The document provides an overview of McDonald's strategic management from 1955 to the present. It discusses key leaders and their contributions, such as Ray Kroc establishing the self-service and quick-service model in the 1950s. It also outlines challenges McDonald's faced, such as health concerns in the late 1990s/early 2000s. The document further analyzes McDonald's external environment, industry competitiveness, internal factors and provides a SWOT analysis. It concludes with strategies around vision, mission, operations, marketing, human resources, and more.

1. 2011-2013Strategic ManagementGroup 6

2. Introduction-1McDonald's Crisis: 1998-2003Ray Kroc 1955-1973Realized McDonald’s formula of self-service, paper-service, quick-service1962 McDonald’s introduce the world famous Golden Arches logo

3. Introduction-2Fred Turner 1973-1987 Management Science: established quality control measures, Turner’s manual Training: Hamburger UniversitySupervising franchisees: Field visit reportManagement style: Expanded the authority of regional managerAdvertising: “Ronald McDonald”McDonald’s under attack: Franchisees’ Rights McDonald’s under attack: Union Rights

4. Introduction-3Michael Quinlan 1987-1998

5. Customer service: McDonald’s service enhancement program

6. Cost Cutting: redesign restaurant, efficient construction method, Open franchisee to choose insurance company, mini-McDonalds’ and expand small-size non-traditional site

7. International expansion: Joint venture with the local partners (Start with “Big six” country)

8. 1992 open the first restaurant in Beijing, China

9. McDonald’s in Crisis: No new success menu, Shop similar hurting each customer, McDonald’s loosing market share

10. Introduction-4Jack Greenberg: 1998-2003

11. Recasting the image of McDonald’s

12. New menu: Made for you project

13. Acquisition and attacks on McDonald’s: Selling unhealthy food, exploiting Children, mistreating worker, destroy rain forests and torturing animals

14. Introduction-5Jim Skinner: 2004-

15. Improving stores’ operations

16. Substituted healthier food choices

17. Launched a Balance Lifestyle (Smart eating) and fitness programShift from beef to chicken products

18. McCafesExternal Analysis: Environment Analysis

19. External Analysis: Environment Analysis

20. External Analysis: Environment Analysis

21. External Analysis: Environment Analysis

22. External Analysis: Environment Analysis

23. External Analysis: Industry Competitiveness Analysis

24. External Analysis: Industry Competitiveness Analysis

25. External Analysis: Industry Competitiveness Analysis

26. External Analysis: Industry Competitiveness Analysis

27. External Analysis: Industry Competitiveness Analysis

28. External Analysis: Industry Competitiveness Analysis

29. External Analysis: EFAS + ICFAS

30. Internal Factors Analysis

31. Internal Factors Analysis

32. Internal Factors Analysis

33. Internal Factors Analysis

34. Internal Factors Analysis

35. Internal Factors Analysis

36. SWOT AnalysisS – StrengthLarge market share

37. Strong Brand name, Image and Reputation.

38. Location & No. of Branches

39. McDonald’s Standard

40. Capability of CEO

41. Economies of Scale

42. Listed CompanySWOT AnalysisW - WeaknessNew restaurants were opened up in wrong place.

43. McDonald’s Standard – no innovation.

44. Attack from a variety of public interest groups.

45. Unhealthy, fatty foods

46. McJobSWOT AnalysisO - OpportunitiesPopulation Growth

47. Lifestyle – Fast, Work outside

48. World’s Economic Rebound

49. Strong Brand LoyaltySWOT AnalysisT - ThreatsFlagship Brand – Focus only McDonald’s

50. Many direct/indirect no. of competitors

51. Mad Cow Disease, H1N1, Swine flu outbreak

52. Tendency to have additional tax on unhealthy foodVision"เราจะเป็นผู้นำอาหารฟาสต์ฟู้ดที่ดีที่สุด ภายใต้มาตรฐานเดียวกันทั่วโลกสำหรับทุกคน"

53. Missionเราจะเป็นสถานที่อันดับหนึ่งในใจของลูกค้า ด้วยการพัฒนากระบวนการและนำเสนออาหารที่ตรงกับความต้องการของลูกค้า ด้วยพันธกิจดังต่อไปนี้คัดสรรวัตถุดิบที่ดีและมีคุณภาพ, พัฒนาระบบห่วงโซ่อุปทานให้มีประสิทธิภาพอย่างต่อเนื่อง, สนับสนุนการทำเกษตรกรรมแบบยั่งยืน

54. พัฒนาเมนูอาหารที่หลากหลาย เพื่อตอบสนองต่อความต้องการของลูกค้าและกลมกลืนไปกับวัฒนธรรมท้องถิ่น

55. สร้างวัฒนธรรมองค์กร รับรู้และเข้าใจถึงปรัชญาของบริษัท QSCVKey Success FactorLocation / BranchesGlobal StandardLocalizationRelationship with supplier, franchisee

56. Corporate GoalSales (company & franchise) 3% / year

57. Customer visit 2% / year

58. franchise operated to be 85% of all

59. ROIIC >45% by 2013

60. Remain cost structureCorporate StrategyBCG ModelGE McKinsey MatrixADL Portfolio-Planning Matrix

61. Corporate StrategyGE McKinsey Matrix

62. Corporate StrategyBCG Model

63. Corporate StrategyADL Portfolio-Planning Matrix

64. Corporate StrategyAnsoff Growth Strategy Matrix

65. Corporate StrategyTOWS MatrixS-O Strategies Retro Campaign

66. Add Value to ProductW-O Strategies Set up “Innovation Competition”Corporate StrategyTOWS MatrixS-T Strategies Improve Supply Chain

67. Strengthened MCD’s Standard

68. Set up Legal TeamW-T Strategies Consider closing unprofitable branches

69. Launch campaign that Encourage people to exercise

70. Sponsorship in Sport ProgramBusiness Strategy

71. Business StrategySBU1: U.S.

72. Business StrategySBU2: Europe

73. Business StrategySBU3: Asia Pacific, Middle East, Africa (APMEA)

74. Business StrategyChinaOperated in China since 1990World’s fastest growing emerging marketNo. 1 growth market for McDonald'sGoal by 2013ROA 10%Sale growth 20%Sales (company & franchise) 50%Operating Cost 5%Increase to 2,000 branches

75. Functional Strategy

76. Marketing Strategy: Segmentation Segmented by “Usage Type” Focus on “Usage Rate”Reduce ‘coz Nutrition, Fat and Standard Menu TimeTasteTrendy

77. Marketing Strategy : Target Market Focus on existing customersRepeat PurchaseDiversifyValued-addedPotential Customers

78. เมนูให้เลือกหลากหลายและ LocalizeจำนวนสาขาครอบคลุมMarketing Strategy : Positioning

79. Marketing Strategy : ProductMenuNutrition added ex. Vitamin, calciumand selected oilNew localizedMenu

80. Marketing Strategy : ProductMcDonalds’ Menu

81. Marketing Strategy : PriceMore Quality, but Same PriceDepend on Income per Capita

82. Marketing Strategy : PlaceExisting RenovationNew BranchesExpansionDrive ThruDelivery

83. Marketing Strategy : PromotionAbove the line (TV Ads theme)Family Time : confidentTeenagers : get moreChild to Parent : Let’s try

84. Marketing Strategy : PromotionBelow the lineLocalized MenuIn-Store Ads.Nutrition LabelsMobile Kitchen

85. Marketing Strategy

86. Marketing Strategy: PeopleService people Training: Operation man, CountermenQuality Control: Field Service report (service, quality, cleanliness andoverall performance)McDonald’s Best Practice: Restaurant, Country and RegionMcDonald’s staff: Competency in carrierMcDonald’s culture: Each of employee should have McDonald’s culture mindset

87. Marketing Strategy: ProcessService blueprintMcDonald’s code of conduct

88. Marketing Strategy: Physical EvidenceStandard Restaurant

89. Marketing Strategy: Physical EvidenceStandard CleanlinessStandard dressing

90. McDonald’s CRMRonald Club

91. McDonald’s CRMSocial Network

92. McDonald’s CRMMoms’ quality respondents program

93. McDonald’s CRMMcDonald’sRecall the good old day

94. McDonald’s CSRRonald McDonald house charities

95. McDonald’s CSRGreener than ever

96. McDonald’s CSRI’m lovin’ it’ I’m lovin’ China

97. McDonald’s CSRMcDonald’s Community

98. Operation StrategyFranchise ManagementQuality ControlR&DSupply Chain Management