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maindanglau McDonalds, -Was the worlds first drive through, and then the…
McDonalds
Consumer Needs/Wants
NEEDS
-McDonalds meets consumer needs by providing cheap, on the go food.
-McDonalds knows this, and aims to attract people who simply want a cheap, quick, decent tasting burger for cheap.
-McDonalds will never be a place where people go to eat exotic, high quality burgers.
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Resources
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-McDonalds makes its goods available through customers both in-person, and online
-McDonalds uses online apps, walk-in stores, and drive-throughs to get to customers
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-For Example ; McDonalds Canada only really gets ingredients from Canadian farmers, whilst US based McDonalds only receives US-grown ingredients
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-McDonalds has a variety of staff, both backend and frontend
-For example ; CEO's from corporate, Managers running franchises, Cashiers, etc.
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-However, not all McDonalds use this, it truly depends on what is available
McDonalds is a franchise. This means they lend out their name and product to franchisees, who in turn sell in their name. Franchisees have a lower start-up cost, but won't receive ALL profits.
International Business
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-Internationally, McDonalds is organized in a hierarchy, very similar to how they organize corporate and stores.
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-Lower employment wages, making expansion easier
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-As seen in February of 2022, over 300 children in the US alone we're found to be working in McDonalds.
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-Depending on cultural practices, the way McDonalds handles human resources abroad can, and will, affect their reputation.
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Mcdonalds had a strategic plan called “Plan To Win” which was implemented in 2008. This plan SPECIFICALLY highlights what they would do for the 5 P’s
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-Breakfast foods such as apple pies, Lunch foods such as chicken sandwiches, etc.
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-Furthermore, in countries such as europe, Mcdonalds caters to their culture by serving alcohol.
-Products in Mcdonalds vary depending on country, but even in their variation, they cover a massive range of foods.
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-Create an affordable breakfast, lunch, or dinner for FAMILIES
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-Currently, over 10 items on the dollar menu
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Promotion
-Aside from using almost every channel available, Mcdonalds makes apt use of slogans
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-Considered the second most widely known character, only being beaten by santa himself
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Preference/People
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-Mcdonalds does a lot of external marketing, as well as INTERNAL marketing
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-Targets families, which is why Play Places and Drive throughs are so integral to their experience
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-Take into account culture, local taste, and other factors when designing, or bringing items into international markets
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-by literally being everywhere, they have a literal larger market share
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-Notably, nearly 50% of US citizens are less than 3 minutes away from their nearest mcdonalds
-Being able to have a Mcdonalds be accessible to everyone was their main objective in this department
IMPORTS/EXPORTS
-Mcdonalds, operating in over 121 countries, obviously has a large import and export market
-Typically, McDonalds does source goods from their own country. IE ; mcdonalds USA gets US grown things, China gets China grown things, etc.
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-However, since 2007, China has become Mcdonalds main supplier, accounting for ~98% of all imports
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Management
The Production Process
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Food selection
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Essentially, every item is tested for pieces of metal, and then sanitized. Then, frozen and shipped to McDonalds locations
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Functions of Management
PLANNING
-Planning at McDonalds is done by identifying goals/objectives,then developing strategies and ultimately putting them into action
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-As displayed by their supply chain, having a wide variety of connections and employing effective strategies allows them to be a 24/7 restaurant
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ORGANIZING
-SpeeDee system, Hierarchical system at an international level
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-Focuses on division, coordination, and control of task flow
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-Still follow a rigid set of training programs, supplies, and operations
-Formal structure alongside giving authority to employees creates organized independence and cooperation at the same time
Leading
-Former CEO, Jim Skinner, was said to be a transformational leader
-Gave employees authority, which is why he was regarded as a transformational leader
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-Never downplays customer satisfaction, in fact, this is why he tried to keep employees happy
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-Moral leader during McDonalds’ crack down over obesity as seen in 2019, pushing for anti-obesity instead of trying to cover it up
CONTROLLING
-Clear policies and motivated workers as seen in Leading amalgamate into McDonalds upright, but not limiting, structure
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-Mcdonalds Corporation would like to train all employees at Hamburger University to further ensure quality
-Strict and clear policies alongside Skinners transformational leadership amalgamate into McDonalds autocratic, but not limiting management style.
LEADERSHIP STYLES
Autocracy
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-Typically, crew members are young and work during summer vacations
-Because of how young, and new they are, they aren’t involved in decisions
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MARKETING
Product
-McDonalds varies its products wildly, both depending on their location and just in general
ie : serving all types of meals of the day, coffee, regional variancy such as alcohol in some european countries
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-McDonalds serves all meals of the day, in portions that vary wildly
-Happy Meals, deals for 2, etc.
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Place
-Most of mcdonald's sales are concentrated in restaurants, but they’re not limited to just that
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-ie : kiosks during busy hours, online mediums for those unable to leave the house, etc.
Promotion
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-Obviously, Advertisements are McDonalds most notable promotional tactic
-TV, Radio, Print Media, Online media
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-Public relations are used to build goodwill in the community, making them a “better option” in peoples eyes
-Ronald Mcdonald charity house, McDonald’s Global Best of Green environmental program
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Customer
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-Targets mainly lower to middle class citizens due to their low price, and relatively mediocre quality
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Competition
-Directly competing with Burger King, and other burger and fries fastfood joints
-After expanding into McCafe and Chicken sandwiches, things such as starbucks and chick-fil-a can even be brought into the picture
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-Was the worlds first drive through, and then the first to try to outsource its drive throughs
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