The McDonald's Turnaround Story

            
 
Case Studies | Case Study in Business, Management, Operations, Strategy, Case Study

ICMR HOME | Case Studies Collection

To download The McDonald's Turnaround Story case study (Case Code: BSTR142) click on the button below, and select the case from the list of available cases:

Business Ethics Case Studies | Case Study in Management, Operations, Strategies, Business Ethics, Case Studies


OR


Buy With PayPal

Amount to be paid:



Prefer to pay in another currency ?
Select Currency for Payment



Exchange Rates: Click Here
Delivery Details: Click Here



Business Strategy Case Studies
Business Strategy Short Case Studies
View Detailed Pricing Info
How To Order This Case
Business Case Studies
Case Studies by Area
Case Studies by Industry
Case Studies by Company

Custom Search



Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



Chat with us

Strategic Management Formulation, Implementation, & Control, 12e

Please leave your feedback

Leave Your Feedback

ICMR India ICMR India ICMR India ICMR India RSS Feed

Case Details:

Price:

Case Code : BSTR142 Electronic Format: Rs. 500;
Courier (within India):Rs. 25 Extra
Business Strategy | Case Study in Management, Operations, Strategies, Business Strategy, Case Studies

Themes

Corporate Turnaround
Case Length : 17 Pages
Period : 1999-2004
Organization : McDonald's
Pub Date : 2004
Teaching Note : Available
Countries : U.S.A
Industry : Fast-Food

Abstract:

The case gives a comprehensive account of the decline of McDonald's in the 1990s, and the events that led to the company's eventual turnaround in the early 2000s. McDonald's is the leading fast food chain in the world. Set up as a small drive-in joint in 1937, the company developed a highly successful system of franchising in the 1950s to expand across the US and later, around the world. The USP of McDonald's was cheap fast food, and the company's signature product, the Big Mac hamburger was considered an American icon. However, in the late 1980s and 1990s, the company's growth began to taper off. Analysts attributed this to a growing interest in a healthier lifestyle among people, which made them shun fat-laden fast food, and also increasing competition.


By the late 1990s and the first two years of the early 2000s, the company's profits had decreased drastically. In January 2003, McDonald's posted its first quarterly loss since it went public in 1965. In 2003, under the leadership of Jim Cantalupo, the company announced a turnaround plan aimed to restore the company's tarnished image and crumbling operations. By mid-2004, it was generally acknowledged that McDonald's had turned around.

Issues:

To analyze the reasons behind the decline of the leader in the fast food industry

To examine the events that led to the turnaround of the company

To study the nature of and trends in the US fast food industry

To understand the challenges faced by fast food companies in the 2000s and the steps that they were taking to meet these challenges

To study the future of the fast food industry, considering the changing trends and preferences of the people

Contents:

  Page No.
'Happy' Days Again 1
Background Note 2
No Longer the 'Great American Meal' 4
The Golden Arches Rise Again 8
Will New Formats Work? 10
Exhibits 12

Keywords:

McDonald's, Turnaround, Jack Greenberg, Jim Cantalupo, 'Great American Meal', Wendy's, Burger King, 'Mystery Shoppers', Advertising Campaigns, "I'm lovin' it" Campaign, Fast Food Industry, Yum Brands, Chipotle, Fazoli's and Donatos Pizzeria.

The McDonald's Turnaround Story - Next Page>>


Custom Search





Economics for Managers Textbook
Textbooks Collection

Economics for Managers Workbook
ICMR books Collection

Case Studies in Business Strategy Volume VI

Case Studies in Business Strategy
e-Book on Business Strategy

Case Study Volumes Collection

 

Case Studies Links:- Case Studies, Short Case Studies, Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Textbooks, Work Books, Case Study Volumes.