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This is an exciting and interesting essay to write for a number of reasons For one its an honour to make a research on one of the most profitable societies of the world for second because the kindness of McDonalds employees and the precision of McDonalds Web site are perfect sources for all kind of information that can help analyse through Porters value chain all the aspects of its value creation In the late 1940s Dick and Mac McDonalds were searching for a way to improve their little drive-in restaurant in San Bernardino California USA they invented an entirely new concept based upon speed service low prices and big volumes Word of its success spread quickly in 1952 they had more than 300 franchising inquires a month from all over the country McDonalds is now the largest and best-known foodservice retailer and one of the two best-known and powerful brands in the market With more than 24500 restaurants in 115 countries some of those operated by the company some by franchisees or by affiliates operating under joint-venture agreements The global market potential is still huge yet on any day even as the market leader McDonalds serves less than one percent of the worlds population The restaurant chain plans to expand their leadership position through convenience superior value and excellent operations The effort to increase market share profita bility and customer satisfaction has produced high returns to shareholders a compound annual total earning of 210ver the past 10 years McDonalds vision is to dominate the world-wide foodservice industry Universal dominance means setting the performance standard for customer satisfaction and increasing market share and profitability through successful fulfilling McDonalds convenience value and execution strategies A precise way of considering McDonalds role of operations is through Porters value chain analysis The Value chain breaks down the firm into its strategically relevant activities in order to understand the behaviour of costs and the existing or potential sources of differentiation
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