Company History & Timeline.

McDonald's concept was introduced in San Bernardino, California by Dick and Mac McDonald of Manchester, New Hampshire. It was modified and expanded by their business partner, Ray Kroc, of Oak Park, Illinois, who later bought out the business interests of the McDonald brothers in the concept and went on to found McDonald's Corporation.

1937 - 2010
1937: Patrick McDonald opens a hamburger and drinks stand called "The Airdrome" on historic Route 66 (now Huntington Drive) near the Monrovia Airport in Monrovia, California. 1940: Brothers Richard and Maurice McDonald move The Airdrome building 40 miles (64 km) east to San Bernardino, California, where they open the first McDonald's restaurant, near U.S. Route 66, at West 14th St and 1398 North E St., on May 15. Its menu consisted of 25 items, mostly barbecue. As was common at the time, they employed around 20 carhops. It became a popular and highly profitable teen hangout, and it was directed by Eric VanDemark.

1948: After noting that almost all of their profits came from hamburgers, the brothers closed the restaurant for several months to implement their innovative "Speedee Service System", a streamlined assembly line for hamburgers. The carhops are fired, and when the restaurant reopens it sells only hamburgers, milkshakes, and french fries. At 15 cents, the burgers are about half as expensive as at standard diners, and they are served immediately. The restaurant is extremely successful, and its fame is spread by word of mouth. 1953: The McDonalds begin to franchise their restaurant, with Neil Fox the first franchisee. The second McDonald's opens in Phoenix, Arizona at N. Central Ave and Indian School Road. It is the first to feature the Golden Arches design; later this year the original restaurant in San Bernardino is rebuilt in the same style.Third McDonald's restaurant in Downey, California, at the corner of Lakewood Blvd and Florence Ave. It is the oldest McDonald's restaurant still in operation.

 1953: Third McDonald's restaurant opens, in Downey, California at the corner of Lakewood Blvd and Florence Avenue, and is the oldest McDonald's restaurant still in operation. 1954: Entrepreneur and milkshake-mixer salesman Ray Kroc becomes fascinated by the McDonald's restaurant during a sales visit, when he learns of its extraordinary capacity and popularity. Others who had visited the restaurant and come away inspired were James McLamore, founder of Burger King, and Glen Bell, founder of Taco Bell. After seeing the restaurant in operation, Kroc approaches the McDonald brothers, who have already begun franchising, with a proposition to let him franchise McDonald's restaurants outside the company's home base of California and Arizona, with himself as the first franchisee. Kroc works hard to sell McDonald's. He even attempts to prevail on his wartime acquaintance with Walt Disney, in the failed hope of opening a McDonald's at the soon-to-be-opened Disneyland.Ray Kroc's first franchised restaurant, the tenthever location (though torn down and rebuilt twice), Fresno, California.

1955: Ray Kroc founds "McDonald's Systems, Inc." on March 2, as a legal structure for his planned franchises. Kroc opens the ninth McDonald's restaurant in Des Plaines, Illinois, in suburban Chicago on April 15. Ray Kroc hires Fred L. Turner (later CEO and Chairman) as a grillman in his store in Des Plaines. 1958: McDonald's worldwide sells its 100 millionth hamburger. First Tampa Bay Area location of McDonald's opens in Tampa, Florida.

1959: The 100th McDonald's restaurant opens in Fond du Lac, Wisconsin. McDonald's begins billboard advertising. 1960: First New England location of McDonald's opens in Massachusetts.Kroc's company is renamed McDonald's Corporation. Boston,

1961: The McDonald brothers agree to sell Kroc business rights to their operation for $2.7 million, a sum that Kroc borrows from a number of investors, including Princeton University; Kroc considers the sum extreme, and it strains his relationship with the brothers. In a handshake agreement, the brothers would also receive an overriding royalty of 1% on the gross sales. At the closing table the brothers told Ray that they were giving the real estate and rights to the

original unit to the founding employees. Ray closed the transaction, then refused to acknowledge the royalty portion of the agreement because it wasn't in writing. The brothers keep their original restaurant, but in an oversight they fail to retain the right to remain a McDonald's franchise. Renamed "The Big M", Kroc drives it out of business by opening a McDonald's just one block north; he attends the opening. Had the brothers maintained their original agreement, which granted them 0.5% of the chain's annual revenues, they or their heirs would have been collecting in excess of $100 million per year today. Had the brothers closed their handshake agreement with Ray, these royalties would have doubled. Hamburger University opens in the basement of the Elk Grove Village, Illinois, McDonald's restaurant. Bachelor of Hamburgology degrees went to graduating class of 15. 1962: McDonald's first national magazine ad appears in Life magazine. The first McDonald's restaurant with seating opens in Denver, Colorado.

1963: One of Kroc's marketing insights is his decision to advertise McDonald's hamburgers to families and children. Washington, D.C. franchisees John Gibson and Oscar Goldstein (Gee Gee Distributing Corporation) sponsor a children's show on WRC-TV called Bozo the Clown, a franchised character played by Willard Scott from 1959 until 1962. After the show was cancelled, Goldstein hires Scott to portray McDonald's new mascot, named Ronald McDonald. According to Scott, they wanted to pay him in stock, but Scott decided to take the money. Scott, looking nothing like the familiar appearance of any McDonaldland character as is known today, appeared in the first three television advertisements featuring the character. After changing the character's first name to "Ronald" and replacing Scott with a new actor, and giving him the more familiar red, white, and yellow clown features, the character eventually spreads to the rest of the country via an advertising campaign. Years later, an entire cast of "McDonaldland" characters is developed. The Filet-O-Fish is introduced in Cincinnati, Ohio, in a restaurant located in a neighborhood dominated by Roman Catholics who practiced abstinence (the avoidance of meat) on Fridays. It is the first new addition to the original menu, and goes national the following year, with fish supplied by Gorton's of Gloucester. See also Lou Groen, McDonald's sells its one billionth hamburger. The 500th McDonald's restaurant opens in Toledo, Ohio. 1964: McDonald's issues its first annual report.

 1965: Second New England location opens in Windsor, Connecticut. 1967: Third location in New England opens in Providence, Rhode Island (also first in state) The first McDonald's restaurant outside the United States opens in Richmond, British Columbia. The chain's stand-alone restaurant design which is still most common today, with mansard roof and indoor seating, is introduced.

1968: The Big Mac (similar to the Big Boy hamburger), the brainchild of Jim Delligatti, one of Ray Kroc's earliest franchisees, who by the late 1960s operated a dozen stores in Pittsburgh, Pennsylvania, is first introduced in the Pittsburgh market in 1967, before going system/nationwide a year later, following its great local success. The Hot Apple Pie is also introduced this year. The 1000th McDonald's restaurant opens in Des Plaines, Illinois.

An early-1970s McDonald's sign in Austin, Minnesota, showing the number of burgers sold. From 1969, the number was displayed in billions, increasing with every 5 billion. When the total reached 100 billion in 1993, the signs of this era were changed to display 99 billion permanently, as there was only room for two digits, though some signs use the "Billions and Billions Served" tagline. 1979: The first McDonald's in South America opens, in Brazil. 1980: McDonald's in Barcelona, Spain 1980: McDonald's introduces the McChicken sandwich, its first poultry item. It flops, and is removed from the menu, but is later reintroduced after Chicken McNuggets prove successful. 1980: The Chicken McNuggets are introduced to the menu and instantly become a success by early-1983. 1980: The 6000th McDonald's restaurant opens in Munich, Germany. 1981: The first Ronald McDonald House outside the U.S. opens in Toronto, Canada. 1981: The first McDonald's in the Philippines opens, in Morayta, Manila. 1988: The first Korean McDonald's restaurant opens in March, in Seoul's Apgujeong-dong district. 1988: McDonald's opens its first restaurant in a communist country, in Belgrade, Yugoslavia (now Serbia). Budapest, Hungary follows in the same year.

 1990: On January 31, the first Soviet McDonald's opens, in Moscow. At the time it is the largest McDonald's in the world . For political reasons, McDonald's Canada is responsible for this opening, with little input from the U.S. parent company; a wall display within the restaurant shows the Canadian and Soviet flags. To overcome Soviet supply problems, the company creates its own supply chain, including farms, within the USSR. Unlike other foreign investments, the restaurant accepts rubles, not dollars, and is extremely popular, with waiting lines of several hours common in its early days. 1990: Many other McDonald's restaurants open in Eastern Europe. 1990: In October, the first McDonald's opens in mainland China, in the city and Special Economic Zone (SEZ) of Shenzhen, Guangdong province. 1998: Jack M. Greenberg succeeds Michael R. Quinlan as CEO. 1999: First McDonald's restaurant opens in Tbilisi, Georgia. Jack Greenberg is elevated to Chairman and CEO. 1999: French leftist activist Jos Bov and others gain worldwide attention when they destroy a half-built McDonald's franchise in Millau (Aveyron). The incident follows a European Union ban on American meat imports, on the grounds that they use hormone treatments; in response the U.S. had increased import duties on French Roquefort cheese and other European Union products. Bov was sentenced to three months in prison for his role in the incident. 2000: Eric Schlosser publishes Fast Food Nation, a book critical of fast food in general and McDonald's in particular. 2000: The company opens its 1000th British store, inside the Millennium Dome. 2001: The FBI reports that employees of Simon Worldwide, a company hired by McDonald's to provide promotion marketing services for Happy Meals and the 'Millionaire'/'Monopoly' contest, stole winning game pieces worth more than $20 million. 2002: A survey in Restaurants and Institutions magazine ranks McDonald's 15th in food quality among hamburger chains, highlighting the company's failure to enforce standards across its franchise network. 2002: McDonald's posts its first quarterly loss ($344m), for the last quarter. It responds to the stiff competition from other fast-food restaurants, offering higher quality burgers and more variety, by attempting to move more upmarket by expanding its menu and refitting restaurants. It announces it is withdrawing from three countries (including Bolivia) and closing 175 underperforming restaurants. 2002: In October of this year, McDonald's opens the first of 2 corporate stores in Lincoln, Nebraska to test concept restaurant called "3N1". The concept incorporated a "Sandwich & Platter" casual dining area, a "bakery and ice cream" area featuring gourmet coffees, and a traditional McDonald's into one building [2].

The second store is launched approximately six months later. The concept is spearheaded by Tom Ryan, who was Executive Vice President and Chief Concept Officer at the time. The concept is abandoned in less than a year, and Ryan leaves McDonald's to join Quiznos. 2004: Chairman and CEO Jim Cantalupo dies suddenly at the age of 60 in his hotel room of an apparent heart attack while attending the annual franchisee convention in Las Vegas, Nevada on April 19. A 30-year veteran of the organization, Cantalupo had previously served as President and CEO of McDonald's International. He is credited with introducing the premium salad line and reformulating Chicken McNuggets to include leaner, all-white meat. Andrew J. McKenna, Sr., a prominent Chicago businessman and a McDonald's director, is elected Nonexecutive Chairman, and Charlie Bell of Sydney, Australia, is elected President and CEO of McDonald's Corporation. A month later Bell is diagnosed with colorectal cancer during a physical exam required for his new post and dies in January of the next year. Like retired chairman and former CEO Fred L. Turner, Bell began his McDonald's career as a crew member. He was promoted frequently, serving as the corporation's Chief Operating Officer and as President of both McDonald's Europe and of the Asia/Pacific, Middle East and Africa Group. 2005: Owing in part to competitive pressure, McDonald's Australia adopts "Made for you" cooking platform in which the food is prepared from pre-cooked meat after the customer orders (as opposed to the firm's normal procedure since 1948, in which the food is cooked then sold as needed). It should become standard practice in all Australian restaurants by 2007. Some restaurants in New Zealand also follow suit. The practice had earlier been tested, and abandoned, in the U.S. 2005: McDonald's in Singapore began their McDelivery service: customers place their food orders over the phone, and it is delivered to wherever they are. The service is available 24 hours a day, 7 days a week. 2005: McDonald's opens a Wi-Fi service in selected restaurants with Nintendo DS video games. 2006: McDonald's announces that it will include nutritional information on the packaging for all products beginning in March [9] and that its upcoming menu changes will emphasize chicken, salads, and other "fresh foods" rather than hamburgers [10]. 2006: McDonald's begins their "forever young" branding by redesigning their restaurants. 2006: Anna Svidersky is murdered by David Sullivan while working in an Anderson Road McDonald's in Vancouver, Washington. 2006: McDonald's and Disney end their 10 year promotional partnership. 2007: Dreamworks Animation and McDonald's begins promotional partnership.

 2007: McDonald's reintroduces its 42-ounce super-size soda under the name Hugo. 2008: Mcdonald's introduces the McSkillet burrito. This larger breakfast consists of scramble eggs, red & green bell peppers, onions, potatoes, salsa and sausage wrapped in a flour tortilla. 2008: McDonald's introduces the Chicken Biscuit and the Southern Style Chicken Sandwich. 2008: In November, McDonald's starts phasing in new designs for their containers. They also introduced a new menu board design that featured warmer, darker colors, more realistic photos with the food on plates and drinks in glasses. The design should hit nationwide in 2009. 2009: 20th Century Fox and McDonald's begins promotional partnership. 2009: McDonald's introduces three versions of Angus Burgers: Angus Deluxe, Angus Bacon & Cheese, and Angus Mushroom & Swiss. 2009: First McDonald's opens in Cusco, Peru. Since 1996 a total of 21 McDonald's , 8 McCaf and 36 soft drink/ice cream stands are opened in Lima and across Peru. 20 more McDonald's are scheduled to be opened in the next two fiscal years. [edit]2010's 2010: McDonald's introduces Real Fruit smoothies and the Angus Snack Wrap. 2010: McDonald's introduces Fruit & Maple Oatmeal to its menu. 2011: McDonald's reintroduces the Asian salad. 2011: McDonald's makes a deal with the Marine Stewardship Council to certify the fish used for the Filet-O-Fish sold in Europe.

Organizational Structure
Board of Directors.
Andrew J. McKenna Non-Executive Chairman of McDonalds Corporation since April 2004 and also Chairman of Schwarz Supply Source, a printer, converter, producer and distributor of packaging and promotional materials. Mr. McKenna serves as a director of Skyline Corporation. He has served over the years on many civic, community and philanthropic boards and currently serves as a trustee of Ronald McDonald House Charities, Museum of Science and Industry and University of Notre Dame and as a director of Big Shoulders Fund of the Archdiocese of Chicago, Childrens Memorial Hospital of Chicago, Ireland Economic Advisory Board, Lyric Opera of Chicago and United Way of Metropolitan Chicago among others. Mr. McKenna is also the Founding Chairman of Chicago Metropolis 2020. Director since 1991. Class of 2012. Susan E. Arnold Former President - Global Business Units of The Procter & Gamble Company from 2007 until March 2009 when she retired from that post. Prior to that time, Vice Chair of P&G Beauty and Health since 2006; and Vice Chair of P&G Beauty since 2004. Director of The Walt Disney Company. Director since 2008. Class of 2014. Robert A. Eckert Chairman and Chief Executive Officer of Mattel, Inc., a designer, manufacturer and marketer of family products, since May 2000. Director of Levi Strauss & Co. Director since 2003. Class of 2012. Enrique Hernandez, Jr. President and Chief Executive Officer of Inter-Con Security Systems, Inc., a provider of high-end security and facility support services to government, utilities and industrial customers. Non-executive Chairman of Nordstrom, Inc., and Director of Chevron Corporation and Wells Fargo & Company. Director since 1996. Class of 2012.

Jeanne P. Jackson President of Direct to Consumer for NIKE, Inc., a designer, marketer and distributor of athletic footwear, equipment and accessories, since March 2009. Between 2002 and 2009, Chief Executive Officer of MSP Capital, a private investment company. Director of Motorola Mobility Holdings, Inc. Director since 1999. Class of 2012. Richard H. Lenny Operating Partner of Friedman, Fleischer & Lowe, LLC, a private equity firm, since January 2011. Former Chairman, President and Chief Executive Officer of The Hershey Company, a manufacturer, distributor and marketer of candy, snacks and candy-related grocery products, from January 2002 until his retirement in December 2007. Director of ConAgra Foods, Inc. and Discover Financial Services. Director since 2005. Class of 2014. Walter E. Massey President of the School of the Art Institute of Chicago, since September 2010. Also, President Emeritus of Morehouse College having served as its President from 1995 to June 2007. Director since 1998. Class of 2013. Cary D. McMillan Chief Executive Officer of True Partners Consulting LLC, a professional services firm providing tax and other financial services, since December 2005. From October 2001 to May 2004, he was the Chief Executive Officer of Sara Lee Branded Apparel and from January 2000 to May 2004, Executive Vice President of Sara Lee Corporation, a branded consumer packaged goods company. Director of American Eagle Outfitters, Inc. Director since 2003. Class of 2014. Sheila A. Penrose Non-executive Chairman of Jones Lang LaSalle Incorporated, a global real estate services and money management firm, since January 2005. From October 2000 to December 2007, she was President of the Penrose Group, a provider of strategic advisory services on financial and organization strategies. Director since 2006. Class of 2014. John W. Rogers, Jr. Chairman and Chief Executive Officer of Ariel Investments, LLC, an institutional money management firm, which he founded in 1983. Director of Aon Corporation and Exelon Corporation, and a trustee of

Ariel Investment Trust. Director since 2003. Class of 2013. James A. Skinner Vice Chairman and Chief Executive Officer, a post to which he was elected in November 2004 and he has also served as a Director since that time. Vice Chairman from January 2003 to November 2004. Mr. Skinner has been with the Company for 40 years and has held various management positions during that time. Director of Illinois Tool Works Inc. and Walgreen Co. Class of 2014. Roger W. Stone Chairman and Chief Executive Officer of KapStone Paper and Packaging Corporation, formerly Stone Arcade Acquisition Corporation, since April 2005. Mr. Stone was Manager of StoneKaplan Investments, LLC from July 2004 to January 2007. Nonexecutive Chairman of Stone Tan China Holding Corporation and Stone Tan China Acquisition (Hong Kong) Company Limited. Director since 1989. Class of 2013. Donald Thompson President and Chief Operating Officer, a post to which he was elected in January 2010 and has also served as a Director since January 2011. President, McDonald's USA from August 2006 to January 2010, Executive Vice President and Chief Operations Officer, McDonald's USA from January 2005 to August 2006. Mr. Thompson has been with the Company for 20 years and has held various management positions during that time. Director of Exelon Corporation. Class of 2012. Miles D. White Chairman and Chief Executive Officer of Abbott Laboratories, a pharmaceuticals and biotechnology company, since 1999. Director of Caterpillar, Inc. Director since 2009. Class of 2013.

Products & Services.

McDonald's predominantly sells hamburgers, various types of chicken sandwiches and products, French fries, soft drinks, breakfast items, and desserts. In most markets, McDonald's offers salads and vegetarian items, wraps and other localized fare. On a seasonal basis, McDonald's offers the McRib sandwich. Some speculate the seasonality of the McRib adds to its appeal. Various countries, especially in Asia, are currently serving soup. This local deviation from the standard menu is a characteristic for which the chain is particularly known, and one which is employed either to abide by regional food taboos (such as the religious prohibition of beef consumption in India) or to make available foods with which the regional market is more familiar (such as the sale of McRice in Indonesia). Being a Muslim-majority country, all McDonald's in Malaysia are certified halal. Thus, pork products are not offered in Malaysian McDonald's to satisfy halal certification requirements. The standard menu items served in Malaysia include Big Mac, Cheeseburger, Double Cheeseburger, Quarter Pounder, Big N' Tasty, McChicken, Chicken McNuggets, FilletO-Fish and McMuffins. Local menu items: Spicy Chicken McDeluxe: A burger consists of marinated chicken thigh meat with crispy coat, with lettuce and special sauce in corn meal-bun. Ayam Goreng McD (Literally McD Fried Chicken): A two-piece fried chicken. Comes in regular or spicy. Bubur Ayam McD (Literally McD Chicken Rice Porridge): Chicken strips in rice porridge with scallions, sliced ginger, fried shallots and diced chillies. Beef burger: A basic beef burger, marketed under the McSaver menu. Chicken burger: A basic chicken burger, marketed under the McSaver menu.

Prosperity Beef Burger: Offered before the Chinese New Year and available throughout Chinese New Year season, normally in December which is just few months before the festival. Prosperity Chicken Burger: Offered right after the introduction of Prosperity Beef Burger, but it is still available before the Chinese New Year and available throughout Chinese New Year season Double McChicken, Double Fillet-O-Fish, Double McDeluxe: Respective burgers with double patty, limited-time recurring items. Currently served in Mcdonalds' Malaysia for a limited time. GCB (Grilled Chicken Burger): A burger with grilled chicken thigh topped with sauce and lettuce, served in 2010 and 2011. Bubur Ikan McD: Fish rice porridge, served in 2002. Grilled Chicken Foldover: Equivalent to McArabia, served in 2006-2007. Spicy McNuggets: Served during the 2006 World Cup season Mega Mac: A burger consisting of four beef patties, served in 2008 Kiwi Sundae: Served in 2000 in Kuala Lumpur Chicken McDeluxe: The chicken patty is made from 100% chicken breast. Served in 2011. Double Chicken McDeluxe: Served in 2011. McFlurry Milo: Served in 2011 in nationwide.McFizz: A special type of beverage which is a mix of Minute Maid 100% orange juice and Sprite. Served with Prosperity Burger set in 2011.

In order to compete with other McDonalds approach their customer in various types of technique, this is including by bringing their product more closer to their customer, making it more easier for consumer to reach them by having Delivery service, it is one of McDonalds market strategies. Other services such as Indoor Party or Take Out Party, They also provide playground for certain outlet.

Vision, Mission & Objectives.

BRAND MISSION BRAND PROMISE OUR VALUES To be our customers' favourite place and way to eat. To provide Simple Easy Enjoyment to every customer at every visit. McDonald's mission is to be our customers' favourite place and way to eat with inspired people who delight each customer with unmatched quality, service, cleanliness and value every time.

The following core values guide our actions as we strive to achieve our mission: We place the customer experience at the core of all we do Our customers are the reason for our existence. We demonstrate our appreciation by providing them with high quality food and superior service, in a clean, welcoming environment, at great value. Our goal is outstanding QSC&V for each customer every time. We are committed to our people We provide opportunity, recognise talent, and develop leaders. We believe that a diverse team of well-trained individuals working together in an environment that fosters respect and drives high levels of engagement is essential to our continued success. We believe in the McDonalds System McDonalds business model, depicted by the threelegged stool of owner/operators, suppliers, and company employees, is our foundation, and the balance of interests among the three groups is key. We operate our business ethically Sound ethics is good business. At McDonalds, we hold ourselves and conduct our business to the highest possible standards of fairness, honesty and integrity. We are individually accountable and collectively responsible.

We give back to our communities We take seriously the responsibilities that come with being a leader. We help our customers build better communities, support RMHC, and leverage our size, scope and resources to help make the world a better place. We are committed to sustainable business practices and are determined to conduct our operations in a manner that does not compromise the ability of future generations to meet their needs. We grow our business profitably Our stakeholders support our ability to serve our customers. In return, we work to provide sustained, profitable growth for all members of our system and our investors. We strive continually to improve We consider ourselves a learning organisation that is green and growing which anticipates and responds to changing customer, employee, system and community needs through constant evolution and innovation.

Objectives
to serve good food in a friendly and fun environment to be a socially responsible company to provide good returns to its shareholders to provide its customers with food of a high standard, quick service and value for money

SWOT Analysis.
McDonald's is one of the chief international retailers in providing foodservices to its customers. There are more than 30,000 local restaurants which cater nearly about 52 million people every day by providing world class fast-food in more than 100 countries. McDonalds chain is spread all over the world. 70 % restaurants of Mc Donalds are local and independent franchisee which own and operate globally. McDonalds holds a major part of the share in the globally popular restaurant industry in approximately all the countries where it is operating its services Strengths McDonald holds a strong market place in the global environment. Its brand equity, uniformity of its successful products, etc. provides it a different identity in the market. Weaknesses Along with the strengths, there are some weaknesses that could turn out the winning plan of McDonald. Limited product development, declining market share and dissatisfied franchisee adds up to the weakness of a firm. Opportunities McDonalds is currently serving only 1 % of the population. This shows that there is enough area for it to expand. Moreover, the dining-out population is continuously increasing which provides more opportunities to the firm. Threats The increasing competition in the fast food industry presents threats to the firm. Moreover, consumers are increasingly becoming more health conscious, and this would adversely affect the demand of McDonalds products. As it operates at the international level, fluctuations in the exchange rates add up to the threats for the company.

Planning & Strategies.

Global strategy McDonalds has joined the list of Fortune 500 corporations. The strategic planning for marketing needs to be very effective. McDonalds provide its menu in other countries according to the culture of different regions. For example, in India, the non-vegetarian list of food includes chicken and fish items only. Beef is not included in the menu because in India it is believed to be as sacred. McDonalds also incorporates social responsibility in its strategy. Lot of its products have an exclusive and distinctive packaging designs to provide insulation, help in making sure that the food is safe, and making them easy to carryout. This gives them a lot of continuing opportunities to reduce the impacts of their packaging on environment and to provide industry leadership in natural resource protection. It also considers pollution prevention in its strategy as a chief issue and also takes various steps to protect the environment from the harmful waste and the use of paper in packaging. McDonalds have been working on several aspects to integrate environmentally responsible fiber procurement practices into the packaging supply chain. (Products: Responsible Purchasing Managing our Packaging Impacts, 2006) Functional Strategy At McDonalds, managers know that the employees are the most valuable resource of the organization and they employ various techniques to train them and providing them with adequate skills to handle the customers, retain them and most importantly make new ones. Marketing Strategies McDonalds opens its branches mainly in shopping malls, multiplexes, theatres, in areas which are located at the heart of city, shopping hubs and places where people come to look for some entertainment. It offers unique and world-class products of international quality and taste. It caters to the several countries all over the world. The new strategies of McDonalds include leveraging brand equity. Goop pricing plays a greater role in retaining the customers and making them come back to eat. Thus, they effectively price their products and keep on giving discounts and attractive combos like happy meal and economy meal. They also give toys to children at free of cost, and other gifts with their meals. It also offers a facility of delivery at homes and easy availability to its customers.

Product Development Strategy Its new product development strategy focuses on core business. It includes dealing with the major issues of quality and taste and also to ensure that the customers get assured nutrition and hygiene in the food. It focuses on the delivery methods to the customers and tries to make them easy and quickly accessible to the customers. By providing more of family value meals and happy meals, it could improve upon its revenues. Also, by giving something more and extra, like MBX (McDonalds Big Extra). Strategy Related to Suppliers Diversity McDonalds has adopted the supplier diversity strategy which is a pro-active process which gives equal access to all the competent suppliers. This industry of quick service restaurant has now identified the significance of laying stress on women, minority, and also on experienced persons, who are disabled, as a part of their strategic alliance in the supply chain. Yes, McDonalds would definitely grow in the world market as their choice and planning of strategies in different countries and markets are very much effective and efficient.

Customers & Competitors. Recommendations.

McDonalds Strategies McDonalds real goal as a corporation is to make money for the stockholders. Their stated goal is Long term sustainable growth for all stakeholders. McDonalds has realized that they are reaching a big maturation stage in the business cycle, based on its profits slowing down more and more every year. It is going to be time to reinvent or re-image this corporation to try to start the business cycle over again. Recommendations for McDonalds More Healthy Choices McDonalds should develop menu choices that are healthy and socially acceptable. It is possible to develop a menu that people will enjoy and that also fits into the original Speedy Service model the company introduced in the 1950s. Use local food sources where possible. Using local sources decreases the time to market, and also decreases the use of fuel to transport goods. Increase presence in Asian countries McDonald's has most certainly had a profound effect on China. When the first McDonald's opened in Beijing more than a dozen years ago, 40,000 people lined up to observe a Big Mac and get their picture taken with the infamous Ronald McDonald. McDonald's is growing faster in China than in the United States. McDonalds owns & operates more than 600 stores across 105 cities in China. More than 100 more McDonald's stores will be added annually to Chinese cities within the coming years.