![]() ![]() Considering major international fast-food competitors, like Burger King, Wendy’s, and Subway, as well as McCafé competitors, like Starbucks and Dunkin’, and smaller regional or local firms, it is essential that McDonald’s develop competencies to strategically manage the effects of competition and to achieve business goals based on the company’s mission and vision. Pertinent to competitive rivalry, McDonald’s vision statement pushes the business organization to achieve growth and improvement. ![]() On the other hand, the firm’s corporate vision statement sets the long-term aims of the fast-food business. In this case, McDonald’s mission statement establishes the company as an accessible and enjoyable food service destination. The company’s corporate mission statement sets the purpose and related objectives of the restaurant business. As the biggest fast-food restaurant chain in the world, the company considers its vision statement and mission statement as essential policy and strategic management tools to ensure continuous growth. McDonald’s mission statement and vision statement are a response to trends in the global food service industry environment. ![]() McDonald’s mission statement and vision statement address strategic challenges in the global fast-food restaurant industry. ![]()
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