MMR Mcdonal Project

8/6/2019 MMR Mcdonal Project

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2/26/2011

MCDONALDS RESEARCH ON THE MCDONALDS


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Group Members

Names Roll No

Ajit Nishad 325

Saumil Parihk 328

Manisha Peshwa 330

Aditya Rane 334


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ACKNOWLEDGEMENT

We would like to thanks Nandini Mamam forassigning such an interesting project

which has really explored our real talent and it helped us to make projects for our

professional life.

It has bee

nreally k

nowledge sh

arin

g experience to m

ake this project. We would

also like to thanks our parents who have helped us throughout our project. .This

project helped us to make better known what basically research and survey is.

Presented to ProfNandini

Maam

(SYBMM)

(Nagindas Khandwala College)


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OBJECTIVES OF RESEARCH

1 To know a bout the problems and challenges faced and facing by

company.

2 To identify what factors made the customers dissatisfied with

McDonald's and why it leads to allegations.

3 To know the views of people about McDonalds

4 What are the factors about Mc Donalds that makes customers happy and

dissatisfied?

5 To find the current corporate image of McDonald

6 To determine whether the statements McDonalds makes are part of

McDonalds

7 Is McDonalds serves a range of high-quality foods

8 Is McDonalds provide the right balance between the energy they

consume as food and the energy they burn in physical activity

.Methodology of this project

Foraccessibility and availability of information we have chosen to work on the

Most of the information used in this project is from primary Sources and

secondary data. The main source of information was the, survey, in depth

interviews and focus group discussion. In addition information was also

collected from websites.


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Research processes for McDonalds

Our research question isWhat are the factors about Mc Donalds that makes

customers happy and dissatisfied? Is McDonalds serves a range of high-

quality foods? To determine whether the statements McDonalds makes are

part of McDonalds? So we have for this in this way.

y Designing the study

y Sampling design

y Resource allocationand budget

y Valuing research information

y Pilot testing

y Data collection

y Analysis and interpretation

y Reporting the results

Designing the study:

The objective of our research is to find the the factors about Mc Donalds that

makes customers happy and dissatisfied. We have also planned for survey that is

street, in-depth interview which will be conducted on the basis of structured

questionnaires so that anything may not be missed. These techniques will be used

due to the followin

g ben

efits:

y It is the best way of data collection.

y Observation can be made

y Analysis of writtenand recorded material


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y Behavioral observation.

y Knowledge can be gained.

y Opinion can be taken.

And our source will be people and organization. Survey questionnaires will be

simple .it will be the mixture of open ended, close ended, forced, unforced and

rating scale. Simple wording should be employed .survey will be evaluated on the

basis of following factors:

y Cost

y Sample accessibility

y Time constraints

y Topic coverage

Sampling design:

Sample will be selected as college and residential area for survey and face

to face discussion. So that accurate results can be attained

Resource allocation:

Valuing research information:

Without information our work will be on imagination based that may be

wrong and can bring high cost of loss for us .We can make wrong hypothesis

which will be not consistent .our result may be wrong much.

So with information our observation will be more .our results will be real

and our research will be authenticated so real data will be used through different

techniques of research. Our experience will be high for future plans. Our exposure

will be high.


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Data collection:

Data will be collected through survey by using in depth interview will be

conducted for detailed information to know much a bout the subject .McDonalds

websites and considering the information onnet.

Analysis and interpretation:

Analysis of the data will be managed carefully by taking percentages of

favorable and unfavora ble results. Then summary of data will be presented by

using statistical techniques. Than the result will be made after interpretationand

can check whether the results are consistent with hypothesis ornot.

Pilot testing:

Pilot testing will be employed to check the weaknesses in designand

instrumentations. We will see whether the questionnaire is simple or complicated?

Whether the questions are the mixture of forced or unforced? Whether all the

questions are based on structured or not? Whether the objective is clear or not?

Whether hypothesis is clea

rly chosen

? In

ca

se of the fa

ilure ofn

ull hypothesis,what alternative hypothesis will be selected?

Reporting the results:

At the end report will be prepared in which we provide

all the information in this pattern:

y An executive summary

y An overview of the research

y Implementation strategies

y A technical appendix

y Attachment of survey questionnaires


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.

Introduction of McDonalds

The first McDonald's was built in 1940 by the McDonald brothers (Dick and

Mac) McDonald's Corporation is the world's largest chain of hamburgerfast

food restaurants, serving more than 58 million customers daily.[4]

Inaddition to

its signa

ture resta

uran

t cha

in

, McDona

lds Corpora

tion

helda

min

ority in

terestinPret A Mangeruntil 2008, was a ma jor investor in theChipotle Mexican

Grill until 2006 and owned the restaurant chainBoston Market until 2007

Started offas a hot dog stand in CA [1937]

The McDonald brothers realized that hamburgers were their most profitable

menu item, and changed their business to serve a limited menu.

The majority of the restaurants are owned through franchises

AMcDonald's restaurant is operated by eitherafranchisee, anaffiliate, 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.

McDonalds is a large corporation in the fast food industry.

They have beenaround since 1955 when Ray Kroc started the chain of

McDonalds. They have been growing ever since.


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QSC&V......The Foundation that built McDonald's success

Whenasked to explainMcDonald's success, founder Ray

Kroc used to say, "We take the hamburger business more

seriously thananyone else."

Kroc was a perfectionist. From the day he opened his first

restaurant, he vowed to give his customers high quality

products, served quickly --and with a smile, ina cleanand

pleasant environment, and all at a fair price. Quality,

Service, Cleanliness and Value (QSC&V) became the

philosophy that drove McDonald's business.

McDonald's Quality Management instills the culture of quality through such

principles as being customer driven, managing with facts, valuing people, and

continually improving every aspect of our business

Service that is fast and friendly and has always beena foundation for success at

McDonald's

Cleanliness for us means having the cleanest and freshest facilities from the

kitchen to the rest rooms and parking lots

Valueat McDonald's means the total experience...... great food, friendly folks, a

clean environment, quickand accurate service and fun!


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Going International

1971 McDonalds really starts going global

Asian: Tokyo Ginza District, Japan

European: Netherlands, Munich, Germany

1967 - Canada & Puerto Rico (first restaurants outside the U.S.)

1971 - Tokyo, Japan, Amsterdam, Netherlands & Sydney, Australia

1979 - Rio de Janeiro, Brazil

1990 - Moscow, Russia & China

The first McDonalds Drive-Thru opened in SierraVista, Arizona in 1975

Happy Meals were added to McDonalds menu in 1979

McDonalds launched the new worldwide Balanced Active Lifestyles public

awareness campaign in 2005

McDonalds celebrated its 50th Anniversary onApril 15, 2005

They employ 447,000 people.

They have over 3,200 restaurants in over 119 countries.

The majority of the McDonalds franchises are owned by individual

franchises.

Their primary competitors are other fast food chains such as Burger King

and Wendys. The competition can get pretty intense to build customer

loyalty to their food.

McDonalds has 132 restaurants in India of which 79 are inNorth & East

Indiaand 53 inWest & South India.

The McDonalds Brand is one of the most well known Brands in the world.


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SWOT Analysis of McDonalds

Strengths

y Huge target market

y Commercial area

y Perfect location

y Quality foods

y Friendly services

Weakness

Disposing waste

Management of service

Opportunities

Newer products

More franchises - less risk

Job opportunities

Scope for expansion

Threats

Strong competitors, Competition - global, national, regional, and local.

Commodity


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Growing health conscious population

Food safety bacteria, e. coli, 41 -150

Pest Analysisy Political

y Ecological/environmental issue

y Fast food industry giants such as Wendy's, Pizza Hut, and McDonalds are

some of the largest consumers of paper products in the US. "Every year

millions of pounds of food packaging waste litter our roadways, clog our

lan

dfillsan

d spoil our quality of life.

y International pressure-groups

y Pushing for increased regulations to make companies more responsible

y Wars and conflicts

y war between countries where the company operates.

y They have also become a symbol of capitalism and Americanism meaning

that they have now become the target of terrorist group and attack.

Economic

y McDonalds must consider economic challenges when expanding

internationally.

y

y Low set up costs = rapid expansion

y One of the challenge for fast food industry is that to keep the price is

low for the customer.

y


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y Franchising facilitates set ups

y McDonalds corporation provides financing assistance and training fornew

franchise owners to manage cash flow and keep businesses profitable.

y The main reason is the consumers worries had greatly increased with

health fears so customers now opted for more healthier options like

subway which offered more ofavariety for health conscious customers

Social ChallengesThe consumers worries had greatly increased with health fears.

Social ConsiderationMcDonalds changed its image vastly by evaluating the menu.Range of high-quality foodsEmphasis on food safety

Technological Advantages

McDonalds has takenadvantage of technology to streamline their processesand improve efficiency.

Touch OrderAllows You To Place OrderAt McDonalds Via Handset

McDonalds has also implemented technology to improve supply chainmanagement, and allows customers to access this information to make moreinformed decisions about what they eat.


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Results of survey

y Nearly 70% of the respondents had visited McDonalds within 90 days

on the moment they filled in the questionnaire.

y The average age of the participants is 25,7 with a minimum age of 19

and a maximum age of 56 years.

y When asked what distinguishes McDonalds from other members of the

food industry, the three most important factors were speed,

predictability and convenience

y The main reason for visiting McDonalds for 60% of the sample was to

have diner.

y When visiting McDonalds, the most frequently placed order of half of

the respondents was a menu that 16 out of 22 respondents did not agree

with the statement that McDonalds serves a range of high-quality foods

y Almost 70% of the sample states that McDonalds has the responsibility

to inform its customers on health related issues

y It must be noted that none of the respondents completely agreed with

the statement that McDonalds serves food that can fit into a balanced

diet.


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y A possible explanation is that corporate image related research is

mostly a matter of the company

y It seems that McDonalds has no need to bear this responsibility

according to the majority of its customers. None of the respondents

completely agreed with the statement that McDonalds serves food that

can fit into a balanced diet.

McDonalds Strategies

McDonalds real goal as a corporation is to make money for thestockholders. Their stated goal is Long term sustainable growth forallstakeholders.

McDonalds has realized that they are reaching a big maturation stage in thebusiness cycle, based on its profits slowing down more and more every year.It is going to be time to reinvent or re-image this corporation to try to startthe business cycle overagain.

Recommendations for McDonalds


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Recommendations for McDonalds

More Healthy Choices

McDonalds should develop menu choices that are healthy

and socially acceptable. It is possible to develop a menu that people will enjoy

and that also fits into the original Speedy Service

model the company introduced in the 1950s. Use local food sources where possible.

Using local sources decreases the time to

market, and also decreases the use of fuel to

transport goods. Locally focused menu choices

McDonalds in India has specific menu items For the vegetarian market;


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Questionnaire on McDonalds

1. When was the last time you visited McDonalds?

2. How frequently do you visit McDonalds?

Onaverage every ....... month(s).

3. For what meal(s) do you mostly visit McDonalds?

Breakfast Diner

Lunch In between

4. What is your most frequently placed order?

Menu Menu + supersize

Only burger Only beverage

Only salad Only fries

5. McDonalds distinguishes itself by:

(Several answers possible)

Taste Cleanliness

Convenience Speed

Predicta bility Healthiness

Provision of choice Friendly staff

6. McDonalds serves a range of high-quality foods.

7. McDonalds serves food that can fit into a balanced diet.

TotallyAgree PartiallyAgree

NeitherAgree or Disagree Partially Disagree

Totally Disagree

Personal InformationName

Age

Level ofeducation

Within the last 7 days Within the last 30 days

Within the last 90 days Longer than 3 months ago

Totally Agree PartiallyAgree


Totally Disagree


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8. McDonalds helps people achieve the right balance between the energy they consume

as food and the energy they burn in physical activity.

TotallyAgree Partially Agree


Totally Disagree

9. According to you what are the negative points of McDonalds?

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10.McDonalds leads the fast food industry on the well-being issues.



Totally Disagree

11.McDonalds has a responsibility to inform its customers on health related issues.



Totally Disagree Totally Disagree

12.Which factors are important to McDonalds customers?

Taste Cleanliness

Convenience Speed

Predicta bility Healthiness

Provision Staff

You have reached the end of the questionnaire, thank you for your participation.


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Documents

MMR Mcdonal Project