Assignment On

Food & Beverage Management (F &B M)

By Name: Godwin Edwin Habel Course: PDHM - 6

Sl. No

Particulars

Page No.

1.

Introduction

7-9

2.

Aims & Objectives

10-18

Case Evaluation

What is service quality in general? Company profile 3. Application of 3Ps of service in MC Donalds Key Goals & Objectives of Mc Donald Corporation Competency Advantage, Demands Trends and Success factors of McDonalds Rise of McDonald Corporation in the International Platform Product Life Cycle, BCG Matrix & SWOT Analysis Importance Of Advertising In McDonalds Success Importance of Customer Feedback

4.

Exhibits

Page 1

5.

Survey Questionnaire

6.

Analysis & Interpretation

My Observations (In retail Outlet of McDonalds) 7.

Recommendations & Conclusion 8.

Key References 9.

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Introduction

The past fifty years have witnessed a revolution in the global economic growth. Yet not everyone has participated in the revolution. More than 65% of the world population, over four billion people, still lives on the equivalent of less than $4 per person per day. Even worse, the worlds poor are severely constrained-and often completely lacking-in opportunity to do themselves. Global market forces are driving the continual evolution of the food and beverage industry. Consolidation, changing consumer preferences and increasing government regulations are dramatically impacting manufacturing and business strategy. In this fiercely competitive marketplace, one must offer a greater variety of products to meet consumer demand. At the same time, the companies must consistently and cost-effectively produce high quality products. To be successful, a firm needs to focus on three key business issues: financial performance, sustainability, and brand equity. The food & beverage industry has a unique role in expanding economic opportunity because it is universal to human life and health. The industry operates at multiple levels of society: families grow crops for their own consumption, communities trade fresh produce and home-processed goods, local companies transform domestic crops for local markets, and international corporations purchase commodities globally to deliver products across geographies. In this diverse landscape, billions of people grow, transform, and sell food, particularly in developing countries where agriculture dominates all other economic sectors. Yet a vast share of these workers cannot both satisfy their immediate consumption needs and earn sufficient income from food markets to improve their lives. This case evaluation provides insight into how pioneering large firms are breaking this dilemma and building economic opportunity around food & beverage value chains and also the competition which exits in the food and beverage industry between strong based firms like MC Donalds, KFC and Pizza Hut giving primary importance to the growth and sustainability of the Big Corporate Giant MC Donalds.

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Aims & Objectives

To understand the magnitude and depth of food and beverage management in the hospitality industry. To rationalize the business philosophy and channelize it in the mode of activity relating to food and beverage management and development. To monitor the relationship paradigm between the different providers and the customers and to understand how both parties are equally benefited? To comprehend the applicability of the approach and to know how strategic positioning have paved its way in food and beverage management.
To streamline and focus on the importance of food and beverage division in hospitality

management.
To ascertain the significance of different competitors and

establish their work mode in

relation with food and beverage management in the present era. To understand the management styles and techniques and to prove how performance of an organization is totally depended on its customer service.

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Scenario/Case Imagine you are working in the hotel, food and beverage services industries. You are going to manage a restaurant in the future. You need to do some market, design and operation survey in the industries in order to assist you to design, operate and manage it. Orchard road in Singapore is the perfect place for you to explore into various restaurant and menu design, its management style, staffing and services in the food and beverages. You are required to collect and source information, picture or other exhibits related to the secession topics, and put together to present in a report format. What is service quality in general ? Service quality can be said as the collective effect of service performances which determine the degree of satisfaction of a user of the service. In other words, quality is the customers perception of a delivered service. Service-quality management totally refers to the monitoring and maintenance of end-to-end services for specific customers or classes of customers. More important as services are relational to almost each sector in business, managing from a service perspective benefits including relational approaches and customer management. Many cases witness the goodness of relationship from services form a strong base of long-term and successful development between firms and customers, but on the other hand, its true that customers do not always want to participate in some relations with firms. Nevertheless, relationship from services is always there for a further progress whenever both sides consider it appropriate. Service Quality Dimensions Reliability: Perform promised service dependably and accurately. Example: receive mail at same time each day. Responsiveness: Willingness to help customers promptly. Example: avoid keeping customers waiting for no apparent reason. Assurance: Ability to convey trust and confidence. Example: being polite and showing respect for customer. Empathy: Ability to be approachable. Example: being a good listener.

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Tangibles: Physical facilities and facilitating goods. Example: cleanliness. Competence: Providing the best to the customers at an affordable level in comparison with the competitors in the market. Understanding / knowing the customer: Focus the customer perceptions and intensions. Company Chosen: MC Donalds Location : Bukit panjang Ring Rd, Fajar Market, Fajar, Singapore

Observation (hrs) : 3 Hours Company profile : Established in California during the 1940s by two brothers, the McDonalds restaurant became a popular teen hangout in the first flush of post-war affluence. To feed these youthful bodies, the brothers reduced the menu to the perennial favorite hamburgers, applied assembly line techniques to food production and expanded to four restaurants by 1953. Taking note of the brothers success, in 1955, Entrepreneur Ray Kroc bought the right to franchise the McDonalds System. Renamed the McDonalds Corporation in 1960, Kroc focused his marketing effort on the family meal and children, spending heavily on television advertising which promoted the smiling clown face of its child-friendly brand mascot, Ronald McDonald. Today, the McDonalds franchise exceeds 30,000 restaurants globally and serves over 50 million people in more than 121 countries each day.

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McDonalds is a leader in convenient foods and beverages, with revenues of about $23 billion and over 1.6 million employees serving the customers world-wide. The company consists of the snack business of Beverages and Foods. PepsiCo brands are available in nearly 115 countries having more than 24,500 restaurants in the world providing 24 hour service. Having about 1 billon customers to be served all over the world. McDonaldss success is the result of superior products, high standards of performance, distinctive competitive strategies and the high integrity of our people. McDonalds is continuing to expand and introduce new alternative beverages in the market. Approximately 85% of McDonalds restaurant businesses world-wide are owned and operated by franchisees .All franchisees are independent, full-time operators. McDonalds was named Entrepreneurs Number-one franchise for 1997. Their mission is to be the world's premier consumer Products Company focused on convenient foods and beverages. We seek to produce healthy financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity you could now join our team. Greater variety and quality choices surprise and delight customers with the food and beverage they desire. McDonalds corp. is currently one of the most successful consumer products company in the world with annual revenues exceeding $23 million. McDonalds products are recognized and are most respected all around the globe. Currently, its divisions operate in all over the world in beverages, snack foods, and restaurants. The corporations increasing success has been based on high standards of performance, marketing strategies,

competitiveness, determination, commitment, and the personal and

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professional integrity of their people, products and business practices. McDonalds believes their success depends upon the quality and value of their products by providing a safe, whole some, economically efficient and a healthy environment for their customers; and by providing a fair return to their investors while maintaining the highest standards of integrity. Application of 3Ps of service in MC Donalds People People are considered to be the most important elements in Mc Donalds services and experience. Since inseparability and variability lead to a customer experience, have modulated their dimension of action which, can say, one of the aspects of expected performance, which they nurtured in the past years, are often altered to meet the individual needs of person consuming it. It is said that people always buy from people that they like, so that the skills, attitude, appearance of staff go up to the top class and Mc Donalds have succeeded in achieving the height class in their modus operandi and curriculum of action plan towards, dealing with loyal customers. They mainly focus on three things add value to people i.e. Training to the staff to meet the customer needs and requirements and achieve the high quality of personal service; second is personal selling, a tough work and creative skill; and third is customer service, a strong team who provide expertise, support and some customer interface.

Physical Evidence The intangibility of service brings the difficulties of unclear, untouchable, and even doubtful sometimes but strictly speaking there are no physical attributes in service, so a consumer often relies on those tangible evidences for confidence in general. However in the retail segment physical element plays a vital role in electrifying the customer intentions. What consumers want comes from service result, but what consumers enjoy grows up in the progression of service. More usually its a psycho satisfaction which promotes the added value for customers. Its to

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impress customers that all whatever expected or

facilities are so closed to them, unexpected. Staff, equipment, are always ready to serve. organization does not need to provisions but they need to the customers can feel what closed. successful in fulfilling the

surroundings and atmosphere Importantly make full use of service these

build an environment so that service in need is being Mc Donalds has been largely

needs and wants of the customer at all levels. Within a shorter period of time they have grown to larger momentum comparing to its competitors and have keenly focused on establishing themselves through franchise integration. Currently they have around 550 outlets in Singapore, which is considered to be a major achievement in a retail sector. One could see an outlet of Mc Donalds in every nuke and corner of Singapore with all the facilities and items required for the satisfaction of the customer.

Process There are several kinds of perceptions within business and literature about process. Some see process as a means to achieve a goal. Some others argue that there are processes integrated to create an overall marketing, like telemarketing and internet marketing can be integrated. A further view is that process is to control marketing, such as measuring achievement objectives. All these views are not particularly customer focused. In service business, process is an element that appreciates customer experiencing as an organizational offering. Its viewed as something that customer participates in at different point. Again one can see the importance of interaction with customers. It requires a proper encounter, a proper communication, a proper action and a proper resolution, in which process has a progression of inputs, throughputs and outputs, where service marketing value is added. Key Goals & Objectives of Mc Donald Corporation McDonalds vision is to be the worlds best quick service restaurants experience.

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McDonalds is committed to maintaining and developing the best food products in the quick service restaurant market. In order to deliver this, the company has made a number of commitments to food safety and nutrition. Lead the Quick Service Restaurant market by a program of site development and profitable restaurant openings, and by attracting new customers. Increasing sales through promotions will enable them to continue their program of expansion. McDonalds have an objective to continual enhance and improve their menu. This will better satisfy their customers and give customers more reason to visit. Many ideas for new items on the menu come from the franchisees responding to customer demand. Consumer tastes change over time and McDonalds has to respond to these changes.

Competency Advantage, Demands Trends and Success factors of McDonalds McDonalds core competency is providing convenience when people need and want to eat fast food at prices that are competitive and provide best value for the customers money. One of McDonalds competitive advantages is its focus on consistency of quality, production of food and use of raw materials all around the world. The world recognition associated with the brand McDonalds itself is also one of McDonalds competitive advantages. There are many variations observed in the demand trends for McDonalds all over the world. The trend followed by the high income group is relatively stable and they comprise a very small percentage. The changes in the economy have very little effect on the demand trends of McDonalds that is being followed by this high income group. Other reasons for these variations are: McDonalds is a brand that is mostly perceived by an average international customer to be a place which is visited on some occasion or once in a while. The

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main reason for this is the low disposable income that people have because of the inflation and some other unemployment reasons. On the other hand McDonalds lovers such as college students, working individuals, kids and families fond of spending a lot on fast food restaurants make it a place to be visited very frequently. One of the reasons is high disposable income by blue collar individuals. Another reason is the attraction for McDonalds by kids as well as those who love it for every reason. There are also global issues which affect food demand for McDonalds e.g. bird flu and cow diseases in western countries brought down demand for McDonalds some years ago as it was a known fact that they get their meat from international suppliers in order to maintain quality. The demand also fell because of the security issues that affected demand for McDonalds, e.g. suicide attacks on western establishments a year ago. One of the reasons for the decrease in the demand trend for McDonalds is the hostile attitude of the general public towards all the Western restaurants and multinational companies. Therefore the demand trends for McDonalds have declined because of the some of the ill activities that have been observed during past some years regarding McDonalds. Like many other nations people including Indians are becoming quite health conscious. Fast food restaurants are giving rise to problems related to heart and others such as obesity and excessive cholesterol that are making people very conscious. Therefore it has been observed that to avoid such problems people have changed their eating patterns and are spending less on restaurants such as McDonalds.

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McDonald's internationally has an aggressive plan to expand in all other smaller cities and is rapidly growing with the focus to provide friendly and a quick service restaurant experience to its customers. There are many key success factors due to which McDonalds is successful in the market. We have been successful in identifying a few: All the franchises of McDonalds in the world are owned by economically nurtured Companies. Apart from the fact that the biggest corporations, their management allows not only standardization of quality but a more uniform and effective marketing strategies in order to sustain in the market. Therefore McDonalds being its part had to continue to strive to maintain its standards in the local region. Many McDonald's restaurants have included a playground for children and advertising geared toward children, and some have been redesigned in a more 'natural' style, with a particular emphasis on comfort: introducing lounge areas and fireplaces, and eliminating hard plastic chairs and tables. This has given a new outlook to the McDonalds as a quick service restaurant that is still not be seen on other fast food restaurants. McDonalds doesnt offer just burgers. Their well diversified menu is also one of the key success factors as most of McDonalds competitors are quite specialized: KFC in chicken, Pizza Hut in pizzas etc. The affordable deals that they offer, that seem to beat all others when it comes to prices comparing to KFC & Pizza Hut. Another advantage that McDonalds has on its competitors is the location of its franchises. Its main advantage is that it is located in vicinity that is easily approachable.

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Rise of McDonald Corporation in the International Platform McDonald's restaurants are found in 119 countries and territories around the world and serve nearly 47 million customers each day. McDonald's operates over 31,000 restaurants worldwide, employing more than 1.5 million people. The company also operates other restaurant brands, such as Piles Caf, and has a minority stake in Pret a Manger. The company owned a majority stake in Chipotle Mexican Grill until completing its divestment in October 2006. Until December 2003, it also owned Donatos Pizza. On August 27, 2007, McDonald's sold Boston Market to Sun Capital Partners. Most standalone McDonald's restaurants offer both counter service and drive-through service, with indoor and sometimes outdoor seating. Drive-Thru, Auto-Mac, Pay and Drive, or McDrive as it is known in many countries, often has separate stations for placing, paying for, and picking up orders, though the latter combined; it was first two steps are frequently

introduced in Arizona in 1975, fast-food chains. In some

following the lead of other countries "McDrive" locations service or seating. In contrast, neighborhoods often omit

near highways offer no counter locations in high-density city drive-through service. There

are also a few locations, located mostly in downtown districts, that offer Walk-Thru service in place of Drive-Thru. Especially themed restaurants also exist, such as the "Solid Gold McDonald's," a 1950s rock-and-roll themed restaurant. In Victoria, British Columbia, there is also a McDonald's with a 24 carat (100%) gold chandelier and similar light fixtures. Each McDonald's restaurant is operated by a franchisee, an affiliate, or the corporation itself. The corporations' revenues come from the rent, royalties and fees paid by the franchisees, as well as sales in company-operated restaurants. McDonald's revenues grew 27% over the three years ending in 2007 to $22.8 billion, and 9% growth in operating income to $3.9 billion. Full year 2009-10 highlights included:

Global comparable sales increase of 6.9%, including U.S. 4.0%, Europe 8.5%, and Asia/Pacific, Middle East and Africa 9.0%

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Growth

in

McDonalds

combined

operating margin 27.4%,

of 320 basis points to adjusting for the impact America transaction income increases in the 23% (17% in constant Asia/Pacific, Middle

after

of the 2007 Latin Operating U.S. 8%, Europe currencies) and

East and Africa currencies)

33% (28% in constant

Earnings per share from continuing operations of $3.76, an increase of 16% (14% in constant currencies), after adjusting for the impact of the 2007 Latin America transaction Return of $5.8 billion to shareholders through shares repurchased and dividends paid, including a 33% increase in the quarterly cash dividend to $0.50 per share for the fourth quarter bringing our current annual dividend rate to $2.00 per share. Individual franchise arrangements generally include a lease and a license and provide for payment of initial fees, as well as continuing rent and royalties to the Company based upon a percent of sales

with minimum rent payments that parallel the Companys underlying leases and escalations (on properties that are leased). McDonalds franchisees are granted the right to operate a restaurant using the McDonalds System and, in most cases, the use of a restaurant facility, generally for a period of 20 years. Franchisees pay related occupancy costs including property taxes, insurance and maintenance. In addition, in certain markets outside the U.S., franchisees pay a refundable, non interest-bearing security deposit. Foreign affiliates and developmental licensees pay a royalty to the Company based upon a percent of sales, as well as initial fees. The results of operations of restaurant businesses purchased and sold in transactions with franchisees, affiliates and others were not material to the consolidated financial statements for periods prior to purchase and sale.

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Product Life Cycle, BCG Matrix & SWOT Analysis Product Life Cycle Introduction Profit Growth Maturity Decline

Time BCG Matrix GR Star Question Mark

Cash Cows

Dogs

High

Low

MS

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SWOT Matrix Strength Customer-focused Products Social-Responsibility Employment opportunities Brand Recognition Friendly Environment Tie-ups Opportunities Reasonable prices Opportunity to Innovate Break-fast & special noon meals Dine in cafes Growing dining out market Mccafes Threats Health conscious customers Foreign competitors Changing customer styles Weakness Product Variety Drive-ins More Advertising

Importance Of Advertising In McDonalds Success Over the years, McDonald's has developed TV advertising campaigns that have become, like McDonald's, a part of our lives and culture. McDonald's commercials have focused not only on product, but rather on the overall McDonald's experience, portraying warmth and a real slice of everyday life. This "image" or "reputation" advertising has become a trademark of the company and created many memorable television moments and themes, including:McDonald's is Your Kind of Place (1967) You Deserve a Break Today (1971) We Do it All for You (1975) Twoallbeefpattiesspecialsaucelettucecheesepicklesonionsonasesameseedbun (1975)

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You, You're The One (1976) Nobody Can Do It Like McDonald's Can (1979) Renewed: You Deserve a Break Today (1980 & 1981) Nobody Makes Your Day Like McDonald's Can (1981) McDonald's and You (1983) It's a Good Time for the Great Taste of McDonald's (1984) Good Time, Great Taste, That's Why This is My Place (1988) Food, Folks and Fun (1990) McDonald's Today (1991) What You Want is What You Get (1992) Have you Had your Break Today? (1995) My McDonald's (1997) Did Somebody Say McDonald's (1997) We Love to See You Smile (2000) There's a little McDonald's in Everyone (2001) - Canada Only Im lovin' it (2003) McDonald's has for decades maintained an extensive advertising campaign. In addition to the usual media (television, radio, and newspaper), the company makes significant use of billboards(outdoors, on which large advertisements or notices are posted.) and signage, sponsors sporting events from ranging from Little League to the Olympic Games, and makes coolers of orange drink with their logo available for local events of all kinds. Nonetheless, television has always played a central role in the company's advertising strategy. Importance of Customer Feedback A recent survey carried out by the forum of private business shows that around 44% of business owners want to improve customer satisfaction and yet more still want to be able to do more business with their current customers. Clearly in order to do this, business owners need to find out what their customers (and potential customers) want and how satisfied they are (or arent) with the current products and services being provided.

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Customer care is paramount, yet the methods of acquiring feedback might be lost on most businesses and the correct method will also vary according to industry sector and client base. There are many different options open to businesses. E-mails Online questionnaires Comment boxes Paper based feedback forms Online comment systems the negative comments on operates in order to please unhappy and hopefully

A good business will take board and adapt the way it those few people who are improve the overall quality business. Of course drastic course of action as you customers who are happy, customer feedback is a customer feedback shows generally have a higher shows it cares about its seems to want their

of customer care within the changes may not be the best may end up displeasing the which is why actively seeking good plan. Actively seeking that you care. People will opinion of a business that customers than one that just money. to making a business work. heart of the operation;

Customer feedback is vital Your customers are the without them, it would be

impossible to have any of the

success that you do. Customer feedback can be an excellent way to keep your business going in a positive-direction. Customer feedback is a vital way to get honest opinions on your services or products from people who are familiar with them. These opinions can make it easier to get into the minds of the most important critics. When customers feel that a business truly cares about them and what they think, they may be more likely to be loyal customers. When a business makes changes according to feedback, it shows that they truly listen and respect those opinions.

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Exhibits International Menu

Breakfast Menu

Big BreakFast

Hot Cake with sausage

Hotcakes

Sausage Mcmuffin - Egg

Sausage Mcmuffin

Egg Mcmuffin

Breakfast filet-o-fish Lunch/Dinner

Hashbrowns

Big Mac

Double cheese Burger

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Mcspicy

Mcchicken

Chicken nuggets

Mcwings

Cheese Burger

Ham Burger

Happy meal Happy meal menu Items Cheeseburger 4PC Chicken nuggets Corncup(S) AppleDippers Fries(Regular) Lowfat High Calcium Milk Energy (KCAL) 300 190 70 30 240 102 Protein(G) 12 12 2 0 3 7.3 Totalfat(G) 12 12 2 0 12 3 Cholestrol(MG) Dietary Fibre(G) 25 3 16 0 0 0 0 10 3 1 2 0

Sides

French Fries

Corn-Cup

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Apple-Dippers

Deserts

Milkshakes

Flavour Burst

Chococone

Mcflurry

Sundae

Applepie

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Survey Questionnaire Data Collection method: Random Sampling No of Respondents : 50

1) Which is your favorite product at Mcdonald?

Apple Dippers 10%

Favorite Product
Sausage Mcmuffin 17% Hashbrowns 13% Double cheese burger 25%

Mcchicken 35%

2) Is the product line in Mc Donald Adequate?

Product Line Acquracy

No answer 5% Average 20%

No 20%

Yes 55%

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3) What is the main Problem faced in Mc Donald?

Problem Identification
14% 38% 33% 10% 5% Conjestion Rude Behavior of Employees Hygine & Environment Long Ques Others

4) Which Fast food do prefer?

Others 3%

Preffred Fast Food

Subway 9% Mc Donalds 38% KFC 35%

Pizza Hut 15%

5) Why do u prefer McDonalds most?

Reason For Choosing McDonald's

Tastes Good 14% Hygeine 8% Others 15% Service 14% Cheap 30% Convineant 19%

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6) How often do u eat at McDonalds?

Preference Ratio

Once in a year 12%

Everyday 40%

Once in a month 12%

Once in a week 36%

7) Does Price affect what you buy?

Price
Yes No Average No answer

36%

42%

12% 10%

8) Which area do you think needs the most improvement?

Improvement Required
Others 10%

Delivery time 7%

Product variety 16%

Offers 67%

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9) What is the first thing that strikes to your mind when your see McDonalds?

First thing what customer thinks about McDonalds

Value Of money 4% Others 11%

Service 10%

Burger 75%

10) Do you think McDonalds is the worlds best branded food?

Best brand
Yes No Others No answer

10% 10%

20%

60%

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Analysis & Interpretation

From the survey questionnaire its clear that McDonalds have a unique name in the hearts of the customers though the competition in the market is on the higher side of the spectrum. Most people prefer McDonalds because of its service quality and brand name in the whole world which makes it a sole concern in fast food and burger market. The aspect of hygiene and environment which the McDonalds provide is considerably outstanding and people therefore have a good brand acceptance. The above survey states that McDonalds have a regular set of loyal customers who always depends on the firm. The customers in McDonalds are only concerned about the offers and discounts provided by the authority and would be looking forward for new pop-ups in future. Though the price is not focused on the common man, there are products like happy meal which keenly denotes the firms concern about the local inmates. The product line accuracy is considerably higher when compared to its competitors like KFC and Pizza Hut. Though McDonalds highlights its value proportion and other customer oriented servicing and quality, it still lacks behind in proving to be the least cost competitor. When compared with different fast food with the BCG Matrix its been evident that Mc Donalds stands on top in high growth rate and higher market share. SWOT analysis proves that Mc Donalds is a growing brand comparing to its competitors and the primary aspect is that Mc Donalds still have not used its opportunities to the fullest and the threats are comparatively less in the market. In the Product life cycle, McDonalds still stand in the growth cycle and have not yet attained maturity. Therefore they still have have wider market ahead. When the analysis signifies the relevance and the importance of a corporate giant like McDonalds, there is no question to raise as such, to counter argue but just to move ahead, looking at further improvements and diversification.
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My Observations (In retail Outlet of McDonalds) McDonalds outlets are in general; keen about upholding the status and recognition of their brand name and market ratings, therefore its hard to find any flaws in their customer service / ambience / infrastructure or kitchen facilities. Altogether a perfect example of a corporate fast food giant. I couldnt find any long queues in the restaurant or congestion as everything was well arranged (3 counters working simultaneously) and very well mannered including customer service / care with the blend of gentleness and polite nature. The ambience which I personally figured was outstanding with light music in the background, which resembles the soft touch of a soothing atmosphere. The Kitchen entry was restricted ( closed kitchen) as it is placed at the backside of the outlet but the supervisor concerned have shown great respect in explaining the different aspects of their success in the service sector. Cleanliness and hygiene is a factor which should be noted in focus as everything including the tables and chairs were well placed in order without any misplacement. After each customer leaves the table, the staff concerned would ensure the sanitation and purity of the place. The outlet structure is considerably simple with a restaurant manger to take care of the entire outlet, joining with 2 supervisors with 8 staffs to take care of different department like counter, cleaning, production of food and delivery. The one simple factor which strikes to mind while leaving the outlet was the structural consistency with among employees, allotted for different duties who work on a shift related basis with accuracy. This is actually a very good example to denote strategic mapping which result in operational effectiveness and overall development. I thoroughly believes that a company, whether it is in any sector always relies on the adequate strategic congruency and ideal methodology which maps and drives the company or an organization with passion, which enhances its market shares and overall growth rate in the market world-wide and Mc Donalds is one such giant corporate to achieve the fruits of success in long term. The core aspect of advertising and promotions, which I keenly noticed was that they follow a display method rather than presenting the menu details to the customer.
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Recommendations & Conclusion

What makes a given customer want a certain type of service? What makes them choose a certain service provider? These actions are based on the expectations, but also a function of a series of factors, internal and external. Its, however, essential to realize that the service values alone do not determine what kind of service a customer looks for or whom they want to get from. Many service suppliers can usually produce an acceptable solution with adequate support to satisfy customers. In addition, customers also have wishes in relation to how they want service suppliers to treat them, say, a proper expressive performance. And its related to the value system of customer, which determines what kinds of services are considered acceptable and what is out of question. A customers needs derive from the value creation progression of a customer and how he wants to be supported. In the 3Ps marketing model, service organizations encounters interact with customers while support management keeps up the balance with customers through physical evidence. Also in the process of interaction, which is a mutual progression, service suppliers need to understand customers and potential customers. Needs, wishes, value systems and value-creating method of customers are of vital importance for the development of service organizations. Of course, much more research is needed, in order to a further extent that customers could be satisfied and service organizations could develop greatly. Today, McDonalds has grown to 25,000 restaurants in about 120 countries serving 50 million customers daily becoming the largest fast food chain in all over the world. This case evaluation is prepared with the help of theoretical knowledge as well as practical knowledge & a crumb of advises & suggestions. The theoretical presentation taken from the various books, magazines and articles available on this subject and other recent happing in marketing is taken from magazines & news paper. As far as practical is concerned, all the information about the companies information available on net. Overall this mission has been completed with the combination of all those things & it had been with the best of my facts & information.

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Key References www.aboutmcdonalds.com/mcd/sustainability.html http://www.slideshare.net/hemanthcrpatna/a-project-on-mc-donalds-8319978 http://answers.yahoo.com/question/index?qid=20090105232931AAonTsp http://www.cnm.dfn.de/cnm/lln_dsom98.pdf http://es.atos.net/NR/rdonlyres/9C826F13-D59C-456B-AC57-416E686A4C30/0/crm_wp.pdf http://www.ask.com/web?qsrc=1&o=15184&l=dis&q=what+is+customer+service+management http://dougmcclure.net/blog/business-service-management/ www.mcdonaldsindia.com www.mcdonalds.com http://web.archive.org/web/20080731072739/http://www.7eleven.com/AboutUs/InternationalLic ensing/tabid/115/Default.aspx http://www.ipedr.net/vol1/32-B10013.pdf http://blog.thecompanywarehouse.co.uk/2010/07/22/the-importance-of-customer-feedback-andcustomer-care/ http://digitalcommons.ilr.cornell.edu/cgi/viewcontent.cgi?article=1148 http://www.subway.com/subwayroot/newsItems/newsItem1.aspx http://www.scribd.com/doc/11494031/Brand-Mnagement-Subway-Sandwiches http://www.startupnation.com/forums/1063/8/1 http://72.14.235.132/search?q=cache:FWRVd3ZxEBQJ:www.leadingedge.com.au/news/case_st udies_marketing.pdf+subway%2Bcompetitive+advantage&cd=4&hl=en&ct=clnk&gl=pk&client =firefox-a http://www.terremark.com/subway-study.aspx

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http://www.cio.com.au/article/160244/how_find_your_competitive_advantage http://www.ypant.co.uk/dept/Business_Studies/Library/A2_work/SWOT%20analysis%20of%20 pizza%20hut.pdf http://en.wikipedia.org/wiki/KFC http://www.environmentalleader.com/2009/01/28/kfc-switches-to-earth-friendly-packaging/ http://www.uwosh.edu/es/students/KFC http://www.greenerbuildings.com/news/2009/03/11/first-green-kfc-taco-bell http://www.fundinguniverse.com/company-histories/KFC-Corporation-Company-History.html http://www.franchisetrade.com/articles/healthy-food.html www.scribd.com/doc/12814873/SWOT-AnalysisMcDonalds.html http://www.fao.org/fileadmin/user_upload/ivc/docs/UnileverandProjectNovella.pdf http://news.softpedia.com/newsImage/McFries-Pedestrian-Crossing-Takes-Advertising-OneStep-Further-2.jpg/ http://news.softpedia.com/news/McFries-Pedestrian-Crossing-Takes-Advertising-One-StepFurther-151834.shtml http://samplecode.rockwellautomation.com/idc/groups/literature/documents/br/food-br001_-enp.pdf http://marketingteacher.com/lesson-store/lesson-swot.html en.wikipedia.org/wiki/Growth-share_matrix http://ebusiness.mit.edu/urban/papers/a%20new%20products%20analysis%20and%20(ms%2019 68).pdf

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