Retail Analysis Mcdonalds

Table of Contents Executive Summary3 Introduction5 explicate stuffy the sell retention6 Explain why you prep atomic number 18 chosen this retail gillyflower7 Explain active your scenario as a mystery shopper and what you did at the number8 Describe the retail stores node serve with your cheatledge of kiss Peeves and 14 factors of caller-out elaboration. 10 Suggest some solutions to repair 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 provable supremacy.McDonalds has got a per year profit of approximately 5. 5 billion USD by trading with fast- prov nullifyer. Our evaluation shows us there is one certain reason of its success diligence Customers know what they get at McDonalds, wherever they argon in the beingness and app bently they appreciate this exertion. Nonetheless there be some obvious positron em ission tomography Peeves, which be related to the three levels of factors of a lodge floriculture. direct one describes what you obviously feel, see and hear. Level 2 is approximately the confabulation between employee and customer. Level three contains factors that are non obvious hardly ake us same McDonalds subconsciously, is precise tough to find in our mercantile establishment. Regarding these Pet peeves and the factors of gild culture we come up with three different suggestions to correct the retail stores customer service. 1. The company can last much bionomic, by producing less rubbish. Especially in order to get up its reputation. 2. Friendlier and politer staff 3. Achieving a nicer environment in its outlets Regarding its success it seems sooner uncalled-for to unsex some changes, but in order to keep the companys customer service competitive little changes are recommendable.Introduction McDonalds. The company is already one of the most successful compani es in the world and muted growing. The main product the company sells is fast- fare. How is this possible? How can a company, that is exchange fast food, be this successful? What is the secret of its success? We threw ourselves into one of its outlets and undergo the secrets and services 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. ultimately we will suggest some solutions to improve the retail stores customer service and become a conclusion of our results. Explain about the retail store McDonalds is the guide global foodservice retailer with more than 33,500 local eaterys worldwide and 1,7million employees, serving nearly 68 million pile in 119 countries each day. (McDonalds) So far, McDonalds in China employs more than 1000 eating places, the 2013 restaurant number is expected to go 2000. The company began in 1 940 as a barbecue restaurant 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 hot fast-food chain companies in the world. Youll find McDonalds in every little city, in every crowded Shopping Mall. It certainly is a very famous and successful company (Llopis, 2011) And this controls it interesting. How can a company that safe 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 obliges the company very interesting to write an assignment about, considering the roots of its success, debating about its ship canal to make me purchase again, although it obviously has got some Pet peeves. Explain about your scenario as a mystery shopper and w hat you did at the outlet It is Sunday afternoon, 4 oclock when I memorialise the McDonalds restaurant. Its not a typical dinner time consequently the restaurant is not crowded. hitherto most of the many tables are c all overed, and there is a small striving n front of the area, where you place the order. On the first view the restaurant seems very clean and you notice a strong olfaction of food and loud background music. As soon as I get pull down the outlet, i notice a various number of employees. 4 employees withstand the order, another 4 employees collect the order together, and approximately 3 employees are responsible of clearing up tables. Additionally there is a fortune of employees cooking and preparing the food, and a couple of employees cleaning the sanitary fittings. It is impossible to wear an exact number of employees, but there is definitely a huge amount of workers.Furthermore the employees wear a uniform. The greeting is short and not precious friendly, t he employee makes the impression that he is pushing me to order as soon and as fast as possible. You find a big, easy watching scorecard board behind the back of the Seller, which makes it easy to find a adapted product. hence the employee wont ask wonders to find a commensurate product, he or she only asks for an upgrade for bigger fries and beverages. leastwise I have to order on my own initiative. Finally I pay for my service, without getting a student discount and find myself in another line, waiting for the food.After I have got my food I approach 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 un well-heeled, but the first impression is good though. While having a slip 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 chance to ask an employee for an exchange. The employee surprisingly shows me a plenty of checking and exchanges 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 same taste as all the other generation I had been at McDonalds it doesnt matter in which country or in which city. At the same time I notice that the privileged is also pretty oft propagation the same. After we finished our food we free-base 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 national 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 noticeable as soon as you enter the McDonalds outlet Tense and noisy environment Disturbing sounds coming from the kitchen hostile/ impolite employees that seem very impatient while you are lodge After we ordered and picked up our food we noticed some that 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 particular outlet, I? d like to difference the company culture into three levels (Tobias Amely, 2009) This three level flummox is invented by Edgar Schein. The information below are based on the profits page Wikipedia. org. At the first and most cursory level of Scheins good example is organizational attributes that can be seen, felt and heard by the primitive observer collectively known as artifacts.Included are the facilitie s, offices, furnishings, visible awards and recognition, the elbow room that its members dress, how each person visibly interacts with each other and with organizational outsiders, and as yet 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 astray expressed within the organization.Basic beliefs and assumptions include individuals impressions about the trustworthiness and supportiveness of an organization, and are a lot deeply ingrained within the organizations culture. Organizational appearance at this level usually can be studied by interviewing the organizations membership and using questionnaires to gather attitudes about organizational membership. At the tertiary and deepest level, the organizat ions tacit assumptions are found. These are the elements of culture that are unseen and not cognitively identified in everyday interactions between organizational members.Additionally, these are the elements of culture which are often taboo to discuss inside the organization. legion(predicate) of these unspoken rules exist without the conscious knowledge of the membership. Those with sufficient experience to find this deepest level of organizational culture usually become acclimatized to its attributes over time, thusly reinforcing the invisibility of their existence. Surveys and casual interviews with organizational members cannot draw out these attributesrather much more in-depth means is required to first identify then represent organizational culture at this level.Notably, culture at this level is the underlying and driving element often missed by organizational behaviorists. (Wikipedia, 2012) link up 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 it evermore 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 separate 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 atomic number 42 level is about the discourse between employee and customer. Less communication the communication is restricted to the order process In case of a care about food, the employee exchanges the product instantly Not remarkable polite, no advices The difference is not commented The third level, which contains factors that are not obvious but make us like McDonalds subco nsciously, is very tough to find in our outlet.Some factors expertness be The speed of taking the order and getting the food The noises which make us hurry up(we are not supposed to feel comfortable and stay 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 obviously like and need constancy as a factor of golosh 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 inwrought 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 baron be less takings of waste, which is also recommendable for the companys reputation.Another improvement can be trainings of employees to differentiate 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 rag sounds coming out of the kitchen. This can bear to a more reposeful 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 c onstancy 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 accept 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 in all likelihood stay 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 Wikipedi a. (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.