The McDonalds case offers us a view on many issues. What is our brand identity?

Question

The McDonalds case offers us a view on many issues. What is our brand identity? Who are our target customers? Why do those customers buy?

Let’s first look at each from three perspectives:

McDonalds in the early Kroc years.

a. What was the value proposition offered by McDonalds? What brought customers (repeatedly) in the door?

b. What did the SWOT analysis look like at this time?

McDonalds in the Skinner years (c, 2003)

a. Had the value proposition changed?

b. How does a SWOT analysis look different?

c. What do those changes suggest about the need to adapt?

McDonalds (2017)

a. How does a SWOT analysis look different?

b. What do those changes suggest about the needing to constantly challenge your value propositions for your targeted markets?

Explanation / Answer

McDonalds in the early Kroc years.

a. McDonalds in the early Kroc years imposing discipline on the production of hamburgers, French fries, and milk shakes in the American restaurant industry. He has developed a sophisticated operating and delivery system which ensures that the product served everywhere don’t not change the taste or quality. He has done this with consistency. This was the value proposition offered by McDonalds. This brought the customers (repeatedly) in the door.

b. SWOT Analysis

Strength

Weakness

Opportunity

Threat

McDonalds in the Skinner years (c, 2003)

a. No, the value proposition does not change over time.

b. SWOT changes as Strength has been increased and the weakness was reduced over time. The strength that the enhance in the restaurant business increases as the company provides the low cost franchisees and expands the locations across the world. They provide the new nutrients menu.

Strength

Weakness

Opportunity

Threat

c. These changes suggest that the company has to be very carefully while expanding the business as the expansion may take to the negative profits.

McDonalds (2017)

Strength

Weakness

Opportunity

Threat

b. These changes suggest that the company has the largest presence over the 120 countries across the world. But still they need to make the brand positioning at number one as they are at the second largest. The competition is very high in the market so has to make the same brand image.

Strength

1. Passion towards restaurant business
2. Same taste maintenance
3. Ensure Quality food

Weakness

1. Change in the business line
2. Consistency for the Same process
3. Availability of resources

Opportunity

1. Less players in market
2. Increase the global presence

Threat

1. Economic Conditions of various countries.
2. Government rules and regulations

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