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Individual Operation And Management Project Essay

3507 words - 15 pages

Individual Operation and Management Project

Company: McDonalds

Executive Summary
This report is about the operational functions and strategies of McDonalds located in Surbiton, England. This report will also discuss there strategy toward their target markets. Will also take a look at what issues they are facing.
This McDonalds offers a quick and easy way to get food. They offer Wi-Fi and seating arrangements that allow you as a customer to enjoy your food while surfing the web comfortably. There main competitor is KFC who offers fast food but without a sitting area for customers. KFC has the advantage over this McDonalds because it is located at an intersection, which allows for people to access their restaurant easier and faster.
From the interview, the manager, employees and customers were mostly found to have similar views about the target market and Order Winners and Qualifies. All of the interviewees were persistent on stating that the order winners for McDonalds were the low price for food and the convenience of the receiving the food quickly.
The three operational issues affecting the target market and future profitability of McDonalds are keeping the food fresh, keeping the facilities clean and creating meals that are healthy for the customer. Improving McDonalds food has been a problem for many years. McDonalds has gotten some bad news in the past about having poor meat and not clean facilities. If McDonalds wants to remain the world leader in fast food they need to develop healthier choices. They need to be able to develop meals that are good quality food and at the same time being able to keep the cost of their meal low. Also being that McDonalds wants their facilities to be confortable for their customers they need to make it easier to access there internet.
Table of Context
Executive Summary
1. Introduction……………………………………………………………………………………………………………....4
2. Methodology ……………………………………………………………………………………………………………..4
3. Appraisal of McDonalds Surbiton………………………………………………………………………………4
4. Strategic Analysis of McDonalds………………………………………………………………………………..5
4.1. Corporate Strategy…………………………….............................................................................…5
4.2. Corporate Health………………………………………………………………………………………………..6
4.3. Corporate Objectives…………………………………………………………………………………………..7
4.4. Market Analysis- Surbiton………………………………………………………………………………….8
4.5. Customer segmentation……………………………………………………………………………………..9
4.6. Order winners and Qualifiers…………………………………………………………………………..10
5. Operations Analysis ………………………………………………………………………………………………..11
5.1. Customer Journey…………………………………………………………………………………………….11
5.2. Delivery System………………………………………………………………………………………………...12
5.3. Cause and Effect Analysis………………………………………………………………………………....13
6. Conclusion……………………………………………………………………………………………………………….13
7. Recommendations…………………………………………………………………………………………………..14
7.1. Easier Access to the Wifi…………………………………………………………………………………...14
7.2. Free...

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