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McDonald's

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Presentation for Strategic Brand Management. (Year 4 Term 1)

Presentation for Strategic Brand Management. (Year 4 Term 1)

Published in: Business, Education
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  • I will be happy to have a copy of this presentation. If you could send it to vikram.totre@gmail.com I would really appreciate it!
    Regards
    Vikram Totre
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  • I will be happy to have a copy of this presentation. If you could send it to vikram.totre@gmail.com I would really appreciate it!
    Regards
    Vikram Totre
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  • Great work if you are sharing this I would love a copy
    farshad.mahlooji@yahoo.com
    thanks
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  • the most concise presentation I have seen on Mcd. can I please have a copy at bekims25@gmail.com
    would really appreciate it....thank you
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  • Great work if you are sharing this I would love a copy jimeich40@gmail.com
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  • 1. Destiny Strategy Culture Experiences
  • 2. McDestiny McStrategy McCulture McExperiences
  • 3. McDestiny }
  • 4. McDonald’s exists to revolutionize the fast food industry’s practices to enhance the welfare of society. - brandFolio
  • 5. McStrategy }
  • 6. } Strategic Heritage
  • 7. Specialize Focus on in burger families & sales children } 1948 1963 1953 1974 Ronald Ray Kroc’s McDonald franchise Charity House
  • 8. Intensive I’m Lovin’ It global campaign expansion } 1990’s 2003 2002 2006 Balanced Plan to Win Active Lifestyle
  • 9. } Strategic Environment
  • 10. know thy enemy fast food chains coffee joints & bakeries casual fast-dining restaurants
  • 11. the power of context strong criticism against obesity
  • 12. trend watching dining experience hamburger business breakfast & snacks
  • 13. } Strategic Growth
  • 14. Plan to Win
  • 15. } people products } places Plan to Win prices promotions
  • 16. McDonald’s Brand Value 2007 2006 2005 2004 0 7,500 15,000 22,500 30,000 Brand Value ($m) Interbrand
  • 17. } Strategic Positioning
  • 18. think & act different
  • 19. Breakfast 24/7 24/7 from 4a.m. Drive-thru McDelivery 24/7 Dessert McCafe Dining Kiosks
  • 20. GROIP Global Restaurant Operations Improvement Process
  • 21. Food Improvement Team
  • 22. Quality, Service, Cleanliness & Value
  • 23. McCulture }
  • 24. How is McDonald’s organized?
  • 25. } 40 Employees 10 Managers } Local owners Rigorous Food Safety Standards $2m a year business Community & charitable causes
  • 26. ? ? } the three-legged stool ?
  • 27. owners/ operators
  • 28. suppliers
  • 29. employees
  • 30. Evaluate Jim
  • 31. finding the right people hiring practices diversity people principle’s awards
  • 32. Crew Trainer Systems Business Development Management Management Crew Shift Restaurant Management Management Global Training, Learning & Development Path
  • 33. Area Department } Supervisor Manager Program Program Training Field Leadership Consultant Service Development Program Operation Program Program
  • 34. 1/2 of the executive team came from a restaurant
  • 35. McJob
  • 36. 79.1% feel valued
  • 37. 81.6% would recommend to a friend
  • 38. promise of golden arches
  • 39. Employee has an ethics or compliance question or concern. Employee speaks Employee calls If not with the direct resolved the Business supervisor or Integrity Line. other appropriate 1-800-261-9827 manager. Concerns Questions Global Compliance Global Office Compliance assigns ID# for Office confidentiality & provides initiates an guidance. investigation if necessary. Employee makes an Issue is resolved. informed decision.
  • 40. McExperience }
  • 41. brand identity & global impact
  • 42. “...set of brand associations... which represent what the brand strands for and imply a promise to customers...” - David Aaker, Building Strong Brands
  • 43. $20b business
  • 44. 120 countries
  • 45. 30,000 restaurants
  • 46. 50m people
  • 47. McDonaldization
  • 48. product
  • 49. SuperSized
  • 50. Food Studio
  • 51. price
  • 52. product + price = value
  • 53. Branded Everyday Affordability
  • 54. promotion
  • 55. Courtesy of Edelman Asia Pac.
  • 56. place
  • 57. } Enter the Brand
  • 58. “Re-imaging is essential in the competitive world of retail. We need to avoid aging faster than our customers” - Mr. Hennequin, head of McDonald’s restaurance France
  • 59. financial analysis }
  • 60. Old strategy: Growth through expansion
  • 61. 54% Debt - 1997 to 2002
  • 62. 35% Increase in Stores - 1997 to 2002
  • 63. 37% 2000 - 2002 Operating Income
  • 64. 55% 2000 - 2002 Net Income
  • 65. $40.31 1999 $16.08 2002 Stock Price
  • 66. “Adding customers to the restaurant” instead of “adding restaurants to the customer” -CEO Jim Skinner, on Plan to Win
  • 67. 32,000 2.5% 29,000 26,000 23,000 20,000 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 Total Systemwide Restaurants
  • 68. $25,000 $21,250 42% US$ in Millions $17,500 $13,750 $10,000 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 Revenue
  • 69. $4,445.00 109% $3,333.75 US$ in Millions $2,222.50 297% $1,111.25 $0 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 Operating Income Net Income
  • 70. $5,000 50% $4,000 US$ in Millions $3,000 $2,000 $1,000 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 Cash Flow from Operating Activities
  • 71. $1.00 $1.00 $0.75 $0.50 $0.25 $0 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 Divided per Share
  • 72. $50 $44.33 $40 $30 $20 $10 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 Year-end Stock Price
  • 73. $57.10 Stock Price Today
  • 74. Change in Brand Value $22,000 41% $16,500 US$ in Millions $11,000 $5,500 18% $0 2002 2003 2004 2005 2006 McDonald’s Wendy’s
  • 75. challenges & opportunities }
  • 76. Challenges customer worries saturation in the U.S. new competition
  • 77. Opportunities growth in India & China cashless payment greying population
  • 78. McDonald’s exists to revolutionize the fast food industry’s practices to enhance the welfare of society. - brandFolio
  • 79. i’m lovin’ it
  • 80. are you?

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