Compare the McDonald’s strategy with that at other companies that have prospered despite wrenching changes in their industries. When GE realized that manufacturing had become less profitable. It moved into financing. When wait Disney co. found it hard to lure more people to its theme parks. It built hotels and captured more dollars from the tourists already there. And coca-cola spun off its bottline business and focused instead on becoming a marketing powerhouse. The difference is profound : If McDonald’s had added shareholder value at the same rate as Coca –cola over the past ten years, its shares today would 170 each. Instead, they bring less than 55.
CULURE THAI LOOKS INWARDNOT OUTWARD
By contrast, McDonald’s core recipe has changed little since the early’80s. McDonald’s need to move the question from How can we sell more hamburger? To What does our brand allow us to consider selling to our customers? Says AdrianJ slywotzky , a partner at corporate Decisions Inc.,a consulting firm in Cambridge,Mass.