SOP om McDonald's Corporation i Afsætning A og Engelsk A

Abstract

This paper examines how McD use franchising and glocalization as a part of their strategic planning, and how McD managed to become one of the biggest companies in modern history. Over the years McD has become a world known brand, and it’s interesting to investigate how McD managed to become one of this world most known brand, and what kind of strategies they used to achieve their goals. By explaining the franchise system and the glocalization concept in basics, this paper managed to answer the question of how McD use franchising and glocalization as strategies. By analyzing the internal and external environment within the McD, this paper showed that McD has been using a lot of franchising and glocalization within their strategic planning. Through the different analysis of McD, this paper have concluded that one of the reasons why McD has been able to become a big international brand, is because they successfully used the concept of franchising and glocalization as a part of their strategic planning.

Initiation

The FF industry is just growing bigger and bigger that’s a fact and it will grow even bigger in the future. Lots of different FF chains are represented on hundreds of markets all over the world. The biggest brand within the FF industry is the McD. McD have existed for many years now, but over the past 20 years McD has experienced one of the biggest growths within modern history. This paper examines the reasons why McD has grown so much during the last 20 years. What is their secret? And why haven’t other companies managed to copy the McDonald’s idea? McD has been using a lot of different business strategies, and this paper will tell us how McD exactly used those strategies, and how the McD brand managed to become almost as popular as the crucifix. This paper will explain for the concepts of franchising and glocalization. The exposition of those concepts should contribute to an understanding of how McD uses those concepts in their strategic planning. There will be made an analysis of how exactly McD uses those concepts in their strategic planning, and how McDonalds has managed to become one of the biggest brands in the world. To analyze the strategic planning within the McD company, different models will be a part of the analyze part in this paper.