• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

The Golden Arches

Extracts from this document...

Introduction

The Golden Arches With operations in more than forty countries, an advertising budget unmatched by any other single brand, and more retail outlets than any other merchant, McDonald's is perhaps the most recognized trademark in the world. Defined as a world cultural icon by many, McDonald's has revolutionized the world, bringing about a whole new concept of fast food eating about enjoying the whole eating process with fine dining. With the successful expansion of McDonald's into many international markets, the company has become a symbol of globalization and the spread of the American way of life. McDonald's, the world's largest restaurant chain, has more than 30 000 restaurants over 120 countries. Its annual global sales are fast exceeding US$100 billion and it has been doing very well financially. The world is very supportive of this corporate giant, a global icon that many love. Its recognizable visual images are the Golden Arches and the happy clown dressed in yellow, Ronald McDonald. ...read more.

Middle

McDonald's proved to be a leader in using differentiation strategies. When the kids say they want a hamburger, french fries, and Coke - parents make the buying decision as to where to go to fulfill their request, most likely based on price. Therefore, McDonald's marketing executives placed a $0.50 toy in with the hamburger, French fries, and coke, and called it the Happy Meal, then marketed it to the kids. "There's only one place you can buy a Happy Meal. And that's at McDonald's." Said Warren Greshes, one of the world's most motivational keynote speaker. Greshes sees this as a very successful way of differentiating McDonald's from other fast food competitiors. "They've taken competing on price right out of the picture," says Greshes. "They bring you quality, convenience, service, and value - and they make you feel like you are getting a break in your hectic day." Having a global orientation in its strategy, McDonald's has been able to sell its halal products very successfully to the Muslim consumers in Malaysia and Indonesia. ...read more.

Conclusion

Today, companies engaged in delivering pizzas, processing insurance claims, or selling toys benefit from the kinds of systems that Ray Kroc pioneered. Making McDonald's Corporation a franchising company which relies on franchising as a predominant way of doing business has managed to play a big role on its success as a whole. By enforcing rigid standards of quality, service and cleanliness among his franchisees and suppliers, Kroc revolutionized the food service industry in the United States. But by also giving his franchisees enormous freedom in marketing, he kept McDonald's fresh - and at the same time created a franchising model that scores of other chains now emulate. McDonald's is indeed a global icon; distinctive, or rather, representative of the Western fast food culture. Though some may argue that it is only a western cultural icon, but one has to admit that McDonald's has indeed made a great impact on our lifestyle, the world in general. Its creation, has brought fast-food onto a whole new level, making it part of our lifestyle. The Golden Arches is certainly a golden icon. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Food Technology section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related GCSE Food Technology essays

  1. heal and social unit 2

    His family need to do this because now one else would do this. His friend would influence him to eat more fatty food. In the morning His family need to wake him up and make him eat something health. During dinnertime at work his family need to take food to him to eat.

  2. The Golden Eagle

    Powered flight "costs" much more energy than gliding, and is more costly to large birds than small birds, because of their larger weight and wing size. This is probably why large birds use gliding flight as much as possible. Migration using powered flight almost doubles the amount of energy a bird needs each day.

  1. Evaluation; preparation of a Thai style meal

    Texture Texture was one of the most important things about these dishes for me, both when I was making my choices and one of the main targets when I was cooking. As there was such a varied range of what I was cooking I knew there would be an interesting contrast of textures.

  2. Open and produce a marketing plan for a new restaurant.

    Taxation Law * Environment Protection Law The unemployment Act 1995 http://www.Mtuc.Org.my/resourcentre.Html http://www.foodlaw.rdg.ac.uk/flip2000/malay.html Micro Environment Supplier Others than the foods and beverages, there was some materials have to find a proper supplier. For example, Interior designer needed to design the d�cor inside, constructor needed to renovate the restaurant and others.

  1. Mc Donaldization of Society

    to consumers who can obtain what they need more quickly and with less effort. Workers can perform their tasks more rapidly and easily. McDonaldization is efficient because everything is done quickly and easily. Calculability: Customers in fast-food restaurants get a lot of food quickly, while the managers and owner get

  2. Nutrition and Lifestyle

    Effects: Your skin, hands, teeth and surroundings As an adult smoker, eventually you'll find yourself with: * Wrinkles around your eyes and mouth. * Dry, unhealthy, older-looking, faster-aging skin, caused by poor circulation and low oxygen levels in the blood.

  1. Globalisation and regulation of food risks. A theoretical overview.

    Environmental reform is being created in the interplay between economics and markets and actors on the one hand, and (organised) citizen-consumers and political institutions seeking to condition them on the other. This way, environmental considerations become increasingly institutionalised in the economic domain.

  2. This report covers the content that analysis of the Fair fast food restaurant is ...

    fast food restaurants in Hong Kong and the People's Republic of China under the name of "Fair Fast Food". Fair's fast food restaurants serve mainly Chinese food. Its menu is frequently changed with seasonal favorites. Despite its Chinese predominance, Fair's menu is enriched by the adoption of Western dishes that

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work