p.p1 with its golden arches. Growth here

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McDonald’s has always been a recognizable brand for many years with its golden arches. Growth here in the United States was high for some time but began to slow down. The company looked to expand outside the United States and that is where the company began to take off. It flourished in many countries in Europe, Asia, Africa, and Australia. But because of its expanse from the United States, many of these international establishments caused there to be some changes in their food selections. Places like India do not eat beef so the company had to use lamb. Other places like France had not seen fast food restaurants and had more expensive taste. All in All it was a difficult task for McDonalds to expand outside the United States but the profits outweighed the difficulties. 

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One of the key elements of McDonald’s is the combination of standardization and adaption. Using it’s 4Ps strategy for example, they keep there core business which include their hamburgers, fries and big mac while using adaption product to expand the local market share more efficiently. Things also happen in there price and ways to promotion. They vary there price basing on the local purchase ability and also change their brand name and slogan to adapt to the local market. Another essential element should be their ability to integrate their competitive moves. Compared to other fast foods, instead of using solo strategy to promote and generate profits, McDonald’s is more skillful in expanding market share.

The key threats to McDonald’s domestically are the lack of growth opportunities. The market is well saturated and it would be difficult to achieve double-digit growth. Other concerns are a newfound emphasis on healthier eating. 

The key threat to McDonald’s continued success is its very own expansiveness. McDonald’s are everywhere and the dining experience is never special. Eventually the generation that grew up with fast food will come and go. Soon places like Olive garden, Bennigans, and Pizzeria Uno will become the “fast food” places in America. These chains have the added advantage of serving higher-margin alcoholic drinks. McDonald’s, meanwhile, has to continually battle Burger King and Wendy’s, which leads to a debate among consumers everywhere.

Places like Russia, China, and India all have McDonald’s spread across their countries. I believe that all government officials do not want this fast food chain in their countries. For India it is simple, they use beef in their food and they do not want a place that sells beef to be in their country and harming their religion. In places like Russia and China, McDonald’s is the entity of America. Most countries like to be around their own culture and eat food that is relevant to that culture. China specifically has a more strict market than any other country and will change any outside product that wants to enter their market so it fits with their government’s standards. 

After saying that government officials may not want McDonald’s to enter their countries, I do believe they allow it because it is what the people there want. It creates jobs and employee training. The company also gets its supplies from local farmers. Finally, thanks to changing lifestyles around the globe, more people are embracing the whole concept of fast food. The menu items are adapted according to the countries’ culture, background and preference.

The following are the possible opportunities that led to acceptance of McDonald’s globally. First, the customers are becoming more demanding and that they prefer high quality products. Second, McDonald’s is known worldwide. Third, acquisitions helped them to be known better and to tap larger markets. Fourth, competition to improve pricing. Fifth, people nowadays are career-oriented thus less time for cooking and there are increased transactions of food delivery.

Many things contributed to the decline of the McDonald’s brand between 1997 and 2002. It was not an abrupt fall, the brand had been declining slowly, painfully, and publicly for some time. The simplest analysis of what went wrong is that McDonald’s violated the three brand-building basics for enduring profitable growth: renovation, innovation, and marketing. McDonald’s spent a period of time acquiring businesses they believed to be complimentary to their core burger-and-fries model. However, during this expansion, they made the error of taking their focus away from their main goal. This allowed competitors to make jump in and resulted in their core business plummet. 

McDonald’s strategic plan is called ‘plan to win’. The concept of this plan is for McDonald’s to not be the biggest fast food restaurant chain, but to be the best fast food restaurant chain. McDonald’s tries to achieve this by applying the four P’s: Products, place, price and promotion.  Along with this they also incorporate geographic strategic plans.

In the U.S., McDonald’s strategic plan continues to focus on breakfast, chicken, beverages and convenience. These are the core areas in the United States. McDonald’s has launched the Southern Style Chicken Biscuit for breakfast and the Southern Style Chicken Sandwich for lunch and dinner. In the beverage business, McDonald’s started introducing new hot specialty coffee offerings on a market-by-market basis. In Europe, McDonald’s uses a tiered menu approach. This menu features premium selections, classic menu, and everyday affordable offerings. They also complement these with new products and limited-time food promotions’. In the Asia-Pacific, Middle East, and Africa markets, McDonald’s strategic plan is focused around convenience, breakfast, core menu extensions and value. With McDonald’s overall strategic plan and its geographical strategic plan, the company should start to see more positive financial results.

As well as all this, McDonalds also incorporates organizational strategic plans which include better restaurant operations, placing the customer first, menu variety and beverage choice. All of these strategic plans make McDonald’s global brand gain a very high turnover rate and you can see how far McDonalds has grown since it first opened up in 1940.

It is not possible for McDonald’s or any well-known company to expand globally without occasionally making mistake or generating controversy. These mistakes serve as learning experience for the company. McDonald’s franchises overseas became a favorite target of people and groups expressing anti-American and anti-globalization sentiments. These groups state that multinationals have unregulated power. Specifically, corporations are accused of seeking to maximize profit at the expense of sabotaging work safety conditions and standards, labor hiring and compensation standards, and environmental conservation principles. McDonald’s cannot space these outcries of skepticism. 

As the world’s largest restaurant chain, McDonald’s is a target for criticism. The company is often seen as a symbol of American domination of foreign economic resources even though its foreign franchises are locally owned and use locally produced food. Other criticisms include allegations of exploitation of entry-level workers, ecological damage, selling unhealthy food, production of packaging waste, exploitative advertising and adverse response to the company’s approach to preserving its image and copyright all issues. Amidst the challenges and criticisms, McDonald’s continues its stride as the global industry leader.