KARACHI UNIVERSITY BUSINESS SCHOOL

Topic of Assignment
Strategic, Tactical, and Operational Objectives
Course Title
CORPORATE PERFORMANCE & PLANNING
Course Code
BA (BBA)-641
Course In-charge
SIR HARIS ALI KHAN
Student Name
AMMARAH CHAUDARY
SEAT # B-18107006

Date: 9TH JUNE-2022

McDonald's is an American Multinational fast-food chain. The corporation was formed in 1940
and holds its headquarters in Chicago, Illinois, United States.

McDonald's is not only the world's largest restaurant chain by revenues but also the world's
second-largest private employer with 1.7 million employees and possesses the ninth-highest
global brand evaluation.

The millstones reached by the organization are phenomenal and are predominantly the outcome
of successful management and assessment of corporate performance through division of
corporate objectives

For understanding the smooth progress and expansion of the respective chain of restaurants, the
study looks into the structured division of strategic, tactical, and operational objectives of
McDonald's.

Strategic Objectives

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The strategic objectives of McDonald's are linked with the strategic planning which crafts the
overall vision of an organization. These objectives are generally comprehensive and are planned
on long-term basis such as 5-10 years.

McDonald's, concerning its strategic goals, prioritizes the customer experience. The company is
oriented towards enhancing the customer experience and hence, everyday operations, from the
tiniest to the most significant, are directed towards the said strategic goal.

The company targets an impression and service standard so that the customer leaving the
restaurant shall yearn to come back to McDonald's. The respective strategic objective has made
McDonald the leading food chain across the globe and the favourite hangout spot of families as
well as students.

McDonald's, thus, successfully establishes brand loyalty over the products. The fries and happy
meal products of McDonald's are especially famous among kids who refuse to switch and prove
to be the long-term customer base of McDonald's.

The strategic goal of keeping the customers hooked on the food quality and service standards has
been highly fruitful for McDonald's and added to the company's goodwill given the company is a
worthy brand and a proclaimed name in food market competition.

Tactical Objectives

Having clarified the strategic objectives, Mcdonald's further builds the planning and actions on
Tactical objectives. Tactical objectives are the medium-term management goals. Planning by the
corporation drawn out upon the tactical objectives is usually aimed to be executed in a 1-3 years
period of time.

In harmony with the strategic objectives, the prime tactical objectives of McDonald's are the
establishment of a stronger two-way communication link with the customers and the expansion
of the customer base. For achieving the respective tactical objectives, McDonald's lays great
focus on addressing the uncertainties regarding the health and nutrition issues in the products.

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 The medium of advertisement and promotion is more often employed by McDonald's to achieve
the tactical objectives and to stay connected with customers manifesting a positive image of the
corporation.

Operational Objectives

Operational objectives are further trickled down on a day-to-day, weekly, or monthly basis.
Operational goals, thus, also serve as performance indicators and employee appraisals for the
corporation.

The operational objective of McDonald's, in line with the strategic and tactical objectives,
obliges the management team to achieve speed and efficiency in processes and nutrition in food
products. The goal of operational efficiency is designed view the large-scale production of
McDonald's as the company is reported of selling 75 burgers per second with more than 37,000
outlets worldwide.

The widespread and massive production operations are required to be handled diligently as
customers expect the best after placing the order and would not wish to make another purchase
with a bad food experience. Therefore, minor differences in efficiency adversely affect food
quality or the time taken in preparing the order ultimately holding major impacts on the profit
charts of the company.

The operational objectives, thus, demand a smooth and streamlined process of production,
delivery, and billing for attaining the best results.

The operational objectives also emphasize the avoidance of inventory pile-ups given the
perishable nature of food items. The management teams of McDonald's outlets around the world
are therefore required to make calculated purchases of supplies and to remain updated with
future sales forecasts.

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