Instructions: Based on Step 4 of Strategic Planning for Public Relations, apply what you have learned about goals and objectives using the information below about one of the world’s biggest brands — McDonald’s.

Instructions: Based on Step 4 of Strategic Planning for Public Relations, apply what you have learned about goals and objectives using the information below about one of the world’s biggest brands — McDonald’s.

It does not have to be essay format. It can be bullet points or short paragraphs.

Goal Setting: Read the mission and vision statements below about the corporation, then write three goals with a variety of objectives emerging from the following goal types:

Write One Reputation Management Goal
Write Two Objective Statements that emerge from the goal
Write One Relationship Management Goal
Write Two Objective Statements that emerge from the goal
Write One Task Management Goal
Write Two Objective Statements that emerge from the goal
Note well: You must have two Awareness objectives, two Acceptance objectives and two Action objectives within your overall McDonald’s goal sheet that make your goals explicit.

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McDonald’s Corporation is an American fast food company, founded in 1940 as a restaurant operated by Richard and Marice McDonald, in San Bernardino, Cal., United States. They rechristened their business as a hamburger stand and later turned the company into a franchise, with the Golden Arches logo being introduced in 1953 at a location in Phoenix, Arizona. In 1955, Ray Kroc, a businessman, joined the company as a franchise agent and proceeded to purchase the chain from the McDonald brothers. McDonald’s had its original headquarters in Oak Brook, Illinois, but moved its global headquarters to Chicago in June 2018.

McDonald’s is the world’s largest restaurant chain by revenue, serving over 69 million customers daily in over 100 countries across 37,855 outlets as of 2018. Although McDonald’s is best known for its hamburgers and French fries, they features chicken products, breakfast items, soft drinks, milkshakes, wraps, and desserts. In response to changing consumer tastes and a negative backlash because of the unhealthiness of their food, the company has added to its menu salads, fish, smoothies and fruit. The McDonald’s Corporation revenues come from the rent, royalties, and fees paid by the franchisees, as well as sales in company-operated restaurants. According to two reports published in 2018, McDonald’s is the world’s second-largest private employer with 1.7 million employees (behind Walmart with 2.3 million employees).

MISSION & VISION STATEMENTS

McDonald’s Corporation adjusts its corporate mission and vision statements to respond to changes in the global food service industry environment. As the biggest fast food restaurant chain in the world, the company considers its corporate vision and mission statements as essential policy and strategic management tools to ensure continuous growth. A firm’s corporate mission statement sets the purpose and related activities of the business. In this case, McDonald’s mission statement establishes the company as an influential favorite food service destination. In contrast, a firm’s corporate vision statement sets the long-term aims of the business. McDonald’s vision statement pushes the company to achieve growth and improvement. Considering major international competitors like Burger King, Wendy’s Subway, Starbucks and Dunkin’ Donuts, as well as smaller regional or local firms, it is essential that McDonald’s develop competencies to strategically manage the effects of competition and to achieve business goals based on the company’s mission and vision.

VISION STATEMENT

McDonald’s corporate vision is “to move with velocity to drive profitable growth and become an even better McDonald’s serving more customers delicious food each day around the world.” This statement is included in the growth plan that the company introduced in 2017. The company’s previous vision statement was “Our overall vision is for McDonald’s to become a modern, progressive burger company delivering a contemporary customer experience.” The following are the main components of the company’s new corporate vision statement:

MISSION STATEMENT

“Our mission is to be our customers’ favorite place and way to eat & drink. We’re dedicated to being a great place for our people to work; to being a strong, positive presence in your community; and to delivering the quality, service, cleanliness and value our customers have come to expect from the Golden Arches – a symbol that’s trusted around the world.”