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McDonald’s is one of the largest fast-food restaurant chains in the world, which is operational across 118 countries, with nearly 34,000 outlets. The company has been quite successful in its venture, which is reflected in its high revenue generation of 21.08 billion in the year 2019. Over the years, the company has managed to create a strong brand image in the fast-food restaurant sector, with its consistency in food and service quality. McDonald’s is widely studied among business management students and scholars for professional essay writing, owing to its unique business operational strategies. In this article we have discussed about the mission and vision of McDonald’s, which highlights the short- and long-term goals of the company. It can definitely provide you the college essay help that you need on McDonald’s.

McDonald's Mission Statement

The mission statement of a company highlights the short-term goals of the organizations. These are clearly defined and measurable objectives that the company is currently working on. The mission statement gives a clear understanding to the stakeholders about the strategic planning of the company. In case of McDonald’s the company has defined its mission statement as: “Our aim is to provide a fun and safe environment where our customers can enjoy good food made with quality ingredients at affordable prices.” Let us break it down to help you write a paper.

The mission statement of McDonald’s covers a lot of aspects of its services. Firstly, the statement highlights the “fun and safe environment” of its restaurant outlets. The company is highly focused on delivering the best possible experience to its customers in every feasible manner. McDonald’s seek to differentiate itself from other market players through its quality of service and building an inimitable brand image. Offering a fun and safe environment for the customers adds up to augment their overall experience of visiting a McDonald’s outlet. It should be noted that the marketing mix of the company can be easily imitated by other market players, however a strong brand image is almost impossible to imitate. Therefore, McDonald’s is focused on brand building through delivering better customer experience.

The mission statement also highlights about the “good food made with quality ingredients”. This indicates that McDonald’s is highly considerate about the quality of food delivered to the customers. In order to deliver the best quality of food, McDonald’s ensure constantly monitor its supply chain, especially the quality of raw materials. Even though a significant portion of its business is dependent on franchised store, the company has strict set of regulation for quality standards that must be maintained by the franchisee. This allows the company to maintain a consistent service quality across all of its stores.

Finally, McDonald’s mission statement highlights the “affordable prices” at which the products are available. The company seek to cater to a large customer base, especially the mass market consumers. The affordability of its products allows the company to offer more value for money to the customers, thereby further strengthening its competitive advantage. It should be noted for your college paper, that the affordable pricing strategy of McDonald’s is also a part of its strategy to offer better customer experience and to create a differentiation in the market. Catering to a large number of customers, helps the company to take advantage of higher economies of scale, which leads to higher revenue generation.

McDonald's Vision Statement

The vision statement of an organization refers to the long-term goals, that the company wants to achieve in the near future. It allows the stakeholders to have a clear idea about where the company is headed and what it wants to achieve. In case of McDonald’s, its vision is “to move with velocity to drive profitable growth and becoming an even better McDonald’s serving more customers delicious food each day around the world.” Let us now dig deeper for a more comprehensive understanding for your assignment help.

The vision statement of McDonald’s indicates that the company wants to “move with velocity”, which suggests that it wants to speed up its business venture, in order to capture the market demand for fast food. The global fast-food sector has shown promising growth over the past years and is likely to grow farther in the near future. Expanding its business at a fast pace, can help the company to take full advantage of this growth trend. Moreover, it can also help McDonald’s to face the steep competition from other market players.

The company has also indicated that it wants to drive “profitable growth.” It is needless to mention that in order to sustain in the long run, a company has to make sufficient profits. The financial data of McDonald’s suggests that the firm has been able to generate increasing net income over the past few years. In the near future, McDonald’s wants to ensure that this trend in profitable growth can be maintained. Making profits consistently can also help the company to foster further expansion of its business by establishing more outlets and catering to more customers.

Finally, the vision statement suggests that the company wants to be “even better” at “serving more customers delicious food.” As mentioned earlier, McDonald’s seeks to offer better experience to its customers and not just good quality food. The vision of the company is to constantly become better at its service delivery. McDonald’s is already best known for its fast and consistent services, which sets it apart from the rest of the industry. As a part of its vision the company wants to take its service quality further, by improving its business operations in every possible manner. “Serving more customers” also indicates that the company wants to enter into new market locations and penetrate deeper into the existing markets as well, but establishing new outlets. In this context, it should be noted that the expansion strategy of McDonald’s is largely dependent on its franchising model. It makes it easier for the company to set up new outlets quickly and with lower investments. Therefore, it is expected from the company that in order to fulfil its vision, it may establish more franchised stores, while further improving its operational activities.

To Summarize

Before you start to write an essay on McDonald’s, let us summarize what we have discussed so far. The short-term mission of McDonald’s is to offer the best possible experience for the customers in their outlets, while they are served with good food made from quality ingredients. The company wants to focus on offering good service quality in order to create a strong differentiation in the market. On the other hand, the vision of the company is to achieve further expansion and improvement in its service quality. The company thrives to constantly refine its operational activities, to offer better services to its customers.

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