The Role of Strategic Management in Fixing the Strife in McDonalds Today Essay

This paper examines the role of strategic management in the financial turmoil and strife that characterizes modern McDonalds. McDonalds has been in a financial slump. The recent change of CEO, and other upper level management will show how it will make a positive impact on their sales. This change in Management is apparent in McDonalds gradual loss of control over their mechanisms of their target market. To explore the role of strategic management in modern fast-food, this paper analyzes several references published in the last month. The CEO of a company has such control of the success or failure of a company. In the process, whether it be success or failure, financial gains or losses are sure to follow. SummaryMcDonalds has changed the face of their leadership with the retirement of CEO Don Thompson. He retired March 1, leaving Steve Easterbrook as the new CEO of the fast food chain. During Thompsons time as CEO same-store sales dropped 1, shares of the storied company have fared poorly, losing about 3 in the past year, greatly underperforming the SP 500, which is up 13.9 in the same time period (Gasparro). For the past five years, MCD shares are up 51.6, which is a poor performance given the market's 94 advance in the same period (Gasparro).In the month following the CEO transition, Easterbrook has labeled himself as an internal activist who plans to create a modern, progressive burger company (Gasparro). McDonalds investors have been impressed by this change as shares gained .3 in the 31 months between Thompson becoming CEO and news of his retirement on Jan. 28, shares have since risen more than 11 since Easterbrook has taken over (Gasparro).Easterbrook has scheduled a Turnaround Summit meeting with operators, franchise owners and suppliers to discuss changes within the company (Gasparro). Some of the changes are changes to its ingredients, such as dropping preservatives or artificial ingredients. Another change is simplifying the menu which has over 120 items...

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