McDonald is a good company and marketing strategies story with QSCV motto - quality, service, cleanliness, and value. When it burst onto the scene more than 55 years ago, McDonald enhanced with modern fast food concept, good quality food at affordable prices and strategies that make McDonald growing rapidly.
In the mid 1990s, the fate McDonald are not good. The company seemed to fall out of touch with the costumer. Americans are looking for fresh, better tasting food and the atmosphere is more contemporary. To tackle the problem, McDonald try new products, ranging from pizza to sandwiches. But unfortunately both of these products failed. McDonald subsequently became increasingly popular target for 2 social activists and nutritionists, who blame fat and sugar-laden menu chain to contribute to the nation's growing obesity crisis.
In early 2003, McDonald also create a new strategy which is now called "Plan to Win". On this strategy, McDonald focus back to the customer. Not satisfied just to be "The Best Fast Food Restaurant In the World", McDonald changed its mission to be "Our Customers Favorite Place and Way to Eat".
In the line with the new mission, the company building a plant to win about five basis experecience exeptional customer: people, product, place, price, and promotion. They focus on top quality and the overall customer experience. The goal is to get "Better, not just Bigger". Stop the rapid expansion of the company and instead poured money back into improving the food, service, atmosphere, and marketing in the exit outlet, redecorated, restaurant with clean, simple, more-modern interior amenities to make the experience more comfortable.
To achieve success in our efforts to choose the right strategy, we must learn from the past and strive to be better. For example, McDonald's, they changed yheir mission to improve the condition of the company. McDonald knows the importance of booth strategic and marketing planning.
McDonald who launched a stunning turnaround that once again has the customer and the company chain humming catchy jingle "I'm Lovin' It"
