Case Synopsis
Over the years, McDonald’s response to this growing competition was to expand its menu with more sandwiches and salads. It also started to add snacks and drinks, but the greatly expanded menu led to a significant increase in costs and longer preparation times. This forced the firm to increase the prices of many of its items and to take more time to serve customers, moving it away from the attributes that it had built its reputation upon.
Directions:
Read the case in your text and respond to the following questions; be prepared to participate in class.
Case Questions:
1. What are the current forces in the external environment that might affect McDonald’s strategy?
2. What source of competitive advantage does McDonald’s have, and is that position supported by its value chain and other internal resources?
3. What other strategies could McDonald’s formulate to achieve a competitive advantage?