McDonald’s has a published mission (Purpose) statement. Evaluate McDonald’s Purpose Statement and prepare a revised, improved statement.
Instructions:
Step 1. Review the Cohesion Case and McDonald’s corporate website
Step 2. Critique the existing McDonald’s Purpose statement by determining which of the nine desired components and which of the 10 recommended characteristics are not included.
Step 3. Develop a proposed Purpose Statement for the company, one that includes the necessary components and characteristics discussed in this chapter.
Step 4. Recall from the Battle of Cannae discussed in Chapter 1, clear vision and mission statements are the basis for an excellent strategic plan and, thus, can be vital to a company's survival.
• State the analysis and conclusions in narrative form
• Make sure to include key data from your exercises.
Sample Answer
Analysis and Conclusions: McDonald's Purpose Statement Evaluation and Revision
Introduction: A company's Purpose (or Mission) statement serves as a foundational element, guiding strategic direction, stakeholder engagement, and daily operations. It should clearly articulate what the company does, who it serves, how it operates, and why it exists. This analysis evaluates McDonald's current Purpose statement against established criteria, identifies its shortcomings, proposes a revised statement incorporating the missing elements, and discusses the critical importance of a clear Purpose for strategic planning and organizational survival, drawing a parallel to the strategic clarity emphasized in the Battle of Cannae.
Step 1 & 2: Critique of Existing McDonald's Purpose Statement
McDonald's published Purpose statement, found on their corporate website, is: "To create a better, brighter future for people, communities, and the planet."
Critique based on Desired Components (Nine common mission statement components):
- Who: Partially addressed ("people," implicitly "communities"). It lacks specificity about the primary customer base (e.g., families, busy individuals).Analysis and Conclusions: McDonald's Purpose Statement Evaluation and Revision