The Mc Donald's Corporation Overview Essay

1622 words - 6 pages

Image is important and having a good brand results in minimal efforts to successfully sell products. When it comes to the food service industry, McDonald's is the leading retailer with more than 30,000 local restaurants serving nearly 50 million people in more than 119 countries every single day (McDonald's Corporation, 2007). Its brand is clearly recognized worldwide.In 1955, a man by the name of Ray Kroc opened the first McDonald's restaurant in Des Plaines, Illinois. Then, in 1965, the company went public. In 1985 McDonald's became part of the 30 companies making up the Dow Jones Industrial Average. Due to its financial success, McDonald's has always repaid its shareholders. Since the company began paying dividends in 1976, McDonald's has increased its dividend per common share amount 32 times (McDonald's Corporation, 2007).One key ingredient to McDonald's sustained growth is its effective and integrated marketing mix. The company caters to all types of people, including families, professionals, students, and people of all ages. Marketing efforts are already underway to maintain and expand its customer base regarding professionals. The company is beginning to offer wireless Internet service in its various locations. For a nominal fee, customers can munch on a Big Mac while surfing the Internet. Furthermore, stores throughout the world are being redesigned to portray a family atmosphere.In 2005, McDonald's has spent more than $705 million in the United States alone on advertising. Considering that Americans spent $134 billion on fast food purchases in 2005 (McDonald's Corporation, 2007), its advertising costs are well justified. The younger generation is certainly a critical market segment of the fast food industry. The purpose of this marketing plan is to develop a sound strategy for a new promotional product that will entice this group of individuals to frequent their local McDonald's, thus further increasing the company revenues and operating income, which reached record highs of $21.6 billion and $4.4 billion in 2006. (2007).New Product OverviewThe marketing team proposes that McDonald's offer meals free from trans-fats. Trans-fats and the effects of a diet high in trans-fats is a topic of much discussion these days. The verdict is in and trans-fats are out. Research has linked trans-fats to increase of heart diseases and diabetes. An excerpt from the Honolulu advertiser reports the following:"Trans fat worries became widespread when Dr. Walter Willett, chairman of the Harvard School of Public Health's Department of Nutrition, completed a study involving 80,000 women. His results showed that for every 5 percent increase in the amount of saturated fats a woman consumed, her risk of heart disease increased by 17 percent, while only a 2 percent increase in trans fats increased her heart disease risk by 93 percent. Additionally, Willett found that the risk of type 2 diabetes rose by 39 percent from only a 2 percent increase in calories from...

Find Another Essay On The McDonald's Corporation Overview

A Study of McDonald's Corporation Essay

1150 words - 5 pages more culturally diverse. This fact has not escaped McDonald's. Marketing experts view McDonald's as the most perceptive in targeting the growing black and Hispanic population. The corporation has a protracted history of inclusive marketing, and continues to aim various television commercials to those segments, which is likely to use more urban communication and music (Warner, 2006).Economic environment since the introduction of McDonald's Dollar

McDonalds In Colombia Essay

2180 words - 9 pages much higher. The McDonald's corporation does operate some stores, but this is only to open new markets or to continue establishing good market procedures and basic store operation. It is the desire of the corporation that each McDonald's location be individually owned and operated.When an owner is found for a restaurant, McDonald's shows them the restaurant and explains why they feel it is a good location. The potential owner has the choice of

Mc Donald's : competitor analysis, conduct a SWOT analysis, evaluate current segmentation, targeting and positioning before presenting recommendations

2731 words - 11 pages proposition.Cutting back on opening new stores. Focus on building sales at its existing restaurants rather than on adding new restaurants.Meal size salads - healthy option for customersRenowned for unhealthy8.0 ReferencesHannah Booth (May 2003), 'Fast food market cooks up ideas' Design Week, p6McDonald's Corporation is the world's..., Instant Essay http://instant-essays.com/business/mc-donalds-corporation.shtml [Accessed: 23/10/2003]McDonald's

McDonald's Corporation

2064 words - 8 pages their Franchisees. The McDonald's corporation is such as a wholesaler, whom is selling the real estate, franchises and organizations.RestaurantClean, relevant and modern are the three standards of McDonald's restaurants. Restaurants' cleanliness not only influences one's choice of where to eat but also the view of products' quality. In addition, they are differentiating McDonald's by creating more relevant experiences. McDonald's allow customers

The Rise and Fall of the McEmpire

1106 words - 4 pages vacation planning.So, I am reminded that McDonald's is not really about food.Talk to franchisees and you hear that the problem lies with McDonald's Corporation. Many feel that the brand has its challenges. Young kids (and some adults) respond to certain offerings in the Happy Meal, particularly when connected to a film or other merchandising property.However as kids become teens, the McDonald's destination is discarded in favor of other dining

McDonald's Marketing Plan

1664 words - 7 pages rewards.McDonald's OverviewImage is important and having a good brand results in minimal efforts to successfully sell products. When it comes to the food service industry, McDonald's is the leading retailer with more than 30,000 local restaurants serving nearly 50 million people in more than 119 countries every single day (McDonald's Corporation). Its brand is clearly recognized worldwide.In 1955, a man by the name of Ray Kroc opened the first

McDonalds: Hamburgers or Service?

586 words - 2 pages McDonald's Corporation is the world's leading food service organization. The corporation started out as a small drive-through in 1948 by two brothers, Dick and Mac McDonald. Throughout the past three decades they have simply been a hamburger and fries restaurant. Growing customer wants and needs along with increased competition has forced them to alter and improve their menu to better fit the environment. Factors such as growing competition and

The Golden Arches: International Franchising

2427 words - 10 pages corporations have to generate a global strategy that can be used to assist them in achieving their missions and objectives. McDonald's Corporation began expanding internationally in 1967 with the opening of restaurants in Canada and Puerto Rico. Today, the company operates more than 20,000 restaurants in 100 countries on six continents. "The Golden Arches" has been relying on international franchising as the mode of entry strategy to penetrate the global

Mcdonalds Goes Green Sustainability

974 words - 4 pages Page PAGE \* MERGEFORMAT 1 Week 2 Individual AssignmentTracie McElroyUniversity of PhoenixGroup ID: BSAH0OUXR9MGT/470 Sustainable Enterprise PlanningEvelyn Chapman-CampbellMcDonald's has really advanced and expanded from the origins as a 1948 drive-in that was founded by Maurice and Dick McDonald in San Bernardino, CA. The first alterations were brought in by Ray Kroc, the initiating enterprising father of McDonald's who believed and applied a

McDonald's - Luck or Hard Work

1952 words - 8 pages PAGE Running head: Uncovering Leadership Style PAGE \* MERGEFORMAT 1 Uncovering Leadership Style: McDonald's - Luck or Hard WorkArmen AvetisyanWalden UniversityAbstractMcDonald's Corporation is the largest fast food retail chain in the world. It became a part of the American life style. Today McDonald's Corporation consists of more than 30,000 local restaurants and serves 52 million people in more than 100 countries each day. In this

A CRITICAL EVALUATION ON THE CORPORATE COMMUNICATIONS OF MCDONALD’S

3103 words - 12 pages , frequent updating relevant contents on the site, and a good maintaining of the system to ensure the security of information. He also stated that corporation could benefit from an intranet system in many aspects: for example, sharing common policy documents, improving employees' productivity, enhance collaboration, time and cost saving and etc.To better manage 1.7 million employees, franchisees and suppliers in 119 countries, McDonald's is also a

Similar Essays

Research Paper On Mcdonald's Being An Evil Corporation. Mainly Mcdonald's Being The Worst Compared To Any Other Fast Food Restaurant Out There

1597 words - 6 pages McDonald, An Evil Corporation PAGE 1 RUNNING HEAD: McDonald, An Evil CorporationMcDonald, An Evil CorporationMcDonald = EVILWhy must people live their life through ignorance knowing that their ignorant habits are not only hurting themselves, but their family, friends and the society around them? Americans feel that because we are the number one country with the biggest amount of overweight, obese citizens that it's okay to eat a certain way

Environmental Factors Paper: A Study Of Mc Donald's Corporation

1288 words - 5 pages Environmental factors have wide-reaching implications across a company's comprehensive marketing platform. Numerous areas, such as economic or social aspects, can be sensitive and must be concentrated on appropriately for marketing success. McDonald's Corporation is an international corporation that faces these challenges and issues, a number of which will be addressed in this dissertation. Additionally, the significance of technology and how it

Mc Donald's Market Strategy Essay

1749 words - 7 pages INTRODUCTION: McDonald's Corporation is the world's leading food service organization. The corporation started out as a small drive-through in 1948 by two brothers, Dick and Mac McDonald. Raymond Albert Kroc, a salesman, saw a great opportunity in this market and advised Dick and Mac to expand their operation and open new restaurants. In 1961 Kroc bought out the McDonald brothers. By 1967 McDonalds expanded its operations to countries outside

Mc Donald's Case Study

1546 words - 6 pages McDonald's Case Study Company overview McDonald's Corporation is the world's largest chain of fast-food restaurants, primarily selling hamburgers, chicken, french fries, breakfasts and soft drinks. More recently, it also offers salads, fruit, snack wraps, and carrot sticks. The business began in 1940, with a restaurant opened by brothers Dick and Mac McDonald in San Bernardino, California. Their introduction of the "Speedee Service