Recommendation and justification of change management programme that may assist McDonald’s in realising its strategic objectives.
Introduction: The board of directors of McDonald’s Inc approached me. They wanted my advice, as a strategic consultant, on the future strategic direction of the company. The board of directors wants such a development strategy that makes McDonald’s resilient to changes in the external environment and makes it's business sustainable. Critical Analysis: McDonald’s runs a chain of fast-food restaurants across the world. It is present in more than 100 countries. The company’s business strategy is to be a cost leader. It tries to operate at lower costs than rivals. It transfers the cost savings to customers in the form of lower prices. Lately, the company has been lagging behind its rivals in many large emerging markets. These emerging markets include countries like Brazil, Russia, India, and China. The company’s board is not clear what its future strategic direction should be in these countries. Development strategy can be one of the following: inventive strategy,