McDonald's Corporation
This is an attempt to study the history and development of one of the great institutions of United States and a part of the images of the country that has spread in the whole world. As is well-known, the dominance of the world by United States came after the Second World War when the traditional leaders of United Kingdom and Germany lost their predominant positions due to the destructions of the war, and the impact of change in economic order due to the freedom of many countries. This was the freedom of the colonies and United States had been one of the first colonies to be free, and the former colony became the leader, along with Russia which was the pathfinder of the failed social and economic structure of communism. It was a contest between the two to prove the relative superiority of the two systems, and the old structure of Russia has passed into history. At that time it was important to spread the message of the free world and her economic methods into the rest of the world who were waiting on the sidelines and deciding on which of the leaders they should follow.
McDonald's was one of the institutions that came out then and later spread throughout the world. It is a system where the concept of food was made simple and easy to serve. The system was to give people a bundle of taste, energy, nutrition and health in a form that the person could easily take up. He could even carry it with him to eat at some other place and it freed him from the drudgery of cooking his own meals. This led to its immediate acceptance among a group of people who came out to face the brave new world and make their own fortunes in it, and that helped them in their search. It was comparatively much cheaper as it did not have certain built in costs of restaurants like the rental for space, the cost of tables and chairs where the people would eat and wait, the cost of the large team of servers and cleaners who would maintain the restaurant, etc. this made the food cheap and easily affordable. This increased the popularity of the system.
Within a short period it spread to a great part of the world, and with the food went the message of a free country. It is still traveling in different parts of the world, as those parts still contain a large number of people who are the hardy pioneers trying to build up their own countries into leaders of the world from being back of beyond. It is a process that will continue as man feels that all are the same and entitled to become a leader if they work hard enough for it, and that was the reason for the success of United States. In the rest of the world, McDonald's is still popular and spreading, but in the home country, it has probably reached a plateau. The reason for this is probably more psychological than anything else, and the reason is that people feel that they are now entitled to more comforts, as they can afford to pay for the comforts. This is also bound to happen, as in the process of development, it is a cycle and the society will slowly change.
The generation which took McDonald's to the top in USA is now becoming older and their thoughts are changing as will happen to any individual with age and economic prosperity. They are slowly loosing interest and the new generation has different dreams and that is not all McDonald's. It is like the change of tastes in music, in movie stars, in dress and many other forms of entertainment. Ultimately when one looks at it, humans have been eating from the days they started life on this planet thousands of years ago. The nature of the food that they took first changed when they went from hunting to farming, the discovery of fire, and so on. The advent of McDonald's and its progress through the hands of man is also one such chapter. As an organization one has to think of the concept of an organization as a living being which is born, then grows, reaches maturity and finally declines. All organizations will also die, but their life can be extended if the form is changed bringing different interests to the organization. The present management is trying that.
I. Introduction
Why I chose this topic?
The image of McDonald's is not like the image of the United States in certain countries and the same time, it represents a great American brand name. The largest market for McDonald...
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