MPI-project - Bryan McCasland Angela Perez Emily McFarlin...

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Bryan McCasland Angela Perez Emily McFarlin BMKT 3311 Dr. Merriman November 24, 2007 Marketing Plan Investigation McDonald’s Quarter Pounder For over 50 years McDonald’s restaurants have been providing service with a smile to consumers worldwide. From its early franchised beginnings in Des Plaines, Illinois in 1955 McDonald’s Corporation has grown to the largest chain of fast-food restaurants in the world averaging over 4 billion dollars in cash from operations in the last three years. Last year alone McDonald’s add 744 new restaurants to the staggering 31,000 they currently operate in 120 different countries and territories. McDonald’s Quarter Pounder, a hamburger consisting of a quarter- pound (four ounces) beef patty, raw chopped onion, pickles, ketchup, mustard and commonly served with two slices of American cheese debuted in Fremont, California in 1971. The Quarter Pounder is known around the world by different names such as the Hamburger Royale, McRoyal, and the Cuarto de Libra . Since its inception has become one of McDonald’s most popular international menu items.
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I. The Business Mission of McDonald’s Corporation According to their 2006 Annual Report, “McDonald’s brand mission is to “be our customers’ favorite place and way to eat.” Our worldwide operations have been aligned around a global strategy called the Plan to Win centering on the five basics of an exceptional customer experience—People, Products, Place, Price and Promotion. We are committed to improving our operations and enhancing our customers’ experience.” (cite) McDonald’s is the largest fast-food and beverage chain in the restaurant industry. They are in the business of producing and selling hamburgers, cheeseburgers, chicken products, french fries, breakfast items, salads, soft drinks, milkshakes, desserts, and children’s meals. McDonald’s long-term objective stems from their first priority, “to create long-term profitable growth for shareholders” (cite). In order to make this goal obtainable McDonald’s long-term plan breaks this objective into two separate, measurable parts.
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The first part, “keep your eyes on the fries,” is McDonald’s way of referring to staying focused on running daily operations with utmost efficiency and maximum productivity. McDonald’s continuing success demands that they time and again provide an exceptional experience to the millions of customers who frequent their restaurants daily. In the coming year McDonald’s expects employees to be more committed and display improved disciplined. Doing so will enable McDonald’s to stay two steps ahead of their
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This note was uploaded on 04/15/2008 for the course BMKT 3311 taught by Professor Merriman during the Fall '07 term at University of Mary Hardin–Baylor.

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MPI-project - Bryan McCasland Angela Perez Emily McFarlin...

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