Grand strategy matrix

1. GRAND STRATEGY MATRIX
High market share of 49,6% in 2011 in the US
Burger market share but slowly on the growth
of the Fast- food industry itself.

2. Analysis Grand Matrix Strategy
1. Forward integration (joint ventures with the retailers).
2. Product development (launch new innovative
products such as healthier ingredients).
3. Market penetration through advertising, healthier
products and diverse local taste.

3. QUANTITATIVE STRATEGIC PLANNING MATRIX
• PROBLEMS:
-The US market share of McDonalds is going down.
-Product life cycle is on decline.
-Analysis 2 alternative strategies for McDonalds either expanding
their brand in Asia market, specifically in China and India or trying to
offer healthier menu.

4. • First strategy:
-Focus on China & India market.
-Revenue in Asia Pacific 50% in 4 years, compare to other regions
such as: US, Europe, America.
• Second strategy:
-Consuming healthy food.
-Not only come with vegetable, must be different with competitors. This can
enhance the company’s strong position in market.
-Identify key strategic factors for the QSPM matrix.
Then, we can formulate the type of strategy we would like to pursue base
on others above matrix such as SWOT analysis.

6. • Analyzing QSPM Matrix result
Choose the expansion to Asia market, especially China and India as a main
strategy because they have the highest potential market growth and suitable for
our company long-term strategy.