'Long Live McDonalds'
McDonald's is one of the most well-known, popular and worlds largest fast food restaurant chain although McDonald's now does not like to be known as fast food but a 'family restaurant environment'. A dynamic aspect of the McDonald's culture is the willingness to innovate and adapt, thus making necessary changes when the need arises. McDonald's have one major advantages compared to that of other organisations in the way that is a Franchise business allowing its franchisee members to share the risks and rewards of new business opportunities- and also by adaptation and innovation, producing new products and services to feed the needs of its diverse market. McDonald's is a prominent global force and symbol of globalisation they are able to expand into other countries and adapt to their live styles.
" For example, McDonalds introduced “Aunt and Uncle McDonald” in China because of the country’s emphasis on family values (Heer and Penfold 1). In Russia, McDonalds hired hosts to help customers adapt to the fast food environment, which previously did not exist in this country (Bryman 154)"
This expansion although created even more success's for McD's promoted a negative attitude to food habits and Japanese societies then turned on McDonald's and blamed them for obesity. This has been one of the major market forces for McDonald's- obesity and public health have becomes serious issues in this century and the governments, doctors and health practitioners are all pushing healthy living on to the growing nations and therefore McDonald being a fast food restaurant seems to have the bad hand. McDonald's drove through this bad appeal by promoting and producing new healthier meals, fruit juices, McDonald's quickly learnt and recovered from these issues regarding their products and came up with a new strategy. When expanding into new areas, McDonald's carried out detailed market research to hand select products form their range to suite the needs of that particular society aiming to please everyone- therefore valuing the importance of local cultural practices and traditions, in areas were societies did not eat pork- bacon was removed from the menus and burgers.
McDonald's is extremely adapting to the local resources promoting the use of local resources, the best example of this would be when McDonald expanding into the Canadian cost were lobster is abundant, therefore McDonald's designed and produced a McLobster which was a lobster salad. In Finland, Salmon is abundant and McDonald's produced the McLuks salmon burger which is more popular by rhea local community than that f the traditional McDonald's beef burger.
"McDonald’s maintains strict regulations for its suppliers to provide their customers with consistent and safe products in each of its restaurants. If suppliers cannot meet these demands, McDonalds adapts a vertically integrated supply chain in some countries even though it is not their standard practice in the United States". (Vignali 97)
Technological science as with Apple have shaped the company- McDonald's adopted computerised point-of sale systems and the interior of the business has also be shaped by technology. Restaurants now have leather seating, plasmas, wireless internet and outlets for laptops all drawing consumers with a techno-home feel- technology has not just shaped the business but also its products and a great deal can be found on the topic of McDonald's French fries which have been continually developed using scientific experiments to develop a tasty, healthier French fries due to the fact McDonald revived a great deal of criticism over the high levels of cholesterol in its foods with French fries having more saturated fat than that of the burger. Using tech ology McDonald has managed to develop and keep up with the ever changing trends of the business market whilst still meeting the demands of the consumers.
Natural resources is another factor which effects McDonald's- consumers in this day and age are more aware of the effect large incorporations are having on natural resources and the environment which is widespread through the media. This new awareness backed by the public meant that business were obligated to take responsibility for their actions and effect son the environment, McDonald's responded to this newfound accountability before the public and media pointed the finger- very effect I've step for McDonald's, they planned to develop new modified buildings constructed from recycled materials, they aimed to use only local home grown produce and free range meats. There main achievement was a campaign to reduce the output of waste by McDonald's which was a brilliant crowd pleaser- McDonald's proactive reactions to preserving natural resources has yield significant results from its consumers and have created positive opinions based on the company's policies and actions.
While McDonald's continues to aim to meet all customer expectations across the globe, efforts are continually been made to improve the corporation as a whole with new emphasis on dining experience providing to customers, its aims to be green and help maintain environmental stability and providing local tastes. McDonald's is changing the way it does business and the effect os technology, natural resources and globalisation are all essential for the company's future developments and operations and continue to monitor these market trends and still remain the leader in the global fast food industry.
" For example, McDonalds introduced “Aunt and Uncle McDonald” in China because of the country’s emphasis on family values (Heer and Penfold 1). In Russia, McDonalds hired hosts to help customers adapt to the fast food environment, which previously did not exist in this country (Bryman 154)"
This expansion although created even more success's for McD's promoted a negative attitude to food habits and Japanese societies then turned on McDonald's and blamed them for obesity. This has been one of the major market forces for McDonald's- obesity and public health have becomes serious issues in this century and the governments, doctors and health practitioners are all pushing healthy living on to the growing nations and therefore McDonald being a fast food restaurant seems to have the bad hand. McDonald's drove through this bad appeal by promoting and producing new healthier meals, fruit juices, McDonald's quickly learnt and recovered from these issues regarding their products and came up with a new strategy. When expanding into new areas, McDonald's carried out detailed market research to hand select products form their range to suite the needs of that particular society aiming to please everyone- therefore valuing the importance of local cultural practices and traditions, in areas were societies did not eat pork- bacon was removed from the menus and burgers.
McDonald's is extremely adapting to the local resources promoting the use of local resources, the best example of this would be when McDonald expanding into the Canadian cost were lobster is abundant, therefore McDonald's designed and produced a McLobster which was a lobster salad. In Finland, Salmon is abundant and McDonald's produced the McLuks salmon burger which is more popular by rhea local community than that f the traditional McDonald's beef burger.
"McDonald’s maintains strict regulations for its suppliers to provide their customers with consistent and safe products in each of its restaurants. If suppliers cannot meet these demands, McDonalds adapts a vertically integrated supply chain in some countries even though it is not their standard practice in the United States". (Vignali 97)
Technological science as with Apple have shaped the company- McDonald's adopted computerised point-of sale systems and the interior of the business has also be shaped by technology. Restaurants now have leather seating, plasmas, wireless internet and outlets for laptops all drawing consumers with a techno-home feel- technology has not just shaped the business but also its products and a great deal can be found on the topic of McDonald's French fries which have been continually developed using scientific experiments to develop a tasty, healthier French fries due to the fact McDonald revived a great deal of criticism over the high levels of cholesterol in its foods with French fries having more saturated fat than that of the burger. Using tech ology McDonald has managed to develop and keep up with the ever changing trends of the business market whilst still meeting the demands of the consumers.
Natural resources is another factor which effects McDonald's- consumers in this day and age are more aware of the effect large incorporations are having on natural resources and the environment which is widespread through the media. This new awareness backed by the public meant that business were obligated to take responsibility for their actions and effect son the environment, McDonald's responded to this newfound accountability before the public and media pointed the finger- very effect I've step for McDonald's, they planned to develop new modified buildings constructed from recycled materials, they aimed to use only local home grown produce and free range meats. There main achievement was a campaign to reduce the output of waste by McDonald's which was a brilliant crowd pleaser- McDonald's proactive reactions to preserving natural resources has yield significant results from its consumers and have created positive opinions based on the company's policies and actions.
While McDonald's continues to aim to meet all customer expectations across the globe, efforts are continually been made to improve the corporation as a whole with new emphasis on dining experience providing to customers, its aims to be green and help maintain environmental stability and providing local tastes. McDonald's is changing the way it does business and the effect os technology, natural resources and globalisation are all essential for the company's future developments and operations and continue to monitor these market trends and still remain the leader in the global fast food industry.