Strategy Management
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ACKNOWLEDGEMENTWe express our deepest gratitude to Ms. Quratulain Muqarab for providing us with guidance and the vigor to move forward with the assigned work. For helping us with necessary details to carry out this report and learn tremendously along the way. Without his help we would not have been able to accomplish the task on time. We would also like to thank all retailers that shed light on butter products and marketing scenario and customer response. Appreciation of work done online about the industry and from which we took help in completing the report.ContentsMcDonalds McDonald’s Pakistan history McDonald’s Vision: (proposed) McDonald’s Mission: Analysis of Components present in Mission Statement: Analysis of Components missing in Mission statement: Analyzing the Characteristics of Mission Statement: Proposed mission statement: Industry Analysis: Key Driving forces affecting the industry: Market definition of McDonalds: Market share: Market growth rate: Market structure: Market Size Market Segmentation, Targeting and Positioning: Strategic Direction: Marketing strategy Differentiation strategy: Benefits achieved by McDonald’s following a differentiated strategy: Competitor Analysis: Major Competitor: Minor Competitor: Factors that contribute towards competition are Sustainable competitive advantage I. INPUT STAGE SWOT Analysis: Strength: (Internal) Also caters the small kids Customer loyalty Great variety in menu Drive thru Breakfast Weakness: (Internal) Unhealthy food menu Decreased advertising No variety beef burgers Opportunities: (External) Increasing demand for healthier food Add more variety especially beef burgers The growing market potential Threats: (External) Trend towards healthy eating Local and international fast food restaurant chains
Terrorism and threats Porter five forces Competitive rivalry The Threat of new entrants Supplier bargaining power Buyer Bargaining Power The Threat of Substitutes EFE MATRIX Explanation II. MATCHING STAGE IE Matrix BCG Matrix Grand Strategy Matrix Strategic Map III. DECISION STAGE Quantitative Strategic Planning Matrix (QSPM) Strategy Implementation Action Plan Policies Human Resource Marketing Finance Quality Assurance Recommendations: Conclusion McDonaldsMcDonald’s Pakistan HistoryMcDonald’s is the largest and best known global food services retailer with more than 30,000 restaurants in 121 countries. Our outstanding brand recognition, experienced management, high-quality food, site development expertise, advanced operational systems and unique global infrastructure ensure a position that enables us to capitalize on global opportunities. We plan to expand our leadership position through great tasting food, superior service, everyday value and convenience. McDonald’s Pakistan is part of the Lakson Group of Companies, a leading business house in Pakistan.