S/B/134. McDonald’s: Polishing the Golden Arches

Thompson, A.A., Strickland, A.J., Gamble, J.E., Crafting and Executing Strategy, 14th Edition, McGraw-Hill: Boston, 2005, Case 13 McDonald’s: Polishing the Golden Arches (C-231). This case reviews the history of McDonald’s and discusses the strategic changes that occurred under the company’s various leaders, beginning with McDonald’s brothers to Ray Kroc and through Cantalupo. The contribution of each key leader to the evolution of McDonald’s strategy is identified as are the internal and external challenges that led to key strategic changes. The case continues with an analysis of the Quick Service or Fast Food industry in both the national and international markets. Information is presented that reveals important trends impacting the evolution of the Quick Service industry as well as the key strategies and strategic intent of McDonald’s key competitors. The case concludes with a detailed discussion of McDonald’s “Plan to Win” strategy.