​InternationalManagement
CompanyCase:McDonald’s
Authors:Ms.EdwinaKoch
Ms.AlexandraSolcedo
Mr.KoenBokhorst
Date: 28April2015
Version: 1.0
TableofContents
1. IntroductionGeneralFactsaboutMcDonald’s……..page2
2. ProfileoftheCEO……………………….………….page3
3. McDonald’sInternationalStrategy……..…………..page5
4. TheInternationalThreats…………………..……….page9
5. GovernanceHowtheCompanyisOrganized……..page11
6. AdaptiontodifferentCulturesandCustoms…….….page12
7. PastProblemsofMcDonald’s…………………..….page13
8. WhyYouShouldInvestInMcDonald’s!…………….page15
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1.IntroductionFastFactsaboutMcDonald’s
McdonaldsFastFoodRestaurantCompany
TheMcDonald’sCorporationistheworld’slargestchainofhamburgerfastfood
restaurants,servingaround69millioncoustomersdailyin119countriesacross35,000
internationaloutlets.
CurrentStockPrice:
​
$96.44
CEO:
​
SteveEasterbrook
Headquarters:
​
OakBrook,IL
Founded:
​
1940SanBernardino,California
Founders:
​
MauriceMcDonald,RichardMcDonald,RayKroc
“McDonald’sisGlobalandinYourHometown”
● McDonald’sistheworld’sleadingglobalfoodserviceretailedwithover36,000locations
servingapproximately69millionscustomersover100countrieseachday.That’smore
thanthepopulationoftheentireUK! 
● Morethan80%ofMcDonald’srestaurantsworldwideareownedandoperatedby
independentlocalbuisnessmenandwomen.
● McDonald’sopensanewrestaurantevery14.5hours!
● McDonald’sisalsotheworld’slargestdistributoroftoys.
● MorepeopleintheworldrecognizeMcDonald’sGoldenArchesthanthecross.
InthisCaseStudywewillreview:
● MissionandValues
● InternationalStrategicPlan
● InternationalThreats
● ApproachtoGovernancewithintheCompany
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2.ProfileofthePresidentandChiefExecutiveOfficer(CEO)
“IfIhadabrickforeverytimeI’verepeatedthephrase​Quality,Service,Cleanlinessand
Value
​
,IthinkI’dprobablybeabletobridgetheAtlanticOceanwiththem.”
—RayKroc,OriginalCEOofMcDonald’s
McDonald’swascreatedbyamannamedRayKrocwhovisitedarestaurantinSanBernardino,
Californiain1954.ItwasasuccessfulrestaurantrunbyDickandMacMcDonald.Their
operationwasveryeffect:limitedmenu,concentratedonjustafewitemsburgers,fries,
beverageswhichallowedthemtofocusonqualityandquickservice.
Today’sPresidentandChiefExecutiveOfficer(CEO)
Name:SteveEasterbrook
WiththegoalofrevitalizingMcDonald’sasamodern,
progressiveburgercompany,deliveringacontemporary
customerexperience,SteveEasterbrookbecamePresidentand
CEOoftheworld’slargestfoodservicecompanyinearly2015.
He’spassionateaboutrunninggreatrestaurants–andbuilding
onthatfoundationtocreatefinancialvalue,driveoperating
growthandgenerateexcitementforthebrand.
SteveEasterbrook’sCredentials:
EasterbrookbelievesintheentrepreneurialspiritofMcDonald’ssystemoffranchisees,suppliers
andemployeesandthepowerofthecompany’sgeographicallydiversifiedrestaurantportfolio.
SincejoiningMcDonald’sin1993asaFinancialReportingManagerinLondon,Easterbrookhas
heldnumerousleadershiproles,includingCEOofMcDonald’sUK,PresidentofMcDonald’s
Europeandmostrecently,GlobalChiefBrandOfficer.
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MoreAboutMcDonald’sHistory:“ASmallCaliforniaBurgerJoint”
DickandMacMcDonald,foundersMcDonald’s
Richard”Dick”JamesandMaurice”Mac”JamesMcDonald
Inthelate1920s,thebrothersmovedtogethertoCalifornia,wheretheyopenedtheirfirst
hotdogstand(nohamburgerswereonthemenu)inPasadenain1937.
Thebrothers’goalwastomakeonemilliondollarsbeforetheywerefifty.Atfirst,they
onlyfranchisedthesystem,ratherthanthenameandatmosphereoftheirrestaurant.Later,the
brothersstartedfranchisingtheentireconcept.