Retail Analysis Mcdonalds

Table of Contents Executive Summary3 Introduction5 inform ab proscribed the retail store6 Explain why you trammel back chosen this retail store7 Explain about your scenario as a mystery shopper and what you did at the expiration8 Describe the retail stores guest service of process with your cognition of Pet Peeves and 14 factors of go with culture. 10 Suggest some solutions to improve the retail stores customer service14 Conclusion15 Executive Summary Acting as a mystery shopper we have evaluated one of the McDonalds retail shops. We have chosen a McDonalds retail shop by reason of its obvious success.McDonalds has got a annual profit of approximately 5. 5 billion USD by profession with fast- diet. Our evaluation shows us in that respect is one certain reason of its success Constancy Customers sleep with what they get at McDonalds, wherever they are in the world and apparently they appreciate this constancy. Nonetheless there are some obvious Pet Peeves, which are related to the ternion levels of factors of a company culture. Level one describes what you obviously feel, see and hear. Level 2 is about the communication between employee and customer. Level three contains factors that are non obvious but ake us like McDonalds subconsciously, is very tough to find in our outlet. Regarding these Pet peeves and the factors of company culture we sleep together up with three different suggestions to improve the retail stores customer service. 1. The company endure become to a greater extent ecological, by producing less rubbish. Especi ally in order to enhance its reputation. 2. Friendlier and civilizedr staff 3. Achieving a nicer environment in its outlets Regarding its success it seems quite unnecessary to make some changes, but in order to keep the companys customer service com fondleitive little changes are recommendable.Introduction McDonalds. The company is already one of the close to flourishing companies in the world and tranquil growing. Th e main product the company sells is fast- intellectual nourishment. How is this possible? How can a company, that is selling fast food, be this successful? What is the secret of its success? We threw ourselves into one of its outlets and experienced the secrets and work of McDonalds. In our following assignment we will explain about our scenario as a mystery shopper, we will describe and debate the retail stores customer service, considering the factors of company culture.Finally we will suggest some solutions to improve the retail stores customer service and make a conclusion of our results. Explain about the retail store McDonalds is the leading global foodservice retailer with more than 33,500 local restaurants worldwide and 1,7million employees, serving nearly 68 million people in 119 countries each day. (McDonalds) So far, McDonalds in China employs more than 1000 restaurants, the 2013 restaurant number is expected to reach 2000. The company began in 1940 as a grill restaura nt operated by Richard and Maurice McDonald in San Bernardino, California. Wikipedia, 2012) McDonalds total profit of the year 2011 was approximately 5,5billion USD (finanzen. net). Explain why you have chosen this retail store McDonalds is one of the most popular fast-food chain companies in the world. Youll find McDonalds in every little city, in every crowded Shopping Mall. It surely is a very renowned and successful company (Llopis, 2011) And this makes it interesting. How can a company that just trades with fast-food be this successful? How can you achieve a yearly profit of 5,5billion USD by trading with Burgers?Apparently McDonalds has got a successful marketing and sales concept, which makes the company very interesting to write an assignment about, considering the roots of its success, debating about its ways to make me acquire again, although it obviously has got some Pet peeves. Explain about your scenario as a mystery shopper and what you did at the outlet It is Sunday afternoon, 4 oclock when I enter the McDonalds restaurant. Its not a typical dinner time consequently the restaurant is not crowded. Nevertheless most of the many tables are covered, and there is a small line n strawman of the area, where you place the order. On the first view the restaurant seems very clean and you notice a pissed smell of food and loud background music. As soon as I enter the outlet, i notice a various number of employees. 4 employees take the order, another 4 employees collect the order together, and approximately 3 employees are responsible of clearing up tables. Additionally there is a circle of employees cooking and preparing the food, and a couple of employees cleaning the sanitary fittings. It is impossible to give an exact number of employees, but there is definitely a huge nitty-gritty of workers.Furthermore the employees wear a uniform. The greeting is short and not remarkable friendly, the employee makes the impression that he is pushing me to order a s soon and as fast as possible. You find a blown-up, easy watching add-in board behind the back of the Seller, which makes it easy to find a showcaseable product. Consequently the employee wont charter questions to find a suitable product, he or she only asks for an upgrade for bigger fries and beverages. Anyway I have to order on my own initiative. Finally I pay for my dish, without getting a student discount and find myself in another line, waiting for the food.After I have got my food I start looking for a table, which I find at the very end of the restaurant. Its a nice place in front of a big window. Later Ill figure out that the chairs are quite uncomfortable, but the first impression is good though. While having a suit I notice that my table is still dirty, so I have to wipe down the table by myself. Unfortunately my burger has become cold, which is an opportunity to ask an employee for an exchange. The employee surprisingly shows me a share of understanding and exchange s the burger immediately. The new burger is surely satisfying.There is one remarkable point I must mention. The taste of the food is exactly the self alike(p)(prenominal) taste as all the other times I had been at McDonalds it doesnt matter in which country or in which city. At the same time I notice that the interior is also pretty much the same. After we finished our food we found ourselves in front of a big bunch of waste, although we have just eaten two burgers and two medium-sized fries. Finally we left, without clearing up the table. Leaving the outlet is not commented by the staff. In summary it can be said, that the restaurant Is basically clean Has got the same interior everywhere Strong smell of food Noisy Employees wear uniforms Seats are not very comfortable Describe the retail stores customer service with your knowledge of Pet Peeves and 14 factors of company culture. At first Id like to mention some so called Pet Peeves, that are obviously disturbing and noticeab le as soon as you enter the McDonalds outlet Tense and noisy environment Disturbing sounds coming from the kitchen Unfriendly/ impolite employees that seem very impatient while you are ordering After we ordered and picked up our food we noticed some further Pet Peeves Left tables are not cleared up and wiped down by employees(dirty tables Cold food Uncomfortable seats One dish creates a big amount of rubbish Considering the factors of company culture in order to evaluate the performance of this picky outlet, I? d like to difference the company culture into three levels (Tobias Amely, 2009) This three level model is invented by Edgar Schein. The information below are ground on the Internet page Wikipedia. org. At the first and most cursory level of Scheins model is organizational attributes that can be seen, felt and heard by the uninitiated observer collectively known as artifacts.Included are the facilities, offices, furnishings, visible awards and recognition, the way th at its members dress, how each person visibly interacts with each other and with organizational outsiders, and regular company slogans, mission statements and other operational creeds. The next level deals with the professed culture of an organizations members the values. Shared values are individuals preferences regarding certain aspects of the organizations culture (e. g. loyalty, customer service). At this level, local and personal values are widely expressed within the organization.Basic beliefs and assumptions include individuals impressions about the trustworthiness and supportiveness of an organization, and are often deeply native within the organizations culture. Organizational behavior at this level usually can be studied by interviewing the organizations membership and using questionnaires to conform to attitudes about organizational membership. At the third and deepest level, the organizations tacit assumptions are found. These are the elements of culture that are uns een and not cognitively identified in general interactions between organizational members.Additionally, these are the elements of culture which are often taboo to discuss inside the organization. Many of these unspoken rules exist without the conscious knowledge of the membership. Those with fit experience to understand this deepest level of organizational culture usually become acclimatized to its attributes over time, thus reinforcing the invisibility of their existence. Surveys and casual interviews with organizational members cannot draw out these attributes instead much more in-depth means is required to first identify then understand organizational culture at this level.Notably, culture at this level is the key and driving element often missed by organizational behaviorists. (Wikipedia, 2012) Related to level one, the obvious level which determines what you hear, see and feel McDonalds has got the same interior in every restaurant the staff is wearing the same uniforms i t always smells in the same way you have got the same products all over the world menu board format is the same and easy to understand you can see the McDonalds M symbol everywhere in the outlet Loud music in the background Rather young people and kids People eat alone without feeling awkward All parts of the McDonalds sales areas are constant all over the world. People know what they get and they appreciate it. They consider McDonalds as a clean, trustworthy fast-food restaurant. The second level is about the communication between employee and customer. little communication the communication is restricted to the order process In case of a complaint about food, the employee exchanges the product instantly Not remarkable polite, no advices The leaving is not commented The third level, which contains factors that are not obvious but make us like McDonalds subconsciously, is very tough to find in our outlet.Some factors tycoon be The speed of taking the order and getting t he food The noises which make us hurry up(we are not supposed to feel comfortable and baulk for a long time constancy The secret of McDonalds success is clearly the constancy. Wherever you are, youll find the same food, the same service. Humans apparently like and motive constancy as a factor of safety and subconsciously McDonalds gives us this feeling. Suggest some solutions to improve the retail stores customer service Shortly after entering the restaurant I noticed a various amount of Pet Peeves. Consequently our suggestions are based on at the beginning ofQuestion 4 mentioned Pet Peeves. At this point we have to make clear that it is hard to improve an outlet of a company, which is one of the most successful companies in the world. As a result solutions have to be considered as a subjective suggestion. Our first suggestion is based on an environmental aspect. In times of global warming and increasing pollution it is important to provide ecological products. One part of it is avoiding a lot of rubbish. As mentioned McDonalds is producing a lot of rubbish, so one improvement might be less production of waste, which is also recommendable for the companys reputation.Another improvement can be trainings of employees to assure polite and patient staff, because this is definitely a negative aspect of our observations. Finally we can highly recommend to get rid of all these annoying sounds coming out of the kitchen. This can lead to a more relaxing environment, which is even recommendable for a fast-food chain company. Conclusion At the beginning of our assignment, we asked the question why a company that is selling fast-food can be this successful, although they are just selling fast-food. The explanation for its success is short and easy constancyWherever you are in the world, McDonalds provides you the well-known and expected food. This constancy makes us purchase subconsciously. By examining a McDonalds outlet as a mystery shopper we noticed a lot of pet peeves, which mostly lead to a tense feeling. But, at this point I have to make clear that these factors are not very obvious. We got used to them and exact them by keeping on purchasing at McDonalds Nevertheless there are some points which can be improved. 1. The company can become more ecological, by producing less rubbish.Especially in order to enhance its reputation. 2. Friendlier and politer staff 3. Achieving a nicer environment in its outlets If McDonalds can achieve these goals they will most likely vex as successful as they are. Customers dont go to McDonalds because of its customer service, but McDonalds should be aware of the fact that customers also might not come because of the customer service. Consequently little changes and improvements in customer service can be useful and should be considered in the near future. Bibliography Wikipedia. (2012, 08 24). Retrieved from http//en. ikipedia. org/wiki/McDonald%27s Wikipedia. (2012). Von wikipedia. org http//en. wikipedia . org/wiki/Organizational_culture abgerufen finanzen. net. (n. d. ). Retrieved from http//www. finanzen. net/bilanz_guv/McDonalds Llopis, G. (2011, 12 9). Forbes. Retrieved from http//www. forbes. com/sites/glennllopis/2011/09/12/the-most-successful-companies-embrace-the-promise-of-their-culture/ McDonalds. (n. d. ). Retrieved from http//www. aboutmcdonalds. com http//www. aboutmcdonalds. com/mcd/our_company. html Tobias Amely, T. K. (2009). BWL fur Dummies. Weinheim Wiley.