Essays on Multi-National Operation and Competition Study of McDonald's Corporation Research Paper

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The paper "Multi-National Operation and Competition Study of McDonald's Corporation" is a great example of a research paper on business. In order to write this research paper, the researcher has selected McDonald's Corporation as a sample organization. The following section will brief rationales that have been influenced the researcher to select McDonald Corporation as the core focus in the paper. McDonald Corporation is the largest and iconic fast-food chain across the world and the company operates in more than 115 countries while serving almost 70 million customers daily (Hu and Xie, 2013).

The company is headquartered at Oak Brook, Illinois, U.S and it was established by Richard and Maurice McDonald in 1955 (McDonald's, 2014a). At present, McDonald's Corporation offers a full range of food items including burgers & sandwiches, chicken & fish items, breakfast items, desserts & shakes, slides & snacks, beverages, smoothies, etc (McDonald's, 2014b). 1.2 The Aim of doing this Report: Operating and Competing situation of McDonald's Corporation McDonald's Corporation has a base operation in the USA and for sake of simplicity; the study will analyze the current trend in the fast-food industry by taking the USA as a reference point.

Zwolak (2010) pointed out that the fast-food industry is defined by characteristics like 1- patrons pay before eating, 2- customers may eat the food in the restaurants or ask for delivery or take out the food from the counter while driving, 3- gross sales revenue are earned from both company-owned stores and franchises but for net revenue, sales revenue from company-owned stores is only being taken into account. McDonald’ s Corporation is not only facing competition from competitors but also facing industry-specific and macro-environmental challenges that may negatively affect the business growth of the company.

Challenges for McDonald’ s Corporation can be summarized as, challenge 1- retain a market leadership position in domestic market leadership and compete with existing players or new entrants in terms of product offering, cross-segment entry, marketing mix, customer retention, etc, challenge 2- attract health-conscious customers and diversify product portfolio in order to attract more customers and challenge 3- control value chain cost and control the financial volatility in revenue earning in order to stay afloat while the industry growth rate is getting stagnated and challenge 4- follow code of ethics in order to empower staff at the moral level and incorporate CSR activities in a comprehensive manner.


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