An analysis and reflection of McDonald's decision-making.
Written in 2009; 2,490 words; 9 sources; MLA; $ 75.95
Paper Summary:
The paper focuses on two decisions of McDonald's in its competition with Burger King; the change to the burger-making process known as the "Made for You" approach and the introduction of a new menu item that was a copy of Burger King's product. The paper then discusses how the "Made for You" approach was successful while the new burger was a total failure. The paper points out that learning from Burger King's supply chain did not impinge upon McDonald's brand integrity, while shamelessly copying Burger King's product did. The paper therefore learns that a company should stay true to one's brand name and values but can imitate innovations that result in improving the business.
Outline:
Context
Decision-Making
Effectiveness of the Decision-Making Process
Reflect on your own Decision-Making Process
From the Paper:
"McDonald's is one of the most famous brand names in the world. Children can recognize Ronald McDonald as easily as Santa Claus, at least according to the 2004 anti-McDonald's documentary "Supersize Me." Regardless of whether a consumer approves of its product, its health claims, or influence on the buying (or nagging) power of children, the name of Ronald McDonald is instant recognizable in virtually every country where the restaurant is located, thanks to corporate advertising and promotional power. The name of McDonald's is synonymous with standardization, and if a customer walks into one of its more than 30,000 restaurants in over 119 countries, serving around 50 million people every day, it is assumed that the quality of that burger speaks for the quality of all McDonald's burgers, for better or worse ("McDonald's," Business Case Studies, The Times 100). Thus quality control of all of its restaurants is particularly important for the fast food chain."
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