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Unformatted text preview: new taste menu,´
where they offered a new sandwich for one week. The purpose was to
offer customers a variety of options to satisfy peoples¶ desire for variety.
However, the new taste menu proved to be ineffective.
Some customers would fall in love with an item, but it would only last one
week, and they would be frustrated that they couldn¶t purchase their new
beloved favorite sandwich.
More recent changes to the menu have proved effective. McDonald¶
realized that many of today¶s customers seek healthy food options, and
Corporation has offered items accordingly. As mentioned above in
³Competition Bases,´ McDonald¶s now offers a wider variety of nutritious
50 | P a g e items and provides information to help its customers as well as
employees make informed healthy choices.
E.g. Vegetarian Menu CORPORATE SOCIAL RESPONSIBILITY ³At McDonald¶s, making customers happy is what our business is all
about. And we know it takes a lot to make that happen. We work hard to
provide every customer with a choice of meals and an experience that
exceeds their expectations.´
The preceding statement is the quote which introduces McDonald¶s
Worldwide Corporate Social Responsibility Report (2004). Although the
company strives to compete on several bases, their ambient goal is
customer satisfactions. They reach this goal through a variety of efforts.
McDonalds visionary goal is to continually improve their organization.
One example is the manager on duty task of completing a ³travel path´
every thirty minutes of his shift. During a travel path, the manager
personally checks every aspect of the restaurant, including: the lobby
51 | P a g e area where customers eat, the restrooms, the grill area behind the
counter, the walk-in refrigerators and freezers, the stock area, as well as
the entire perimeter outside the restaurant.
Through completing travel paths, management continuously checks every
aspect of the restaurant throughout the day.
In addition to short term continual improvement, McDonald¶s organization
also thinks ahead for long term improvement.
To ensure that they serve 100% safe food, McDonald¶s conducts food
safety tests multiple times throughout the day. The corporation changes
³Food Safety´ book used by the managers several times a year, in efforts
to think toward the future for the most appropriate variables to measure.
Along with internal improvement to the organization, McDonald¶s also
collects external information from its customers to discover which aspects
the company performs well, and which aspects could be improved. The
manager is supposed to talk to at least one customer during each travel
path and the manager can immediately react to this direct face-to-face
communication. On a larger scale, McDonald surveys its customers two
times per year. To entice customers to submit feedback, the organization
offers a free sandwich in return for a completed survey.
In summary, McDonald¶s strives to reach its goal of ³making customers
happy´ through their normal competitive bases of speed, price, and
nutrition, and they also ensure customer satisfaction through continual
improvement of their operations. SWOT ANALYSIS 52 | P a g e The Road Ahead
y y Entry to Tier 2 and Tier 3 cities ± The main target customer for
McDonald¶s is the new urban Indian family. With the customer
demographics constantly changing and tectonic social and cultural
shifts being observed in Tier 2 and Tier 3 cities due to globalization,
the company is now expanding to Tier 2 cities like Pune and Jaipur.
Rolling out McBreakfast across all outlets ± In India, the
company has recently launched its entry into the breakfast food
category. This is now launched on a pilot basis on select stores. In
Mumbai, it available at the Vile Parle outlet. The company views this
category as a key growth driver in future. VS
53 | P a g e The young generation of India has moved towards junk food against the
traditional Indian homemade food. People have started to live a fast and
speedy life, so much so that they prefer going to the junk foodie¶s
restaurant and eat food in just few minutes instead of making lunch/dinner
at home and wasting 2 to 3 hrs in preparing it.
It all started with the invention of McDonald¶s in INDIA, junk food has
become more popular between the young youth as McDonald¶s launched
its branch in most of the major cities of INIDA. Along with McDonald¶s
many other junk food brands have started their business here.
One of a direct competition to the evergreen business of McDonald¶s that
recently launched here in Mumbai is Kentucky Fried Chicken commonly
known as KFC which is famous for its fried chicken.
Non-Veg lovers can have a feast in KFC, the VEG lovers are sidelined
and are not taken of that much care; there is no variety for the veggies
here in KFC, as much as they have in McDonald¶s.
In MC Donald¶s you get a wide variety of choices for both VEG and NONVEG lovers. When it comes to Quality ± KFC is far behind from MC
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This note was uploaded on 01/12/2014 for the course IBS. 403 taught by Professor Mikedover during the Fall '13 term at Humber.
- Fall '13
- Ordinary People