The US market is seen as the “Cash Cow” and is able to generate profit to invest in “Question Mark”. According to the BCG Matrix, Asia can be regarded as the “Question Mark” in the matrix. The goal is to open up 1500 new stores in the next five years (Asit Sharma, 2016). The company, however, steers towards an expansion, by working with local investors for future franchising. The Asian market share has not erupted quite yet. The relative market share is sufficient with further potential in growth within.
When looking at the BCG Matrix, we can associate the European market with the “Star” grid. This strategy aims to separate the markets from one another. The company is strategically split up into the USA, Europe, Asia, and others. McDonald’s headquarters are located in Chicago, Illinois, while the strategic business units are divided by continents. Essentially, McDonald’s is aiming to become more popular than other fast-food chains, in terms of quality of food and ambiance in the restaurants. The company measures its business mostly on customers’ preferences which also leads to the mission’s purpose as an indicator to set itself apart from competitors like Wendy’s, Burger King, or Kentucky Fried Chicken. McDonald’s corporate mission is “to be our customers’ favorite place and way to eat and drink.” The statement is market-oriented, which is shown by its purpose to satisfy customers’ needs. This step is considered to be essential for commercial benefit because it sets a clear purpose and determines activities the business needs to pursue. To respond to the ever-changing culture and competition in the global food industry, McDonald’s has changed its mission statement accordingly (Meyer, P., 2019).
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