Unformatted text preview: communication
When promoted to Restaurant Manager, training continues through the
Advanced Operations Course covering staff development, motivation,
stress management, communication and leadership.
33 | P a g e CUSTOMER PERCEPTION AND CUSTOMER EXPECTATION
Customer perception is a key factor affecting a product¶s success. Many
potentially changed products have failed simply because of their inability
to build a healthy perception about themselves in the customers¶ minds.
McDonalds being an internationally famous brand brings with it certain
expectations for the customers.
children. with VISITS MCDONALDS TO two Visits McDonald¶s to give the children a treat. children¶s Want to visit McDonald¶s as it is a fun place to
eat. A business customer Visits McDonald¶s during the day as service is
quick; the food tastes great and can be eaten
in the car without affecting a busy work
schedule. Teenager Hangout with friends, but keep it affordable. 34 | P a g e Customers expect it to be an ambient, hygienic and a little sophisticated
brand that respects their values. The customer¶s expect the brand to
enhance their self-image. Customer responses obtained at the Vile Parle,
Mumbai outlet confirmed the fact that they connect strongly with the
brand. However, fulfilling some of the customer expectations like a
broader product variety, provide McDonald¶s a great scope for
improvement. MCDONALD¶S HEALTHY EATING POLICY
McDonald's is committed to providing high quality, safe and
healthy food. It recognizes the relationship between a balanced diet,
lifestyle and health. 35 | P a g e It supports the recommendations of the 1991 Committee On Medical
Aspects of Food Policy (COMA) report and the targets laid down in the
Government's White Paper¶ The Health of the Nation' by ensuring
products conform with the guidelines. McDonald¶s contributes to the
development of wider healthy eating policies by working with government
departments and organizations dedicated to healthy eating.
McDonald's continually reviews how its products relate to dietary
recommendations, at the same time it ensures maintenance of quality,
taste and value.
McDonald's continues to seek quality new products which are in
line with dietary recommendations but, which satisfy customers'
expectations. McDonald's committed to reduce the amount of additives,
especially preservatives and colorants in the products.
McDonald's helps customers to balance their diet by providing
detailed Nutritious information on all its products.
McDonald's encourages staff to understand the principles of healthy
eating. Specials training programmes are held for attainment of this
McDonalds works closely with franchises, suppliers and distributors to
meet their commitments to quality, nutrition, hygiene and food safety. ANSOFF PRODUCT MARKET GROWTH MATRIX
36 | P a g e The Ansoff Product-Market Growth Matrix is a marketing tool created by
Igor Ansoff and first published in his article "Strategies for Diversification"
in the Harvard Business Review (1957). The matrix allows marketers to
consider ways to grow the business via new products, new markets ±
there are four possible product/market combinations.
This matrix helps companies decide what course of action should be
taken given current performance. The matrix consists of four strategies:
4. Market penetration strategy
Market development strategy
Product development strategy
Diversification MARKET PENETRATION STARTEGY
Market penetration is one of the four growth strategies of the ProductMarket Growth Matrix defined by Ansoff. Market penetration occurs when
37 | P a g e a company enters/penetrates a market with current products. The best
way to achieve this is by gaining competitors' customers.
Other ways include attracting non-users of your product or convincing
current clients to use more of your product/service. Market penetration
occurs when the product and market already exists in market. McDonalds
is one most popular brand in fast food in entire world. In 1975, the first
McDonalds opened at Hong Kong, many thought that this is was wrong
move for McDonalds. Various reasons were laid for this claim. Although,
the main reasons lays on the fact that Americans and Hong Kong
Chinese at that time have very different perception about food.
McDonalds, being an American food chain, view breads full meal while
Hong Kong Chinese view them as snacks. As time went by, McDonalds
slowly became the part of the Hong Kong landscape and way of life rather
than just being an outpost of American culture. Hong Kong Chinese soon
accepted that the food McDonalds serve are ordinary, thus they are for
ordinary people like them.
Future more, believes that the introduction of McDonalds to the Hong
Kong society changed the direction of the Hong Kong cultural framework.
Along with the rest of the world, Hong Kong was also McDonalized. MARKET DEVELPOMENT STARTEGY
A market development strategy targets non-b...
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