New McDonald's CEO - Case Study Example

In 1948, they reorganized that their business as a hamburger stands using production line principles.  Ray Kroc joined the company as a franchise agent in 1955. He subsequently purchased the chain from the McDonald brothers and oversaw its worldwide growth. McDonald's vision is to be the world's best quick-service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value so that we make every customer in every restaurant smile. Below is the content of the McDonalds Vision Statement which is detailed with their outlook of the future.

This mission is an effective and successful statement that is powerful, compelling, conveying confidence and inspiring views of the future. The importance of these types of statements is not being underestimated but to describe the values, services, and vision for the future. McDonald's brand mission is to provide customers with a favorite place and way to eat and drink. Their worldwide operations are aligned around a global strategy which is referred to as Plan to Win, which centers on the exceptional customer experience of People, Products, Place, Price, and Promotion.

They are committed to continuously improving their operations and enhancing their customers' experience. The McDonalds' headquarters is in the McDonalds Plaza which is located in Oak Brook at Illinois. Its site is on the former headquarters of Paul Butler the founder of Oak Brook. McDonald's moved into the Oak Brook facility from an office of the Chicago Loop in 1971. McDonald's was involved in a number of lawsuits and other legal cases which involved trademark disputes.

His company had been threatened by many food businesses with legal action unless it drops the Mc or Mac from trading names. The McDonalds company has defended itself in several cases that involve worker's rights. In 2001, the company was fined £12,400 by British magistrates for employing illegally.