McDonald's Case Study

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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 System" in 1948 established the principles of the modern fast-food restaurant. The present corporation dates its founding to the opening of a franchised restaurant by Ray Kroc, in Des Plaines, Illinois on April 15, 1955, the ninth McDonald's restaurant overall. Kroc later purchased the McDonald brothers' equity in the company and led its worldwide expansion.

With the successful expansion of McDonald's into many international markets, the company has become a symbol of globalization and the spread of the American way of life. Its prominence has also made it a frequent topic of public debates about obesity, corporate ethics and consumer responsibility.

McDonald's restaurants are found in 120 countries and territories around the world and serve nearly 54 million customers each day. The company also operates other restaurant brands, such as Piles Café and Boston Market, and has a minority stake in Pret a Manger. In addition, McDonald's opens a new restaurant every three hours. Also, McDonald's has twice the market share of its closest U.S. competitor, Burger King, representing 7% of total U.S. eating-out

sales. Similarly, McDonald's serves about 1% of the world's population on any given day through its 23,000 restaurants internationally. Big Mac, the world's most sold hamburger was developed by...

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... a sponsorship deal involving the pop star Justin Timberlake. He will appear in five advertisements throughout the English-speaking world, promoting the company's products. The company also will sponsor the singer's world tour, but refuse to say how much they are paying him although some experts suggest it's in the region of $6 million (£3.6 million). The marketing campaign will be entitled 'I'm Lovin' It' and the associated tour of 35 European cities is entitled the "McDonald's Presents Justin Timberlake 'Justified' World Tour 'lovin' it' live".

References:

1. http://en.wikipedia.org/wiki/McDonald's, Wikipedia, the free encyclopedia, accessed 08.10.07

2. Merriam-Webster: 'McJob' is here to stay". The Associated Press. November 11, 2003.

3. www.mcdonalds.com/facts, accessed 09.10.07

4. http://www.transnationale.org/companies/mcdonald_s.php, accessed 09.10.07

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