Sarajevo, March 12, 2012


English for Graduate Students of Economics

Summer semester, Academic 2011/2012
Case Study Assignment No. ENG401-03-012-01: McDonald’s or McBurek’s? That is the question

Instructor: Prof. dr. Srebren Dizdar

Case Study
What is a Case Study? There is no universally accepted definition for a case study, and the case method means different things to different people. Consequently, all case studies are not structured similarly, and variations abound in terms of style, structure and approach. Case material ranges from small caselets (a few paragraphs to one-two pages) to short cases (four to six pages) and from 10 to 18 page case studies to the longer versions (25 pages and above).


To put it simply. Social scientists. Researchers have used the case study research method for many years across a variety of disciplines. and problems. and can extend experience or add strength to what is already known through previous research. and 3. issues. correct answer in the case study method. as is the case here. sometimes. However. small group discussion. a decision-maker faced with the situation described in a case can choose between several alternative courses of action. in a large group. Criticism Critics of the case study method believe that the study of a small number of cases can offer no grounds for establishing reliability or generality of findings. there is no unique. individual preparation. in particular. Some dismiss case study research as useful only as an exploratory tool. Good features Case study research excels at bringing students to an understanding of a complex issue or object. the method can be modified. Yet researchers continue to use the case study research method with success in carefully planned and crafted studies of real-life situations. A problem usually has a unique. Case studies are usually discussed in class. have made wide use of this qualitative research method to examine contemporary real-life situations and provide the basis for the application of ideas and extension of methods. Others feel that the intense exposure to study of the case biases the findings. or make an oral presentation on the case study in the classroom.A case is not a problem. Method The case study method usually involves three stages: 1. On the other hand. Since we want to improve your Business 2 . Case studies emphasize detailed contextual analysis of a limited number of events or conditions and their relationships. large group or class discussion. correct solution. Instructor may require individuals or groups of students to provide a written analysis of a case study. Reports on case studies from many disciplines are widely available in the literature. and each of these alternatives may plausibly be supported by logical argument. 2.

all the team members must read the case and come with their own set of remarks/observations. The group must ensure that all the group members contribute as m uch as possible equally to the preparation and discussion. Preparation of presentation Working in a Group If a group of students is asked to analyze a case. the method will be adjusted to: 1. 3. Close study of topic chosen.  Stick to the slide contents and its number limits as set by the instructor. they must ensure that they meet to discuss and analyze the case. Group formation. divide the content uniformly so that each team member gets an opportunity to contribute his/her equal share.  Be brief and to-the-point. If the case has been studied and analyzed thoroughly.English in various ways. in particular. by getting together for a group meeting at a suitable time and location.  As far as possible. 2. Some of points that need to be kept in mind when making a case presentation are:  Be well prepared. Adequate preparation The key to a good presentation is a good preparation. and. However. two page text summary and PowerPoint Eight steps process 3 . a presentation is more than the content. the content of the presentation should present no problems. Before the meeting.  Use visual aids such as Power Point presentation as the team's means of expression. It is important that the group is able to work as a cohesive team – problems between team members are likely to have an adverse impact on the group's overall performance. to have you work together as a small team.

3. Choose together only one from the proposed study/ research questions of the case. Submit your topic via e-mail by the set-up deadline to the e-mail address provided below 5. Determine data gathering and analysis techniques 6. Choose the Team Leader who is going to represent the Team in future communication with the case Study Supervisor and his crew. if necessary. possible conclusions or recommendations by the team. Find no more than four (4) partners from your class in order to make your five (5) persons case team. visual impression. primarily. Study carefully the initial material provided in the Case synopsis and make some notes 3. evaluate and analyze the data available 7. 4. 2012 (Line 1 4 . Do some additional research. Choose together only one from the proposed study/ research questions of the case 4.      the proper use of Business English. by visiting different websites that deal with McDonald’s or McBurek’s? That is the question! Case Study. 6. logical flow and structuring of the content. Read together the text provided above for the Case Study and decide what particular area of research you and your team members are most interested in. 5. 2. Prepare the summary of your findings in two typewritten pages as well as a joint PowerPoint presentation of no more than 15 slides on a CD 8. It includes:. and. Collect. on the quality of written case analysis and the way it is visually presented.1. Procedure 1. Select two more partners in order to make your three persons case team 2. Submit your presentation to the instructor by the set-up deadline. working as a team. Submit your topic via ENG401 Courseware website to the instructor by the deadline March 19. quality of analysis. The assessment of the quality of assignment: It will be based.

Ray Croc’s Ray Croc’s aggressive business practices. 9. 2012 (Line 2 students). evaluate and analyze the data available. 5 . 10. 7. 12.00 April 10. Ray Croc’s story 9.5. Hamburger Academy 10.00. Compare McDonald’s presence in the world market to other world fast food chains. Striving for innovation – Ray Croc’s style 8. prepare an Executive summary with a precise recommendation (Your idea for McDonald’s or McBurek’s? That is the question!) together with a Cover letter (Font Times New Roman 12) spacing 1. 6. where you will. Case Study Assignment questions 1. Franchise as a business framework for independent restaurants 5. 2012 (Line 2 students) to the section labelled as ‘Choice’. When and how the acronym McDonald’s came into existence? 2.students). Deliver your presentation both as a printout and on CD to the instructor’s office (Atrium A 8 Ground Floor) at latest by 16. 4. Ray Croc’s original idea for the company. Collect. Make sure your write the names of team members and index numbers on both your printout version and on electronic version on CD. or March 20. + one (1) final page listing your sources in Bibliography). Think how you would attract the attention of the IKEA managers by promoting an idea at the end of your research connected with the topic you have chosen. 13. or by 17. Determine data gathering and analysis techniques. Be creative – maybe your future job will depend on it! 11. The unique philosophy of the company’s founder 7. in particular. Prepare the summary of your findings in no more than nine (9) pages (first cover page + body text of seven (7) typewritten pages (Font Times New Roman 12) spacing 1. 2012 (Line 1 students).5. as well as a joint PowerPoint presentation of no more than 30 slides on a CD. 8. addressing a Human Resources Recruitment Manager with your report and idea. April 9. The origins and development of double arching McDonald’s logo 11. but with all the necessary sections that have been covered in class. The format of your findings should be given as a small business report. What is "Speedee Service System"? 3.

The basics of Application Process 41. The number and quality of internships at McDonald's. 43. The difference in McDonald’s business model in USA and elsewhere. 25. 24. 46. Sustainability goals. 27. Explain the Mission statement of McDonald's Corporation. 29. The purpose and layout of playgrounds at McDonald's. 35. The concept of sustainability. Best known products. 15. What is McJob? 40. Typical layout of McDonald’s stores. 6 . What is 'McDonaldization' in the current world? 33. 47. 36. Why did the corporation introduce IT technology at McDonald’s places? 34. Involvement with environmental issues. Employee Business Networks. 20. Global initiatives. The concept of scholarship in the corporation. McDonald's business values. McDonald's corporate Governance. Arguments for defending McDonald's policy 44. McCafé as a concept and practice 16. Sustainable Land Commitment programme. 23. What makes McExpress and McStop different from other such locations? 17. 48.12. 38. How McDonald's Board of Directors function? 22. Major focus area on sustainable growth. The impact of globalization on today's world. Corporate career in the company. How can one prepare for a job interview at McDonald's? 42. Leadership and management policy. 19. 37. 39. The development of McDonald’s network from 1955 until 2012. Farm to Front Counter 50. 14. Scholarships for Exceptional McDonald’s Employees. 30. The most famous controversies surrounding the corporation's dealings. External partnerships. Franchise possibility in Bosnia and Herzegovina. 18. 31. 21. 28. 49. Mentoring system within McDonald's. 45. Collaboration with NGOs on sustainability. 32. What can be discerned from CEO' message? 26.The Corporation's Strategic Direction. 13. The purpose behind 2006 "Forever Young" brand.

Will there be copyright issue involved if someone started McBurek as a brand? 82. 70. How can McDonald’s improve its operations in Bosnia and Herzegovina? 71. 73. 75. The image and video library of McDonald’s. Analyze McDonald’s Consolidated Balance Sheet – Equity and Liabilities in Fiscal Year 2010.51. 74. Employee value proposition. 7 . 52. Compare McArabia sandwich with a possible McBurek dish. How can one organize a fast food chain based on burek meals? 81. Recent news on McDonald’s business dealings. 57. The main features of McDonald's 2011 Sustainability Scorecard. 67. McDonald’s operations in Croatia. Nutrition and well-being. 83. 60. Best TV ads by McDonalds. McDonald's Electronic Press Kits. 59. Is there a competition between meat-based meals and burek meals? 79. 63. 80. Design a business plan for starting McBurek fast food chain. 61. McDonald’s profit margin in 2010 and 2011. Oriental cuisine and its presence in the Balkans region. 65. 68. Sustainable food chain. What is needed to make a good burek at home? 78. Analyze McDonald’s Consolidated Balance Sheet – Assets in Fiscal Year 2011. The most famous pastry products in Bosnia. 64. 55. 53. 62. 54. 72. The origins and development of burek meal. What should be also served with burek as a meal package? 77. 58. The importance of traditional dishes during religious holidays. 66. McDonald’s and its possible Community impact. McDonald’s involvement in international charitable causes. Fast food tradition in the Middle East and Mediterranean. Ronald McDonald and its role in the promotion of the company. 69. McDonald’s operations in Serbia. The concept of ‘Happy Hour’. Video games inspired by McDonald’s. Tithe best sustainability practices that emerged throughout the system. Describe and develop some marketing ideas for a promotion of McBurek. 76. 56.

 Late or no submissions of the assignment can seriously affect your grade in ENG401 8 . please indicate the title and the reasons for doing so in your e-mail submission to the instructor. 85. How can one organize a McBurek Academy?  If you decide to work out any other topic other than those listed ones. Note: Propose a layout of a typical McBurek food chain.84.

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