The paper "McDonald’ s Competitive Strategy" is a great example of a management assignment. McDonald’ s was established in 1940 at 1398 North e Street in California and was established by two brothers: Richard and Maurice McDonald (Surhone, Timpledon and Marseken 2010). In 1948, the brothers introduced the “ Speedee Service System” revolutionized the fast-food restaurant. “ Speedee” was premised on a McDonald’ s mascot with a chef’ s hat that was fitted on top of a hamburger shaped head (Jakle and Sculle, 2002). In 1967, the mascot was replaced, and Ronald McDonald became the mascot and it was filed as a U. S.
trademark. In mid-1961, the name “ McDonald’ s” was trademarked in the US and the same year the “ M” symbol logo was file. The first franchise was established in 1955 by Ray Kroc in Illinois and was demolished in 1984 after numerous remodeling (Russell and Cohn, 2012). Kroc was an aggressive businessman and conflict resulted between the brothers and Kroc resulting in Kroc purchasing McDonald's. The headquarters of McDonald are located in Illinois and some of the products offered include desserts, breakfast items, soft drinks, French fries, chicken sandwiches, and hamburgers (Surhone, Timpledon, and Marseken 2010). McDonald’ s in the USA In the United States of America, the revenue that McDonald's generates is $8.85billion while the advertising is around $1.43 billion.
In addition, the customer satisfaction index score is 71% while there are more than 14,267 retail outlets in the USA. In general, the US fast food industry generates revenues of $191.03. Based on the revenues, the size of McDonald's is 4.6% in the USA (Statista, 2015). Question 2: McDonald’ s Competitive Strategy McDonald’ s Competitive Strategy Businesses have to define their market conclusively and accurately to understand competition.
It includes identifying competitors and their respective strengths. McDonald’ s has many competitors with each trying to share the market (Jakle and Sculle, 2002). McDonald’ s competitive strategy is premised on ensuring the current market is retained while new markets are created. The competitive strategies are premised on three goals to improve on the competitive gap (Russell and Cohn, 2012).
Franz, K and Smulyan, S 2011, Major Problems in American Popular Culture, London, Cengage Learning.
Jakle, J and Sculle, K 2002, Fast Food: Roadside Restaurants in the Automobile Age, London, JHU Press.
Lipman, R and Hayton, J 2013, Restaurants and Recipes for the Hcg Diet, New York, eBookIt.com
Russell, J and Cohn, R 2012, Wacky Adventures of Ronald Mcdonald, New York, Tbilisi State University.
Statista. (Feb., 3 2015). Statistics and facts on McDonald’s. Retrieved from http://www.statista.com/topics/1444/mcdonalds/
Surhone, L, Timpledon, T and Marseken, S 2010, Wacky Adventures of Ronald Mcdonald, London, VDM Publishing.
Teets, C 2012, Golden Opportunity: Remarkable Careers That Began at McDonald’s, London, Cinder Mill Press