Mc Donald’s History PEST analysis
Uploaded by Lopito on Jan 26, 2008
HISTORY
Mc Donald’s is one of the most well known franchisers of fast food restaurants.
The first Mc Donald’s restaurant was opened in California by two brothers Dick and
Mack Mc Donald’s. The main activity now of this fast food restaurants is the leading
global food service retailer with more than 35,000 local restaurants, serving nearly 70
million people in more than 121 countries, including Greece, each day.
Mc Donald’s in Greece opened its first restaurant in 1991 at the Centre of Sintagma
Square in Athens. The franchises were started in 1954, by Raymond Albert Kroc, a
salesman. At the first years of the company,Ray Kroc made very little investments in
order to increase the capital of the company for the new future investments. He was
more concentrated in making a lot of profits and less investment but today this bussiness has enlarged very much.
Today Mc Donald’s is one of the world’s most well known and valuable brands and
holds a leading share in the globally branded quick eating- out. Some of favorite foods that Mc Donald’s serves are such as Big Mac, Egg Mc Muffin, Chicken Mc
Nuggets, Happy Meal, Hamburgers and Cheeseburgers. Also here in Greece are served some special food for the Greek customers such as Mediterranean Salad, Greek
Chicken etc. In order to adapt the Greek culture.
Map of Mc Donald’s restaurants
PLANNING
Planning is crucial for a company since it helps the company to identify or select the goals of the company and the course of action that are needed. Administrative in Greece has set different short and long-term goals and objectives. The goal is not “growth for growth’s sake” but systematic and balanced expansion of McDonald’s based upon the actual requirements of the Greek consumer.
So some of the short- term objectives are:
*; To reasonably price the excellent food and to serve fresh and hot, quickly and precisely in a clean friendly environment.
*; A new eating experience for consumers and their families
*; A rise of the total quantity of food served (it increase their income)
*; Carefully selected locations upgraded and renovated on a continual basis providing convenience and safety in all restaurants.
Some of the long-terms objectives are:
*; To increase the number of local suppliers based however upon the their comparative advantages.
*; To reduce the amount...