Mcdonald's Corporation - Success Strategies in Recessionary Environment
Case Code: BSTR322 Case Length: 21 Pages Period: 2007-2009 Pub Date: 2009 Teaching Note: Not Available |
Price: Rs.300 Organization: McDonald's Corporation Industry: Food and Beverage Countries: US Themes: Business Environment |
Abstract Case Intro 1 Case Intro 2 Excerpts
Abstract
The case examines the strategies adopted by McDonald's in the light of recession in the US and other developed markets to make it 'recession resistant.' Some of the strategies that McDonald's adopted to revive its business which was experiencing downturn during the early 2000s were refurbishing its restaurants, improving quality standards, longer opening hours, changes in menu etc. In late 2007 and early 2008, when the US had slipped into recession, due to reduced incomes, people grew cost conscious and started cutting down on their visits to expensive restaurants. They opted for fast food restaurants like McDonald's as they offered value for money. To cater to the people hit by recession, McDonald's revamped its 'dollar menu' and also launched several new additions to its existing menus.
McDonald's also expanded its coffee business in the US market and priced its coffee related products competitively. With all these initiatives, McDonald's was successful in reporting higher revenues and profits in a recessionary environment.
Issues
The case is structured to achieve the following teaching objectives
- Evaluate McDonald's growth strategy over the decades
- Understand how McDonald's revived its business during the early 2000s
- Analyze the strategies adopted by McDonald's for tackling recession
- Examine the challenges McDonald's is likely to face in the near future
- Study the dynamics of fast food industry in the US
Contents
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A 'Recession-Resistant' Company
Background Note
Mcdonald's - Reviving its Business
Mcdonald's - Tackling Recession
Mcdonald's - Tasting Success
Few Challenges Remain
Exhibits
Keywords
McDonald's Corporation, Recession Resistant, Dollar Menu, Recessionary Environment, US Fast Food Industry, Value Menu, Value for Money Products, Financial Performance, Plan to Win Strategy, Self-service, Economic Slowdown, Anti-obesity Campaign, McCafé, Starbucks, Cannibalization of Sales, Diversification, Stock Price Performance, Unemployment Rate
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