DECISION MAKING

Business Decision Making

Abstract

This study includes the customer satisfaction towards the leading food service - McDonalds. The report gives an introduction about McDonalds. The reason behind the global success of the company is its approach. In many countries, McDonalds has designed its products to cater to local tastes. There are several studies are carried out on customer satisfaction which are included in the literature review. Questionnaires and Surveys are the most reliable and common methods for marketing research. An effective questionnaire is designed in the report to measure the customer satisfaction. Analysis and findings show that majority of the customers are satisfied with the services and foods of the company. Conclusion indicates the snapshot of the reprt where as recommendations are provided on order to improve the strategies of the company.

Table of Contents

Abstract1

Introduction3

Literature Review5

Methodology8

Questionnaires and Surveys9

Analysis & Findings11

Conclusions12

Recommendations13

Evaluation of the Success of the Survey15

References16

Appendices18

Business Decision Making

Introduction

McDonalds is one of the leading and recognized food-service retailers all over the world. The major strengths of McDonalds include; operational efficiency, effective marketing strategies and franchising. The company has more than 50 years of experience in the food industry. The company quickly serves fresh and healthy food to its customers with the same high quality maintained all around the world. The size of the company with respect to the stores and outlets is greater than that of the world`s top retailers i.e. Wal-Mart, Carrefour, Royal Ahold etc. The company has more than 30,000 stores in more than 121 countries worldwide. McDonald's vision is to be the world's best quick service restaurant experience. The vision of the company is to achieve profitable growth through increasing the brand and leveraging strengths of the system through innovation and technology (McDonalds Corporation, 2011).

The reason behind the global success of the company is its approach. In many countries, McDonalds has designed its products to cater to local tastes. For instance, in Muslim regions meats are used that are allowed under Islamic law; in Israel kosher dietary laws are adopted; and, vegetarian burgers are offered wherever there is significant demand. In some countries, the product names are also changed with respect to the regions like in India where the Big Mac is a lamb burger called the Maharaja Mac. The physical appearance of the stores also matter, that is why McDonalds also emphasized on that and designed its stores that are appealing to its customers like in Rome; the restaurant is featured indoor fountains and marble floors installed. The main rivals in the UK include; Subway, Burger King, KFC, Subway etc. (Arnold, 2003, pp. 103).

The main strategic priorities of the company are to provide excellent service to its customers by emphasizing on the quality and to look after the customers` preferences and priorities at the top most level.

Literature Review

The research regarding the customer satisfaction shows that the main aspect in an organization`s success is valuing its customers through the products and services. Although, many of the researches have been done by and for the corporate world, customer service and satisfaction ...