Customer Centrality in McDonald's Corporation

Customer Centrality in McDonald's Corporation

Introduction

The customer centrality is considered as the view point in which the needs, wants and predisposition of the customer are the initial point for the management or decision makers of the company. The main idea behind this term is that customers are at the center for everything for the organization and driving force for the marketing planning are the customers. The leading barrier in implementing customer centrality is the fragmented view of the customers and the customer's data that exist everywhere all over the world. It is difficult for the companies to recognize their desired customers and then providing products or services according to their requirements (Blythe 2009). Therefore, the purpose of this paper is to analyze and evaluate customer centrality in McDonald's and the way company is implementing customer centrality with help of its employees and business strategy.

Nature of the Organization

McDonald's has been operating in service industry of food for many years, and its franchises and restaurants operate in 119 countries all over the world. The main food items of the company are chicken products, beef, breakfast items, French fries, salads, soft drinks, deserts and fruits. The revenue of McDonald's comes from royalties, fees and rents paid by the franchises and sale of company's restaurants. Management of the company manages its operation as different segments geographically. The business of the company began in the year 1940 when brothers Maurice and Richard opened a restaurant in California. At present, there are around 34,000 local restaurants of McDonalds serving over 69 million customers every day. McDonald's restaurants all over the world are 80% operated and owned by independent men and women. The strategic direction of the company has been designed in such a way that its suppliers and franchises are considered key towards success of McDonald's. This is the reason that this business model assists McDonalds for delivering local-relevant and consistent experience of restaurants to the customers all over the world and this facilitates McDonald's for identifying, implementing, and scaling innovative ideas which meets changing preferences and needs of the customers. The customer-focused plan for winning gives McDonald's common framework for performing global business and allowing local adaption. By five elements for executing Plan to win are People, Products, Place, Price and Promotion (McDonald's 2013).

Management Personnel of McDonald's

When McDonald's was launched, the owner of the company felt experience of the customers is dependent of friendliness and speed of the staff. First job is provided by McDonald's for thousands of young people and this is the reason that around 60% of McDonald's staff are aged 20 or below. The operations management and internal training program for crew allows employees of the company for making progress towards senior management positions. Various strategies are implemented by McDonald's to fulfill the aim of becoming best quick services restaurant all over the globe and one of this strategy is 'people strategy' that is delivered through HRM. To become best employer in every community around the world is ...