In my assignment I will describe the culture, structure, functions and the purpose of the organization I am working for. In that way I can make it easier for our new manager to understand his role and how to find solution for any future problems.
1.1 Mission & Values
McDonald's mission is to be customers' favorite place and way to eat and drink. The company follows a strategy called “PLAN TO WIN”. In some words that plan can be called 5Ps: People, Products, Place, Price and Promotion.
1.2 Costumers and Service
McDonald’s chain has opened the first restaurant in 1955. Since then the company provides the costumers welcoming, clean environment together with high quality food. The costumers experience is the main core of what the company does and continuously improves its operations.
The branch the company operates is the fast food. McDonald's costumers are searching for fast service, cheap and delicious food and drinks. The target group first of all is the children (HAPPY MEAL BOX), population with low income and people who don’t have time to wait in restaurants.
1.3 External factors
To be easier for the new manager to understand the brand’s positions on the market I will use SWOT analysis. Of this way he will be able to manage with issues outside and within the organization and provide strategic decision-making. STRENGHT WEAKNESS
OPPORTUNITY THREAT
Strength and weakness are usually internal factors and the organization can easily manage. Opportunities and Threats are mostly external factors and finding a solution is not an easy task.
In this case external factors for McDonald's are Intensity competitors, public health crisis, diverse needs and tastes of costumers and growing health trend among the costumers.
Intensity competitors are not only other fast food chains as Burger King and KFC, but also many restaurants with burgers in the menu. Many times the price the restaurants burger price is close to the fast food price. It means that if the costumers are not in a rush mostly they prefer the not so busy environment.
Nowadays a huge part of the population suffers of overweight, heart problems and others. McDonald’s brand offers huge rich of calories meals what makes the costumer to prefer nutrition food.
Health life style is also a trend. A research shows that not only people with health problems consume nutrition food. In the last 5 years the number of healthy products consumer under 30 ears old has increased with 30%. The company can offer more healthy deserts and fresh burgers.
The costumers need and tastes divers every day. The market offers several of goods and tastes and each brand is fighting for market share. One good idea of McDonald’s is the MC Cafe for coffee lovers. The MC Café is preferred also because of the free Wi Fi.
2.1 & 2.2 Structure and Functions
As it can be seen on the chart above McDonald’s company has a functional structure.
McDonald’s has a functional structure design at organizational level. That kind of structure is usually used by big companies as McDonald’s. Each department specialized in different task. For example recruiting and training and
