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McDonalds
This is an exciting and interesting essay to write for a number of
reasons. For one it's an honour to make a research on one of the most
profitable societies of the world, for second because the kindness of
McDonald's employees and the precision of McDonald's Web site, are
perfect sources for all kind of information that can help analyse
through Porter's value chain, all the aspects of its value creation.
In the late 1940s, Dick and Mac McDonalds were searching for a way to
improve their little drive-in restaurant in San Bernardino, California,
U.S.A.; they invented an entirely new concept based upon speed service,
low prices, and big volumes. Word of its success spread quickly, in
1952 they had more than 300 franchising inquires a month from all over
the country. McDonald's is now the largest and best-known foodservice
retailer and one of the two best-known and powerful brands in the
market. With more than 24,500 restaurants in 115 countries, some of
those operated by the company, some by franchisees or by affiliates
operating under joint-venture agreements. The global market potential
is still huge: yet on any day, even as the market leader, McDonald's
serves less than one percent of the world's population. The restaurant
chain plans to expand their leadership position through convenience,
superior value and excellent operations. The effort to increase market
share, profita! bility and customer satisfaction has produced high
returns to shareholders: a compound annual total earning of 21% over
the past 10 years. McDonald's vision is to dominate the world-wide
foodservice industry. Universal domin ...