Strategic Plan for McDonald's Corporation Research Paper

Strategic Plan for McDonald's Corporation - Research Paper Example The strengths that an organization possesses are crucial because they are used to counter the weaknesses and threats that the organization faces. McDonald's Corporation is not new in the market but that does not mean that its success cannot be challenged by emerging entities (Evans, 2011). McDonald's Corporation was started in the year 1940 and it has grown to become the largest hamburger and fast food outlet in the world. It serves more than sixty-eight million customers everyday in one hundred and nineteen countries. This implies that the outlets are the most frequented by customers across the world. The company was started by two brothers, Richard and Maurice McDonald but they were later joined by Ray Kroc in the year 1955 as a franchise agent. All McDonald's restaurants are operated by an affiliate, a franchisee, or the company. Furthermore, most of the company’s revenue comes from fees and royalties from franchisees, rent, or sales from the company operated restaurants. T he main products offered by McDonald's restaurants are cheeseburgers, hamburgers, French fries, chicken, soft drinks, desserts, breakfast items and milkshakes. The world of business has been changing over the last few years and in a bid to ensure that customers are satisfied, the company has expanded its operations to include wraps, fruits, smoothies and salads (Evans 2011). The first restaurant to be opened under the name of McDonald's was situated at 398 North E Street at West 14th Street in San Bernardino. It was opened by the two McDonald's brothers mentioned above. The brothers noticed that restaurants operated by the name of the White Castle were making profits because of operating in the Speedee Service System. The brothers took advantage of the new phenomenon to make their name in the fast food industry. In addition, they used a mascot that was of a man with a chef’s hat, which was worn on a hamburger shaped head. Ronald McDonald replaced the mascot with a man shaped as a clown with his legs puffed out in 1967. The name McDonald’s became a trademark in the US after it was filed for the same status on 04 May 1961. After Kroc joined the company he later purchased it from the McDonald’s brothers and later transformed the business into international status (Evans 2011). Kroc’s way of doing business was very aggressive, which meant that he was incompatible with the McDonald’s brothers. Although the brothers contested the takeover, it is worth noting that Kroc won the battle and purchased the equity that the brothers owned. This was the second birth of the organization because Kroc had other ideas for the organization. In a bid to ensure that Kroc broke away from the founders’ way of doing business, he sold the first McDonald's Corporation’s outlet. The first restaurant, which was situated at San Bernardino, was sold to Juan Pollo restaurants after its demolition in 1976. Globalization and the American way of life are closely associated with the organization because of the way it has spread to several countries across the world. In addition, debates have been going about obesity, consumer responsibility and corporate ethics (Evans 2011). Although people are concerned about the products that are offered at the organization, it has to be noted that people make their own choices. This implies that most of the foods that are served at the restaurant have health concerns but the organization does not force