History of McDonald’s
They have
amazing story of their own organization relative with the organizational
learning they have really gained insight from their history which later on made
a lot of contribution for what now is MacDonald’s I would like to elaborate
their story with two divisions and one of them Is early history and another
after 90’s history.
Early History
When the
MacDonald’s family back in 1930s around 90 years back they moved from
Manchester to Hollywood where two brothers one is Richard and another is
Maurice McDonalds started working .their fathers had a “Air drome” McDonalds
brothers realized that the most of their selling was for hamburgers, they
closed down with a careful investigation so that they can open with a new
starting and in a bigger way they started with the simple menu of hamburgers,
cheeseburgers, French fries, shakes and more So they renamed their restaurant
to the new name with McDonalds.
After some time they realized one
new thing that there was the time they need a new building for their restaurant
so that they could improve more and make their goals achieve. The main two
goals for them were efficiency and more catching appearance. Architects were
chosen for the new ambience and new improvements. So being very careful new
improvements were made for the appearance and for the betterment of the McDonalds.
Mid History of McDonalds
Company
actual history was started from 1940 as two brothers Richard and Maurice opened
up in the big phase of McDonalds as a restaurant with 20 menus. But the name
was McDonald’s hamburger as hamburgers were the most famous on their
restaurant. As their revenue started increasing and they almost reached to $3500000
till mid 50’s. by then Raymond Kroc shows his interest on developing franchise
of McDonalds and shows keen interest on making a chain restaurant so he
registered McDonalds as a incorporation. so, in 1955 he became founder
of McDonalds and changed the name so the new name and he current name of McDonalds
came from that long way..McDonalds Corporation. So, Kroc was the pioneer for
the chain American restaurant for the fast food. Today McDonalds has become world’s
largest fast food industry only in California they serve 47 million customers
daily. It has managed to become one of the most prestigious values in all over
the country. It got VRIO that is value, Ratio, and opportunities.
Recent history
So very
recently from 2010, McDonalds has resigned its website and everything to a
sleeker along with the certain changes made to the organization they also have
introduced new way of approaching customers that is new advertising material to
its website, they have unveil new pictures for restaurant ads, TV commercials,
print advertising and online they all consists of real and 3d pictures of their
products and services, by looking at that that looks so yummy and mouth
watering. They also have make an announcement that the new the world biggest
McDonalds restaurant will be built in London Olympics site.
Changes made to turn the company
As from
their staring to till the current phase they have made so much of decisions
that has taken the McDonalds to this new phase and I would like to show with
the bullet points that how it the changes made to the company.
·
Firstly at their starting
period it was more restaurants in a bus with different menus and lists of
products.
·
When they did a analysis
they found out that the hamburgers were the most sold items so, the brothers
decided to change the restaurant plans according to the need of the customers
that they have introduced hamburgers, cheese burgers, apple pie, French fries
with their core competencies product.
·
When the restaurant was a
big hit and widely accepted by customers now Raymond Kroc entered with new
vision of changing that into the fast food chain and he owned with making
McDonalds incorporation and making franchise and food chain were developed all
over the America. As a change of this it has now become world’s largest fast
food chain with employee of 18000 and more.
·
Not changing the main
product competencies of the McDonalds they have made other changed in marketing
advertising and the environment care.
·
With the change in market
when they entered into the Indian markets they introduced maharaja burger which
made them a big hit in India and they could captivate that market with their
good brand name.
McDonald’s customer centric plan and principals to win for the
future are:
The idea
of customer centric has been credited to Peter ducker as he was the one to see
the customer centric view and need to adopt those for the organization.” since
the customer is central management understands that the organization must have
a complete understanding of the customer needs and wants they must continuously
develop various ways of tracking changes to the need of the customer. So, in
overall I understood that the product must always satisfy customers needs and
wants through their offerings.
The seven
principals of customer plan are as follows:
Drive sustained momentum
So
diversifying the products is the main theme of this, for example including kids
dress, toys and other interactive video for the kids as they are doing it to
diversify certain portion of risk and hence to minimize loss in order to
successfully run the business.
Generating broad based growth business
Broad
based growth simply for the McDonalds means going global, as they have been
reached to 115 countries that is the best example we could have in different
countries in different places but with the same name standardization and
quality. McDonalds have expanded themselves to all over the world; this was
their one of the strategy in order to prosper their organization. It had
created huge impact on the profitability. Going
beyond the borders as their strategy.
Emphasis on 5P’s
The five
P’s that are people, place, product, price and promotion and making it all
together so that the right mix would form for the McDonalds this I view as a
focus strategy to the target customers. they have been creating products for
the customers and as per customers needs and wants understanding customers
which is also depth of customer centric plan. we can take an example of Indian
market where beef is not allowed and McDonalds for the first time in their
history they have introduced Maharaja burger which is a big success in Indian
markets so, taking care of the customers through this 5 P’s.
Stay sharply focused on here and now
As we see
the market is so dynamic and volatile the change is so fast and irrestable
there are many organizations which were swept away by the market structure and
the change in technology so being focused and try knowing how and now are the
points to be focused for the organization.
Run day to day operations with maximum efficiency and
productivity
Operational
excellence is the final key term for this, excel on what you do so that there
will be no room for the competitors and take away your pie. As to captivate the
market share organization needs to operate with their maximum efficiency it
includes utilizing all their pr, marketing, advertising human skills,
experience and even expert solutions to maximize the growth.
The right people and process are intent on prospect
Right
people means human skills ensuing that the right candidate for the right jobs
are handled down in order to have good labor relations and maximum efficiency
so that the future would be secured. Skilled human will give organization
certain outputs that are not even used for today even for the future the result
is always positive if the human skills are competent enough to fight with the situation.
Develop new innovations
Organization
In order to be competent and excel the market they must always be innovative
and show the new approaches to meet the customer’s requirement. They must be
innovative and creativity in order to exploit the opportunities that is in the
market. Organizations must took innovations as the first tool to reach the
customers and if threat is seen they must back out as soon as possible in order
to minimize loss. Adding new product lines and certain changes in the product
would be the example for the McDonalds to develop new innovations.
As for McDonalds as they have always viewed their customer as a
treasure and no matter what they have always pays value to the customers
knowing customers current needs
Current product needs
Looking
to the problems of the customers through holistic approach I mean what actually
the customer is wanting and what do they want is the organization question for
example one customer wanting mobile phone with wireless charger could be his
need and how the mobile company will address his problems is the secondary
question. So what are current product needs for the customer and what actually
does the customer wants.
Future needs
What are
their future needs and wants what could be the expectations of the customers if
he she buys a mobile phone then what could be the future expectation are the
future needs of the customer. So it’s all about forecasting the future needs
and wants of the customers it is gained through market research.
Where the main aim of the customer centric is the organization
where the learning and improvement are in the continuous format. They actually
learn from their customers and respond in those manner resources, products and
services are well utilized in order to gain the competitive advantage from
them. It is well managed according to the strategies and goals of the
organization and meeting them with the customers’ needs. So customer centric is
the view from the customers need and the need is only the driving force for all
the organization decision making. The main aim is to create the value of
customer the value driven strategy. So until and unless any company gives value
to their customers there won’t be any progress made to the organization and
there won’t be profitable return.
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