consultancy project report

8/17/2019 Consultancy Project Report

1/20

Consultancy Project Report

McDonald’s

By

Haroon Zahid Qureshi

CIIT/FA14-EMBA-207/CVC

Master’s in Business Administration

(Executive)

COMAT Ins!i!u!e o" In"or#a!ion Te$hno%o&'

Vir!ua% Ca#(us ) *a+is!an


2/20

INTRODUCTION

OVERVIE O! !A"T !OOD INDU"TRIE"

The "ood indus!r' is on a hi&h as Indians $on!inue !o ha,e a "eas! Fue%ed .' ha! $an .e !er#ed

as a (er"e$! in&redien! "or an' indus!r' - %ar&e dis(osa.%e in$o#es - !he "ood se$!or has .een

i!nessin& a #ar+ed $han&e in $onsu#(!ion (a!!erns es(e$ia%%' in !er#s o" "ood An in$reasin&

nu#.er o" in!erna!iona% "as! "ood $hains rushin& !o India is .e$ause a%% o" !he# see !re#endous

(o!en!ia% in "or !his !'(e o" .usiness The %ar&e u(ard%' #o.i%e (o(u%a!ion in !he ur.an areas

!end !o ea! ou! #ore o"!en or .usiness or "or %eisure

The ,arious (%a'ers o(era!in& in India are !he e%%-es!a.%ished Indian $hains %i+e iru%as

Ha%dira#s and #u%!ina!iona% $o#(anies %i+e M$3ona%ds *ia hu! 3o#inos (ia e!$

In addi!ion !o !hese a((aren!%' so#e o" !he .es! +non in!erna!iona% "ood $hains are %oo+in& a!

India A#on& !he# are 5rea! A#eri$an 3isas!er The Bur&er 6in& Mei$an "ood $hain

Ta$o&ri%% Mo,e-n-(i$+ e!$ are so#e o" !he# !o na#e

The (%a'ers are "i&h!in& on (rodu$!s (ri$in& (osi!ionin& and !r'in& !o $on,er! !heir "irs! !ria%s

in!o re&u%ar (ur$hase .' (ro,idin& de%i&h!"u% ser,i$e 8ua%i!' The "o$us is on (rodu$! 8ua%i!' and

s!andardia!ion on !as!e Consis!en$' is !he +e' as i!s s!andardia!ion in "as! "ood as !he

$onsu#er is shor! on !i#e and an!s !o sa!is"' his !as!e .uds i!h a $onsis!en! !as!e e(erien$e

Be'ond !his ea$h (%a'er has i!s on s!ra!e&' !o e(and $onsu#er .ase

• o#e "ee% !ha! (ri$in& is no! !he de$idin& "a$!or sin$e "as! "ood is no! (ri$e

sensi!i,e #ar+e! .e$ause i! is no! a sin&%e die! o" Indians

• o#e o!hers are $o#(e!in& on (osi!ionin& hi$h is sur(risin&%' ,aried &i,in& !he

s#a%% sie o" !he #ar+e!

• For #os! !ar&e!in& $hi%dren see#s !he ri&h! s!ra!e&'

• Ad,er!isin& is (o(u%ar

Hoe,er i!h $o#(e!i!ion hoo!in& u( #os! $hains are in$reasin& rea$h as e%% as or+in& on

es!a.%ishin& a na!iona% (resen$e The ind o" $han&e is .%oin& !hrou&h !he e#(ire o" "as! "ood

The ,ision o" end%ess &ro!h !hrou&h ne #ar+e!s a$ross !he (%ane! "or "as! "ood $o#(anies no

%oo+s unsus!aina.%e hen i!9s !i#e !o ada(! or die As !he "as! "ood $o#(anies ha,e e(anded

around !he or%d !he' ha,e had !o ada(! !o %o$a% sensi!i,i!ies


3/20

T#e aim o$ t#is %ro&ect is to conduct a mar'et stud on a t#rivin $ast $ood

restaurant * oin dee% into i ts $ormation* #istor and ro+t#, t#en to

ana-.e t#e reason t#at ma'e it so %o%u-ar/

MCDONA0D’" AN INTRODUCTION

M$3ona%ds Cor(ora!ion is !he or%ds %ar&es! $hain o" ha#.ur&er "as! "ood res!auran!s ser,in&

around :; #i%%ion $us!o#ers dai%' in 11< $oun!ries Head8uar!ered in !he =ni!ed !a!es !he

$o#(an' .e&an in 1a' 6ro$ @oined !he $o#(an' as a "ran$hise a&en! in 1


4/20

3roduct Consistenc 4 B' de,e%o(in& a so(his!i$a!ed su((%ier ne!or+ed o(era!ion and

dis!ri.u!ion s's!e# !he $o#(an' has .een a.%e !o a$hie,e $onsis!en! (rodu$! !as!e and

8ua%i!' a$ross &eo&ra(hies

Act -i'e a retai-er and t#in' -i'e a 5rand 4 M$3ona%d9s "o$uses no! on%' on de%i,erin& sa%es

"or !he i##edia!e (resen! .u! a%so (ro!e$!in& i!s %on& !er# .rand re(u!a!ion

6/ O5&ectives o$ "tudin t#e Orani.ation

The M$3ona%d9s #ain o.@e$!i,e is !o (ro,ide i!s $us!o#ers i!h "ood o" a hi&h s!andard 8ui$+

ser,i$e and ,a%ue "or #one' The' a%so (ro,ide &ood re!urns !o shareho%ders

Eva-uatin t#e o5&ectives

M$3ona%ds #us! se! o.@e$!i,es in order !o #ee! !he ai#s o" !he .usiness A .usiness o.@e$!i,eneeds !o .e MA>T o.@e$!i,es MA>T is an a$ron'# hi$h s!ands "or s(e$i"i$ #easura.%e

a$hie,a.%e and re%e,an! and !i#e s(e$i"i$

"%eci$ic1

The .usiness $an #a+e o.@e$!i,es !o a$hie,e !heir !ar&e!s a! !he end o" !he 'ear The s(e$i"i$ is

i#(or!an! in !he .usiness (%an !o "ind ou! ha! +ind o" s(e$i"i$ !ar&e!s M$3ona%d9s needs !o

#a+e For ea#(%e M$3ona%d9s #i&h! se! an o.@e$!i,e o" ser,in& a! %eas! !o (er $en! o" sin&%e-

order $us!o#ers i!hin a #inu!e o" !he order .ein& (%a$ed

Measurea5-e1

The o.@e$!i,e needs !o .e #easured so !ha! #ana&ers $an see he!her i! has .een a$hie,ed For

ea#(%e M$3ona%d9s $ou%d #easure ser,i$e !i#es durin& a !'(i$a% one-hour (eriod and re$ord

!he nu#.er o" !i#es sin&%e-order $us!o#ers ere ser,ed i!hin a #inu!e o" (%a$in& !heir order

Ac#ieva5-e1

The o.@e$!i,es shou%d .e a$hie,a.%e M$3ona%d9s ha,e !o #a+e sure !ha! !he' ha,e di""eren!

!as!e "oods and ser,e !he "ood as "as! as (ossi.%e The #ana&er o" !he M$3ona%d9s needs !o

assess he!her i! is "easi.%e "or e#(%o'ees i" !he' or+ e""i$ien!%' !o ser,e sin&%e-order

$us!o#ers i!hin a #inu!e o" !he order .ein& (%a$ed

Re-evant to t#e aims1


5/20

The o.@e$!i,es are ,er' i#(or!an! !o a$hie,e !he ai#s o" !he .usiness i!hou! #a+in& $us!o#er

ha((' !he' i%% no! .e a.%e !o #a+e !he (ro"i! !ha! !he' an! !o #a+e o !he .usiness on9! .e

a.%e !o &ro For ea#(%e .' se!!in& an o.@e$!i,e !o ser,e $us!o#ers 8ui$+%' !he M$3ona%d9s

ho(es !o in$rease i!s (ro"i!s .' a!!ra$!in& and ser,in& #ore $us!o#ers

Time1

The o.@e$!i,es shou%d se! i!h s!ar! and "inish da!es For ea#(%e M$3ona%d9s #ana&er #i&h!

!e%% !he e#(%o'ees !ha! !he' ha,e one #on!h !o a$hie,e !he one #inu!e ser,i$e !i#e o.@e$!i,es

The +e' o.@e$!i,e o" M$3ona%d9s is !o rea$h !heir ai#s .e$ause !he' an! !o do .e!!er !han !heir

$o#(e!i!ors M$3ona%ds #ain ai#s are !o ser,e &ood "ood in a "riend%' and "un en,iron#en! !o

.e a so$ia%%' res(onsi.%e $o#(an' and (ro,ide &ood re!urns !o !heir shareho%ders M$3ona%d9s

$us!o#ers are #ain%' !eena&ers and +ids The $o#(an' ai#s !o (ro,ide i!s $us!o#ers i!h "ood

o" a hi&h s!andard 8ui$+ ser,i$e and ,a%ue "or #one' The' a%so ish !o .e #ore e$o-"riend%'

and !o ser,e hea%!hier "ood o !he' $an &ain #ore $us!o#ers and i! i%% he%( .usiness !o #a+e a

(ro"i! Ma+in& a (ro"i! i%% #ai#ie !he in$rease in sa%es and in #ar+e! share i! i%% he%(

.usiness !o &ro O.@e$!i,es $o##uni$a!e ha! #ar+ers an! !o a$hie,e &uide #ar+e!in&

a$!ions and are used !o #easure ho e%% a (%an is or+in& The' $an .e re%a!ed !o #ar+e! share

sa%es rea$hin& !he #ar+e! audien$e and $rea!in& aareness in !he #ar+e!(%a$e on&-!er#

o.@e$!i,es are .ro+en don in!o shor!er-!er# #easura.%e !ar&e!s >esu%!s $an .e ana%'ed

re&u%ar%' !o see he!her o.@e$!i,es are .ein& #e! This !'(e o" "eed.a$+ a%%os !he $o#(an' !o

$han&e (%ans and a%%os "%ei.i%i!'

The #ain ai# is !o #ai#ie (ro"i! and !o (ro,ide &oods/ ser,i$es !ha! are $hea( and a""orda.%e

!o !he $onsu#ers The .es! a' !o a$hie,e o.@e$!i,es is !o #a+e #ore $us!o#ers and !o do !his

M$3ona%ds $an ad,er!ise !heir .usiness I" M$3ona%ds &ain #ore $us!o#ers !ha! i%% he%( !he

.usiness !o #a+e #ore (ro"i! I! i%% a%so #ai#ie !he in$rease in sa%es and !he #ar+e! share I"

M$3ona%ds #a+es #ore (ro"i! !he' i%% .e a.%e !o re#ain !he nu#.er one re!ai% $o#(an' in !he

=6


6/20

This &ra(h shos !he di""eren$es in !he #ar+e! share .e!een !he o!her "as! "ood res!auran!s

M$3ona%ds has %eadin& !he #ar+e! share ou! o" a%% o" !he# This (ro,es !ha! M$3ona%ds has

a$hie,ed !heir ai#s o" #ar+e! share

3. Overview of the Organization7istor1

In 1a' 6ro$ >a' re$ei,ed an

order "ro# !he M$3ona%d .ro!hers ha#.ur&er ou!%e! in Ca%i"ornia and as i#(ressed .' !heir

$o#(an' - !he #enu as si#(%e and $hea( .u! !he ha#.ur&ers ere &ood? !he "ries ere #ade

in-s!ore? and !he sha+es ere !hi$+er !han usua%

>a' #ade !he# an o""er e! #e o(en ne M$3ona%d9s s!ores and I%% &i,e 'ou ha%" o" one (er

$en! o" !he &ross sa%es "or !he use o" !he na#e and !he idea

The M$3ona%ds .ro!hers a$$e(!ed and >a' o(ened his "irs! s!ore in 3es *%aines I%%inois He

.e&an !o .ui%d !he .usiness .' &ran!in& "ran$hises !o %o$a% en!re(reneurs B' 1a' 6ro$ o(ens !he "irs! M$3ona%d9s in 3es *%aines I%%inois

89:; Qua%i!' er,i$e C%ean%iness and Va%ue GQCV .e$o#es !he Co#(an' #o!!o

89:9 A ne M$3ona%ds o(ens a! a ra!e o" one e,er' "i,e and a ha%" da's The 100!h


7/20

M$3ona%ds o(ens in Jis$onsin

89 >a' 6ro$ M$3ona%ds Founder and enior Chair#an dies and >ona%d M$3ona%d

Chi%dren9s Chari!ies G>MCC is es!a.%ished in his #e#or'

89=: >ona%d M$3ona%d House Chari!ies .e$o#es a re&is!ered Aus!ra%ian $hari!'

89=ona%d M$3ona%d House Chari!ies and !he Varie!' C%u.s o"

Aus!ra%ia

899@ M$3ona%ds .e$o#es !he se$ond #os! re$o&nised .rand in !he or%d The or%d9s "irs!

M$Ca"e o(ens in Me%.ourne Vi$!oria

8999 M$3ona%ds o(ens i!s 2000!h res!auran! in Chi$a&o =A M$3ona%d9s Aus!ra%ia9s

"%a&shi( .ur&er The M$OK arri,es on !he #enu

6??? M$3ona%ds is !he O""i$ia% >es!auran! o" !he 'dne' 2000 O%'#(i$ 5a#es ser,in& #ore

!han 12 #i%%ion #ea%s !o a!h%e!es o""i$ia%s and s(e$!a!ors


8/20

6??8 M$3ona%ds $e%e.ra!es i!s 0!h Bir!hda' 3on =nder and !he 20!h .ir!hda' o" >ona%d

M$3ona%d House Chari!ies in Aus!ra%ia The M$Fa#i%' ra%%ies !o su((or! !hose a""e$!ed .' !he

11!h e(!e#.er e,en!s !hrou&h dona!ions o" "ood ser,i$es and #one' >MHC is na#ed one o"

!he !o( 100 $hari!ies .' Jor!h Ma&aine

6??@ The 100!h M$Ca"e o(ens in Aus!ra%ia

6??> The Ha((' Mea% $e%e.ra!es 2 'ears G1es!auran! Indus!r' Firs!

6??: M$3ona%ds $e%e.ra!es i!s 0!h Anni,ersar' on 1 A(ri% M$3ona%ds Aus!ra%ia raised #ore

!han 71000 "or CA>E Aus!ra%ia !hrou&h i!s res!auran!s !o (ro,ide i##edia!e and %on&-!er#

assis!an$e !o !hose a""e$!ed .' !he Tsuna#i

6??; Je u(da!e !he M$3ona%ds (a$+a&in& "ea!urin& 24 "a$es "ro# !he "irs! e,er &%o.a% $as!in&

$a%%

6??= The (a$+a&in& redesi&n &oes a s!e( "ur!her i!h !he #os! $o#(rehensi,e &%o.a% redesi&n

ro%%ed ou! a$ross !he or%d

6?88 M$3ona%d9s no o(era!es in 11< $oun!ries ha,in& o(ened s!ores in Bosnia and

Here&o,ina and Trinidad To.a&o

@/6/ T%e and Nature o$ Business o$ t#e orani.ation

T%es o$ restaurants

Mos! s!anda%one M$3ona%ds res!auran!s o""er .o!h $oun!er ser,i$e and dri,e-!hrou&h ser,i$e

i!h indoor and so#e!i#es ou!door sea!in& 3ri,e-Thru Au!o-Ma$ *a' and 3ri,e or

M$3ri,e as i! is +non in #an' $oun!ries o"!en has se(ara!e s!a!ions "or (%a$in& (a'in& "or

and (i$+in& u( orders !hou&h !he %a!!er !o s!e(s are "re8uen!%' $o#.ined? i! as "irs!

in!rodu$ed in Ariona in 1


9/20

M$Ca"N is a $a"N-s!'%e a$$o#(ani#en! !o M$3ona%ds res!auran!s and is a $on$e(! $rea!ed .'

M$3ona%ds Aus!ra%ia Ga%so +non as Ma$$as s!ar!in& i!h Me%.ourne in 1


10/20

The Co#(an' "ran$hises and o(era!es M$3ona%d9s res!auran!s in !he "ood ser,i$e indus!r' The

Co#(an' had a #inori!' onershi( in!eres! in =6-.ased *re! A Man&er !ha! i! so%d in Ma'

200; and a 100D onershi( in!eres! in =-.ased Bos!on Mar+e! !ha! i! so%d in Au&us! 2007

A%% res!auran!s are o(era!ed ei!her .' !he Co#(an' or .' "ran$hisees in$%udin& $on,en!iona%

"ran$hisees under "ran$hise arran&e#en!s and "orei&n a""i%ia!ed #ar+e!s Ga""i%ia!es and

de,e%o(#en!a% %i$ensees under %i$ense a&ree#en!s

The "o%%oin& !a.%e (resen!s res!auran! in"or#a!ion .' onershi( !'(e

Restaurants at December 31, 2009 2008 2007

Con,en!iona% "ran$hised 89*?6? 1;402 17:4

3e,e%o(#en!a% %i$ensed @*8


11/20

res!auran! %e,e%? "undin& "or re&iona% and na!iona% e""or!s is hand%ed !hrou&h ad,er!isin&

$oo(era!i,es Fran$hised $o#(an'-o(era!ed and a""i%ia!ed res!auran!s !hrou&hou! !he or%d

#a+e ,o%un!ar' $on!ri.u!ions !o $oo(era!i,es hi$h (ur$hase #edia *rodu$!ion $os!s "or $er!ain

ad,er!isin& e""or!s are .orne .' M$3ona%ds

In!erna!iona% o(era!ions are +e' !o M$3ona%ds su$$ess M$3ona%ds $o#.ined i!h 6en!u$+'

Fried Chi$+en G6FC .rou&h! !he $on$e(! o" "ran$hisin& !oo #an' o" !he $oun!ries around !he

or%d here .o!h ha,e s!ores

@/> "OT ANA0"I"

JOT ana%'sis is a si#(%e "ra#eor+ "or &enera!in& s!ra!e&i$ a%!erna!i,es "ro# a si!ua!ion

ana%'sis I! is a((%i$a.%e !o ei!her !he $or(ora!e %e,e% or !he .usiness uni! %e,e% and "re8uen!%'

a((ears in #ar+e!in& (%ans u$h an ana%'sis o" !he s!ra!e&i$ en,iron#en! is re"erred !o as a

JOT ana%'sis A s$an o" !he in!erna% and e!erna% en,iron#en! is an i#(or!an! (ar! o" !he

s!ra!e&i$ (%annin& (ro$ess En,iron#en!a% "a$!ors in!erna% !o !he "ir# usua%%' $an .e $%assi"ied as

s!ren&!hs or ea+nesses and !hose e!erna% !o !he "ir# $an .e $%assi"ied as o((or!uni!ies or

!hrea!s The JOT ana%'sis (ro,ides in"or#a!ion !ha! is he%("u% in #a!$hin& !he "ir#s resour$es

and $a(a.i%i!ies !o !he $o#(e!i!i,e en,iron#en! in hi$h i! o(era!es

"TRENT7

!ron& .rand na#e i#a&e and re(u!a!ion

ar&e #ar+e! share

!ron& &%o.a% (resen$e (e$ia%ied !rainin& "or #ana&ers +non as !he Ha#.ur&er =ni,ersi!'

M$3ona%ds *%an !o in "o$uses on (eo(%e (rodu$!s (%a$e (ri$e and (ro#o!ion

!ron& "inan$ia% (er"or#an$e and (osi!ion

In!rodu$!ion o" ne (rodu$!s

Cus!o#er "o$us G$en!ri$

!ron& (er"or#an$e in !he &%o.a% #ar+e! (%a$e

EANE""

ar&e #ar+e! share

!ron& su((%' $hain >i&orous "ood sa"e!' s!andards

3e$en!ra%ied 'e! $onne$!ed s's!e#

I&norin& .rea+"as! "ro# !he #enu

O33ORTUNIT

E(ansion o" o!her $ash%ess (a'#en! s's!e#s

Je%%-.ein& and e!hi$a% i#a&e i#(ro,e#en!


12/20

E(ansion o" !he $hi%dren #ar+e! Go!her .usiness )#ar+e! (ene!ra!ion

e!!in& u( ,e&e!arian #enus or ou!%e!s !o e(and !he #ar+e!

5roin& hea%!h !rends a#on& $onsu#ers

oin! ,en!ures i!h re!ai%ers Ge& su(er#ar+e!s

Conso%ida!ion o" re!ai%ers %i+e%' so .e!!er %o$a!ions "or "ran$hisees

In!erna!iona% e(ansion in!o e#er&in& #ar+e!s o" China and India 3i,ersi"i$a!ion and a$8uisi!ion o" o!her 8ui$+-ser,i$e res!auran!s

5ro!h o" !he "as!-"ood indus!r'

Jor%dide dere&u%a!ion

o $os! #enu !ha! i%% a!!ra$! !he $us!o#ers

T7REAT"

The re%a!ionshi( .e!een $or(ora!e %e,e% M$3ona%ds and i!s "ran$hise dea%ers

An!i-A#eri$an sen!i#en!s

5%o.a% re$ession and "%u$!ua!in& "orei&n $urren$ies

In!ense Co#(e!i!ions

5ro!h o" hea%!h $ons$ious ea!ers

Ou!.rea+ o" diseases G#ad $o H1 .ird "%u A>

>e$en! h'&iene $o#(%ain!s a""e$! sa%es

@/: BU"INE"" 30AN O! Mc DONA0D’"

Initia- $ranc#ise $ees1

The ini!ia% "ran$hise "ee ,aries "ro# $o#(an' !o $o#(an' and is (aid .' !he "ran$hisee

hen !he "ran$hise is &ran!ed The ini!ia% "ran$hise "ee $o,ers !he $os! o" !rainin& re$rui!in& !erri!or' ana%'sis si!e

iden!i"i$a!ion s(e$ia%is! e8ui(#en! s!a!ionar' "ran$hisee %aun$h e!$

Lou i%% need a #ini#u# o" >s1000000 in non-.orroed (ersona% resour$es !o .e

$onsidered "or a "ran$hise

Onoin !ees to McDona-ds1

"ervice $ee- A #on!h%' "ee .ased u(on !he res!auran!9s sa%es (er"or#an$e G$urren!%' a

ser,i$e "ee o" 40D o" #on!h%' sa%es

Rent - A #on!h%' .ase ren! or (er$en!a&e ren! !ha! is a (er$en!a&e o" #on!h%' sa%es

M$3ona%ds usua%%' ons !he (ro(er!' and a%so a$!s as !he %and%ord

Advertisin !ee1

Ad,er!isin& "ees are used !o ad,er!ise !he "ran$hise s's!e#

or#a%%' an ad,er!isin& "ee is .ased u(on a (er$en!a&e o" &ross sa%es or ne! sa%es


13/20

The' !'(i$a%%' ran&e "ro# 1D !o D o" &ross sa%es

Ot#er Issues1

The &rea!er !he (er$ei,ed re(u!a!ion o" !he "ran$hise !he hi&her !he ini!ia% "ee

The &rea!er !he re%ian$e on !he "ran$hisors e""or!s and su((or! !he hi&her !he "ee

>enea% "ee is hen a "ran$hisee is $har&ed a "ee .' !he "ran$hisor on &ran!in& an

e!ended $on!ra$! !er#

Trans"er "ee $an .e $har&ed hen !he "ran$hisee se%%s !he ou!%e! !o ano!her (erson

R(e$ia%9 "ees #a' a%so .e $har&ed .' !he "ran$hisor "or ser,i$es su$h as !rainin& in !he

use o" ne so"!are

>/ ORANIATIONA0 "TRUCTURE

M$3ona%d9s or&ania!iona% s!ru$!ure as re"or#ed in u%' 1 201 !o i#(ro,e !he $o#(an'9s

hand%in& o" i!s &%o.a% o(era!ions A "ir#9s or&ania!iona% s!ru$!ure de"ines !he s's!e# !hrou&h

hi$h or&ania!iona% $o#(onen!s $oordina!e !o a$hie,e .usiness o.@e$!i,es M$3ona%d9s

or&ania!iona% s!ru$!ure "a$i%i!a!es #ana&in& #ar+e!s .ased on (er"or#an$e %e,e%s As !he %ar&es!

"as! "ood res!auran! $hain in !he or%d M$3ona%d9s +ee(s e,o%,in& !o address $urren! and

e#er&in& #ar+e! issues The "ir# ro%%s ou! ne (rodu$!s !o #ain!ain i!s (er"or#an$e in

sa!is"'in& $us!o#ers These endea,ors are su((or!ed !hrou&h M$3ona%d9s or&ania!iona%

s!ru$!ure hi$h is desi&ned !o ada(! !o !he $han&in& .usiness en,iron#en!

The M$3ona%ds ee$u!i,e or&ania!iona% de(ar!#en! areas are as "o%%os a! !he !o( are !he

$hair#an and $hie" ee$u!i,e o""i$er and !he $hie" o(era!in& o""i$er Be%o !ha! !he de(ar!#en!s

are .ro+en don in!o $or(ora!e a""airs #ar+e!in& hu#an resour$es na!iona% o(era!ions

re&iona% #ana&ers "inan$e in"or#a!ion and s!ra!e&i$ (%annin&

O!her "un$!iona% de(ar!#en!s i!hin M$3ona%ds are %e&a% $us!o#er ser,i$es "ran$hisin&

se$uri!' h'&iene and sa"e!' (ro(er!' and $ons!ru$!ion su((%' $hain and res!auran! ser,i$es

!eatures o$ McDona-d’s Orani.ationa- "tructureM$3ona%d9s has a di,isiona% or&ania!iona% s!ru$!ure Ea$h di,ision hand%es a s(e$i"i$

o(era!iona% area The ai# o" !his or&ania!iona% s!ru$!ure is !o su((or! au!ono#' and

or&ania!iona% "%ei.i%i!' M$3ona%d9s or&ania!iona% s!ru$!ure has !he "o%%oin& $hara$!eris!i$s

arran&ed a$$ordin& !o si&ni"i$an$e

>/8 -o5a- 7ierarc#/ M$3ona%d9s has a &%o.a% hierar$h' !o $o,er a%% i!s o(era!ions or%dide


14/20

This "ea!ure o" !he or&ania!iona% s!ru$!ure e#(hasies $or(ora!e $on!ro% For ea#(%e

M$3ona%d9s CEO dire$!s !he a$!i,i!ies o" a%% .usiness areas Manda!es are (assed "ro# !he CEO

don !o #idd%e #ana&ers and !o !he res!auran! #ana&ers and (ersonne% This $hara$!eris!i$ o"

M$3ona%d9s or&ania!iona% s!ru$!ure is !'(i$a% o" #os! &%o.a% .usiness or&ania!ions

>/6 3er$ormanceFBased Divisions/ The (er"or#an$e-.ased di,isions are !he #os! dis!in$!

"ea!ure o" M$3ona%d9s or&ania!iona% s!ru$!ure The $o#(an' reor&anied i!s s!ru$!ure on u%' 1

201 Be"ore !he reor&ania!ion !he &eo&ra(hi$ di,isions in M$3ona%d9s or&ania!iona% s!ru$!ure

ere Ga = G. Euro(e G$ Asia/*a$i"i$ Gd Midd%e Eas! and A"ri$a GA*MEA and Ge O!her

Coun!ries Cor(ora!e GOCC in$%udin& Canada a!in A#eri$a and Cor(ora!e A"!er !he

reor&ania!ion M$3ona%d9s used (er"or#an$e as .asis "or !he ne di,isions in i!s or&ania!iona%

s!ru$!ure Ga = G. In!erna!iona% ead Mar+e!s G$ Hi&h 5ro!h Mar+e!s and Gd

Founda!iona% Mar+e!s and Cor(ora!e The = a$$oun!s "or #ore !han 40D o" M$3ona%d9s

re,enues and !he %ead #ar+e!s "or 40D The hi&h-&ro!h #ar+e!s a$$oun! "or 10D o" re,enues

>/@ !unctionFBased rou%s/ M$3ona%d9s #ain!ains "un$!ion-.ased &rou(s in i!s or&ania!iona%

s!ru$!ure For ea#(%e under $or(ora!e o(era!ions !he $o#(an' has a hu#an resour$e

#ana&e#en! &rou( a su((%' $hain and "ran$hisin& &rou( and a %e&a% &rou( This $hara$!eris!i$

o" !he or&ania!iona% s!ru$!ure ena.%es M$3ona%d9s !o address !he .asi$ "un$!ions in i!s .usiness

Orani.ation 7ierarc#1


15/20

:/ 3RODUCT" G "ERVICE"


16/20

3roduct1 F M$3ona%d9s (%a$es $onsidera.%e e#(hasis on de,e%o(in& a #enu hi$h $us!o#ers

an! Mar+e! resear$h es!a.%ishes ea$!%' ha! !his is Hoe,er $us!o#ers9 re8uire#en!s $han&e

o,er !i#e In order !o #ee! !hese $han&es M$3ona%d9s has in!rodu$ed ne (rodu$!s and (hased

ou! o%d ones and i%% $on!inue !o do so Care is !a+en no! !o ad,erse%' a""e$! !he sa%es o" one

$hoi$e .' in!rodu$in& a ne $hoi$e hi$h i%% $anni.a%ie sa%es "ro# !he eis!in& one G!rade

o"" M$3ona%d9s +nos !ha! i!e#s on i!s #enu i%% ,ar' in (o(u%ari!' Their a.i%i!' !o &enera!e

(ro"i!s i%% ,ar' a! di""eren! (oin!s in !heir $'$%e In India M$3ona%ds has a di,ersi"ied (rodu$!

ran&e "o$usin& #ore on !he ,e&e!arian (rodu$!s as #os! $onsu#ers in India are (ri#ari%'

,e&e!arian The ha((' #ea% "or !he $hi%dren is a &rea! se%%er a#on& o!hers

McDona-d’s "ervices

Je9re here "or 'ouS A! M$3ona%d9s e +no ha! 'ou e(e$! "ro# us $on,enien$e &ood !i#es

"riend%' ser,i$e $%ean%iness and o" $ourse de%i$ious "ood

:/8 0ist o$ %roducts

A%% .ee" (a!!ies are seasoned $onsis!in& (ri#ari%' o" sa%! and .%a$+ (e((er

Bi Mac1 A%on& i!h !he Quar!er *ounder i!h $heese !his is one o" !he !o M$3ona%ds

si&na!ure #enu i!e#s in!rodu$ed in 1


17/20

McDou5-e1 I! si#i%ar !o a 3ou.%e Cheese.ur&er .u! i!h @us! one s%i$e o" $heese I! as

rein!rodu$ed as a (er#anen! do%%ar-#enu i!e# in 3e$e#.er 200;

Dai- Dou5-e1 i#i%ar !o !he dou.%e $heese.ur&er hoe,er !he !o((in&s are di""eren! The 3ai%'

3ou.%e is #ade i!h %e!!u$e !o#a!o s%i,ered onions and #a'onnaise I! a%so has on%' one s%i$e

o" $heese ra!her !han !he !o s%i$es !ha! are on !he dou.%e $heese.ur&er

T#e Bi N Tast1 I! as in!rodu$ed in 1


18/20

are #o+e' .ar.e$ue sour $rea# and see! $hi%%i sau$e

!i-etFOF!is#1 I! is a hi!e"ish "i%%e! i!h !ar!ar sau$e and a ha%" s%i$e o" $heese on a s!ea#ed .un

McRi51 I! is a sandi$h "ea!urin& .one%ess (or+ i!h .ar.e$ue sau$e s%i,ered onions and

(i$+%es

McAra5ia1 There are !o ,ersions o" !he M$Ara.ia 5ri%%ed $hi$+en and &ri%%ed +o"!a G.ee" i!h

s(i$es Bo!h are ser,ed i!h %e!!u$e !o#a!oes onions and &ar%i$ #a'onnaise in addi!ion !o !o

s#a%% (a!!ies o" &ri%%ed $hi$+en or +o"!a a%% ra((ed in an Ara.i$ s!'%e (i!a .read The M$Ara.ia

has .een ,er' e%% re$ei,ed !hrou&hou! !he Midd%e Eas!

C#ic'en McBites1 The' are *o($orn $hi$+en .reas! i!h ho#e-s!'%e seasonin& 3i((in&

sau$es in$%ude ran$h ee! n our Tan&' BBQ Chi(o!%e BBQ and Hone' Mus!ard

!is# McBites1 i#i%ar !o !he Chi$+en M$Bi!es !hese are s#a%% (ie$es o" "%a+' hi!e"ish di((ed

in .a!!er and "ried un!i% &o%den .ron and ser,ed i!h !ar!ar sau$e "or di((in&

a%ads and side orders

M$3ona%ds "irs! in!rodu$ed sa%ads !o i!s #enu in 1


19/20

2 3roduct 0ines

A.o,e is !he dia&ra# o" M$3ona%d9s (rodu$! ran&e and shos M$3ona%d9s (rodu$! i!e#s de(!h

o" M$3ona%ds ,arious (rodu$! %ines and !he .read!h o" M$3ona%ds (rodu$! #i Uo!e This

dia&ra# does no! in$%ude a%% !he (rodu$!s !ha! M$3ona%d9s o""ers and a%% !he ,arie!' o" !he sa#e

(rodu$! i! o""ers !his is @us! a .rie" dia&ra# o" M$3ona%d9s (rodu$! (or!"o%io As 'ou $an see

a.o,e M$3ona%ds has a ,er' %ar&e $o%%e$!ion o" (rodu$! i!e#s "or ea$h (rodu$! %ine and i! has

si&ni"i$an! de(!h in ea$h (rodu$! %ine U In an a,era&e M$3ona%d9s res!auran! !here are 20

.ur&ers "or 'our $hoi$e and !he' $on!inue !o in,en! ne .ur&ers e,er' !i#e !o sa!is"' $onsu#ers

Fur!her#ore M$3ona%ds has a ,er' .road (rodu$! #i (ro,idin& (rodu$!s "ro# .ur&ers i$e

$rea# drin+s and e,en sa%ad Ji!h !he hu&e (rodu$! ran&e o" M$3ona%ds ad,an!a&es ou%d .e

!ha! !here are #ore $hoi$es "or !he $us!o#ers and !he' $an sa!is"'/sui! !he an!s o" di""eren!


20/20

#ar+e! seen!s Fur!her#ore i!h M$3ona%d9s di,ersi"i$a!ion o" i!s (rodu$!s and i!s e!ensi,e

(rodu$! ran&e i! i%% .e easier "or M$3ona%ds !o &ro and e(and

:/@ Mc Dona-d’s 3roduction 3rocess1

Openthe

stores

Grow thefood

(Meats and vegetables)

Organize withcompanies to buy

and sell drinks,ice-creams etc

!mport ande"port thefoods and

drinks

#rocess themeats

$nd finally, it isready to be served

#repare thefood

%ake all thefood, drinks,

and other food

items to stores

consultancy project report

Documents