In the previous part of our work we were talking about Porter’s value chain of McDonald’s fast-food restaurant. It is known, that before making a statement about competitive priorities, the company should know the objectives of the operation. Is it customer oriented? Does it cover shareholders’ and suppliers’ interests? However, now we consider that McDonald’s has taken into account all of the interests of business environment.
The list of competitive priorities is the same for all entrepreneurship but which of them is more important depends on the company’s decision.
From the viewpoint of the customer, McDonalds has a good and confident tone, they consider the taste of food, cashiers; attitude toward clients, the cleanness of venue, the number of mistakes made by cashiers, and other measures to assess the quality of the McDonalds’ burgers. (Slack, Chambers &Johnston, 2003)
However, quality is not fully valued by these points. In fact, McDonald’s operates with a consistent quality product. It can be determined by supervising the operations of any McDonalds’ restaurant. The company has certain standards of cooking dishes, if it is volume oriented and each customer impact on product is not so high, McDonalds pertains to the top-quality operation. On the other hand, McDonalds doesn’t compromise its consumers’ comprehension about quality. From the whole history of the company, it is known that this restaurant has gone through the big quantity of quality inspections in all countries, where its restaurants are located. Evidently, they have credible and verified suppliers. Moreover, McDonalds has a special Quality Assurance team that controls the quality of the product at all stages of production. (Vignali, 2001)
Spеed and Dependability:
In general, speed means the time gap, when a customer creates a demand for this product and gets it. Put differently, it is “speed of response”.
Speed is important not just for the customers, which want to have fast, and comfortable service and delivery, but also for the company itself. If the troupe delivers a product as fast as the company can, it can decrease time consuming and spend saved on other activities and chores. Furthermore, according to timekeeping company can decrease labor force and consequently the spending on the salary and wages (Slack, Chambers &Johnston, 2003).
As McDonald’s Franchise Strategy’s site claims, the one of the main condition of successful development of new restaurant of McDonald’s franchise is speed. This is an exactly case, when competitive priority becomes a competitive advantage. The company positioned itself not only as the cheapest fast-food retailers but also as fastest one.
For example, McDonalds corporate strategy includes point about the maximum period of time that customers can wait for his order. This time has to be less than 90 seconds. It does not depend from what service you get your order: face-to-face with cashier or drive-through windows. (Vignali, 2001)...