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638 Mendiola St. 1005 San Miguel Mendiola, Manila
A STRATEGIC MANAGEMENT PAPER
(STRAMA)
On
McDonald’s Philippines
A Subsidiary of
Alliance Global Group Inc
Submitted by: Hiroshi A. Torobu
Executive Summary
I. Introduction
McDonald’s is the world’s largest chain of fast food restaurant serving more than 58 million customers daily. The firm has an excess of 30,000 restaurants worldwide employing 1.5 million people. The business began in 1940 with a restaurant opened by two brothers namely Richard and Maurice McDonald in San Bernardino, California and then was bought by Ray Kroc who is now the founder of the McDonald’s corporation. A McDonald's restaurant is operated by a franchisee,…show more content… The company’s dominance in the rapidly-growing fast food, enabled it to improve its stance in the market. The company’s new release of chicken barbeque countered attacks from other aggressive entrants like Mang Inasal.
IV. Industry and Competitor Analysis
Number of players and their relevant sizes
McDonald’s Philippines is in the top ten list of the fast food restaurants in the Philippines and currently competing with the other leading fast food restaurants such as Jollibee (current leader in the market hitting a 31% in market share) and Chowking ( The third in the list after McDonald’s).
Market Aspects • Products or Services McDonald’s offer products such as Big Mac, Cheeseburger, World Famous French Fries, Egg Muffin, Apple Pie, Sundae and the Happy Meal, plus local favorites like Chicken McDo, Burger McDo and McSpaghetti pionnering 24/7 restaurants and delivery catering to customer’s changing lifestyles. In line to that McDo also opened a café at their restaurant to serve customer’s wanting a good ambiance to relax in an American style coffee shop 24/7 served with delicious deserts and coffees. While, Jollibee offers it’s famous jolly chicken meal, barbecue chicken, spaghetti, palabok, burger steak, all time Filipino breakfast (such as beef tapa, corned beef,
