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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).


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

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

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

in particular.students). 2012 (Line 2 students) to the section labelled as ‘Choice’. The format of your findings should be given as a small business report. 9. What is "Speedee Service System"? 3. Collect. 7. or March 20. 12. 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. Ray Croc’s original idea for the company. Deliver your presentation both as a printout and on CD to the instructor’s office (Atrium A 8 Ground Floor) at latest by 16. Franchise as a business framework for independent restaurants 5. Make sure your write the names of team members and index numbers on both your printout version and on electronic version on CD. 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. Hamburger Academy 10. where you will. addressing a Human Resources Recruitment Manager with your report and idea. April 9. evaluate and analyze the data available. Ray Croc’s story 9. 6. Compare McDonald’s presence in the world market to other world fast food chains. but with all the necessary sections that have been covered in class. 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. The unique philosophy of the company’s founder 7. or by 17. 4.5. 2012 (Line 1 students). The origins and development of double arching McDonald’s logo 11.5. 10. 2012 (Line 2 students). Ray Croc’s Ray Croc’s aggressive business practices. Be creative – maybe your future job will depend on it! 11. + one (1) final page listing your sources in Bibliography). 5 . When and how the acronym McDonald’s came into existence? 2. 8. Striving for innovation – Ray Croc’s style 8. Case Study Assignment questions 1. Determine data gathering and analysis techniques.00. as well as a joint PowerPoint presentation of no more than 30 slides on a CD.00 April 10.

21. 27. Best known products.The Corporation's Strategic Direction. 48. The concept of scholarship in the corporation. Major focus area on sustainable growth.12. 36. 30. Involvement with environmental issues. McDonald's corporate Governance. 20. 28. The purpose behind 2006 "Forever Young" brand.The basics of Application Process 41. The number and quality of internships at McDonald's. McCafé as a concept and practice 16. 18. 46. Corporate career in the company. Employee Business Networks. 24. Collaboration with NGOs on sustainability. Franchise possibility in Bosnia and Herzegovina. 43. 45. The difference in McDonald’s business model in USA and elsewhere. 13. Arguments for defending McDonald's policy 44. The development of McDonald’s network from 1955 until 2012. 47. 49. External partnerships. 19. Sustainable Land Commitment programme. The impact of globalization on today's world. Global initiatives. What is McJob? 40. How McDonald's Board of Directors function? 22. 31. 23. Farm to Front Counter 50. 35. 32. Sustainability goals. 37. Mentoring system within McDonald's. McDonald's business values. 29. 39. Scholarships for Exceptional McDonald’s Employees. How can one prepare for a job interview at McDonald's? 42. 14. Leadership and management policy. 6 . 25. The concept of sustainability. Why did the corporation introduce IT technology at McDonald’s places? 34. Typical layout of McDonald’s stores. What can be discerned from CEO' message? 26. Explain the Mission statement of McDonald's Corporation. The purpose and layout of playgrounds at McDonald's. The most famous controversies surrounding the corporation's dealings. What makes McExpress and McStop different from other such locations? 17. 15. 38. What is 'McDonaldization' in the current world? 33.

Will there be copyright issue involved if someone started McBurek as a brand? 82. 70. Tithe best sustainability practices that emerged throughout the system. Recent news on McDonald’s business dealings. 75. 80. Nutrition and well-being. Best TV ads by McDonalds. Analyze McDonald’s Consolidated Balance Sheet – Assets in Fiscal Year 2011. 7 . Describe and develop some marketing ideas for a promotion of McBurek. Ronald McDonald and its role in the promotion of the company. 63. 74. McDonald’s operations in Croatia. Is there a competition between meat-based meals and burek meals? 79. 69. McDonald’s and its possible Community impact. 64. 66. McDonald's Electronic Press Kits. 53. The image and video library of McDonald’s. The most famous pastry products in Bosnia. How can McDonald’s improve its operations in Bosnia and Herzegovina? 71. Oriental cuisine and its presence in the Balkans region. The origins and development of burek meal. 52. The main features of McDonald's 2011 Sustainability Scorecard.51. 57. 54. 62. 67. 76. McDonald’s involvement in international charitable causes. The importance of traditional dishes during religious holidays. 65. 59. What is needed to make a good burek at home? 78. The concept of ‘Happy Hour’. McDonald’s operations in Serbia. Fast food tradition in the Middle East and Mediterranean. 55. 68. 73. 58. Sustainable food chain. Analyze McDonald’s Consolidated Balance Sheet – Equity and Liabilities in Fiscal Year 2010. Design a business plan for starting McBurek fast food chain. 56. 72. How can one organize a fast food chain based on burek meals? 81. 83. Compare McArabia sandwich with a possible McBurek dish. Video games inspired by McDonald’s. Employee value proposition. 60. 61. McDonald’s profit margin in 2010 and 2011. What should be also served with burek as a meal package? 77.

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