A PROJECT REPORT ON McDONALDS

UNDER THE SUPERVISION OF MS. SELINA YEO

PROJECT REPORT SUBMITTED TO DIMENSIONS INTERNATIONAL COLLEGE

SUBMITTED BY SANIT RAVINDRA PAWAR

ACKNOWLEDGEMENT
I SANIT RAVINDRA PAWAR, student of Dimension International College have completed a project entitled the McDONALDS. . Firstly, I would like to thank MS. SELINA YEO for giving me an opportunity to

conduct this study. This Project would not be possible without his support and invaluable guidance. I would also like to pay my sincere gratitude to the entire respondent for giving me their valuable time and allowing me to conduct the survey in their restaurants. Last but not the least I would like to thank my family and friends, for their immense help and support.

CONTENTS 1. INTRODUCTION OF McDONALDS 2. HISTORY OF McDONALDS 3. McDONALDS OUTLET INFORMATION 4. MISSION OF McDONALDS 5. VISION OF McDONALDS 6. CORE VALUES OF McDONALDS 7. OBJECTIVE OF McDONALDS 8. ORGANISATION OF McDONALDS 9. MARKETING MIX- PHYSICAL EVIDENCE

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10.MARKETING MIX- PEOPLE 11. MARKETING MIX- PROCESS 11. CUSTOMER VALUE 12. CUSTOMER EXPECTATION 13. RECOMMENDATION 14. CONCLUSION 15. REFERENCE

INTRODUCTION
McDonald's Corporation is the world's largest chain of hamburger fast food restaurants, serving around 68 million customers daily in 119 countries. Headquartered in the United States, the company began in 1940 as a barbecue restaurant operated by the eponymous Richard and Maurice McDonald; in 1948 they reorganized their business as a hamburger stand using production line principles. Businessman Ray Kroc joined the company as a franchise agent in 1955. He subsequently purchased the chain from the McDonald brothers and oversaw its worldwide growth. A McDonald's restaurant is operated by either a franchisee, an affiliate, or the corporation itself. The corporation's revenues come from the rent, royalties and fees paid by the franchisees, as well as sales in company-operated restaurants. McDonald's primarily sells hamburgers, cheeseburgers, chicken, french fries, breakfast items, soft drinks, shakes and desserts. In response to changing consumer tastes, the company has expanded its menu to include salads, wraps, smoothies and fruit.

HISTORY
The business began in 1940, with a restaurant opened by brothers Richard and Maurice McDonald in San Bernardino, California. Their introduction of the "Speedee Service System" in 1948 furthered the principles of the modern fast-food restaurant that the White Castle hamburger chain had already put into practice more than two decades earlier. The original mascot of McDonald's was a man with a chef's hat on top of a hamburger shaped head whose name was "Speedee." Speedee was eventually replaced with Ronald McDonald by 1967 when the company first filed a U.S. trademark on a clown shaped man having puffed out costume legs. McDonald's first filed for a U.S. trademark on the name "McDonald's" on May 4, 1961, with the description "Drive-In Restaurant Services," which continues to be renewed through the end of December 2009. In the same year, on September 13, 1961, the company filed a logo trademark on an overlapping, double arched "M" symbol. The overlapping double arched "M" symbol logo was temporarily disfavored by September 6, 1962, when a trademark was filed for a single arch, shaped over many of the early McDonald's restaurants in the early years. Although the "Golden Arches" appeared in various forms, the present form as a letter "M" did not appear until November 18, 1968, when the company applied for a U.S. trademark.

NAME:- McDONALDS TOA PAYOH CENTRAL. ADDRESS:- BLOCK 600, Lorong 4, NEAR TO PUBLIC LIBRARY, Toa Payoh 319515. PEOPLE:- RESIDENTIONAL PEOPLE, KIDS, FOREIGHNER, YOUNGSTER, COLLAGE AND SCHOOL STUDENT ARE COME TO McDONALDS FOR BREAKFAST, LUNCH AND DINNER. COMPETITION:- BURGER KING, PIZZA HUT, KFC AND DOMINOS, ARE THE COMPETITORS OF McDONALDS. COMPETITORS ALSO HAVE THEIR OUTLET NEAR TO McDONALDS. OUTLETS IN THE WORLD:- McDonalds have more than 39276 outlets in the world. OUTLETS IN SINGAPORE:- McDonalds have more than 180 outlets in Singapore.

MISSION OF McDONALDS
McDonald's mission is to be our customers' favourite place and way to eat with inspired people who delight each customer with unmatched quality, service, cleanliness and value e v e r y t i m e .

VISION OF McDONALDS
"McDonald's vision is to be the world's best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile."

CORE VALUES OF McDONALDS

We place the customer experience at the core of all we do. Our customers are the reason for our existence. We demonstrate our appreciation by providing them with high quality food and superior service in a clean, welcoming environment, at a great value. Our goal is quality, service, cleanliness and value (QSC&V) for each and every customer, each and every time. We are committed to our people. We provide opportunity, nurture talent, develop leaders and reward achievement. We believe that a team of well-trained individuals with diverse backgrounds and experiences, working together in an environment that fosters respect and drives high levels of engagement, is essential to our continued success. We believe in the McDonalds System. McDonalds business model, depicted by our three-legged stool of owner/operators, suppliers, and company employees, is our foundation, and balancing the interests of all three groups is key.

 We operate our business ethically. Sound ethics is good business. At McDonalds, we hold ourselves and conduct our business to high standards of fairness, honesty, and integrity. We are individually accountable and collectively responsible. We give back to our communities. We take seriously the responsibilities that come with being a leader. We help our customers build better communities, support Ronald McDonald House Charities, and leverage our size, scope and resources to help make the world a better place. We grow our business profitably. McDonalds is a publicly traded company. As such, we work to provide sustained profitable growth for our shareholders. This requires a continuous focus on our customers and the health of our system. We strive continually to improve. We are a learning organization that aims to anticipate and respond to changing customer, employee and system needs through constant evolution and innovation.

OBJECTIVE OF McDONALDS
McDonalds main objective is to serve good food in a friendly and fun environment and provide its customers with food of a high standard, quick service and value for money. McDonalds objective is to be the worlds best quick service restaurants experience. McDonalds is committed to maintaining and developing the best food products in the quick service restaurant market. In order to deliver this, the company has made a number of commitments to food safety and nutrition. Lead the Quick Service Restaurant market by a program of site development and profitable restaurant openings, and by attracting new customers. Increasing sales through promotions will enable them to continue their program of expansion.

 McDonalds have an objective to continual enhance and improve their menu. This will better satisfy their customers and give customers more reason to visit. Many ideas for new items on the menu come from the franchisees responding to customer demand. Consumer tastes change over time and McDonalds has to respond to these changes.

ORGANISATION OF McDONALDS
McDonald's Corporation is the world's largest chain of hamburger fast food restaurants, serving more than 58 million customers daily. In addition to its signature restaurant chain, McDonalds Corporation held a minority interest in Pret A Manger until 2008, was a major investor in the Chipotle Mexican Grill until 2006, and owned the restaurant chain Boston Market until 2007. A McDonald's restaurant is operated by either a franchisee, an affiliate, or the corporation itself. The corporation's revenues come from the rent, royalties and fees paid by the franchisees, as well as sales in company-operated restaurants. McDonald's revenues grew 27% over the three years ending in 2007 to $22.8 billion, and 9% growth in operating income to $3.9 billion.

McDonald's primarily sells hamburgers, cheeseburgers, chicken products, french fries, breakfast items, soft drinks, shakes, and desserts. In response to obesity trends in Western nations and in the face of criticism over the healthiness of its products, the company has modified its menu to include alternatives considered healthier such as salads, wraps and fruit.

MARKETING MIX: 3 Ps 1. PHYSICAL EVIDENCE. LOGO:-

The McDonalds logo is used all over the world to promote the objectives of the corporation and also to maintain the high reputation of the company. The logo depicts the unique features of the food chain. Shape of McDonalds Logo: The two golden arches were initially designed to resemble the new arched shaped symbols on the side of the newborn restaurant. Later, the designer of the McDonalds logo merged the two arches to outline the famed M now identified globally. Hence, the McDonalds logo possesses a simple golden colored M which reflects the name of the food chain

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Color of McDonalds Logo: Two prominent shades, golden and red, are used in the McDonalds logo to represent its bold nature. Golden hue is employed to color the two arches, now merged to form M in the McDonalds logo. Nonetheless, the red color is utilized to fill the background of the distinguished McDonalds logo. Boldness, power and strong corporate image are truly reflected by the use of these two confident colors. Font of McDonalds Logo: In spite if the M on McDonalds logo, the insignia also grips the name of the food chain. McDonalds has been imprinted in a thoroughly simple font which defines the bold picture of the firm. The simpler the font of the logo, the more radiant it becomes for the spectator.

MENU:-

McDonalds serve breakfast menu in morning 4AM to 11AM. McDonalds serve Egg McMuffin, Sausage McMuffin with egg, Fillet-o- fish, Sausage McGriddles with egg, Hot cakes, Big Breakfast, Breakfast Deluxe in their breakfast menu.

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McDonalds serve Lunch And Dinner menu in morning 11AM to night 4AM. McDonalds serve Mc Chicken, Double Cheeseburger, Chicken McNuggets, McWings, Quarter Pounder with Cheese, Big Mac, McSpicy in their lunch and dinner menu. McDonalds sell their menu in cheap prices as compare to other competitor. Along with changes in their process strategies, McDonalds has flirted with menu changes as well. The purpose was to offer customers a variety of options to satisfy peoples desire for variety. However, the new taste menu proved to be ineffective. Some customers would fall in love with an item, but it would only last one week, and they would be frustrated that they couldnt purchase their new beloved favourite sandwich. More recent changes to the menu have proved effective. McDonald realized that many of todays customers seek healthy food options, and the Corporation has offered items accordingly. McDonalds now offers a wider variety of nutritious items and provides information to help its customers as well as employees make informed healthy choices. SIDES:-

Fries

Corn Cup

Apple Slices

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McDonald's delicious sides are not to be sidelined! After all, what's a burger without our world-famous fries? Fries aside, our fresh sidekicks like Corn Cup and Apple Slices are designed to add a wholesome "oomph" to your dining experience.

LAYOUT DESIGN:-

This strategy refers to the overall working and general environment offered by McDonalds. It includes the personnel level, service and product layout, interiors and exteriors etc. Strategies a) Exterior: McDonalds sets its premises in proper manner to handle any number of customers easily. The building design is standard world wide but it may be have some difference in size or in exterior according to the location. It enables them to save time, satisfy their customers, comfortable environment for both employees and customers. b) Interior: McDonalds uses the same interior pattern as its used internationally. It may vary according to the premises size.

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 QUALITY:The company really maintains its product quality. A lot of expenditure is made in the quality maintenance and improvement researches. McDonalds maintains the following quality rules: Maintaining strict standards of quality and safety, so that the customers can feel comfortable fitting any of the food products into their personal eating styles. Serving a variety of nutritious, high-quality food products and portion sizes, including new salad, fruit, and vegetable offerings and Happy Meal choices. Providing nutrition information to help customers make smart choices that address their individual lifestyle needs. Informing the customers about energy balance and fun, practical ways to incorporate physical activity into their everyday lives. Motivating kids to be active by engaging Ronald McDonald as ambassador for play and activity.

AMBIENCE:This segment enjoys the unique ambience provided by McDonalds. Since the regular consumers of this product belong to the upper-middle class, they prefer having a meal with the level of customer service and a tinge of sophistication that the outlets provide. The customers of this segment are students as well as working class. These people enjoy recreation and socialization activities. They have strong views about the current affairs and the future business and social issues.

HYGIENE:This segment comprises people who are concerned with hygiene and how the food is prepared and served and also the cleanliness of the environment where they eat.

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It comprises of middle-aged people mostly house-wives and working women/men. These are light users and make purchases once in a while, probably as a substitute rather than a first-choice. These people are authoritarian, have strong views about politics, business and current affairs. They make planned purchases and weigh their options before they make a buying decision. PACKAGING:On August 1, 1990, McDonald's and Environmental Defense Fund joined forces in a ground breaking partnership to find ways to reduce McDonald's solid waste. The project team examined McDonald's materials use and solid waste issues in its U.S. operations, including restaurants, distribution centers and suppliers. Source reduction: Using less material Reuse: Introducing reusables throughout the supply chain Recycling: Return materials to productive use Composting: Recycling organic materials when possible Napkins are smaller and contain recycled content. Happy Meal boxes are made partly from recycled newspapers. Our trayliners have recycled newspaper content too. Weve trimmed the amount of material used in our French fry and McNugget cartons. Our straws use less material.

UNIFORM:-

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When I visited to McDonalds toa payoh central outlet. I saw every McDonalds staffs Well dressed. Staffs wore the uniform was very clean, neat and well pressed. Staffs wore blue shirt, black pant and black cap. One thing I want say, McDonalds have their own logo on their staffs shirt, pant and cap.

2. PEOPLE: SKILLS AND KNOWLEDGE: Customer service skills Good communication skills Know how the food is prepared and served Know to clean work surfaces, the outlet and maintain the stores Have patience and be able to calm irate customers Knowledge of languages (English and local) Be honest and careful with the cash transactions Fast learner and team player Be willing to work shifts and on rotation basis Be good at calculations and arithmetic Ability to multitask and work under pressure

BEHAVIOUR: Friendly, cheerful, courteous and helpful. Understanding and empathy. Patience, reliability and trustworthiness. Promote a positive attitude to customers. Display integrity, trust and respect. Display loyalty to the organisation.

Remain sensitive to your customer base.

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 CUSTOMER SATISFACTION:McDonalds pays a lot of attention on the satisfaction level of its customers. The improved quality standards, well trained employees and a continuous learning desire of McDonalds results in increased level of satisfaction of the customers. Like when the quality is improved and the personnel attending the customers is well trained and the overall service environment is improved then there is no room left for customer dis-satisfaction.

CUSTOMER FEEDBACK:At its most basic level, feedback is crucial to any kind of improvement. While positive feedback is nice, we all love a compliment, its usually negative feedback that helps us the most. Despite people saying I always welcome your feedback, most of us, as individuals and companies, need to work to overcome feedback hurts mentality.

3. PROCESS:1. Operator taking the order. 2. Work order waits in queue. 3. Cashier complete transaction. 4. Job carried to appropriate provider. 5. Inspect the job items are placed or not. 6. Order picked by customer. 7. Job is guided to the table. 8. Job moves to table. 9. Assistant always monitoring the job. 10. Cleaning the table for next job. 11. Cleaning the floor. 12. Supervising the whole process.

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 CUSTOMER VALUE:Customer value means the difference between what a customers gets from a product, and what he or she has to give in order to get it. Customer value is important because it keeps the customer coming back to your hotel or restaurant. So the hotel or restaurant can get business and profit. Value of money is based not only on the minimum purchase price but also on the maximum efficiency or affectivness of the purchase.

CUSTOMER EXPECTATION:The needs, wants, and preconceived ideas of a consumer about a product or service. Customer expectation will be influenced by his or her perception of the product or service and can be created by previous experience, advertising, hearsay, awareness of competitors and brand image. The level of customer service is also a factor, and a customer might expect to encounter efficiency, helpfulness, reliability, confidence in the staff, and a personal interest in his or her patronage. If customer expectations are met, then customer satisfaction results.

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RECOMMENDATION
1. Increase its product line. 2. To provide quick service. 3. Lower the supply chain cost so that it helps in cost reducing. 4. To expand their happy meal choices so attract and retain customer. 5. To educate about healthy lifestyle. 6. Provide with better ambience. 7. Focus on gifts for all generation i.e. youth, kids especially senior citizen which is a completely new concept 8. Increasing the space for provision of birthday party areas. 9. Today customer are more health conscious, so McDonalds should develop menu choices that are healthy and socially acceptable. 10. Change according to customer styles

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CONCLUSION McDonalds 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 scholarship to encourage education. Through McDonalds is 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. McDonalds will certainly be around for plenty more years to come.

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REFERENCE
FROM THE WEBSITE:-

www.wikipedia.com www.mcdonalds.com.my/abtus/corpinfo/mission.asp
www.ask.com www.wiki.answers.com http://www.famouslogos.org/mcdonalds-logo http://www.mcdonalds.com.sg/eatsmart_menu.html www.google.com www.mcdonaldsprocess.com www.scribd.com www.wikipedia.org www.yahoo.com www.answer.com www.mcdonalds.com http://www.qfinance.com/dictionary/ http://mcdonaldsteam3.blogspot.com/2010/06/conclusion.html

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FROM THE BOOK:BOOK NAME:CUSTOMER SERVICE AUTHOR NAME:PAUL R. TIMM

WORDS COUNT:- 3457

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