Question 1
The company wanted to offer affordable dining for the family who wanted to eat out and give quick services to its customers. This is, further, emphasized by a short menu list which indicates efficiency. The possible mission and vision statement can be:
Mission statement: “To be the best and affordable place for families to eat out”
According to guiding philosophy of visions a vision is defined as “A system of fundamental motivating assumptions, principles, values, and tenets” (Collins and Porras, 1991, p. 34).
Vision statement: “To offer quick customer services of high quality and value driven by hygiene and cleanness”
Question 2
The company’s mission “To be the best and affordable place for families to eat out” shows the guideline and direction for the internal running of the company. It clearly defines the measures that the company wants to use defining its success. The statement, To be the best and affordable place” shows that the company aim at becoming one of the leading fast-food organization worldwide. The goals in the mission statements are exceedingly complex, and their success is not assured though it is possible and feasible to achieve. A mission statement should further have a time frame of accomplishing the goals. To be the best means to offer outstanding services compared to other players in the market. The issue of price is also addressed in the mission. It means that the company wants to target middle class people and lower class who are the majority in most countries. A mission statement is addressed to the leadership and the stakeholders of the company, in this case the address to the leaders is to ensure best, and quality services while the stakeholders are being informed of the target market as families and affordable products.
The vision statement is used to give direction on the purpose of the organization in terms of its values. Values and beliefs are the key elements of a vision statement. What is necessary to opening a business is a fundamental issue to analyze in a given vision statement. The values of McDonalds are to offer quality services, which have high standards of hygiene and cleanness. This statement is beneficial because it offer customers an opportunity to understand the safety of the food products they buy. They are assured of their health concerns. The employees are also directed to ensure that they meet the high standards of service delivery to the customers. The vision statement should be able to bring passion and excitement from the stakeholders.
Mission and vision statements are meant to offer a direction on the core purpose of the business and the objectives. The possible mission, when compared to the current business purpose and objectives are aligned. Customer needs both in terms of prices, and safety are addressed in the statements hence beneficial for the business. The statements are clear and vivid not only to employees and leadership team but also to the customers.
Question 3
The article has highlighted several strategies that the organization is implementing in order to compete favorably with other companies in the market. Increasing national brand presence by acquiring stores is one of the strategies. The company also ensures low prices for high quality products as a clear strategy for it to compete with numerous fast-foods nationally. Health-conscious clients are moving away from fast foods. In order to retain them, it is crucial for the company to adopt another strategy of adding new products on the menu.
The strategy of the company is to counter competitors whom they refer to as “copycat” in the by coming up with franchise globally. The company has the highest number of stores that they operate worldwide, to increase its market share. This strategy is to gain a national chain brand in the market. The strategy is implemented by acquiring existing stores and establishes new ones in several locations. This offers the company a reasonable chance to increase its presence in the market as it strives to edge out its competitors. The strategy is aligned to the objective of obtaining low-price product and high association with many geographical areas. Having many stores ensures that they compete with the local businesses who are offering low quality products at low cost. This is done by offering high quality products at a lower price.
Health issues have been a major concern for many families. Living a healthy lifestyle is not associated with fast-foods. This has resulted into customers seeking for alternatives other than fast foods. MacDonald’s has addressed this concern by adding new items in to the menu list that coming up with products that are low in calories. The new demands from the customers have enable fast-food service providers to come up with new products to meet them.
The company also wants to address customer service issue by employing more staff during busy periods. This strategy is aimed at attaining “quick service” goal to its customers. Consumers are dynamic in their demands. There are customers who want to be served fast-food at a shorter time. This can be attained by having more staff to take orders and serve the customers quickly.
References
Collins, J. & Porras, J. (1991). Organizational Vision and Visionary Organizations. California Management Review 34, (1), 30-53
Senge, P. (1998). The Practice of Innovation. Leader to Leader, 9 (Summer).Retrieved from the World Wide Web March 29, 2002:http://www.pfdf.org/leaderbooks/l2l/summer98/senge.html
Spallina, JM (2004). Strategic Planning – Getting Started: Mission, Vision, and Values. Journal of Oncology Management Jan – Feb, 10-11.
