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


[...] 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. [...]

[...] 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. [...]

[...] Appendix Mc Donald’s data in 2007: The world's largest chain of fast food restaurants in the world Revenues: $ 22.8 billion in 2007, growing 27% over the last three years. Operating income: $ 3.9 billion in growth. Total assets: $ 29.391 billion in 2007 Total equity: $ 15.279 billion in restaurants in 119 countries 1.6 million restaurant employees across the world 47 million customers served daily. References & Bibliography Book Nonaka, I., Toyama, R., & Hirata, T. (2008). Managing Flow: a Process Theory of the Knowledge-Based Firm. Palgrave Mac Millan. Website Mc Donald’s. Mc Donald’s international website Web site: http://www.mcdonalds.com/ Mc Donald’s. [...]

[...] 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. [...]

[...] 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. [...]

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