BUS460 Group Project McDonald S 2013 Sa
HONG KONG SHUE YAN UNIVERSITY
BUS 460 Business Strategy
Group Project
Topic: McDonald’s – Strategic Directions
Submitted To: Dr. Adolphus Y. Y. Wan
Section 3 Group 8
Lai Wing Sum, Vincent (103120)
Chui Sze Chung, Onion (103161)
Ng Cheuk Yin, Alex (103181)
Ip Lee Ying, Chantal (103232)
Date: 19th December 2013
Table of Content
Chapter 1: Introduction 1
Chapter 2: Background 1
Chapter 3: Problems Identification 4
Section 1: SWOT Analysis 4
Section 2: TOWS Matrix 4
Problem 1 (S1O2): Inappropriate Strategy for Globalization 4
Problem2 (S2T2): HRM vs. Hyper-competition 6
Problem 3 (W2O1): Poor Supply Chain Management 8
Problem 4 (W1T1 ): Lack of Corporate Social Responsibility 9
Chapter 4: Recommendations 9
Section 1: Strategy Formulation 11
Section 2: Strategy Implementation 12
Part I: Programs 12
Part II: Budgets 17
Part III: Procedures 18
Section 3: Evaluation and Controls and Feedback/Learning Process 19
Chapter 5: Conclusion 20
Reference 21
Appendices 25
Appendix I: List of Figures 25
Appendix II: Division of Labour 26
Appendix III: Tutorial Schedule 27
Chapter 1: Introduction
The objective of this project (“Project”) is to help McDonald’s Corporation (“McDonald’s”) to review its strategic directions through the problem-identification-and-solution approach. With the rapid changes in the competitive market of the fast-food industry, it is difficult for McDonald’s to keep good track of operating performance if it continues to rely on the original strategies. The reason for choosing McDonald’s as our research object is that its net income decreased in 2012 (McDonald’s, 2012). In respect of research methodology, we use secondary data collection and analysis. Secondary data is collected from journals, reports and the internet. For the purpose of identifying problems and designing solutions about the strategic directions of McDonald’s, the following Strategic Management Model (Johnson et al., 2009) is applied.
Followed by this chapter is McDonald’s
BUS 460 Business Strategy
Group Project
Topic: McDonald’s – Strategic Directions
Submitted To: Dr. Adolphus Y. Y. Wan
Section 3 Group 8
Lai Wing Sum, Vincent (103120)
Chui Sze Chung, Onion (103161)
Ng Cheuk Yin, Alex (103181)
Ip Lee Ying, Chantal (103232)
Date: 19th December 2013
Table of Content
Chapter 1: Introduction 1
Chapter 2: Background 1
Chapter 3: Problems Identification 4
Section 1: SWOT Analysis 4
Section 2: TOWS Matrix 4
Problem 1 (S1O2): Inappropriate Strategy for Globalization 4
Problem2 (S2T2): HRM vs. Hyper-competition 6
Problem 3 (W2O1): Poor Supply Chain Management 8
Problem 4 (W1T1 ): Lack of Corporate Social Responsibility 9
Chapter 4: Recommendations 9
Section 1: Strategy Formulation 11
Section 2: Strategy Implementation 12
Part I: Programs 12
Part II: Budgets 17
Part III: Procedures 18
Section 3: Evaluation and Controls and Feedback/Learning Process 19
Chapter 5: Conclusion 20
Reference 21
Appendices 25
Appendix I: List of Figures 25
Appendix II: Division of Labour 26
Appendix III: Tutorial Schedule 27
Chapter 1: Introduction
The objective of this project (“Project”) is to help McDonald’s Corporation (“McDonald’s”) to review its strategic directions through the problem-identification-and-solution approach. With the rapid changes in the competitive market of the fast-food industry, it is difficult for McDonald’s to keep good track of operating performance if it continues to rely on the original strategies. The reason for choosing McDonald’s as our research object is that its net income decreased in 2012 (McDonald’s, 2012). In respect of research methodology, we use secondary data collection and analysis. Secondary data is collected from journals, reports and the internet. For the purpose of identifying problems and designing solutions about the strategic directions of McDonald’s, the following Strategic Management Model (Johnson et al., 2009) is applied.
Followed by this chapter is McDonald’s