Introduction
MacDonald’s
is the world largest food restaurant that is 75 years ago open in San
Bernardino, California. It was first time open on May 15, 1940, in America. On
April 15, 1995, it emerged as a corporation that extends its operations in
different countries. Richard and Maurice McDonald is the founder of the
MacDonald who starts this food restaurant with his name MacDonald. Founder of
MacDonald Corporation is founded by Ray Kroc. The main headquarter of MacDonald
is in Oak Brook, Illinois, U.S. It is a worldwide food chain that serves in
almost all the countries of the world the number of the location where they
start their operations is 36,000 + areas. Andrew J. McKenna is the chairman of
the company. Steve Easterbrook is the President and CEO of the company.
The
company is serving 68 million customers daily in different regions of the
world. The company has 36000 outlets in 119 countries. The company operates
either through a franchise or the corporation itself or an affiliate. The
revenue of the company comes from different sources which include rent,
royalties or fees paid by the franchise. The sale of the company contributes a
lot to the revenue of the company. The
annual revenue of the company which is mentioned in the report of 2012 is $27.5
billion. MacDonald is the second largest private business behind the world
largest private business of Wal-Mart. The company has approximately 1.9 million
employees in which 1.5 employees are work of different franchise in different
countries. (Delaware, 2014)
Vision
“Our overall vision is for McDonald’s to become a modern, progressive
burger company delivering a contemporary customer experience. Modern is about
getting the brand to where we need to be today and progressive is about doing
what it takes to be the McDonald’s our customers will expect tomorrow. To
realize this commitment, we are focused on delivering great tasting;
high-quality food to our customers and providing a world-class experience that
makes them feel welcome and valued.”
Mission
“Our mission is to be our customers’
favorite place and way to eat & drink. We’re dedicated to being a great
place for our people to work; to being a strong, positive presence in your
community; and to delivering the quality, service, cleanliness and value our
customers have come to expect from the Golden Arches – a symbol that’s trusted
around the world.”
Guiding Principle
Through accountability, innovation,
integrity and respect they can enhance the success of its business associates,
partners, and customers.
Core values
They
follow these core values to guide their decision and behavior
Teamwork
They
emphasis on teamwork which promotes the team building, they hire experiences
and diverse people who work together to meet the needs of the customers.
Respect
They
respect and honor the rights of their fellow members, associates, share owns,
manufacturers and customers. They treat their associates with the high degree
of dignity, trust, and equality.
Accountability
The
company is responsible for all the decision, commitments, and action as well as
their behaviors towards their associates, customers, and others.
Innovation
They
try to make different innovate product to meet the need of the customers with
the changing trends of their taste.
Employees
They
value their employees a lot by providing them stable and safe work environment.
Different opportunities are given to the employees that enhance their growth,
security, and empowerment. (MEYER, 2015)
Products
The
company is offering different products in different countries depend on the
taste of the people of that particular region.
The main products of the company are hamburgers, chicken sandwiches,
chicken burgers, French fries soft drinks, desserts and breakfast items. In
different markets, they also offer salads, vegetarian items and different types
of wraps according to the choice of the local people. They also offer McRib sandwich on the
seasonal basis. The products are offered in two forms it depends on the
customers whether they eat it in the restaurants or take away. (Mcdonalds.com, 2015)
International menu
variations
The
restaurants which are operating in the Asia also served with soups. According
to the market needs and taste of the people, the menu is designed and the food
which is available is according to the regional markets. For example the sale of
Ebi (prawn) burger in Singapore and Japan. McRice in Indonesia or vegetarian
burgers in India, in America they also sell beer and meat pies are sold in New
Zealand. The method of serving is different from the other when the customers
eat in the restaurant the meal is served in the plastic tray with the paper
inside the tray. When the customers take away their meals they are served in
brown paper wraps. In both the cases whether they served on the restaurant and
take away each of the items is individually packed.
Marketing
For
many years, MacDonald’s has successfully maintained an extensive marketing
campaign. Besides the advertising in
T.V, Radio and newspaper the company also advertise their products in different
billboards, signage, by sponsoring the different event that includes small
events like Little League to the mega events like FIFA World Cup and Olympic
Games. In all the local events for the
kids, MacDonald’s serve orange drinks to the customers with its logo. From the
date of establishment MacDonald have used different 23 slogans while
advertising in the United States While advertising in India, it mentioned that
they are using taboos and following the traditional trends of vegetarian in
serving the people of India.
They
add local favorite taste in their burgers while opening their franchise in
India. The serve McAloo Tikki, potato pancake on a bun by dividing the kitchen
of the restaurant onto two zones one is the vegetarian and the other is
non-vegetarian. In their advertising in India, they mentioned that their bright
Indian restaurants are not charging high prices to the customers. The strategy
which they follow is making the profit through the high volume and low prices.
They are also donating in different charities and sponsoring different local
activities. The other way of advertising is the inauguration of McDonald land
for the kids.
Customers
The
customers of the MacDonald is expanding all over the world there are very are
persons in the world who do not know the MacDonald. The widespread operations
of the Macdonald’s make them prominent among the customers who help in
retaining and attracting new customers. The customers of MacDonald belong to
all ages. They warmly welcome the children’s, youngsters and old people the
menu of the MacDonald best suit to all of them. The customers find it the best
place where they can enjoy with their kids and friends. They made play land for
the kids which are the source of enjoyment and attraction for the kids. (Mcdonalds.co.uk, 2015)
Services
The
serving of the MacDonald in different countries are different in every country
they are serving according to the type and taste of the customers. If they are
serving with the same taste as of headquarter then they may not be successful
but the strategies which the made in each country to serve according to the
taste of people make them successful among the customers. MacDonald has given
the best services to the customers by given them priority and fulfill all the
needs of the customers. The experience of the customers at the MacDonald is
very enlightening for the customers. They feel relax with their families and
friends when they visit it. They
recognized the complaints, feedback or inquiries from the side of the customers
and further implement it into their business as the find it very helpful for
them.
Conclusion
Macdonald
is old and growing brand of fast food that successfully carried out its
function in different countries of the world. The company starts its operation
in America but with the passage of time it extends its operation in different
countries. Due to its efficient and effective strategies it opens thousands of
franchise in different countries. The company is providing the multiple
products according to the taste and eating habits of the citizens of the
particular country.
The
best thing which the MacDonald is providing to its customers is the Best
environment with the best products to the customers that nurture with the
excellent services by the employees. Macdonald
is considered to be the best place for the families and gathering in the world.
The services of the company are not limited in their operation but they also
actively take part in social activities. They sponsor different events that
range from local to international events. Also the charities from the side of
the company help in promoting the social activities which provide favor and
assistance to different needy people in different countries.
References
·
Delaware. (2014). Macdonald corporation.
United States : United States Security and Exchange Comission .
·
Mcdonalds.co.uk. (2015, 01 01). Customer Services at McDonald’s. Retrieved
11 10, 2015,frommcdonalds.co.uk:
http://www.mcdonalds.co.uk/content/dam/McDonaldsUK/People/Schools-and-students/mcd_customer_services.pdf
·
Mcdonalds.com. (2015, 1 1). Company Profile. Retrieved 11 10,
2015, from aboutmcdonalds.com:
http://www.aboutmcdonalds.com/mcd/investors/company_profile.html
·
MEYER, P. (2015, 10 04). McDonald’s Vision Statement & Mission
Statement Analysis. Retrieved 11 10, 2015, from panmore.com:
http://panmore.com/mcdonalds-vision-statement-mission-statement-analysis
