Mcdonald Case Study Essay
Essay Topic: McDonald’s
Paper type: Case study
Words: 630, Paragraphs: 18, Pages: 3
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McDonald’s mission statement is: “McDonald’s vision is to be the world’s best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness and value, so that we make every customer in every restaurant smile.
McDonald’s competitive strategy competes on several bases, including cost, respond, speed, and health issue. Their strongest priority is “making customers happy”.
McDonald’s in is the mature stage of their product life cycle. All the competitors are known and established.
This means that they go for more of a cost structure to have a cheap product while still maintaining the MacDonald’s quality. Because the franchise maintains the same product line they can focus on cutting costs.
Product Development Process
MacDonald’s uses product development teams to gather many minds as a resource for ideas. This allows for the cooks, marketers, service representatives, and others to sit together and think from many different angles to come up with a product.
When coming up with a product together, they try to identify potential target markets to penetrate or needs that are not being fulfilled. This is all done in a food studio in Oak Brook, Illinois. They then test the product in a small test market for 6 weeks. And then if successful there they expand the test markets to 800 to 1,000 restaurants.
McDonald considers priorities for food safety, product quality and costs. The facts are together with ethical, environmental and economic responsibilities. Moreover, McDonald had been pushing effort on animal welfare. McDonald’s Recognized on “world’s most ethical” Companies List on 2009.
At McDonald’s, quality is the #1 priority when serving customers. McDonalds delivers quality both through products and services by actively training each employee so that a high standard is set for the food they create. They also purchase their products from high class companies such as their fries from McCain and their drinks from Minute Maid.
McDonald’s uses a process focus strategy by developing a system that can be used in every McDonalds you go in to. For example, when entering McDonald’s for a Big Mac meal, one employee takes the order at the counter and gets the drink, another is at the fry machine always making sure fries are made fresh, and a third employee is making the burger.
Along with McDonalds new approach to revamp its physical exterior image much is changing inside the restaurant itself from a technology aspect. Recently McDonalds has introduced WI-FI into many of their outlets providing customers with free access to internet to surf the web or check emails while they enjoy a meal or just a coffee. What McDonalds hopes to achieve with this is to create a more welcoming atmosphere where the food is still fast but the stay is longer and more enjoyable. The internet is one such feature where people can keep in touch while outside of the office without a need for rushing back but also McDonalds has introduced new flat screen televisions which play the local news. These technologic features with cozy leather couches and a new sleek interior look is intended to keep up with the technology changes that go on outside of the restaurant.
The building itself is changing as well. McDonalds has introduced a new ventilation system in the building that quickly whisks the kitchen smells such as the burgers and fries outside of the dining room. No longer does the kitchen smell linger into the dining room providing a cleaner and more appealing way to dine within the restaurant. The kitchen is being constantly upgraded for faster and better service and McDonalds is currently looking at installing new grills that will enable them to provide their number one success all day; the breakfast menu.