McDonald's multicultural management

Résumé du document

Even if Mc Donald's is not the fast food market pioneer and did not invent the hamburger, is now, the bigger fast food restaurant chain of the world.
Nowadays, Mc Donald's gathers more than 31 000 restaurants in 121 countries. Thanks to a specific history and a quick evolution, the brand built a real strong awareness.

The firm manages other restaurants brands as 'Aroma Cafe', 'Boston Market', 'Chipotle Mexican Grill', and 'Donatos Pizza'...
By setting up subsidiaries on several continents, its own objective is to be and keep being on strategic crossroads, in big cities... Thanks to its big geographical cover, Mc Donald's implemented the American culture over the world, without caring about the bad impacts which could occur on the country awareness and its popularity.

Concerning its turnover, this graph represents (in million $) its evolution from 1994 to 2007. It kept growing: people love hamburgers and fast food industry!!!

Extraits

[...] One year later, he decided to open a new restaurant, the “first real near Chicago. 1960: Northern American development First of all, the firm has been recalled in 1960 as Donald's Corporation”. In 1961, Mc Donald's brothers accepted to give their firm's rights to Kroc for US$ 2.7 million. Consequently, he became Mc Donald's founder. He opened several restaurants in the United States of America: brand is seen everywhere! In 1965, the firm entered the Exchange market. Ten years later, the Drive concept is established in several countries. [...]

[...] Their gestures are strongly controlled, time- analysed Mc Donald's developed a strong Human Resources strategy which link all employees and workers: they are trained in the same way. Mc Donald's philosophy turned around 4 words: Quality, Cleanness, Service and Value. The main task which is asked to worker to do with customers is SMILING! Employees have to be homogenous facing the customer. III.I.3. Classical Product We will deal with another part, based on products adaptation, but Mcdo kept into its strategy some classical products which do not change according to country needs and tastes. Those standardized products are Cheeseburger, Big Mac, Filet-O-Fish, Hapy Meal Menu III.II. [...]

[...] Mac Donald's' multicultural management I. MAC DONALDS' I.I. Brand Presentation and brief history I.I.1.About Mc Donald's: Strengths and Weaknesses I.I.2. Mc Donald's expansion First steps on the fast food market 1950's: Subsidiaries development 1960: Northern American development I.II. Mc Donald's on fast food market II. MC DO DECIDED TO GO OVERSEAS II.I. 1970's: years of Mc Donald's Internationalisation II.II. Why to internationalize its brand and its firm? III. MC STANDARDISATION OR MC ADAPTATION? III.I. Mc Donald's standardization strategy III.I.1. [...]

[...] Mc Donald's standardization strategy Like the logo, the image and the packaging, Mc Donald's succeeded in developing a strong strategy of standardization. Standardization consists on non-adapting a product, a service and every aspects which are linked to the brand and to the company. III.I.1. Target Over the world, Mc Donald's tried to target the same part of the population: children. Thanks to a big advertising budget (more than billion per year), Mc Donald's developed TV ads to catch children's attention. [...]

[...] 1970's: years of Mc Donald's Internationalisation A restaurant opened in Costa Rica, in 1970. One year later, Mc Donald's opened many restaurants in Asia, with an opening in Japan, in Europe (in Holland and in Germany), in Southern America, in Panama and in Australia. France discovered the American fast food brand in 1972, with a restaurant in Créteil. In 1972 too, a restaurant is settled in Salvador. Europe kept being Mc Donald's target, as it implemented several restaurants in Sweden in 1973, United Kingdom (1974), in Switzerland (1976), Ireland (1977), Austria (1977), Belgium in 1978, another on in France in 1979 (Strasbourg). [...]