McDonald's has the vision of being the world's best quick-service restaurant experience (2001 Annual Report). The annual report does not note a mission statement, but the About McDonald's website lists the mission statement as
"McDonald's brand mission is to "be our customers' favorite place and way to eat." Our worldwide operations have been aligned around a global strategy called the Plan to Win centering on the five basics of an exceptional customer experience -- People, Products, Place, Price and Promotion. We are committed to improving our operations and enhancing our customers' experience." (AboutMcDonalds.com, 2011).
The product portfolio diagram, as constructed using the BCG Matrix (Tutor2U.net, 2011).
- Most new menu items
Other brands (Chipotle, Pret a Manger, etc.)
Stars are defined as those businesses with high market share and high growth. Question marks have low...
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