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Analysis of Annual Report

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Annual Report Analysis
SK Md Saif Ali (Neil)
CMN 413

Analysis of Annual Report: McDonalds

Here is an annual report analysis of McDonalds based on recurring themes, corporate image, Branding, Readability, design, interest, factual comprehensiveness, consistency and transparency.

Recurring Themes: Health concern is the biggest issue to general people when it comes down to fast food. Despite of their great they are incapable to promote good health. In 2012 Annual report, McDonalds claimed to overcome these issues by providing food with quality and taste. By adding real fruits, vegetables, salad to its menu, it has taken the food quality to a new level. Moreover, McDonalds has also become more eco-friendly. By successfully diminishing the usage of carbon footprint and energy, McDonalds proved that point to some extent. This organization has a family crisis fund to help families during depraved times.

Corporate Image: approximately 69 million people around the world is served food by McDonalds. McDonalds has differed itself from other companies by seeking competitive advantage. They try to gain that by adding healthy food to their menu and by renovating the business. On page 5 of annual report, It is stated that how standing out for employees and looking out for its own people have earned McDonald’s a competitive advantage on others. The reason behind using such statement served multiple purposes. First of all its shows why one should work in McDonalds and the other (the most important one), it creates an abstract image to shareholders that why its safe to invest in McDonalds, as the organization promises to stand up for people that helps them.

Branding/ Marketing impact: McDonalds realized the urgency of delivering food that has both taste and health benefits. That’s why their 2012 branding strategy is built on 3 key terms: Quality,...

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