Strategizing of Fast Food Industries using A Balanced Scorecard Approach: A Case Study of McDonald’s Corporation

Abstract

McDonald’s Corporation is one of the largest fast-food industries in the world. McDonald’s has always been successful through its franchising model and continuous innovation in its business strategies. This researched case study paper aims to highlight various strategies used by McDonald’s to drive success including the application of Michael Porters Dynamic Theory of Strategy and Five forces model and develop a sustainable balanced scorecard for McDonald’s Corporation. The methodology used is an archival analysis and use of published secondary resources. The findings indicate that if McDonald’s wants to continue through the path of success, they need to be changing their core values, strategies to keep up with the pace in changing global demands and complex business environments.