This presentation has identified strategic goals and directions at Mcdonald as a case study, also included the details explanation of the objectives of each strategic goals

1. UNIT 5: PROFESSIONAL DEVELOPMENT FOR
STRATEGIC MANAGERS
Strategic Goals and Directions of Mcdonald
Akinyemi Oluwayinka John
(Assumed Regional manager)
(Stanfords college, Birmingham campus)
January, 2014

2. CONTENTS
• Introduction
• Mission Statement
• Core Goals: Strategic Goals and Objectives
• Strategic Directions
• United States Market
• Europe Market
• Asia-pacific, middle east and Africa markets
• Strategic Plans
• Personal Skills
• Professional Skills
• References

3. INTRODUCTION
• The McDonald’s Corporation is the
number one world’s largest chain of
hamburger fast food restaurants,
serving more than 68 million
customers daily in 119 countries.
• Founded: May 15, 1940
• Headquarters: Oak Brook, Illinois,
United States of America
• CEO: Donald Thompson
• Founders: Maurice and Richard
McDonald

4. MISSION STATEMENT
‘To be our customers' favourite place and way to eat and drink. Our
worldwide operations are aligned around a global strategy called
the Plan to Win, which center on an exceptional customer experience
– People, Products, Place, Price and Promotion. We are committed to
continuously improving our operations and enhancing our customers'
experience’ (McDonald 2014).

5. CORE GOAL: QUALITY, SERVICE, CLEANLINESS AND VALUE (QSC&V)
FOR EACH AND EVERY CUSTOMER, EACH AND EVERY TIME.
STRATEGIC OBJECTIVES
STRATEGIC GOALS
1. Place the customer
experience at the core of all
we do
1.
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 a great
value.

6. …….CON’T
GOALS
2. Committed to our people
OBJECTIVES
2.
We provide opportunity, nurture
talent, develop leaders and
reward achievement. We believe
that a team of well-trained
individuals with diverse
backgrounds and experiences,
working together in an
environment that fosters respect
and drives high levels of
engagement, is essential to our
continued success.

7. …….CON’T
GOALS
3.
Believe in the McDonald’s
System
3.
4.
Operate our business
ethically
4.
OBJECTIVES
Our business model, characterised
by our “three-legged stool” of
owner/operators, suppliers, and
company employees, is our
foundation, and balancing the
interests of all three groups is key.
Sound ethics is good business. At
McDonald’s, we hold ourselves and
conduct our business to high
standards of fairness, honesty, and
integrity. We are individually
accountable and collectively
responsible.

8. …….CON’T
GOALS
5.
6.
Give back to our communities
Grow our business profitably
OBJECTIVES
5.
We take seriously the responsibilities
that come with being a leader. We help
our customers build better
communities, support Ronald
McDonald House Charities, and
leverage our size, scope and resources
to help make the world a better place.
6.
McDonald’s is a publicly traded
company. As such, we work to provide
sustained profitable growth for our
shareholders. This requires a
continuous focus on our customers
and the health of our system.

9. …….CON’T
GOALS
7.
Strive continually to improve
OBJECTIVES
7.
We are a learning organization that
aims to anticipate and respond to
changing customer, employee and
system needs through constant
evolution and innovation.

10. STRATEGIC DIRECTIONS
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 five
P’s:
1.
2.
3.
4.
5.
People,
products,
place,
price and
promotion.
Along with this our firm also incorporate geographic strategic plans.

11. UNITED STATES MARKET
• 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 starting introducing new hot specialty
coffee offerings on a market-by-market basis.

12. EUROPE MARKET
• 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.

13. ASIA-PACIFIC, MIDDLE EAST AND AFRICA MARKETS
• McDonald’s strategic plan is focused around:
 Convenience,
 Breakfast,
 Core menu extensions and
 Value.

14. McDonalds incorporates organizational strategic plans which include
o Better restaurant operations,
o Placing the customer first,
o Menu variety and
o Beverage choice.
With McDonald’s overall strategic direction and its geographical strategic plans
make McDonald’s global brand gain a very high turnover rate and more
positive financial results till date.

15. PERSONAL SKILLS
• Self Confident
• Communication Skills
• Decision Making
• Management Skills
• Problem Solving
• Creative Skills

16. PROFESSIONAL SKILLS
• Leadership Skills
• Leading and Mentoring Skills
• Counselling Skills
• Coaching and Mentoring Skills
• Applying Occupational Standards to Identify

17. THANK YOU!!!

18. REFERENCES
Answers (2014) What are the Aims and Objectives of McDonalds? [online] available from
<http://wiki.answers.com/Q/What_are_the_aims_and_objectives_of_McDonalds#slide=1&article=What_are_the
_aims_and_objectives_of_McDonalds> [18 January 2014]
Forbes (2014) McDonald's Recipe for Success Brought New CEO to the Table [online] available from
<http://www.forbes.com/sites/deborahljacobs/2012/03/22/mcdonalds-recipe-for-success-brought-new-ceo-tothe-table/> [18 January 2014]
McDonalds (2014) Mission & Values [online] available from
<http://www.aboutmcdonalds.com/mcd/our_company/mission_and_values.html> [20 January 2014]
McDonalds (2014) Company Profile [online] available from
<http://www.aboutmcdonalds.com/mcd/investors/company_profile.html> [18 January 2014]
McDonalds (2014) What Makes McDonald's? [online] available from
<http://www.mcdonalds.co.uk/ukhome/whatmakesmcdonalds/questions/running-the-bsiness/businessstrategy/what-are-the-business-aims-and-objectives-for-mcdonalds-in-the-uk.html> [18 January 2014]
McDonalds (2014) Your McDonald’s Journey Starts Here [online] available from
<http://www.aboutmcdonalds.com/mcd/student_zone.html> [18 January 2014]