Mcdonald's Strategy

Decent Essays
ST JOHN’S UNIVERSITY
McDonald’s Strategy
Development
Organizational Systems
Adrien DANTHONY, Caroline DRUOT, Angélina GAUTHIER. Pierre Pidault
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TABLE OF CONTENTS
INTRODUCTION .................................................................................................................................... 2
I. HISTORY of McDonald’s .................................................................................................................... 2
A. GENERAL HISTORY ................................................................................................................. 2
B. THE AMERICAN MARKET ...................................................................................................... 3
II. CURRENT SITUATION ....................................................................................................................
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B. DRAWBACKS
McDonald’s has gone through tough times in the past years, essentially due to the kind of products that the fats-food chain is selling, accused of promoting obesity and bad nutrition.
More and more consumers are beginning to find other healthier ways to consume.
Another big drawback is the poor customer quality service offered by the employees and the low comfort in the restaurants. Indeed, very few attentions is given to the satisfaction of the customers during interactions (order placements, delivery of the food etc.). Many signs in each restaurant also advice customers to stay less than 30min in order to make space for new customers. Eventually, McDonald’s lacks of flexibility in term of innovation compared to other fast food
2 http://www.forbes.com/sites/panosmourdoukoutas/2015/01/29/mcdonalds-most-important-advantage/
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C. A NEED TO CHANGE
McDonald’s warned it faced an “urgent” need to change in an attempt to win back customers. Indeed consumer needs have changed, and McDonald’s current performance reflects the necessity to evolve with today’s consumers, reset strategic priorities and
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Indeed, the suggestions will be implemented in few fast foods in order to have a first approach of the various changes such as the home delivery, the improvement of the service and the menus.
We will be aware of feedbacks from customers and most of all employees because they are
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the ones representing the image of the brand. Then, we will modify if necessary because at the end, it will be extended to other fast food restaurants to make a universality of the process proper to the functioning.
CONCLUSION
Regarding the current situation of McDonald’s within the US market we think that the appreciative inquiry is the best approach to implement. In fact that will allow McDonald’s employees and customer to be involve in the changes process. The feedbacks from the customers will really help the company to readapt it offer in order to meet new customers needs. All the changes will allow the company in the future to renew with success (stern the sales decrease) and improve their brand image.
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REFERENCES
• Website of McDonald’s. Available on the following link: https://www.mcdonalds.fr
• McDonalds Corporation (Forecast of benefits, dividends and results) | Boursorama.

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