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Business strategy case about Mc Donald's, and how it adapted to different cultures around the world using knowledge management.


[...] A good initiative of Mc Donald’s was to create, promote and communicate on Ronald McDonald House Charities. It is a place where the parents of children that are in a nearby hospital can stay at night for reduced or no cost. It provided so far more than 10 million families with temporary residences near medical facilities where their children are being treated for serious illnesses. Ronald McDonald House Charities has also provided hundreds of millions of dollars in grants and program services to causes worldwide that benefit children. [...]

[...] Those phronectic measures will improve the brand reputation, and allow cost reductions at the same time. Mc Donald’s influence on strategic thinkers: two funny facts (source: Wikipedia) The Big Mac Index The Big Mac Index is an informal way of measuring the purchasing power parity (PPP) between two currencies and provides a test of the extent to which market exchange rates result in goods costing the same in different countries. As stated in The Economist, it "seeks to make exchange-rate theory a bit more digestible". [...]

[...] Here, the local antenna developed new healthy products to meet the French consumers’ needs. In every meal, one could be able to order a fresh salad (through a variety of choices) instead of the traditional French fries (which, by the way, are Belgian). In Happy Meals, kids could have fresh fruit slices for desert. Those ideas were immediately adapted at the international level. In addition, Mc Donald’s specified nutrition information on all its burgers. The firm also announced on May that, in the U.S. [...]

[...] We will then analyze those challenges, to understand how they were (or will be) able to deal with them, using Knowledge-based Management methods. Mc Donald’s past challenges Food, religion and cultures After a successful development in the United States, Mc Donald’s began to expand its activities in the 70’s and the 80’s. At first, those new restaurants were the exact replicas of the original US restaurants, without any real desire of adaptation. The company thought it could work this way, as the American culture was expanding around the world. [...]

[...] Mc Donald’s started these last years to consider its environmental footprint, and how it should reduce it. McDonald’s already started to make improvement efforts on its products. For instance, an “average meal” in the 1970s required 46 grams of packaging; today, it requires only 25 grams, allowing a 46 percent reduction. Its new Cola delivery system pumps syrup directly from the delivery truck into storage containers, saving two million pounds of packaging annually. Overall, weight reductions in packaging and products, decreased packaging by 24 million pounds annually. [...]

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