Company Back Ground
It is a well-known fact that McDonalds is among the most famous fast food brands in the global market. McDonalds is now operating, franchising and service the global marketing of approximately 40,000 fast food restaurants which prepare, package and sell menu of instant and ready to eat foods. The company has its branches in different countries (Elliott 2003). The company offers, various kinds of foods such as hamburgers, fried chicken, French fries and others.
However, despite of the established and popular brand of McDonalds, the company seems to be having a problem with regards to the image of the company. It can be said that McDonald’s foods brands are known to be greasy and unhealthy which affects the business performance of the company (McDonald’s 2008). This is because of the growing awareness about obesity and how it leads to serious health problems. Nowadays, people are more concerned with their health and figures.
In this regard, the company is in need to have a new strategic management approach to ensure that they will be able to sustain efficient business performance and competitive advantage. It can be said that the change plan for McDonalds is to have a new integrated marketing communications approach that will help them in establishing a good reputation and image of providing healthy foods. Values/Mission/Vision Statement
The mission of McDonalds is to promote diversity as well as inclusions among the firm’s employees and staffs, owners/operator’s and suppliers who represent diverse population of the company. On the other hand, the vision of the company is for the McDonald’s System to leverage the distinctive, strengths and assets of their diversity all over the world so as to their customer’s favourite place and way to enjoy their food. The value of McDonalds simply lies to doing their corporate and social responsibilities by helping charitable institutions and other members of the society.
Since the problem of McDonalds that needs to be strategically considered is with regards to having health foods, the change mission for this company is to be the number one company that provides healthy foods and non-greasy foods for health conscious market. On the other hand, their vision is to be the number one choice of their target markets providing them with quality and healthy foods and to be a company that adheres to the growing number of people who are obese or overweight.
It can be said that mission and vision serves as guidance for the company to achieve their organizational objective. In addition, the new mission and vision will also served as the main objective of the strategic plan to be used by the company The values and the vision of the company as declared in its 2007 Annual Report states: MacDonald : A global fast food and leader delivering exceptional results and We help improve people’s lives This is how we make a difference in the world today and this is how we strengthen our company for the future.