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Step #1:
Choose two of the four strategic issues described below. Feel free to edit them slightly to conform to sub-issues within them. Clearly indicate which issue you are referring to as you expand upon them and discuss strategic solutions in Step #2:
1. How should McDonald’s balance the need to introduce new menu items without incurring “menu bloat” that would severely undermine operational efficiency?
2. How does McDonald’s improve its reputation for offering quality products in the face of the emergence of premium hamburger chains?
3. How does McDonald’s win back (or grow) customer segments that have both the disposable income and desire to eat or order out? Please address two diverse customer segments, e.g., millennials and seniors. Feel free to use your imagination of other customer segments McDonald’s needs to win back or grow.
4. How does McDonald’s upgrade the customer experience through all channels and locations (in-store, delivery, and drive-through) in a cost-effective manner that: a) serves to increase in-store sales, b) gains franchisee buy-in, and c) leads to improvements in overall employee labor issues, including morale?
Step #2:
Identify and fully explain at least three feasible strategic action programs to address each of the two business issues stated above.
1. Expand upon each of the two issues you chose—with at least a half page of support.
2. For each issue, fully describe three (3) action programs and develop the pros/cons for each. All three action programs must be realistic strategies to respond to the specific issue.
3. Choose the best strategy and persuasively explain why you think it is the “best of the best.”
4. Use appropriate strategic management concepts to illustrate how your strategic solutions would likely strengthen McDonald’s competitive advantage and help it to reach its revenue and profitability growth targets.
5. Describe the degree to which the two strategies issues you selected are interrelated.
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