EMA Case Study - McDonald Corporation - Management Assignment Help

Assignment Task -                 
 

Learning Outcome

1. To understand the concepts, theoretical ideas and empirical findings that is at the heart of the study and practice of strategy 
2.To evaluate and apply these concepts, theoretical ideas and empirical findings to develop your own views on strategic decision-making in organisations.

Word limit: 2000 words.

About the EMA

This EMA is based upon the case ‘McDonald Corporation’. This EMA is intended to help you build towards achievement of several B301 Learning Outcomes. The case ‘McDonald Corporation’ is written from the perspective of McDonald’s CEO Steve Easterbrook. Easterbrook assumed office in March 2015, and the case highlights the company’s recent and dramatic decline in performance amidst increasing competition. In addition, the case details Easterbrook’s strategic initiatives in an attempted turnaround of McDonald’s fortunes.

With some $25 billion in sales (in 2017) and some 45,000 restaurants globally (thereof 27,000 in the U.S.), McDonald’s remains the largest quick-service restaurant (QSR) chain. At the same time, McDonald’s has been struggling on several fronts in recent years. Attempting to be ‘everything for everybody,’ McDonald’s fell victim to being “stuck-in-middle,” without a clear strategic position. With such a large global presence of restaurants and franchisees, any changes coming from McDonald’s headquarters require significant leadership, investment, and potential risk. Easterbrook must confront several challenges if he is to return the company to its former glory.

In brief, the company is amid its most serious turnaround situation, and needs to define a clear strategic position to deal with competitive challenges on several fronts.There are two tasks that you must perform to complete this EMA.

TASK ONE (1000 words)

After reading the case study McDonald’s Corporation, prepare a report on the attractiveness of the fast food industry from the perspective of McDonald’s Corporation, an American fast food company founded in California, United States, best known for its hamburgers, cheeseburgers, French fries, soft drinks, wraps, and desserts now faces the challenges of increased competition. You should prepare your answer in a report
format and comment on.     

• The strategic issues that McDonald needs to address 
• The core competencies of McDonald
• The business model of McDonald? Also, discuss on the various strategies/techniques how McDonald earns money? 

TASK TWO (1000 words)

Your task is to analyse McDonald Corporation’s external environment and prepare:

• The trends in McDonald’s’ external environment that are likely to have the greatest impact on the company’s ability to sustain a competitive advantage?

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