EXECUTIVE SUMMARY

Executive Summary McDonald’s Corporation is a

“Centralized, International company”, which is the largest
chain of fast food restaurants with more than 30,450 fast-food
restaurants in 121 countries worldwide. Fifty eight percent of
these stores are operated by franchisees, twenty eight by the
company, and fourteen percent by affiliates. McDonald’s
expand its market into foreign countries through three primary
methods, franchising, company owned restaurants, and joint
ventures which will help McDonald’s easily to be accepted
into unfamiliar markets and franchising continues to
contribute heavily to McDonald’s international success.
Although its expansion rapidly, McDonald's still manage a
tight grasp on operations, cost and quality by using a
centralized, international structure. However, McDonald
needs to face the risk of its change in operation strategy.

McDonald’s Background
Founded: 1955 Franchising since: 1955 McDonald operations
in over 121 countries and over 35,000 locations around the
globe with more than 1,5 million employees and become the
largest fast food service and supplier in the world which
serves approximately 70 million customers per day.
McDonalds earns revenue by operating restaurants,
franchising and investing in properties. However, they view
themselves primarily as a franchisor and believe that
franchising is important to delivering great customer
experiences and gaining profitability. At year end 2013, more
than 80% of McDonald’s restaurants were frnanchised
worldwide. McDonald's revenues gain $28.1 billion in 2013.
3- PERCEPTION IN THE WORKPLACE
Perception in the workplace, including at McDonald's, plays a
crucial role in shaping the organizational culture, employee
satisfaction, and overall performance. Perception refers to
how individuals interpret and make sense of their
surroundings, colleagues, and the work environment. Here are
some aspects of perception in the context of McDonald's or
any workplace:
1. Organizational Culture:
- Perceived Values: Employees' perception of the company's
values, mission, and goals can influence their engagement and
commitment.
- Cultural Alignment: The extent to which employees feel the
organizational culture aligns with their personal values can
affect job satisfaction.
2. Leadership Perception:
- Leadership Style: Employees' perception of leadership
styles, whether it's supportive, authoritarian, or participative,
can impact their morale and motivation.
- Communication: How well leaders communicate their
expectations, provide feedback, and involve employees in
decision-making can shape perceptions.
3. Team Dynamics:
- Collaboration: Employees' perceptions of teamwork and
collaboration can affect their job satisfaction and the overall
effectiveness of the team.
- Conflict Resolution: How conflicts are perceived and
resolved within teams can impact the work environment.
4. Job Satisfaction:
- Task Perception: How employees perceive their daily tasks
and responsibilities can influence their overall job satisfaction.
- Recognition and Rewards: The perception of fairness in
recognition and reward systems can impact motivation.
5. Work Environment:
- Physical Environment: Employees' perception of their
working conditions, cleanliness, and safety can affect their
well-being.
- Work-Life Balance: Perceptions of work-life balance and
flexibility in scheduling can impact job satisfaction.
6. Customer Perception:
- Customer Interactions: Employee perception of customer
interactions and their role in customer satisfaction can
influence their job satisfaction.
- Brand Image: Employees' belief in the company's brand and
reputation can impact how they represent the brand to
customers.
7. Training and Development:
- Opportunities for Growth: Employees' perception of
available training and development opportunities can impact
their commitment to the organization.
- Career Advancement: Perception of career advancement
possibilities within the company can influence employee
motivation.

8. Diversity and Inclusion:

- Inclusivity: The perception of inclusivity and diversity in the
workplace can affect employee morale and satisfaction.
- Equal Opportunities: The belief in equal opportunities for all
employees, regardless of background, can shape workplace
perceptions.
It's important for McDonald's or any organization to actively
manage and shape these perceptions through effective
communication, transparent policies, and a commitment to
creating a positive and inclusive work environment. Regular
feedback mechanisms and employee engagement initiatives
can also contribute to a more positive perception of the
workplace.
Investigate how employees perceive their work environment,
organizational Investigating how employees perceive their
work environment, organizational culture, and leadership
involves gathering feedback through various methods. Here
are some common approaches:
1. Surveys and Questionnaires:
- Design and distribute surveys or questionnaires to
employees, asking them to provide feedback on various
aspects such as work environment, organizational culture, and
leadership.
- Include both quantitative (rating scales) and qualitative
(open-ended questions) to capture a comprehensive view.
2. Focus Groups:
- Conduct focus group sessions with small groups of
employees to encourage open discussions about their
perceptions.
- Use a trained facilitator to guide the conversation and ensure
that various perspectives are heard.
3. One-on-One Interviews:
- Schedule individual interviews with employees to delve
deeper into their personal experiences and perceptions.
- Provide a confidential and safe environment to encourage
honest and open communication.
4. Employee Feedback Platforms:
- Utilize online platforms or tools that allow employees to
provide continuous feedback anonymously.
- Monitor these platforms regularly to identify trends and
address specific concerns.
5. Performance Appraisals: - Incorporate discussions
about work environment, organizational culture, and
leadership into performance appraisal meetings.
- Encourage managers to seek feedback on these aspects and
use it for professional development.
6. Observations:
- Observe the work environment, team interactions, and
leadership behaviors first hand.
- Pay attention to non-verbal cues and subtle indicators of
employee satisfaction or dissatisfaction.
7. Exit Interviews:
- Conduct thorough exit interviews with departing employees
to understand their reasons for leaving, including perceptions
of the work environment, culture, and leadership.
- Use this information to identify areas for improvement.
8. Anonymous Suggestion Box:
- Implement an anonymous suggestion box where employees
can submit their concerns or suggestions.
- Regularly review and address the feedback received through
this channel.
9. Social Media Monitoring:
- Monitor social media platforms for employee sentiments and
discussions related to the workplace.
- Use this information to identify potential issues and address
them proactively.
10. Pulse Surveys:
- Conduct regular pulse surveys with a few targeted questions
to quickly assess employee perceptions on specific topics.
- This provides real-time feedback and allows for swift
responses to emerging issues.
After collecting this feedback, it's essential to analyze the
data, identify patterns or trends, and take action accordingly.
Communicate the findings transparently to employees, and if
necessary, implement changes or improvements based on their
input. Regularly reassess employee perceptions to ensure
ongoing improvements and a positive work environment and
leadership.

• Explore the impact of perception on job

satisfaction and commitment.
While I don't have specific data on McDonald's employee
perceptions, I can provide a general exploration of how
perception can impact job satisfaction and commitment in the
context of McDonald's or similar fast-food environments.
Keep in mind that the actual experiences of employees can
vary, and it's essential to consider the specific organizational
context.
1. Job Satisfaction:
- Task Perception: The nature of tasks in a fast-food
environment, such as order taking, food preparation, and
customer service, can influence job satisfaction. Positive
perceptions of the meaningfulness and efficiency of these
tasks may enhance overall job satisfaction.
- Colleague Interactions: Positive relationships with
colleagues, effective teamwork, and a supportive work
environment contribute to job satisfaction. In a fast-paced
setting like McDonald's, a collaborative and friendly
atmosphere can positively impact employee satisfaction.
- Recognition and Rewards: Employees who perceive
fairness and transparency in reward systems, including
acknowledgment for their efforts and achievements, are likely
to experience higher job satisfaction.
- Work-Life Balance :The perception of a manageable
workload and reasonable working hours contributes to job
satisfaction. In a fast-food setting, where shifts can be
demanding, providing flexibility and balance can enhance
satisfaction.
2. Organizational Commitment:
- Leadership Perception: Positive perceptions of leadership,
including effective communication, support, and fair
treatment, can foster organizational commitment. Employees
who trust and respect their managers are more likely to be
committed to the organization.
- Organizational Culture: A positive organizational culture
that values teamwork, customer service, and employee
development can enhance commitment. Employees who
identify with McDonald's values and culture may be more
committed to their roles.
- Opportunities for Growth: The perception of career
development opportunities, training programs, and pathways
for advancement within McDonald's can influence an
employee's commitment to their job and the organization.
- Job Security: The perception of job stability and the
potential for long-term employment within McDonald's can
impact organizational commitment.
3. Impact on Performance:
- Motivation and Engagement: Positive perceptions of the
work environment, leadership, and the organization can
increase motivation and engagement, leading to improved job
performance. Employees who feel valued are likely to invest
more effort in their tasks.
- Customer Service: Positive perceptions of the importance
of providing excellent customer service can contribute to
employee commitment and satisfaction. Satisfied customers
can, in turn, positively impact employee morale.

4. Retention and Turnover:

- Job Satisfaction and Retention: Higher job satisfaction is
often associated with lower turnover rates. Satisfied
employees are less likely to leave their positions, contributing
to higher retention in McDonald's or any fast-food
establishment.
- Commitment and Retention: Employees who feel
committed to McDonald's as an organization are more likely
to stay with the company, contributing to overall retention
efforts.
In conclusion, positive perceptions of various aspects of the
work environment, leadership, and organizational culture in
McDonald's can enhance job satisfaction and commitment
among employees. Effective management practices, clear
communication, recognition programs, and opportunities
for growth all play crucial roles in shaping these positive
perceptions.

2. 1 Personality Traits and Organizational

Behaviour:
In the context of McDonald's or any workplace, employees
exhibit a diverse range of personality traits that contribute to
the overall dynamics of the team. While individual
personalities can vary widely, certain traits are commonly
valued in the fast-food industry. Here are some personality
traits that may be relevant in the context of McDonald's:
1. Customer Service Orientation:
- Employees who are friendly, patient, and enjoy interacting
with customers contribute positively to the overall customer
experience.
2. Teamwork and Cooperation:
- The ability to work collaboratively in a fast-paced
environment is crucial. Employees with good teamwork skills
can enhance efficiency and ensure smooth operations.
3. Adaptability:
- Given the dynamic nature of the fast-food industry,
adaptability is essential. Employees who can quickly adjust to
changing tasks, schedules, and customer demands are
valuable.
4. Stress Tolerance:
- Working in a busy and sometimes high-pressure
environment requires individuals who can handle stress
effectively and maintain composure during busy periods.
5. Resilience:
- Resilient individuals can bounce back from challenges and
setbacks. In the fast-food industry, where there may be
demanding customers or time-sensitive tasks, resilience is a
valuable trait.
6. Efficiency and Time Management:
- Employees who can prioritize tasks, manage their time
effectively, and maintain a sense of urgency contribute to the
efficiency of operations.
7. Attention to Detail:
- Accuracy in order taking, food preparation, and cleanliness
is essential. Individuals with attention to detail help maintain
high standards in service and hygiene.
8. Initiative:
- Taking the initiative to assist customers, address issues, or
contribute ideas for improvement is valued. Proactive
employees can positively impact team performance.
9. Dependability:
- Reliability and consistency in attendance and task execution
are critical traits. Dependable employees contribute to the
overall reliability of the team.
10. Communication Skills:
- Clear and effective communication, both with colleagues
and customers, is important. Good communicators help
prevent misunderstandings and contribute to a positive work
environment.
11. Positive Attitude:
- Maintaining a positive and friendly demeanor, even during
busy or challenging times, can enhance the overall
atmosphere in the workplace.

12. Integrity:
- Honesty and ethical behavior are important in handling
transactions, managing inventory, and maintaining a
trustworthy reputation.
It's important to note that a diverse team with a mix of
personalities often contributes to a well-rounded and effective
workforce. While certain traits may be more emphasized in a
fast-food setting, recognizing and appreciating the unique
strengths that each employee brings can contribute to a
positive and productive workplace culture at McDonald's or
any similar establishment.
2.2 Organizational Behaviour In The MC
DONALDS
Organizational behavior (OB) in McDonald's, as in any other
company, encompasses the study of how individuals, teams,
and structures within the organization interact and influence
each other. It involves understanding and managing the
dynamics that shape employee behavior, communication, and
overall organizational culture. Here are some aspects of
organizational behavior that may be relevant to McDonald's:
1. Workplace Culture:
- Team-oriented Culture: McDonald's is likely to foster a
culture that emphasizes teamwork and collaboration, given the
importance of coordination in a fast-food environment.
- Customer-Centric Focus: The organizational culture may
prioritize a customer-centric approach, emphasizing the
importance of providing excellent service to meet customer
expectations.
2. Leadership Styles:
- Management Styles:The leadership within McDonald's may
employ various management styles, ranging from a hands-on
approach in individual restaurants to a more strategic
approach at higher organizational levels.
- Training and Development: A focus on continuous training
and development may be part of the leadership strategy to
enhance employee skills and performance.
3. Employee Motivation:
- Recognition and Rewards: McDonald's likely implements
reward systems to motivate employees, recognizing
outstanding performance and encouraging continuous
improvement.
- Career Advancement Opportunities: The provision of clear
pathways for career advancement may serve as a motivational
factor for employees.
4. Communication Channels:
- Clear Communication: Effective communication is crucial in
a fast-food environment. McDonald's likely emphasizes clear
communication channels to ensure smooth operations and
customer satisfaction.
- Feedback Mechanisms: Regular feedback mechanisms may
be in place to enable employees to provide input and receive
feedback on their performance.
5. Team Dynamics:
- Cross-Functional Teams: The use of cross-functional teams
in various roles, such as kitchen staff, counter service, and
management, is common in McDonald's to ensure seamless
operations.
- Conflict Resolution: Given the fast-paced nature of the
industry, McDonald's may have established procedures for
resolving conflicts efficiently to maintain a positive work
environment.
6. Diversity and Inclusion:
- Inclusive Practices: McDonald's may implement diversity
and inclusion initiatives to ensure a welcoming and equitable
workplace for employees from various backgrounds.
- Equal Opportunity Employment: The company may
emphasize equal opportunities for career growth and
development, regardless of an employee's background.
7. Decision-Making Processes:
- Decentralized Decision-Making: In individual restaurants,
decision-making authority may be decentralized to address
operational needs quickly.
- Strategic Decision-Making: At the corporate level,
McDonald's likely employs strategic decision-making
processes to guide the company's overall direction and
growth.
8. Change Management:
- Adaptability: Given the dynamic nature of the fast-food
industry, McDonald's is likely to emphasize adaptability and
change management to respond to evolving customer
preferences and market trends.

Understanding and managing these aspects of organizational

behavior are crucial for McDonald's to create a positive work
environment, enhance employee satisfaction and commitment,
and ultimately deliver high-quality service to its customers.
Regular assessments, training programs, and a focus on
employee well-being contribute to a healthy organizational
behavior framework.
3. Motivational Factors
McDonald’s Motivating Factors Of the McDonald’s
restaurants we observed, the culture was generally inviting for
new employees. In addition, other factors make
McDonald’s an ideal employer for many individuals. A
primary motivation for working in a McDonald’s restaurant is
that it presents a laid back environment and the
job itself is not very stressful. Even during the observed lunch
and dinner rushes, the employees never appeared particularly
stressed or anxious. When there was a lull in the restaurant the
employees would clean their stations, chat with other
employees, or get a drink from the soda fountain. They were
very relaxed and for the most part did not seem to fear their
managers or other bosses. As Daft explains, fear can weaken
trust and communication, and is usually impedes employees
rather than motivates them (Daft, 2008, p. 152). For a high
school student who is busy with school work and other extra-
curricular activities, it may be ideal to work in a laid back
environment like McDonald’s. A student’s life may be highly
stressful, and a low-skill, low-stress job offered by
McDonald’s may provide a break from an otherwise stressful
life. Also, for the elderly employees, the low stress
environment may also be desirable because they would not be
overwhelmed with responsibilities that might be new to them.

Motivation factors at McDonald's, as in many other

organizations, are crucial for enhancing employee
engagement, job satisfaction, and overall performance.
McDonald's, being a global fast-food chain, relies on
motivated and efficient employees to provide excellent
service. Here are some key motivation factors that may be
present at McDonald's:
1. Recognition and Rewards:
- Employee of the Month Programs: Recognizing outstanding
performance through employee of the month programs or
other similar initiatives can motivate staff.
- Incentive Programs: Offering incentives such as bonuses,
gift cards, or other rewards for achieving specific performance
targets can drive motivation.
2. Training and Development:
- Continuous Training Opportunities:
McDonald's may provide ongoing training to employees,
allowing them to enhance their skills, stay updated on industry
trends, and pursue career development.
- Career Advancement Programs:
Clear pathways for career advancement within the
organization can motivate employees to invest in their long-
term growth.
3. Team Recognition:
- Team-Building Activities: Encouraging team-building
activities fosters a sense of camaraderie and recognition
among staff members.
- Acknowledgment of Team Efforts: Recognizing and
appreciating the collective efforts of teams, whether in the
kitchen or at the front counter, contributes to a positive work
environment.
4. Flexible Work Schedules:
- Work-Life Balance: Offering flexible work schedules or
accommodating employee preferences regarding shifts can
contribute to a better work-life balance, increasing overall
motivation.
- Part-Time Opportunities: Providing part-time opportunities
for students or those seeking flexible employment can attract
and motivate a diverse workforce.
5. Employee Benefits:
- Healthcare Benefits: Providing healthcare benefits, even for
part-time employees, can be a strong motivator, addressing
their well-being and job security concerns.
- Meal Discounts: Offering employee meal discounts or free
meals during shifts is a common perk that adds value and
motivation.
6. Job Enrichment:
- Varied Job Roles: Allowing employees to experience various
roles within the restaurant, such as cashier, kitchen, or
customer service, can contribute to job enrichment and
motivation.
- Cross-Training: Providing opportunities for cross-training
allows employees to expand their skills and knowledge,
making their work more interesting.

7. Positive Work Environment:

- Open Communication: Encouraging open communication
between management and employees creates a positive work
environment where feedback is valued.
- Supportive Management: A management team that is
supportive, approachable, and responsive to employee needs
contributes to a positive workplace culture.
8. Company Culture and Values:
- Alignment with Values: Ensuring that employees align with
McDonald's values and understand their contribution to the
company's mission can enhance motivation.
- Pride in Brand: Fostering a sense of pride in being
associated with the McDonald's brand can boost employee
motivation.
It's important to note that the effectiveness of these motivation
factors may vary among individuals. McDonald's, like any
other organization, may tailor its motivational strategies to
accommodate the diverse needs and preferences of its
workforce. Regular assessments, feedback mechanisms, and
adjustments to motivational programs contribute to sustained
employee motivation.

METHODOLOGY –
Analyzing McDonald's working and organizational behavior
involves a comprehensive methodology that encompasses
various aspects of the company's structure, culture, employee
behavior, and management practices. Here's a suggested
methodology:
1. Background Research:
- Conduct a thorough review of McDonald's corporate
information, including mission statements, values, and
organizational structure.
- Examine publicly available reports, articles, and press
releases for insights into recent organizational changes or
initiatives.
2. Define Research Objectives:
- Clearly outline the specific objectives of the analysis. For
example, you might want to investigate employee satisfaction,
leadership styles, or the impact of organizational culture on
performance.
3. Data Collection Methods:
- Document Analysis: Review internal documents such as
employee handbooks, training materials, and organizational
policies to understand formal structures and expectations.
- Observations Conduct on-site observations to observe
employee interactions, customer service, and general work
environment.
- Surveys/Questionnaires: Develop and administer surveys or
questionnaires to employees at different levels within the
organization to gather quantitative data on their perceptions
and experiences.
- Interviews/Focus Groups: Conduct interviews or focus
groups with employees, managers, and executives to gather
qualitative insights into organizational behavior.
4. Employee Surveys:
- Design surveys that explore aspects such as job satisfaction,
communication effectiveness, and perceptions of leadership.
- Include Likert scale questions for quantitative analysis and
open-ended questions for qualitative insights.
5. Interviews and Focus Groups:
- Prepare interview or focus group protocols that cover
relevant topics such as organizational culture, leadership
styles, and team dynamics.
- Ensure a diverse selection of participants to capture a
comprehensive range of perspectives.
6. Quantitative Data Analysis:
- Analyze survey data using statistical tools such as SPSS or
Excel.
- Look for patterns, correlations, and significant differences in
responses to identify key themes related to organizational
behavior.
7. Qualitative Data Analysis:
- Conduct thematic analysis of interview and focus group
transcripts.
- Identify recurring themes, opinions, and attitudes expressed
by participants.
8. Comparative Analysis:
- Compare quantitative and qualitative findings to gain a
holistic understanding of the alignment or disparities between
stated perceptions and actual behaviors.
9. Organizational Culture Assessment:
- Utilize established frameworks (such as the Competing
Values Framework or Schein's cultural dimensions) to assess
and analyze McDonald's organizational culture.
10. Leadership Analysis:
- Investigate the leadership styles present within McDonald's,
considering both formal and informal leadership.
- Assess the impact of leadership on employee motivation, job
satisfaction, and overall organizational behavior.
11. Case Studies (if applicable):
- Explore specific organizational behavior incidents or
successes through case studies, providing in-depth analysis
and insights.
12. Benchmarking:
- Benchmark McDonald's organizational behavior against
industry standards or competitors to identify areas of strength
and potential improvement.
13. Feedback and Validation:
- Share preliminary findings with key stakeholders within
McDonald's to validate the accuracy of the analysis and gather
additional insights.
14. Report Writing:
- Compile the findings into a comprehensive report that
includes an executive summary, methodology, key findings,
and recommendations.
- Present the report in a clear and accessible format for both
academic and managerial audiences.
15. Recommendations for Improvement:
- Based on the analysis, provide actionable recommendations
for McDonald's to enhance positive aspects and address any
identified challenges in organizational behavior.
16. Continuous Improvement Plan:
- Develop a plan for ongoing monitoring and improvement of
organizational behavior, recognizing that organizational
dynamics can evolve over time.
By employing this methodology, you can gain valuable
insights into McDonald's working and organizational
behavior, providing a foundation for informed decision-
making and continuous improvement initiatives.
LITERATIURE REVIEW –
Standardization Strategy or Localization strategy: Finding the
correct harmony amongst standardization and localization of
marketing practices is a noteworthy test for multinational
ventures (Terpstra and Russow, 2000, p. 9), since when
multinational ventures extend their business to foreign
markets, the environment of business, culture, policy, and
society are not the same as the domestic market.
Standardization concentrates on low cost through large scale
manufacturing, yet disregards customer’s inclinations. When a
firm or company enters another market with fluctuated
culture, it is most acknowledged that the firm faces the issue
of cross-culture.
Localization emphasize on customers satisfaction through
adaptation of product. When the companies choose to
adopt the features of new environment with possess attributes
it is known as localization or adaptation strategy. Medina and
Duffy (1998) expressed that adaptation is an important
changes required according to the need of the focused market
as to make product appropriate to foreign market situation.
RESEARCH METHOD :
The objective of this study is to explore the marketing strategy
of multinational fast food in Indian market and the impact of
adopted strategy. Present study has been done to know
McDonald’s strategy in India. The study is descriptive in
nature. Case study has been used as the major method for this
study. Case study is “Beefing up the beefless Mac:
McDonald’s expansion strategy in India” (Nitin Pangarkar
and Saroj Subrahmanyan). For this study the data was
collected from the secondary source.

FINDINGS OF THE CASE :

Product: - McDonald’s replaced its core product Big Mac
with Maharaja Mac. In India it was served with the mutton
patty (instead of beef patty) to avoid offending the religious
belief as in India about 80 percent of the population is Hindu
were cow killing is sacrilegious and 12 percent were Muslim
for whom consumption of pork is taboo. The menu contain
both vegetarian and non vegetarian product. Vegetarian food
product menu was displayed under green colour and non -
vegetarian food product menu was displayed under Purple
colour .
Price: - when McDonald’s entered Indian market it had the
largest number of middle class family considering this fact
they introduced themselves as the brand serving product with
the lowest price where every middle class family could afford
brand at minimum cost. They introduced economeal for
rupees 25. The average price of combo meal was Rs 76 for
vegetarian meal and Rs 88 for non vegetarian meal. The lower
price could be attributed to two factors: the pricing strategy of
MNC rivals mid range local restaurants and the development
of local supply chain .
Place: - Keeping pace with the consumers changing needs
McDonald's also functions on models that drive convenience
and create unique differentiation like McDelivery, Drive thru,
Breakfast Menu, high ways and extended hours services.
Promotion: - India is a land where family plays an
important role. Rather than on individualism in India the main
focus is on collectivism, so In India McDonald’s positioned
itself as a family restaurant. McDonald also emphasized on
attracting children. A Happy meal film was shown on cartoon
networks. To create goodwill among schoolchildren
McDonald’s teamed up with Delhi traffic Police and Delhi
Fire service highlighting the safety issue. The company also
gave special discounts or attractive schemes during festive
seasons and garlic free sauces were developed to attract hard-
core vegetarian consumers.
Process: - Respecting the cultural values and beliefs of every
religion McDonald’s kitchen had a separate preparation area
for vegetarian and non vegetarian products. The packaging of
the vegetarian and non vegetarian food took place
separately.
People: - The kitchen crew had different uniforms to
distinguish their role and did not work at the vegetarian and
non vegetarian stations on the same day ensuring clear
separation.
Physical evidence: - McDonalds focuses on clean and
hygienic interiors of is outlets and at the same time the
interiors are attractive and the fast food joint maintains a
proper decorum at its joints.
Supply Chain: - The lettuce was supplied to McDonald’s
by Mangesh Kumar from Tamilnadu. Sesame Buns were
supplied by Creamica Industries. Chicken and Cheese was
supplied from western India. The distribution centres were set
up near Mumbai and Cochin. Logistics Management was
contracted by AFL logistics (joint venture of Air Freight and
FX Coughlin).
• Implications and recommendations :
1. Service Differentiation: McDonald’s needs to focus on
service differentiation strategy in order to position the
restaurant as a superior service restaurant in the minds of the
target consumers. The service differentiation strategy implies
that McDonald’s shall offer superior services at each step of
the customer touch points right from the placement of order
through the delivery of the products.
2. Personnel Differentiation: The availability of well-
trained staff is essential for delivery of high quality service to
the customers. McDonald's should continue to invest in the
training and development of its employees to ensure high
service quality. Well-structured training programs shall ensure
the long term growth of the organization.
3. Integrated Promotional Mix: McDonald’s can
implement an integrated promotion mix that has a balance of
both traditional and modern digital media for brand
promotions. McDonald’s must recognize the importance of
digital media in the promotional mix for organizations, and
should devise digital marketing strategies to engage with the
online customer base.
4. Product Augmentation: McDonald’s can offer
additional product and service features such as food on
demand and home delivery so as to provide convenience to
customers. Product quality can be further enhanced with fresh
ingredients. McDonald’s should continue to invest in menu
customization and menu standardization strategies to attract
and connect with target customers in diverse geographical
markets.
Conclusion –

McDonald's is one of the largest fast food companies in the

world. They continue their path for success by keeping their
consumers in mind regarding their product selection as well as
their prices. They encourage their employees to do a good job,
usually promotes from within, and offers several scholarships
to encourage education. Though McDonald's is a centralized,
"wait and see" company they find ways to use technological
products that will increase their productivity, service, and
sales, everywhere from using the Nintendo DS to train staff to
using New POS touch screen registers. McDonald's will
certainly be around for plenty more years to come.

McDonald's is one of the largest fast food companies in the

world. They continue their path for success by keeping their
consumers in mind regarding their product selection as well as
their prices. They encourage their employees to do a good job,
usually promotes from within, and offers several scholarships
to encourage education. Though McDonald's is a centralized,
"wait and see" company they find ways to use technological
products that will increase their productivity, service, and
sales, everywhere from using the Nintendo DS to train staff to
using New POS touch screen registers.