• 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...


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.


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.


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

    This means he doest have to eat fish and chips. His family need to make sure he isn't tired when he comes back from work. They need to make sure he has the evening meal. If this happened David would be used to it and he will start to eat healthy by him self.

  2. The Golden Eagle

    Wing shape and size also affect the energy cost of flight. Birds with long, pointed wings generate more power with less energy than birds with short, rounded wings. Flight involves more than simply whether a bird glides or flaps. Wing span, wing shape, wing area, tail area, tail length, mass, and musculature are all important in how a bird flies.

  1. Evaluation; preparation of a Thai style meal

    and the rich mellow taste they brought to the dish also I wanted to show combined influences on one dish; as nuts are used more in northern Thailand and spicy salads in the South I thought this choice very fitting.

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

    The Plane should have financial intermediaries such as bank and insurance companies. The banks will help the restaurant to keep all the money that this restaurant earn and do the business transactions of this restaurant. Insurance companies will insure the workers against the risks associated with their working place.

  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.

    Both the modes of production and the forms and styles of regulation are changing and this should be studied as changes in a network where production, processing, retailing, consumption and regulation are all included. The globalisation of agri-food chains should not be analysed as a one-directional shift of power from

  2. Research question: Do the Chinese fast food chains in Hong Kong behave in oligopoly ...

    The lower part is highly inelastic because if the firm lowers the price, other firms will follow, no firms will expand their share, but their profit is reduced. This kind of demand curve is called KINKED DEMAND5. (Fig.2)6 Fig 2 kinked demand curve in oligopoly structure In Table 2, we

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