The mission statement of McDonalds “is to be our customers' favorite place and way to eat. 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.” Specific aspects of the mission statement communicate vital information of McDonalds aims and strategy. First, the mission statement includes being “our customers favorite place and way to eat”, this clearly communicates the product that McDonalds offers “food” and also its main aim which is “to be the customers favorite place and way to eat”, also allowing the people who read this understand what the company provides at once. This also communicates McDonalds purpose of existence, to serve food and be the favorite of customers. Next, the global strategy of McDonalds is introduced . “Plan to Win” and talks about the specific aspects which the plan centers on (people, products, place, price and promotion). The 5 p’s clearly communicates the aspects that this strategy focuses on and how McDonalds plan to achieve its previous objective which is to be the customers favorite place and way to eat. With the mission statement mentioning “Plan to Win”, it allows the employees to focus on the aspects of this plan (5p’s) and the employers to look back on “Plan to Win” when making decisions. E.g. making the atmosphere in McDonalds more lively by creating playgrounds (focuses on the people and place of the Plan to Win). When the mission statement mentions that “we are committed to continuously improving our operations and enhancing our customers experience” it communicates how McDonalds is trying to improve and shows the companies dedication towards its consumers by mentioning “customer experience”.
The advantages of this statement is that it identifies the company in the first sentence by mentioning “food” and being “customers favorite place to eat”, also talking about its strategy and allows the staff and workers to clearly know what the company focuses on (5p’s), the statement also makes consumers feel more in touch with the company by mentioning them in the statement. The disadvantages of the statement is that it can be unrealistic, as “being customers favorite place and way to eat” is very challenging taking into account that everyone has different preferences and taste. Also, “being customers favorite place and way to eat” can be challenging to measure. If the mission statement is unrealistic, the company will not be able to drive itself towards success as employees may not believe in this statement, thus lacking incentive. Taking into account the advantages and disadvantages of the mission statement of McDonalds, the advantages outweighs the flaws, as the statement is a clear representation of what McDonalds purpose is, how it plans to achieve it and that it’s always trying to improve.
The advantages of this statement is that it identifies the company in the first sentence by mentioning “food” and being “customers favorite place to eat”, also talking about its strategy and allows the staff and workers to clearly know what the company focuses on (5p’s), the statement also makes consumers feel more in touch with the company by mentioning them in the statement. The disadvantages of the statement is that it can be unrealistic, as “being customers favorite place and way to eat” is very challenging taking into account that everyone has different preferences and taste. Also, “being customers favorite place and way to eat” can be challenging to measure. If the mission statement is unrealistic, the company will not be able to drive itself towards success as employees may not believe in this statement, thus lacking incentive. Taking into account the advantages and disadvantages of the mission statement of McDonalds, the advantages outweighs the flaws, as the statement is a clear representation of what McDonalds purpose is, how it plans to achieve it and that it’s always trying to improve.
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