School of Business publications portal

eCase Collection - abstracts

HSE_CASE_NR: 103-042 | status: active
Authors: Traclet, David
Gasiorowska, Anna (supervisor)
Material: 23 pages
Publication year: 2003  Language: eng
Keywords: food industry, strategy, high quality product in food industry, customer; requirements, customer retention, healthy food trends, ethical challenges.
Abstract: After 46 years of considerable growth, McDonald’s was facing an uncertain future. For the second consecutive year, sales were not reaching the targets and profits were shrinking with the first ever loss in the fourth quarter of year 2002. As a result change in management took place in when the Board of Directors elected Jim Cantalupo, formerly Vice Chairman and President, to succeed Jack M. Greenberg as Chairman of the Board and CEO, effective January 1, 2003. One of the reasons was the fact that the company was slow in following healthy food trends worldwide.