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

McDonalds- I'm Loving It

Extracts from this document...


Introduction McDonalds has grown tremendously over the past few decades and the quick growth has come with a fair share of pitfalls. The paper McDonalds- I'm Lovin' It follows a general theme of the problems that McDonalds has faced in various arenas and mentions the strategies that the company has used to emerge successful. The paper, in general, focuses on: 1) McDonalds and Globalization, 2) McDonalds, the FDA and Nutrition, 3) McDonalds and the Workplace, 4) McDonalds and the Environment, and 5) McDonalds and Corporate Social Responsibility. McDonalds and Globalization McDonalds is fast growing and has become one of the biggest global brands in the world today. McDonalds has more than 30,000 restaurants worldwide in over 100 countries serving millions of people everyday. (McDonald's Corporation, n.d.). Tracking back a couple of decades, the main forces behind McDonalds globalization were probably the growth of technology, capitalism, labor needs in other countries and a greed for size expansion and wealth creation. (Steiner & Steiner, 2006, p. 384-386). Globalization has had both positive and negative effects on the functioning of McDonalds. The Good So how has McDonalds become one of the most recognized brands in the world? McDonald's spends years to understand a country's market before making any sort of commitment. McDonalds has primarily succeeded because of the company's franchising operations. (Vignali, 2001). McDonalds realizes that for the company to succeed globally, the ideas that work in one country might not work in another. McDonald franchises do business and maintain relationship with the local supplier, which enables the company to develop products based on the local people's needs. ...read more.


(Mcspotlight.org, n.d.) but also for not reusing and recycling McDonalds containers. (Environmental Defense-McDonald's Waste Reduction Task Force [ED-MWRTF], 1991). The Environmental Defense Fund (EDF), an advocacy organization that had been critical of McDonald's on-site recycling plans, approached McDonalds' to discuss the environmental issues. McDonald's and EDF established a joint task force on August 1st 1990. (ED-MWRTF, 1991). Many real environmental improvements were generated by the task force. The task force tried to integrate the environmental concerns with the corporations packaging decisions. The main objectives of the task force were to find ways to reduce the solid waste, to reuse the packaging materials, and to use recycled materials in the day-to-day operations of the restaurants. (ED-MWRTF, 1991). In August 1991, McDonalds, in league with the Environmental Defense Fund, developed the Waste Reduction Action Plan (WRAP) (McDonalds Corp, 1994), which was to reduce 80% of McDonalds' solid waste (McDonalds Corp, 1994) and hence, alter the company's interaction with suppliers, customers, employees and franchisees and give the company a competitive advantage over others. Preservation of Amazon Rainforests Up until mid-2006, McDonald's chickens (which were being supplied to the European restaurants) were being fed on soy grown in the Amazon rainforests in Brazil. (Greenpeace.org, 2006). In order to cultivate soybeans, the cultivators were destroying huge chunks of the rainforest and hence, McDonald's and other fast food giants were held responsible for the deforestation of Amazon. (Greenpeace.org, 2006). Based on the environmental agency Greenpeace's research on the causes for Amazon's deforestation, McDonald's has agreed not to use chicken fed with soy grown in the Amazon. ...read more.


Nation's Restaurant News, 30(27), 46. Retrieved April 25, 2008, from ABI/INFORM Global database. (Document ID: 9868913). McDonalds Corp. (1994, May 3). Waste reduction action plan. Additional Definitive Proxy Solicitation Material Schedule 14A. Retrieved April 23, 2008, from http://www.secinfo.com/d1udb.br.htm#tnj McDonald's Corporation (n.d.). About McDonald's...McDonald's Corporation Website. Retrieved April 21, 2008, from http://www.mcdonalds.com/corp/about.html McDonald's Receives Major Diversity Award; CEO Jim Skinner Accepts 'Freedom to Compete' Award from U.S. Equal Employment Opportunity Commission. (2006, June 14). PR Newswire. Retrieved April 20, 2008, from ABI/INFORM Dateline database. (Document ID: 1060090741). McSpotlight. (n.d.). McDonald's and employment. The Issues. Retrieved April 20, 2008, from http://www.mcspotlight.org/issues/rants/employment.html McSpotlight.org. (n.d.). The McToxics victory. Retrieved April 23, 2008, from http://www.mcspotlight.org/campaigns/countries/usa/usa_toxics.html Ronald McDonald House Charities.( n.d). Retrieved April 25, 2008, from http://www.rmhc.com/about/ Schr´┐Żder, M.J.A., & Morven, M.G. (2005). Fast foods and ethical consumer value: a focus on McDonald's and KFC. British Food Journal, 107(4/5), 212-224. Retrieved April 25, 2008, from ABI/INFORM Global database. (Document ID: 863440191). Solley, S. (2005, November 9). McDonald's unveils nutrition-level packs. Marketing,8. Retrieved April 30, 2008, from ABI/INFORM Global database. (Document ID: 938698571). Steiner, G.A., & Steiner, J.F. (2006). Business, government, and society. (11th ed., pp. 123-125, 157-159). New York: McGraw-Hill /Irwin. Steiner, G.A., & Steiner, J.F. (2006). Business, government, and society. (11th ed., pp. 288-289). New York: McGraw-Hill /Irwin. Steiner, G.A., & Steiner, J.F. (2006). Business, government, and society. (11th ed., pp. 381-387). New York: McGraw-Hill /Irwin. Steiner, G.A., & Steiner, J.F. (2006). Business, government, and society. (11th ed., pp. 466-467). New York: McGraw-Hill /Irwin. Vignali, C. (2001). McDonald's: "think global, act local" - the marketing mix. British Food Journal, 103(2), 97-111. Retrieved April 20, 2008, from ABI/INFORM Global database. (Document ID: 115727448). ?? ?? ?? ?? McDonalds- I'm Lovin' It 1 ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our University Degree Management Studies 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 University Degree Management Studies essays

  1. Factors affecting the development of Kentucky Fried Chicken franchises in Malaysia.

    At the same time, they have continued to expand traditional chicken range by introducing variants like the Colonel Burger and X-meal for teens and young adults. Services KFC is concerned about their customers' feedback or comments and the service quality of the frontline staffs in order to continually provide consumers innovation product and strengthen its position in market.

  2. The Corporate Culture of McDonald's

    McDonald's rank high as a successful organization because they believe in giving back to the community, preserving the welfare of living organisms, and maintaining dedication toward their product and their employees.

  1. Mc Donalds Strategy formulation

    McDonald's aim to focus on five key areas; people, product, place, price and promotion. The system alignments that surround the plan to win enable the company to focus on customer experience, cleanliness, quality as well as moving in to other countries.

  2. Innovation For Business Success. It is possible to be innovative in both large ...

    TT is looking to expand their product offerings in the babycare, femcare and incontinence product markets. Its close relationship with Kimberley Clark and other customers does not just pervade its technology standards but also its mainstream supply lines. TT runs a lean, low stock business, hence must have very sound

  1. Business Plan Example

    The brand name, together with the logo will be used in the marketing towards the target groups. The products Greenja offers differ from its competitors by focusing on students and sustainable businesses, and offering all services in the same place.

  2. Corporate Social Responsibility

    The Bank's 2002 Partnership report reflects; "for 2000 the profits retained from ethically motivated customers was 15-18% of the profit before tax." Improved financial performance: The Co-Operative Bank identifies that it's Social and environmental records accounts for twenty [20%] Percent of the company's profits.

  1. Corporate Social Responsibility [CSR].

    a high profile ex-NGO leader in order to advise the company on its best policy for social accountability and respectability. In other cases, the CSR responsibility has been entrusted to the internal change manager, who with his background can steer change from top to bottom to make the firm adhere to more ethical business practices.

  2. Case study of McDonald's as an International Business.

    ________________ These following core values guide McDonalds actions they we strive to achieve their mission. Logo Description We place the customer experience at the core off all we do Our customers are the reason for our existence. We demonstrate our appreciation by providing them with high quality food and superior service, in a clean, welcoming environment, at great value.

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