostly target children
• not use organic food
• Places for the children in
restaurants
• Connect with local partners
• Technological development
• Globalization
• Expansion of social media
• Development of economy
• Home meal delivery trend
(Taste and preferences of
people )
• One of best brand recognition in the
world
• Global operation in all over the world
• Cultural diversity in the food that are
provided based on location on
restaurant
• Location in theme park, airport, Wal
mart stores and along most well
traveled roads
• Partnership with best brands
• Ranks very high on the Fortune
Magazine's food service companies
that are most admired list
• Social responsibilities with charities S O
TW

12. Competitive Profile Matrix (CPM)

13. Part III
IFE and EFE Matrix

14. IFE Matrix

15. EFE Matrix

16. Part IV
Space Matrix, Trend and Forecast

17. Space Matrix

19. Trending and Forecasting

23. THANK YOU FOR LISTENING !