The paper "Summary Business Description of McDonald’ s " is a great example of a business case study. McDonald’ s is one of the most successful multinational companies with operations in over 120 countries. The company is operated through franchises and company outlets in the fast-food industry. The firm tracks its fast-food operations from May 1940 and has been able to maintain top position in the industry (Vignali, 2001). At the moment, the fast-food company has over 31, 000 both franchised and company-operated fast food outlets. The franchise agreement is in most cases are based on 20 years period.
McDonald’ s brand is among the 10 most popular brands worldwide. This is due to the company continuous marketing, brand promotions and public relations which have helped to promote the brand image (Crawford, 2015). The strong brand name acts as a major differentiator of the company from the competitors. According to Crawford (2015), McDonald’ s is primarily a franchiser with over 80% of their business operated on a franchise model. Through franchising, it becomes possible for an individual to own and operate a McDonald’ s’ branded restaurant (Vignali, 2001).
A franchiser is able to control the staff, purchases, marketing and pricing decisions while benefiting from a strong brand image. Under the franchises agreement, the company has ownership of the land or has a long term lease for the building. The franchisee is expected to pay for the equipment, signs and dé cor (Crawford, 2015). The ownership of the real estate and co-investment from the franchisees makes it possible for McDonald’ s to enforce control that ensures high performance which is among the best in the industry. McDonald’ s is well known for its homogenous image due to its uniform offerings and taste.
The company is easy to spot and has branches in almost every country (Talpau & Boscor, 2011). To expand to different countries, the company has been adhering to the local culture and tastes. This is through their speciality menu which is offered in different cultures. As the company expands, it has been innovating and introducing new menu to fit the demographics (Ottenbacher & Harrington, 2009). Summary Company products The fast-food restaurant offers a menu that is uniform in all outlets. The main emphasis in developing the menu has always been on low-value prices.
The main products include the famous burgers, Big Mac, Quarter Pounder, Chicken Sandwiches, Chicken McNuggets, French Fries, Desserts, Sundaes, Soft drinks, Cheese Burgers, Egg McMuffin, McCafe among other variations of the menu. The fast-food restaurant has also been able to come up with a customized breakfast which includes Sandwiches, Muffins, Hotcakes, Bagel and Egg McMuffin. The products are introduced based on customer needs and industry trends (McDonald’ s, 2017). The products are based on uniformity where restaurants in the US and several international markets offer a full or limited breakfast menu.
The testing of new products is done on an ongoing basis (Talpau & Boscor, 2011). In addition to the products offered by McDonald’ s, the restaurant has several other chains to address the various market sectors. This includes the Chipotle Mexican Grill and Aroma Café in the UK (McDonald’ s, 2017).
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Talpau, A. & Boscor, D. (2011). Customer-oriented marketing-A strategy that guarantees success: Starbucks and McDonald's. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 4(1), 51.
Vignali, C. (2001). McDonald’s:“think global, act local”–the marketing mix. British Food Journal, 103(2), 97-111.
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