McDonald's Mission and Vision Statements STUDENT’S NAME INSTITUTION

A brief history of McDonalds INTRODUCTION A brief history of McDonalds McDonalds is the leading chain of hamburger fast food restaurant. It serves over 68 million customers each day in 119 countries across its 35,000 outlets. The main headquarter is located in the United States. The company was first established in the year 1940 as a barbecue restaurant and was operated by Richard and Maurice McDonalds.

MISSION AND VISION STATEMENT DEFINITION OF MISSION STATEMENT DEFINITION OF VISION STATEMENT Mission statement is a formal summery of the aims as well as the values of the company, the organization or an individual. It is a written declaration of the organization’s core focus and purpose which usually do not change over a period of time (Crowley, 2011). Vision statement is used to define what the organization will do and the reason as to why it will exist in the future. It also contains defined goals that are to be accomplished within a specified period of time.

Mission statement BACKGROUND ON HOW WRITE A MISSION STATEMENT Things to consider when writing a mission statement Why one is in the business Who are the customers The image of business you want to convey The level of services to be provided When writing a mission statement, you have to consider several things. This includes the reason as why you want to establish the business. After identifying the reason, the next thing is to know who are your customers. This will help you build a good knowledge of the market. The image of the business as well as the level of services to be provided is also an important thing to be understood when writing a mission statement.

Mission statement Cont.. The kind of relationship to be established with suppliers How the business differ with the competitors How the business will use the technology, capital, processes, products as well as services to attain the goals The underlying philosophies or the values that guided one incoming up with the business The kind of the relationship to be established between the business and the suppliers and how the business will differ with the other competitors in the market is also an important thing to consider since competition is a usual thing that each business should expect in the market. The manner in which technology, capital, process product and the services will be utilized is an important thing that should also be considered when writing a mission statement. Lastly, the underlying philosophy and values are the things to be considered which explains something behind the mission statement (Fiore, 2005).

Important of mission statement Defines the focus of the organization Defines the market to be served and it will be served It communicates the intended direction to the entire organization A good mission statement should be able to define the focus of the organization. This is by stating its goals and the purpose of its operation. A good mission statement should be able to define the market to be served by the organization. This is done by identifying its customers and also the manner in which it will be able to serve the customers. A mission statement also helps to communicate the intended direction to the entire organization as well as the market. It thus helps to relay the information to the entire market about the organization.

Importance of vision statement It offers the direction to the company Allows the organization to be committed Integrity Transparency Openness Adds human value on the mission statement It inspires employees and gives them a sense of purpose A vision statement offers direction to the organization through offering the core values of the organization. This includes a perspective of the corporate values. In may also offer the direction for the organization for the next 5 to 10 years. It also help the organization to be committed to the integrity, transparency and openness among other important values A vision statement adds human value to the mission statement as it helps to inspire the employees and also give them a sense of purpose in the organization (Smoke, 2005).

How mission and vision statements are complimentary to each other A clear mission statement converts the broad vision into a more specific and action oriented terms. A clear mission and vision statements will explain the organization’s goals to the interested parties in a more clear and concise manner The vision and mission statement will enhance the organization’s image A vision and mission statement needs to be complementary to each other. Each of them should be able to support each other in a clear way without any kind of contradiction whatsoever. A clear mission statement will be able to convert the broad dreams of vision statement into a more specific and action oriented terms. The two will help to explain the goal of the organization to the interested parties in a more clear and a concise manner.

McDonald's mission statement McDonald’s mission statement “McDonald's brand mission is to be our customers' favorite place and way to eat and drink. Our worldwide operations are aligned around a global strategy called the Plan to Win, which center on an exceptional customer experience – People, Products, Place, Price and Promotion. We are committed to continuously improving our operations and enhancing our customers' experience.” McDonald’s mission statement is focused on the customers. It this looks forward at ensure that the customers feel comfortable and thus it being the customer’s favorite place. By being the customers’ favorite place, they will provide food to eat and drink. This therefore becomes the purpose of the establishment of McDonald’s organization. The operation of the organization is aligned around a global strategy which is the plan to win. This is the direction of the mission statement. It gives the company the direction which is the strategy known as the plan to win. The organization is committed to continually improve the operations as well as to enhance its customer’s experience (McDonald’s, 2013).

McDonald's vision statement “McDonald’s vision is to be the world’s best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile” McDonald’s vision statement is to be the world’s best quick service restaurant experience. This is a long term direction of the organization which is stated through the vision statement. This means that the organization looks forward at providing good services now and in the future in the restaurants. By being the best, this means that it should make sure that every customer in every restaurant feels happy and even smiles. This therefore binds the mission statement and gives it the human value by embracing the customers who visit the restaurants (McDonald’s, 2013).

McDonald's mission and vision statement McDonald's Values that guides it s actions. Placing customer’s experience at the core of its goals Committed to the customers Believing in McDonald’s System Operating the business Ethically McDonald’s is driven by specific values that are used to guide the actions of the organization. For example, one of the value is to place the customer’s experience at the core of its goals (Lussier et al, 2010). This means that the organization is mainly driven by the customer’s test and preference. It looks for ways through which it can improve the customer’s experience by offering the best services (McDonald’s, 2013).

McDonald's mission and vision statement Cont… Giving back to the community Growing the business profitably To strive continually so as to improve Other than just running the business for profit, the company also looks forward at giving back to the community. This means that the organization has also other responsibility of benefiting the community through different ways. The organization looks at growing the business profitably through coming up with quality services that will attract majority of its customers so as to increase its profits that are being realized. The organization is committed to strive always by coming up with new innovations and better services for its customers. This will enhance its improvement thus enabling the business to grow.

References Crowley, J. D. (2011). Developing a vision: Strategic planning for the school librarian in the 21st century. Santa Barbara, Calif: Libraries Unlimited Ferrell, O. C., & Hartline, M. D. (2014). Marketing strategy: Text and cases. Mason, OH: South-Western/Cengage Learning. Fiore, F. (2005). Write a business plan ... in no time. Indianapolis, IN: Que Hitt, M. A., Ireland, R. D., & Hoskisson, R. E. (2007). Strategic management: Competitiveness and globalization : concepts. Mason, OH [etc.: South-Western.

Cont… Lussier, R. N., & Achua, C. F. (2010). Leadership: Theory, application, skill development. Australia: SouthWestern/Cengage Learning. McDonald’s (2013). Mission & Values. Available at: http://www.aboutmcdonalds.com/mcd/our_company/mission_and_values.html Smoke, C. H. (2005). Company officer. Australia: Thomson/Delmar Learnin Wittich, B. (2003). Model volunteer handbook. Fullerton, CA: Knowledge Transfer