Then as time passes they turned into cash cows and when they reach to their maturity they ends up as dogs.In his paper, Barney defines firm resources as: A product may starts as a question marks then it succeeded and becomes stars. With the passage of time strategic business units change their position. But there are a very few products which can be placed in dogs. They have reached at sustainable market position, whereas McDonald’s continues with increasing more innovative food product that enjoys a great market share as well as shows a high growth rate. In the BCG matrix Stars that depicts old traditional products are now enjoying a high market share without having too many changes as earlier.

McDonald’s is an established strategic unit that now needs less investment to garb its market share as compared to other emerging business units. Cash cows is that strategic business unit in which has low growth rate and but it is enjoying high business share or product. According to analysis initially when McDonald’s as a business unit was a star that has high growth rate along with high market share, but now it has turned into cash cows. Strategic business units are classified as stars, cash cows, question marks or dogs.

The critics mainly voiced concerns and anxieties about the problems of the youth labor, its impact on the community values and the healthy lifestyles of people. However, the brand also faced much criticism in the news for the labor, environmental issues and its expanding empire. Between 19 Mc Donald strategies were displayed on the business pages of the NEW YORK TIMES displaying repeatedly the American success story in the United States important news paper. Today the McDonald family has exceeded to about 30,000 restaurants globally and serves over 50million people in more than 100 countries each day. After that he renamed it to Mc Donald Corporation in 1960, Kroc focused mainly on family meals for children, spending huge amounts heavily on television advertising. To feed the teens age people the brothers reduced the menu to only hamburgers, and then expanded their business to four restaurants by 1953.For further expansion after their success in 1955, the entrepreneur Ray Kroc bought the right to franchise Mc Donald’s as a globalized brand. As a brand it started in California during the 1940s as a restaurant by two brothers Richard and Maurice McDonald, mainly it started as a popular teen hangout place. MC DONALDS is one of the leading food chain brands touching the lives of people every day.

Bcg matrix paper mcdonalds