McDonalds as the leading global foodservice retailer Case Study

McDonalds as the leading global foodservice retailer - Case Study exerciseThe following are their targetsConstant currency results exclude the effects of foreign currency exchange and are calculated by translating current year results apply the previous year average exchange rates. System wide sales accommodate sales at all restaurants both from company operated stores and franchisees. Return on incremental invested capital is a measure used to evaluate the overall profitability of all stage line of merchandise units, the effectiveness of capital deployed and the future allocation of capital.The companys business strategy is tagged by management as the Plan to Win. The plan is focused on customers and alignment of the company, its franchisees as well as its suppliers. The business model employed by the company enables them to consistently deliver locally-relevant restaurant experiences to customers and become an integral part of the company they serviced.The Plan to Win strateg y is revolve about on being better, not just bigger - which has become the companys system wide mantra for six years now. It provides not just a common fashion model for the global business corporation but also allows for local adaptation. It is the corporate headquarters philosophy to think globally but to act locally.The company executes denary initiatives in order to pull off their grand strategy. Every program focuses on the five key drivers of exceptional customer experience. The key drivers are people, product, place, expense and promotion. The company aims at enhancing the restaurant for customers worldwide in order to grow sales and customer visits. The companys success factors include brand affordability, menu variety and swallow choice, convenience expansion, ongoing restaurant reinvestment and operations excellence.McDonalds Short Term ObjectivesMcDonalds exit continue to drive success and profitable growth in the years to come. They give further differentiate the brand, increase customer visits and grow market share by pursuing their short term objectives in three key areas. The areas include service enhancement, restaurant reimaging, and menu innovation. The company will leverage technology in order to make it easier for restaurant staff to quickly and accurately serve customer. They will also speed up the interior and exterior reimaging efforts as well as innovate at every level of their menu in order to deliver great taste and tax to customers. (McDonalds Corporation, 2010)McDonalds Functional TacticsIn the US, the companys functional tactics include strengthening the restaurants core menu and value offerings such as the Big Mac, pursuing new growth opportunities in chicken, breakfast, beverages and snack options, and elevating the brand experience. New product offerings include Mac Snack Wrap, frappes and smoothies. They will be updating their technology with a new point of sale system optimizing drive-thru service enhancing restaurant manager and crew retention and productivity and completing interior and exterior reimaging in about 500 restaurants. (McDonalds Corporation, 2010)In Europe, the company focuses on building market share by updating restaurants ambiance done reimaging approximately 1,000 restaurants. They will be leveraging technologies such as