GRAND STRATEGY MATRIX

High market share of 49,6% in 2011 in the US Burger market share but slowly on the growth of the Fast- food industry itself.

Analysis Grand Matrix Strategy1. Forward integration (joint ventures with the retailers).

2. Product development (launch new innovative products such as healthier ingredients).

3. Market penetration through advertising, healthier products and diverse local taste.

QUANTITATIVE STRATEGIC PLANNING MATRIX

• PROBLEMS:-The US market share of McDonalds is going down.-Product life cycle is on decline.-Analysis 2 alternative strategies for McDonalds either expanding their brand in Asia market, specifically in China and India or trying to offer healthier menu.

• First strategy: -Focus on China & India market.-Revenue in Asia Pacific 50% in 4 years, compare to other regions such as: US, Europe, America.

• Second strategy:-Consuming healthy food.-Not only come with vegetable, must be different with competitors. This can enhance the company’s strong position in market.-Identify key strategic factors for the QSPM matrix. Then, we can formulate the type of strategy we would like to pursue base on others above matrix such as SWOT analysis.

• Analyzing QSPM Matrix resultChoose the expansion to Asia market, especially China and India as a main strategy because they have the highest potential market growth and suitable for our company long-term strategy.