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McDonald's Corporation : regilding the golden arches / Christopher Kays, Mark Kimmet, James S. O'Rourke.

By: Contributor(s): Material type: TextSeries: Publisher: London : SAGE Publications Ltd, 2017Description: 1 online resourceContent type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781526405944 (ebook) :
Subject(s): DDC classification:
  • 394.10973
Online resources: Faced with its first quarterly loss in company history, McDonalds corporation enacted a strategy to improve its declining profitability. Unfortunately, McDonalds profitability problems were multi-layered and required the company to reevaluate both its current business model and strategy. Links to obesity, negative customer perceptions, and decreased same-store sales were all to blame for the current situation. For a successful turnaround, McDonalds must recognize its inefficiencies and devise an integrated operational and communication plan to reverse its slide.
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Originally published: Kays, C., Kimmet, M., & ORourke, J. S. (2006). McDonalds Corporation: Regilding the golden arches. 06-03. Notre Dame, IN: The Eugene D. Fanning Center for Business Communication, Mendoza College of Business, University of Notre Dame.

Faced with its first quarterly loss in company history, McDonalds corporation enacted a strategy to improve its declining profitability. Unfortunately, McDonalds profitability problems were multi-layered and required the company to reevaluate both its current business model and strategy. Links to obesity, negative customer perceptions, and decreased same-store sales were all to blame for the current situation. For a successful turnaround, McDonalds must recognize its inefficiencies and devise an integrated operational and communication plan to reverse its slide.

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