McDONALD'S MISSION AND VISION STATEMENTS
STUDENT’S NAME
INSTITUTION
INTRODUCTION
A brief history of McDonalds
MISSION AND VISION STATEMENT
DEFINITION OF MISSION STATEMENT
DEFINITION OF VISION STATEMENT
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
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
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
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
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
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 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 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 MISSION AND VISION STATEMENT
Cont…
• Giving back to the community
• Growing the business profitably
• To strive continually so as to improve
REFERENCES
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Crowley, J. D. (2011). Developing a vision: Strategic planning for the school librarian
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Ferrell, O. C., & Hartline, M. D. (2014). Marketing strategy: Text and cases. Mason,
OH: South-Western/Cengage Learning.
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Fiore, F. (2005). Write a business plan ... in no time. Indianapolis, IN: Que
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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