A Review Of Mission Statement For Fast Food Industry

3278 words - 14 pages

HBM 524/533
Marketing Strategy Development

A Review of Mission Statement
Fast Food Industry

Prepared for: Dr Tony Lobo
Submitted: 29 March 2010

Prepared by: Wei Zhao
Student ID: 6623484
Executive Summary

This report is written to evaluate if the mission statement is still necessary for company's succuss and to review mission statements for five quick services restaurants which are competing in the fast food industry including: Hungry Jack’s, McDonald’s, Domino’s Pizza, Kentucky Fried Chicken and SUBWAY chain.

This report finds that a well written mission statement is able to guide the direction of the company and positively change employees’ behaviours which ...view middle of the document...

Researches of this report could not find McDonald’s mission statement therefore the report reviews the vision statement of the company instead.

The report first gives brief company descriptions about these five companies, then states the mission statement for each company following by the critical review of each mission statements. This report has applied key elements that discussed in Johnson (2008) including Environment, Strategic Capability and Strategic Purports to these five companies. All information comes from secondary data and peered review articles.

2. The need of Mission Statement
A mission statement is both an organizational cultural symbol and an objective technical element of an organization's strategy. It imbued with meaning, reflecting the assumptions and values of the environments in which they are crafted (Biloslavo, 2007). A good mission statement is able to create organizational integration – getting everyone focused on common objectives and working together to pull in the same direction (Mullane, 2002).
A well written mission statement is very useful strategic tool if it is able to get the CEO, the top managers and the people in the organization involve and make sure the mission statement is understood by every level of the company:
* According to Campbell (1997) that a mission statements is valuable for getting senior managers to work out a common view and as a company flag to rally around. It guides the behaviors of all people involved in the company from top to down.

* Klemm et al. (1991) also asserted that the mission formulation process could be used to generate new ideas and promote shared expectations among all levels of employees.

* According to Bart et al. (2001) a good mission statements could positively affect employee behavior when the organization displayed commitment and established internal policies which supported the statement. These positive changes in employee behavior are directly link to the financial performance for a company.

Organizations operate without mission statements are like ships sailing in the ocean without rudders. If they got lucky, they can still sail safely in the ocean. However, if they got back luck, the wind will let them crash into reef and sink.

3. Hungry Jack’s
3.1 Company Description
Hungry Jacks has operated in Australia since 1971. It is a franchise of the international Burger King Corporation and has over 300 stores Australia. Hungry Jack's is now a well established brand in the 'Quick Service Store' segment in Australia. The slogan of ‘The Burgers are Better at Hungry Jack's- has created a strong and well respected brand (Hungry Jack’s, 2010)

Hungry Jack’s mission statement:
‘To be the best fast food hamburger store in Australia in terms of customer satisfaction in product, service and individual store profitability (Hungry Jacks.2009)’

Company position statement:
Hungry Jacks offer the most delicious...

Other Papers Like A Review of Mission Statement for Fast Food Industry

Mission Statement of Amul Essay

949 words - 4 pages MISSION STATEMENT GCMMF endeavour to satisfy the taste and nutrition requirements of the customers, of the world through excellence in marketing by their committed team. Through co-operative networking, they are committed to offer quality products that provide best value for money. VISION STATEMENT “Amul’s vision is to provide more and more satisfaction to the farmers, their customers, employees and distributors. A devastating earthquake

Effects of Fast Food Essay

2314 words - 10 pages ). The fast food industry can fight obesity. Research has proven that calorie labels may not be the most effective way to address the issue but it is a step. People still continue to make bad choices regarding their food despite the fact that the calorie count is posted. Portions are also a big thing. Consumers tend to always want more for less, creating bigger meal options in front of them. When a lot of food is put in front of someone, its hard

Importance Of Certainty For Food Producing Industry

1737 words - 7 pages investing in food package industry in Indonesia is promising to the investors. However, there are still many of governance issues to resolve. One of the biggest concerns of food industry is about the certainty of regulation in Indonesia. Government policies which related to food industries interest are still keeping on changing. Some changes can be caused by the change of person in charge of some position, for example in the ministry. Since most of the

Outline Advantages of Fast Food

618 words - 3 pages Thesis Although fast food is convenient, inexpensive, and is basically a cultural phenomenon, we as a society need to stop eating fast food because it has increased health problems, has taken away from family values, destroys the environment, and has created a food economy dominated by giant corporations. Intro We, as a society, have a need for speed.  We want everything faster, more convenient, and bigger.  We are the “super-sizedâ

How Fast Food Is Bad for You

727 words - 3 pages You all have probably experienced fast food sometime throughout your life. The first thing that comes to mind when mentioning fast food is greasy, oily, unhealthy garbage, yet most of us consume junk food on a daily basis anyway. There are over 300,000 different fast food restaurants in the US. People frequent them because of convenience (quick and usually cheap). In such a fast-paced society, people are eating more fast food than ever before. I

At the Heart of a Company’s Strategy Is a Mission Statement

715 words - 3 pages achieve this is “by employing the most professional, well-trained, and ethical real estate practitioners in the nation.” That is a bold statement that I expect would have specific, significant plans laid out as to specifically how they do this. It’s easy to make a great-sounding mission statement. If I was a potential customer, I would want to see the proof of their claims. Metro Brokers’ first claim is that they are “providing the finest full

In Business, A Mission Statement Defines What An Organization Is, Why It Exists And The Reason For Being. What Are The Benefits Of Having A Highly Defined Mission Statement? Explain Why It Is...

1843 words - 8 pages In business, a mission statement defines what an organization is, why it exists and the reason for being. What are the benefits of having a highly defined mission statement? Explain why it is important for a company to define its values explicitly. Mission statements, a formal summary of the vision, objectives and values of a company, have become increasingly popular around the world. With the correct formulation and implementation, a mission

The Dangers of Fast Food Restaurants

1327 words - 6 pages Dark Side of the All-American Meal.” Academic Search Complete. Germanna Community College Library Services. 12 October 2015 Eric Schlosser is a reporter for the New York Times, who specializes in researching big-name corporations and searching for corruption. In his article, he talked about how the fast food industry does whatever it needs in order to maintain a high profit, going so far as to cast aside human morals for a higher pay

Proposal For Qingyuan Fast Food Restaurant Opening Project

4507 words - 19 pages high, so medium consumption level fast-food restaurants are more suitable for this area. Last but not least, though with the large of population flow, this area owns the hotel, especially moderate consumption level restaurants are rare, so that catering industry has enormous development space here. The Qingyuan Fast-Food Restaurant plan will invest total RMB400,000 to redecorate the new restaurant, install new equipment, purchase raw

Mission Statement of an Indian and International Company

910 words - 4 pages stated  Clearly defining the public image of the group  Clear commitments Few points which the mission statement of Adidas Group does not include are:  Technology used in designing and manufacturing of Sports product  Company location is not specified Revised Mission Statement Germany based Adidas Group strives to be the global leader in the sporting goods industry with sports brands built on a passion for sports and a sporting lifestyle

The Impact Of Fast Food Advertisements On Consumers’ Buying Behavior

3323 words - 14 pages industry. Among popular fast food restaurants in Malaysia are MC Donald’s (McD), Kentucky Fried Chicken (KFC), Subway, Pizza Hut and many more. According to Jekanowski, Binkley, and Eales, (as cited in Hazrina, 2010) Malaysian fast food industry is rapidly growth due to changes in a lifestyle of people in major cities. Thus, advertisements play a crucial role to boost up company’s performance as it is an effective communication tool in which could

Related Essays

Fast Food Industry Australia Essay

4460 words - 18 pages , 600 KFCs and 845 Domino's, here in Australia and in New Zealand. (News.com.au, 2011)  The following report is going to show the analysis of the micro and macro fast food industry environment and the specific situation for Subway as examples of the company, showing the framework to do a development about Subway and its position in the fast food industry. The resources, capabilities and competencies evaluation is conducted to recognize the main

Fast Food Industry Essay

5835 words - 24 pages custom-branded technology solutions to manage their own online identity and better reach, engage and retain their customers.   Introduction Problem Statement This case study looks at the problem of setting up a fast food restaurant. The basic problem in the food service industry is that restaurants are not realizing efficiencies that would result from better applications of technology in their daily operations. Every fast food has counter

Supply Management In The Fast Food Industry

1974 words - 8 pages Running head: SUPPLY MANAGEMENT IN THE FAST FOOD INDUSTRY 1 Supply Management in the Fast Food Industry: Taco Bell versus Del Taco Abstract With the advent of restaurants that offer its consumers quality food at a value price, it seems that quick service restaurants (QSR) are taking America by storm. Fast food chains that encourage their customers to “Have it your way” or “Eat Mor Chikin” continuously push competing chains to become

The Economic Impact On The Fast Food Industry

3693 words - 15 pages consumer behavior in the fast food industry to support the results demonstrating the economic effect from the efforts of marketing. Introduction Fast food has become a major source of nutrition for many Americans, and therefore has a large impact on the American economy in various ways. To begin to paint the picture of how important the Fast Food industry is to the U.S economy, it is important to understand its beginnings