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Summary Of The Bcg Matrix Of Mcdonalds

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Introduction of the company:
McDonald 's was founded in 1940 in the United States. It is the world 's largest chain of hamburger fast food restaurants. It serves around 68 million customers daily in around 119 countries and more than 36,000 outlets. It was operated by Richard and Maurice McDonald and initially the company began as a barbecue restaurant. They reorganized their business as a hamburger stand in 1948 using production line principles. In 1955, Businessman Ray Kroc joined the company as a franchise agent. From the McDonald brothers he subsequently purchased the chain and oversaw its worldwide growth.[5]
It is operated by either a franchisee, an affiliate, or corporation itself. Its Corporation revenues come from the rent, royalties, and fees paid by the franchisees, as well as sales in company-operated restaurants. Its annual revenues was $27.5 billion in 2012 and profit of $5.5 billion. McDonald 's is the world 's second largest private employer behind Walmart. According to a 2012 BBC report, with 1.9 million employees and 1.5 million of whom work for franchises. The BCG matrix:
Why a local strategy as well as a global strategy?
The US based company is a massive global operation, it has standardized products like big mac, coke drinks, chicken nuggets, French fries and cheese burgers. It is able to deliver major economies of scale from its international operations. It also has global brands, global customer customization, it can even research new menu items

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