McDonalds in the United Kingdom![]() ![]() ![]() ![]() |
ICMR HOME | Case Studies Collection
» Business Strategy Case Studies Please note: This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source. |
||
Excerpts
The Downhill JourneyIn the mid-1980s, members of the London Greenpeace started a campaign against the business practices of McDonald's. In 1985, they launched an "International Day of Action against McDonald's" which was held on October 16 every year after then. In 1986, the activist group came out with a six-page pamphlet called "What's Wrong with McDonald's?-Everything they don't want you to know."... The "Plan to Win" StrategyIn 2003, McDonald's introduced the "Plan to Win" strategy globally after it reported its first quarterly loss as a public company. The loss amounted to US$ 344 million. The strategy was a business concept developed by McDonald's in order to attract more customers, increase brand loyalty, and become more profitable as a business... Back to BasicsEasterbrook , who replaced Beresford as McDonald's CEO in 2005, expressed his desire to get McDonald's back to the basics - which was to serve burgers not salads. According to him, healthier menus accounted for less than 10% of the chain's sales and that he saw no reason to continue with them... Operational StrategyMcDonald's business in the UK was driven by five factors which were a part of its "Plan to Win" strategy. The first one was being able to provide value for money by offering food at lower prices to customers... LocalizationWith its entry into the UK, McDonald's introduced American style fast food which was quite different from the English taste. For instance, for making French fries, McDonald's used imported russet potatoes. The milk shakes available at McDonald's were very thick and different from the ones available at local fast food chains...
Case Studies Links:-
Case Studies,
Short Case Studies,
Simplified Case Studies. |