Before you submit the final version of your Strategic Management Plan, the last piece you need to create is an Executive Summary. This should be the first page in the final version of your plan. It’s meant to be something that an executive could quickly read in order to get a basic understanding of the overall strategic management plan. Due to its purpose, the executive summary should be a thorough and concise summary clearly depicting the content of the plan. Give an overview of the goal you’re trying to accomplish, any major findings in your research, the reasoning behind the goal, and any major obstacles you foresee. It should be treated as a document ready to be turned into an executive director, board of advisors, investor, etc. Therefore, format and style (presentation) is very important.

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Ethics and Creating a Mission Statement
Details about the history of McDonald’s.
The McDonalds was established in 1940 by Richard and Maurice McDonalds. The first
McDonalds restaurant was located in San Bernardino in California. The company was first
created a hamburger stand and was later into the franchise. The management introduced the
Golden Arches logo in 1953 in Phoenix, Arizona. In the year 2003, the launched a recovery plan
under the leadership of Cantalupo. The revitalization plan involved the closure of about 700
restaurants in the United States. More than 600 jobs were eliminated (Tanahashi 2). These
changed negatively affected the firm and in loses of $343.8 million. The new CEO brought new
menu items such as entrée salads, breakfast sandwiches, and white-meat chicken McNuggets.
The sales went higher in the same year, and the top purchases were backed by a global adverting
campaign known as “I’m loving it.” From 2003, the firm has been successful, and its profits have
been increasing steadily like in 2017 when profits rose by 28% as compared to the firm’s
earnings in 2016.
Roles played by McDonald’s executives for the last 2015 years.
Some of the McDonald’s executives during the period in include Don Thompson who
served as the company’s president and Chief executive from 2012 up to 2015. Don Thompson
helped in increasing the company’s sales through his excellent leadership. Jim Skinner who was
elected as the president and the CEO in 2005 also played an essential role in ensuring that the
firm performed well (Tanahashi 4). Steve Easterbrook who was elected as the firm’s CEO in
2015 also played an essential role in providing that the company is performing well through
good leadership. These leaders have positively impacted McDonald’s. They have managed to
Ethics and Creating a Mission Statement
enable the company to achieve success through leadership and innovations. Most of the changes
have aimed at improving customer service and increasing the company’s profits.
McDonald’s mission statement and code of ethics
McDonald’s mission is to be a place of their customer’s best place to be and to be their
customer’s best way to eat and drink. McDonald’s code of ethics states that the firm should
operate ethically and the company is committed to serving its customer’s (Tanahashi 6).
McDonald’s mission statement and code of ethics have influenced the business’ operation as it
offers the best quality goods and services to its customers. The staff members at McDonald’s
treat their customers with respect and dignity. It one of the many companies in the United States
where there is less discrimination against people.
Areas of concern in McDonald’s.
Bad food image.
Over the years, questions have been asked whether or not McDonald’s food is healthy.
Some people have accused the company of using too much food additives such as natural
sweeteners which are harmful to health. Some people have also asked if they use real chicken
when making the Chicken McNuggets. To respond to these allegation’s McDonalds invited
members of the public to question them about the ingredients they use when creating the foods.
The company’s food is said to be causing diseases such as heart diseases, obesity, and asthma.
Ethics and Creating a Mission Statement
Rewriting McDonald’s mission statement.
McDonald’s brand mission is to be our customer’s place of comfort and refreshment
(Tanahashi 2). Our global activities are adhering to our worldwide strategy, plan to win, which
focuses on providing our customers with brilliant customer experience through the delivery of
high-quality products and services at an affordable price. We focus on enhancing activities to
improve the customer experience.
I have made changes in the on the word “customer’s favorite place and way to eat and
drink” with the “place of comfort and refreshment,” because the services provided by
McDonald’s are meant to make the customers comfortable while in the restaurants and
refreshment. The food products of McDonald’s refresh the customers who were hungry and they
get new energy after consuming the food.
Ethics and Creating a Mission Statement
Tanahashi, Sandra. “Succeeding globally depends on localization: A case study on
McDonald’s Corporation.” University of China 57 (2008).

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