Case 14: Mcdonald’s: from Big Mac Top’titplaisir

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SAIGON TECHNOLOGY UNIVERSITY INTERNATIONAL TRAINING PROGRAM CENTER TROY UNIVERSITY STRATEGIC MANAGEMENT MGT-4476 ASSIGNMENT 1 Case 14: McDonald’s:From Big Mac toP’titPlaisir Instructor: Dr. Jana K The Group: Nguyen Huy Thanh (23) HCMC,Jan,2013 2. What is the mission for McDonald’s? Analyze the quality of the mission statement; based on your analysis, rate the quality of the mission on a scale of 1 – 10 (1 = poor; 10 = excellent). a.The mission for McDonald’s: To be customers’ favorite place and way to eat and to improve operations to provide the most delicious fast food that meets customers’ satisfaction b. Analyze the quality of the mission statement * McDonald’s corporate mission statement is as follows: “Establish Starbucks as the premier purveyor of the fast food in the world, while maintaining our uncompromising principles as we grow. The following guiding principles will help us measure the appropriateness of our decisions: - Provide a great work environment and treat each other with respect and dignity. - Being the best means providing outstanding quality, service,cleanliness and value, so that we make every customer in every restaurant smile. - Develop enthusiastically satisfied customers all of the time. - Contribute positively to our communities and our environment. - Recognize that profitability is essential to our future success. - Striving continually to improve. * McDonald’s corporate objective to be become the most recognized and respected brand of fast food in the world. To achieve this goal, McDonald plans to continue to expand its operations rapidly in two ways. First, to increase its market share in existing markets and secondly, to open stores in new markets. McDonald’s objective is to become a leading and fast food brand in each of its target markets by selling the first quality fast food and

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