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Peer Response: Cite 2 Scholary authors for each.
• Find at least TWO students whose conclusions bring new levels of understanding to your view on McDonald’s internal performance or conclusions.
• Discuss any major differences where you might disagree.
1Acj. A purpose/mission statement is a broad description of what a company is and why it exists. For reasons listed in the text, a company’s purpose or mission statement should be broad enough to entice stakeholders and to encourage room for company growth and strategies that could motivate creativity in management (David, David, & David, 2023). I was surprised when I saw that McDonald’s mission/purpose statement was one sentence, but it packs a lot in that statement.
The McDonald’s mission statement posted on their website, is direct and straight to the point, but also has left room for stakeholders to gain insight into the various ways that the company gives back to and how it serves the community (2023). McDonald’s purpose statement reads: “Our purpose is to feed and foster communities.” (2023). Even as a one-sentence purpose statement, it does contain some components from the nine components that should comprise a good mission or purpose statement. For example, the word, communities, is mentioned, which fulfills the component of customers. This includes customers, staff, families, and neighborhoods, which are referenced often throughout the website. The second component of products and services is covered by McDonald’s reference to the offering of delicious food, conveniently located, and at affordable prices. Parts of McDonald’s purpose statement imply some components of a good purpose statement. For example, as the purpose statement talks about fostering communities, it implies that the business that is conducted will in some way positively benefit the community. This also allows McDonald’s to show a favorable side to the public.
According to the text, ten characteristics comprise a good mission or purpose statement. The characteristics are to be broad in scope, concise, inspiring, and identify the firm’s utility of products, social responsibility, environmental responsibility, referring to the previously mentioned 9 components, reconciliatory, enduring, and attractive to customers (David, David, & David, 2023). When examining these characteristics, McDonald’s purpose statement can provide inspiration and motivation that can positively impact stakeholders, customers, and the community. As I mentioned previously, it is concise, matter of fact, and easy to understand; yet broad enough to expand as the company’s interest and purpose grow. As McDonald’s “fosters the community” (2023), it implies a continuous effort to focus on the community, which fulfills the characteristic of being future-oriented for the long term. The words that are used in the purpose statement are in character, reflecting the value of serving the community and family. The statement is memorable itself because it is so concise and straight to the point. It sticks in your head because such a short phrase has so much meaning.
Although the purpose statement is missing some characteristics and lacks a few components that make a good mission statement, McDonald’s purpose statement has a very pronounced and concise impression that inspires, motivates, and shows care and concern for the community through food and apple pies. I would revise the purpose statement to read as follows:
“Our purpose is to provide nourishment while uplifting and empowering communities worldwide using diverse efforts through delicious, accessible food and motivating opportunities.” ~CJP
References
Our purpose & impact. McDonalds. (2023).
David, F. R., David, F. R., & David, M. E. (2023). Strategic Management (18th ed.). Pearson Education (US).
1B. McDonald’s existing mission statement, “to deliver tasty, feel-good moments easy for everyone to enjoy,” conveys a compassionate, customer-focused message, but it is missing a few key components that are necessary for a whole mission statement. The mission statement effectively covers customers, products and services, philosophy, and staff concerns when compared to the nine key mission components (David, David, & David, 2024). It places a focus on providing delightful meals and experiences in a warm, inviting setting. It is lacking, nonetheless, in a number of important areas. It does not list the geographical markets that McDonald’s serves, even though it operates in more than 100 nations. Unexpectedly, considering McDonald’s strategic focus on digital innovation and automation, there is no mention of technology. In addition, the statement makes no mention of financial objectives like growth or profitability, does not explain the company’s unique capacity or edge over competitors, and makes no reference to issues of public perception or social responsibility (David, The Cohesion Case McDonald’s Corporation, 2022, 2024).
McDonald’s mission statement performs marginally better when compared to the ten suggested elements of a good mission statement. It stresses usefulness and consumer focus while being succinct and emotionally compelling. It probably inspires internal stakeholders and is in line with day-to-day activities. But once more, it omits two crucial components: it fails to disclose the company’s wider social responsibility initiatives and fails to articulate its strategic orientation, including its emphasis on its “3D approach” (Digital, Delivery, Drive-Thru).
Despite being upbeat and people-focused overall, the statement lacks the strategic depth required for a compelling business objective. The statement should be updated by McDonald’s to reflect its global reach, technical advancements, dedication to sustainability, financial objectives, and distinctive advantages, including its well-known brand and franchising. The mission would become more strategic, resilient, and in line with external expectations as well as internal operations.
A proposed Purpose Statement for McDonald’s, which includes the nine essential components and ten recommended characteristics, is as follows:
Our mission at McDonald’s is to provide customers in every community we serve—in more than 100 countries—with delicious, reasonably priced, and easily accessible meals that make them feel good. Through operational excellence, sustainable practices, and digital technology innovation, we want to be the industry leader in quick-service restaurants. We provide outstanding service, assist our franchisees, make investments in our communities, and create long-term value for our stakeholders by empowering a diverse, inclusive, and engaged workforce. Our dedication to moral behavior, environmental stewardship, and ongoing development makes us a reliable brand both now and in the future.
This proposed statement aligns with McDonald’s current strategic initiatives while strengthening areas previously missing, including geographic scope, competitive advantage, use of technology, and a commitment to sustainability and profitability (David, David, & David, 2024).
As demonstrated in Chapter 1 using the Battle of Cannae as an example, the strategic relevance of goal and vision statements does, in fact, emphasize their significance. Hannibal’s tactical execution, cohesion, and clarity of purpose during that historic battle enabled a numerically weaker force to decisively beat a much bigger Roman army. This result was the result of a well-defined goal and a cohesive, methodical approach to achieving it.
In the business sector, vision and mission statements act as the strategic compass that directs all corporate activities. Just as the Romans, despite their might, lacked a unified plan at Cannae, so too can well-resourced businesses fail to successfully direct their talents without them. The company’s long-term goals and ideal future state are outlined in a well-written vision statement, and its current role, goals, and strategy for accomplishing them are outlined in a compelling mission (or purpose) statement.
McDonald’s needs clear and thorough mission and vision statements, particularly in the competitive, globalized, and quickly changing market of today. Employees, franchisees, suppliers, and other stakeholders are brought together around shared values and objectives by these statements. Additionally, they offer a basis for strategic planning, decision-making, and performance evaluation. A business that has a clear plan is better able to beat competitors and overcome obstacles, just like Hannibal did when his strategy was clear and resulted in a resounding triumph. Therefore, as we suggested, enhancing McDonald’s mission statement can contribute to bolstering its long-term viability and global leadership.
References
David, F. R. (2024). The Cohesion Case McDonald’s Corporation, 2022. In F. R. David , F. R. David, & M. E. David,
Strategic Management Concepts and Cases A Competitive Advantage (pp. 26-36). Hoboken: Pearson Education, Inc.
David, F. R., David, F. R., & David, M. E. (2024).
Strategic Management Concepts and Cases. Hoboken: Pearson Education, Inc.
