1. [Escrever texto]
Management of SMEs
Multinational Company
McDonalds’s
Department of
Marketing
Erasmus student
Simone Santos
Portugal

2. This paper intends to examine the company McDonald's
Corporation from the point of view of marketing. It will focus on
four basic points: product, price, promotion and point of sale.
The brand has become synonymous MCDONALD’S Fast Food,
or as the Americans prefers, Fast Food. The largest network of
this type of power is one of the symbols of capitalism and the
American way of life in the world. Challenged. Hated. Target of
numerous protests. None of this seems to shake its dominance in
the world. The brand became so well known that the prestigious
magazine The Economist uses its main sandwich, the Big Mac, to
make comparisons of purchasing power between countries. The
MCDONALD'S can even disappear someday, but their culture
will be forever implanted worldwide.

3. The History
The story of the transformation of MCDONALD'S the largest
network of fast food in the world began in 1937 when brothers
Richard (Dick) and Maurice (Mac) McDonald decided to open a
modest restaurant in the system Drive-In in the city of Arcadia,
California, for sell hot dogs. Shortly after, in 1940, they moved to
the city of San Bernardino, also in California, where he opened a
restaurant with the name of MCDONALD'S BAR-BQ on the
famous Route 66 with approximately 20 Carhops, waiters on
roller-skates gave the order customer in the car. This has become
extremely popular and very profitable. The menu contained 25
items, mostly barbecue. In 1948, after noticing that most of the
money they earned from selling the burger, which at the time cost
$ 0.15, the brothers totally renewed the restaurant.
In 2001, McDonald's Corporation owned approximately 30,000
restaurants in several countries, a total of approximately 1.5
million employees and $ 40.6 billion global revenue.

4. Logo
The golden arches are a symbol of
McDonald's, the global fast-food chain
restaurant. Originally, royal arches were
part of the design of the restaurant. They
were incorporated into the chain logo in
1962, which resembled a stylized restaurant, and current Golden
Arches logo, introduced in 1968, similar to an "M" for
"McDonald."
ScreenCap a McDonald commercial aired in 1979.
Slogan Graphic "You deserve a break today" campaign in 1982.