mc donalds and its knowledge management
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McDonalds and its Knowledge
Management
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Kingstone Joseph
Introduction
• McDonalds is one of the biggest food chain business across the world.
• It is the number 1 fast food chain stores which serve approx. 40 million customers with over 30,000 branches in around 120 countries (Paswan& Wittmann, 2009).
• The maximum profit is earned from the main eight countries including Canada, Brazil, Germany, France, Japan, United Kingdom, Australia and the United States (Paswan & Wittmann, 2009).
Importance of Knowledge
management
• This management is normally viewed as a key factor for sustainable competitive advantage.
• Information is one aspect of knowledge management.
• Certain kinds of knowledge are not easy to transform effectively (Hurley & Green, 2005).
• Depending on the effective knowledge transfer, the structure and culture of organizations may change.
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• In a franchise format, just like McDonalds, the
product or service offered by every franchise is
based on the key knowledge factors (Hurley &
Green, 2005).
• The success and failure of a franchise system
largely depends on how efficiently the
franchisees involved in a this system can use
their knowledge resource.
Strength of the company
• The best part about the company is its creation of an image in the minds of the customers and also their introduction to the fast food culture.
• The other strengths are its quick delivery, customer service and cleanliness which attracted the customers and it helped in retaining them (Paswan & Wittmann, 2009).
• The logo and their campaign become very popular and the helped the company in establishing the brand image.
Collecting information
• The marketing strategy of the company is formed on the basis of internal resources, external environment, their capability along with the support of their shareholder (Spender & Grant, 1996).
• Company also has worked on collecting information about the customer expectations.
• The new food is launched with the purpose to satisfy customer’s expectations after collecting much information and using it correctly.
Loopholes
• The company is in the market from a very long time and recently the company has seen the slow growth in many franchisee.
• One reason can be as it can be seen everywhere and over visibility and exposure has reduced the customer interest (Spender & Grant, 1996).
• Customer tastes and preferences changes with time and they get tired of same brand for long time easily. That is why they switch to new brand to try something new.
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• Also maintaining the standards for the long
time is difficult and that too for a company
which is huge in size
• The company’s main target was children but
with advent of health cautious generation and
the food served by the company became
objectionable for various environmentalists
and health organisation (Spender & Grant,
1996).
Corrective measures
• The company should develop a cell for research and development.
• The main focus should children and teens as they are more attracted towards fast food.
• The R&D team should focus on finding other reasons of slow growth like quality, customer service and maintenance (McIver et al, 2013).
• Also, as the company has a franchise concept, the company should also focus on maintaining a relationship between them.
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• The company should also focus on passing right
message of what company’s standards are to the
franchisee.
• If the company want to cope up from the slow
growth, the company needs to communicate,
compare and improve the services depending on
the information collected (McIver et al, 2013).
• The company must also try to achieve sustainable
development.
Knowledge management
Innovation
Organisational setting
Organisation learning
leadership culture
Communication
Environment awareness
Vision and strategy
