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Mcdonald's operation strategy
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The McDonald's Corporation, headquartered in the United States, is the world's largest chain of quick service fast food restaurants operating in around 119 countries with a customer base of 68 million. A McDonald's restaurant operates either through a franchisee or the corporation itself and its revenue stream includes rent, royalties and fees or the sales of products respectively.
McDonald's came to India in 1996. McDonald’s India has collaboration with local companies who manage the outlets. Vikram Bakshi, under Connaught Plaza Restaurants Pvt. Ltd (CPRL) manages the outlets in the Northern and Eastern Region through a joint venture, Smita Jatia, under Hardcastle Restaurants Pvt. Ltd., manages in the Western and Southern Region, as a development licensee.
Before coming to India, McDonald’s spent close to 5 years in vendor development so as to get the best menu suited to the needs and fitted to the cultural aspects in India. It also established the “cold chain supply system” across India to maintain the nutrition and freshness of the products. This was in conjunction with their philosophy of QSQV (Quality, Service, Cleanliness and Value) which still works as the primary philosophy through which it operates in India. After ensuring a strong supply chain network it opened its first outlet in Delhi in 1996.
After 10 years of operation, there are 242 McDonald restaurants in India which serves around 5 lakh customers every day. The McDonald’s burger served in India has 9 different ingredients. These are sourced from 35 suppliers across the country. It also ensures Vegetarian and Non- Vegetarian segregation right from the processing and only uses 100 % vegetable oil.
Not only did they establish the cold chain network, McDonald’s...
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...or iceberg lettuce improving from 60% to 80%
Supply Base Diversification:
Rather than having supplies only from one location, McDonald explored varied locations that have ensured supply through the year. Going by the company records, lettuce is now grown in Ooty (Tamil Nadu), Lonavala (Maharashtra) and Solan (Himachal Pradesh). This benefited them a lost since the cost of lettuce remained flat for nearly 4 years.
Improved IT Capabilities
The entire chain of McDonalds delivers on such tight lead time with such high quality products by successfully integrating IT capabilities throughout the chain. Suppliers are using SAP while Distribution Centers manage through RAMCO Marshall ERP with Cobra software. These systems not only assist in day to day functions of the store like tracking sales, but also enable restaurants to schedule staff and send forecast orders to DCs.
The first McDonald’s opened in 1948. The franchising operations soon became McDonald’s Corporation in 1955.
According to Royle (1999) McDonald’s is a very large multinational enterprise (MNE) and the largest food service operation in the world. Currently the company has 1.5 million workers with 23,500 stores in over 110 countries with the United Kingdom and Germany amongst the corporation’s six biggest markets, and over 12,000 restaurants in the United States. In 1974 the United Kingdom corporation was established and in 1971 the Germany corporation was established, currently the combined corporation has over 900 restaurants and close to 50,000 employees in each of these countries (Royle, 1999).
McDonalds Canada opened in 1967, thirteen years after McDonalds had taken the United States by storm. This was the first restaurant to be opened outside of the United States.
McDonald's Corporation is the largest fast-food operator in the World and was originally formed in 1955 after Ray Kroc pitched the idea of opening up several restaurants based on the original owned by Dick and Mac McDonald. McDonald's went public in 1965 and introduced its flagship product, the Big Mac, in 1968. Today, McDonald's operates more than 30,000 restaurants in over 100 countries and have one of the world's most widely known brand names. McDonald's sales hit $57 billion company-wide and over $25 billion in the United States in 2006 (S&P).
The McDonald's Corporation is the largest chain of fast food restaurants in the world. It is franchised in over 119 countries and serves an average of 68 million customers daily. The company started in 1940 as a barbecue restaurant operated by Richard and Maurice McDonald in the United States. They reorganized their business as a hamburger stand in 1948. In 1955, Businessman Ray Kroc joined the company as a franchise agent. He purchased the chain from the McDonald brothers and oversaw its global-wide growth (McDonald’s 2014).
Have you ever wondered how the business empire of McDonalds was started? With over ninety nine billion served, it was started in 1940 in San Bernardino, California. It was started off as just a Bar-B-Q that served just twenty items. Its first mascot was named “Speedee” They eventually realized that by setting up their kitchen like an assembly line that they could be much more productive and get their food done faster, with every employee doing a specified job; the restaurants production rate became much higher. A milkshake machine vendor came into their small restaurant one day, his name was Ray Kroc. He saw how much potential the restaurant has, so he bought it out and opened one of the first franchises. Within the first year of Ray Kroc buying it, there were one hundred and two locations all around the world. McDonalds currently is one of the largest fast food restaurants in the world and currently has served over sixty four million customers through one of their thirty two thousand sites. It has almost become a way of life for America. Though, McDonalds started off as a small business between two brothers, it grew into one of the largest restaurant franchises in the world and greatly affects our society and how we eat our food.
McDonald’s has proven over time that the business practices they utilize work well and have led them to obtaining the title of the largest food retailer in the world. The founder of the company made a tactical decision in franchising the idea of providing fast food at a cheap price. Today, fast food has become a staple of not only American life but a viable food option all over the world. For McDonald’s a critical factor in them reaching the level of growth they currently experience has been franchising. It can be assured that McDonald’s will continue to grow through the usage of the franchising techniques as new food markets continue to develop all over the world.
“McDonald's is the world's leading global foodservice retailer with over 35,000 locations serving approximately 70 million customers in over 100 countries each day” (Aboutmcdonalds.com, 2014). McDonald’s has implemented scientific management principles in their business operations.
McDonald's current customer environment is people on the go or people who don't want to spend a lot while going out and need something quick and good to eat. It is best stated in McDonald's mission statement that they want to be the world's best quick service restaurant experience. As stated before, McDonald's has restaurants in 121 countries and has extensive global experience in customer service and satisfaction. McDonald's is excellent at researching an international area before building restaurant there. For example, in India McDonald's realized that the majority of the population was Hindu and vegetarian, they therefore, did not even bother to put beef or any other red meat on the menu.
McDonalds also uses diversification in its global marketing. McDonalds recognizes that different countries have different values, customs, and tastes. Therefore, McDonalds satisfies these diverse global tastes by diversifying the menu according to each country’s unique preferences. This added diversification tactic, allows McDonalds to stay competitive in a global market. Examples of McDonalds globally diversified menu would be that McDonalds offers an exclusive beefless menu to its customers who live in India. This is because eating beef in India is sacrilegious. To meet the tastes of customers in India, McDonalds created new offerings such as the “Pizza McPuff” and the “McVeggie.” McDonalds considers the cultural tastes in every country it opens its doors
McDonalds also play a role especially into the goods being safe to use and being very reliable with provided instructions. This will benefit the customer's safety and hoping to be very reliable during the customer's use because its helps the business to increase it sales by keeping the existing customers and attracting new ones.
In order to open the Indian market, McDonald has to follow the local culture to make some improvements to the menu. Of course, McDonald also adds curry dishes and other local specialties in the menu.
Vignali, C. (2001). McDonald’s: “think global, act local”--the marketing mix. British Food Journal, 103(2), pp.97--111.
“McDonald 's is the leading global foodservice retailer with more than 35,000 local restaurants serving nearly 70 million people in more than 100 countries each day” (About McDonald’s 2014).
Overall, McDonalds are able to reach customers all around the globe and they market their products inexpensively. According to Naim (2001, p. 1) it is acknowledged that, “McDonald 's is a global brand, but we run our business in a fundamentally different way that ought to appeal to some critics of globalization. We are a decentralized entrepreneurial network of locally owned stores that is very flexible and adapts very well to local conditions. We offer an opportunity to entrepreneurs to run a local business with local people supplied by a local infrastructure. Each creates a lot of small businesses around