Análise das estratégias competitivas de expansão global e desempenho econômico e financeiro do McDonald's: um estudo de caso

Abstract

This study aimed to analyze competitive global expansion strategies and their impact on the economic and financial performance of McDonald's, one of the largest fast food restaurant chains in the world. McDonald's is recognized for its global presence and ability to adapt to different markets and cultures. To achieve this objective, bibliographic and documentary research was carried out to identify the main expansion strategies adopted by McDonald's throughout its history. In addition, relevant financial data from the company was collected. The research uses a quantitative approach, with secondary data collection. When analyzing the results of the analysis of McDonald's income statements, they reveal that the company has a solid market share, generating jobs in several countries. During the years 2020, 2021 and 2022 the company maintained a positive performance, even in the face of significant challenges, therefore, to justify these results, the competitive strategies of Porter (1980) and the franchising model as a business strategy were analyzed. After completing this work, it was possible to see the results in numbers that McDonald's achieved, and what strategies were used to achieve this result, thus, the strategy that stood out most in the study was a focus on costs in the USA and a focus on differentiation in the Brazil that was adapted by McDonald's in several ways.