Stars: Kasi (2018) mentioned that McDonald’s Europe segment will come into the category of stars because in 20, Europe has generated the highest revenue for McDonald’s, and it requires effective market development and strategies for market penetration to evolve this segment into cash cow for financial stability in the long run.Ĭash Cow: He also mentioned that the American segment of McDonald’s reported 31% share of revenue in their annual sales. McDonald’s has segmented its operations into 4 geographical areas which is America, Europe, APMEA (Asia Pacific, Middle East, Africa geographical region) and other. Cash cows these are the products with low market growth but high market shares.Īccording to Kasi (2018), McDonalds has the highest market share in the fast food industry compared to its core competitor, the Yum brands, which owns KFC, Pizza Hut, and Taco bell. (Meyer, 2018).Īccording to Smart Insights (2018), there are mainly 4 types of quadrants in a BCG growth matrix which are the Dogs which are the products with low growth and market share, Question marks these are the products with low market share but high market growth, Stars segments which compete and operate in high sales growth industry and have high market share. Later then in 1954, a salesman known as Ray Kroc signed a franchise agreement with Dick and Mac McDonald opening his first McDonald’s, it is then when McDonald’s starting growing its successful fast food restaurant.

Later on they had a determination to develop their business, so they decided to close their business for 3 months and later on re-opened it on 1948 as a self-service drive in restaurant serving only 9 items (Miranda, 2018). The history of McDonald’s is that it initially started as being a small hamburger stand in Bernardino California, which was owned by Dick and Mac McDonald. Most of the McDonald’s restaurant are owned by independent owners worldwide (Miranda, 2017). McDonald’s is a multinational company operating in more than 117 countries with more than 32,000 McDonald’s restaurants.

Mcdonalds bcg matrix