Strategic alliance, sometimes called strategic partnership, is "a cooperative agreement between business firms." McDonald's focuses on its strategic alliances with other firms and organizations. Through McDonald's and those cooperative organizations, they standardize the menu, expand the market and improve the value of company.
In this blog, I will analyze the relationships with outcome.
McDonald's Strategic Partnership
Nowadays, It is weird for us to eat burger without Coke beverages. McDonald's is the first fast food chain company who added the carbonated beverages as their main drink serving with burgers. In the business field, the strategic alliance of McDonald's and Coca-Cola is considered as one of the most successful relationships. These two giant cooperations have operated stably for many years. Obviously, McDonald's is the largest consumer of Coca-Cola. Although Coca-Cola sells drinks to other restaurants, its relationship with McDonald's goes far beyond other suppliers. Since Coke is sold in almost twice as many countries as McDonald's, Coca-Cola has also helped McDonald's to set up new operations around the world.
McDonald's forms another formal alliance with Disney in 1997. Disney is so meaningful to families in terms of entertainment. Meanwhile, McDonald's also targets these kids and families. So it was a great chance for McDonalds to add the company value and promote the company itself. Since these two huge brand made the agreement, McDonald's Happy Meal toy line has tied in the Disney themes or movies. Disney toys brought big merit on Happy Meals and immediately boosted McDonald's sales. Some people even visit McDonald's just for collecting these toys. What's more, these collected Happy Meal Disney toys are sold by auction through the web in the pretty high prices.
Green Strategic Alliance
Strategic alliances with environmental groups increased consumer reliability in green products. McDonald's forms strategic alliance with the Environmental Defense Fund (EDF) to gain endorsements for products or clean up their image.
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