McDonald’s Corporation Report

  • Published: June 2022
  • 11430 Words
  • 46 Pages
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McDonald’s Corporation is a global fast food chain that serves more than 70 million customers in 119 countries employing about 200,000 people. McDonald’s operates two types of restaurants – company-owned and franchised restaurants with about 93% of restaurants belonging to the latter category (Annual Report, 2021)

McDonald’s had disappointing financial results in 2014 with a sales growth of only 1% and a decline of operating income of 8%. Steve Easterbrook, McDonald’s Chief Brand Officer was promoted as the new CEO and President effective from March 1, 2015 to turn around the business. The list of major changes introduced by Steve Easterbrook includes reducing the use of antibiotics in chicken and massively restructuring the corporation, along with introducing changes in the menu. The turnaround efforts of the new CEO Steve Easterbrook proved to be effective with the company shares hitting record by the third quarter of 2015. However, Mr. Easterbrook was fired in 2019 due to breaching McDonald’s employee code of conduct through engaging in consent sexual relationship with female employees.

New President and CEO Mr. Chris Kempczinski has proved to be effective so far, with McDonald’s emerging from COVID-19 pandemic stronger than before. In 2021, global comparable sales increased 17.0%, primarily due to strong sales performance across all segments from continued execution of the Accelerating the Arches strategy, as well as recovery from the impact of COVID-19 in the prior year. In 2021 consolidated revenues increased 21% (18% in constant currencies) to USD23.2 billion.

At the same time, the fast food giant has certain weaknesses as well. These include the menu still consisting of primarily unhealthy food and the declining brand image of McDonald’s. Furthermore, the fast food chain has very high employee turnover and the company has attracted increasing negative publicity in the past few years.

McDonald’s Corporation Report contains the application of the major analytical strategic frameworks in business studies such as SWOT, PESTEL, Porter’s Five Forces, Value Chain analysis, Ansoff Matrix and McKinsey 7S Model on McDonald’s. Moreover, the report contains analyses of McDonald’s business strategy, leadership and organizational structure and ecosystem. The report also analysis marketing strategy, ecosystem and discusses the issues of corporate social responsibility.

1. Executive Summary
2. Business Strategy
3. Leadership
4. Organisational Structure
5. Organizational Culture
6. McDonald’s and Ansoff Matrix
7. SWOT Analysis
7.1 Strengths
7.2 Weaknesses
7.3 Opportunities
7.4 Threats
8. PESTEL Analysis
8.1 Political Factors
8.2 Economic Factors
8.3 Social Factors
8.4 Technological Factors
8.5 Environmental Factors
8.6 Legal Factors
9. Marketing Strategy
9.1 7Ps of Marketing
9.2 Segmentation, Targeting & Positioning
9.3 Marketing Communication Mix
9.3.1 Print and Media Advertising
9.3.2 Sales Promotions
9.3.3 Events & Experiences
9.3.4 Public Relations
9.3.5 Direct Marketing
9.3.6 Personal Selling
10. Porter’s Five Forces Analysis
10.1 Threat of new entrants
10.2 Bargaining power of buyers
10.3 Bargaining power of suppliers
10.4 Threat of substitute products or services
10.5 Rivalry among existing firms
11. McDonald’s Value-Chain Analysis
11.1 Primary Activities
11.1.1 Inbound logistics
11.1.2 Operations
11.1.3 Outbound logistics
11.1.4 Marketing and Sales
11.1.5 Service
11.2 Support Activities
11.2.1 Infrastructure.
11.2.2 Human Resource Management
11.2.3 Technology Development
11.2.4 Procurement
12. McKinsey 7S Model
12.1 Hard Elements
12.2 Soft Elements
13. McDonald’s Ecosystem
14. Corporate Social Responsibility
14.1 CSR Programs and Initiatives
14.2 CSR Criticism
15. Recommendations

List of Figures

Figure 1 McDonald’s leadership structure in international markets
Figure 2 McDonald’s organizational structure
Figure 3 McDonald’s Ansoff Growth Matrix
Figure 4 A typical McDonald’s menu
Figure 5 Porter’s Five Forces
Figure 6 Value chain analysis
Figure 7 McKinsey 7S model

Burger King
Dynamic Yield
Pizza Hut
Starbucks Coffee
Taco Bell
The Habit Burger Grill
Yum Brands


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  • Published: June 2022
  • 11430 Words
  • 46 Pages
McDonald's Report