Strategic

Management: CASE 15

Creating MCDONALDS
JAMAL SHAMSIE
Competitive ALAN B. EISNER
Advantages

Copyright 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
 MCDONALDS
ICEBREAKER

HAVE YOU EVER EATEN AT MCDONALDS? OVER THE LAST FEW

YEARS, HAVE YOU SEEN ANY CHANGES IN EITHER THE MENU OR
THE RESTAURANT DCOR? WHAT DO YOU THINK OF THESE
CHANGES?

15-2
 MCDONALDS
DISCUSSION QUESTION

1. WHAT SITUATION DID THOMPSON INHERIT WHEN HE BECAME

CEO? WHAT ARE THE CURRENT FORCES IN THE EXTERNAL
ENVIRONMENT THAT MIGHT AFFECT NEW CEO THOMPSONS
STRATEGY?

15-3
 MCDONALDS
DISCUSSION QUESTION

2. WHAT SOURCE OF COMPETITIVE ADVANTAGE DOES

MCDONALDS HAVE, AND IS THAT POSITION SUPPORTED BY ITS
VALUE CHAIN AND OTHER INTERNAL RESOURCES?

15-4
 MCDONALDS
DISCUSSION QUESTION

3. WHAT OTHER STRATEGIES DID MCDONALDS FORMULATE TO

ACHIEVE A COMPETITIVE ADVANTAGE? WHAT STEPS DID
SKINNER TAKE TO FIX THE PROBLEMS THAT MCDONALDS FACED?
WHAT SHOULD THOMPSON DO NOW TO PERHAPS BUILD ON
SKINNERS ACCOMPLISHMENTS?

15-5