NCRDS STERLING INSTITUTE OF MANAGEMENT STUDIES Nerul, Navi Mumbai

Assignment No: 1

Subject: E-Commerce

Submitted To: Prof. Pradnya Girhe

Submitted By:Priyanka Chandane Div- B [66] MMS IT

Assignment 1
Visit Mc Donald Website, list each stakeholder it reaches and tell what basic content is targeted to each stakeholder. About Mc Donalds: Mc Donald is a globally successful fast-food restaurant. From the time of its birth it has gain enormous success and is growing all the international level. The powerful entry through franchisee system the standardization and adaptation strategy play an important role in gaining the huge success of Mc Donalds brand image. Mc Donalds strategy of standardizing their products on its preparation, techniques of presentation along with the adaptation strategy has created a difference in Mc Donalds as compared to that of competitors. Stakeholders: Every business has stakeholders - individuals, organizations or groups that have an interest in the organization and how it operates. Successful companies take into account the needs and requirements of their stakeholders. Stakeholders for McDonald's include: 1. Customers 2. Franchise holders (franchisees) 3. Employees 4. Suppliers 5. Regulatory bodies (e.g. national and local regulatory bodies including health and safety groups) 6. Community groups 7. Shareholders

Customers:

Customers are also becoming more interested in having information about their food, its production methods, and the companies who supply it. McDonald's has responded to customer demand by making nutrition and other information easily available, ensuring customers can access information whenever they want. Direct communication with customers is extremely important to McDonald's - not only to launch new products or promotions, promote a balanced lifestyle or Ronald McDonald House Charities, but also to counter misinformation or urban myths surrounding the business. It is vital that McDonald's

is able to counter these claims about the company and its products in ways that are accessible to every customer. Some of the methods McDonald's uses are:

Television commercials Brochures, tray mats and leaflets (available in-store or as a download from the McDonald's website - www.mcdonalds.com ) Magazine and newspaper advertisements Radio commercials Public relations Speaking opportunities Internal newsletters Country-specific websites.

Kids and youth are the main target of McDonalds. The meal-plus-toys packaging proved to be an
instant hit, with the first Star Trek Happy Meals that very year. Soon, toy versions of all your favorite McDonald's mascots were included: Ronald, Grimace, Hamburglar, Mayor McCheese, Big Mac, Birdie and Captain Crook. Later, toys would be themed for tie-ins with brands and films such as Barbie, Hot Wheels, The Little Mermaid, and Finding Nemo and so on. By 2003, Happy Meals accounted for about 20 per cent of all meals sold.

Employees:

Well-trained crew and managers are the first step to delivering great QSC for its customers. McDonald's aims to provide career opportunities that allow employees to develop to their full potential. This includes a comprehensive training program and offering good career progression. Employees work towards a number of qualifications following a clear training and development program. This makes it easy to see exactly where they are and where they can go within McDonald The employees learn everything from food preparation to logistics and leadership skills - all of which can be credited towards Qualifications Authority (QA) recognized professional qualifications. Employees work through McDonald's Qualink program, developed in partnership with the Hospitality Standards Institute. The program is recognized with a QA-approved National Certificate.

Franchise holders (franchisees)

Franchisees are crucial to McDonald's success; they deliver its brand promise straight to the customer. Nationwide, approximately 80 percent of their restaurants are franchised

The franchisor (in this case McDonald's) allows the franchisee to trade under its licensed trademarks (e.g. using its logos and brand names) and to follow its proven methods of doing business in exchange for ongoing fees and/or a percentage of sales. There are benefits for both franchisor and franchisee, including:

The franchisor can expand their business without using their own capital The franchisee owns their own business with the ongoing support of the franchisor The franchisor usually provides ongoing and in-depth training on how to run and develop the business The franchisee can operate with lower overheads than many new businesses as they are able to leverage the bulk purchasing opportunities available to them through the franchise network The franchisee has access to an established brand and comprehensive business system without the risk of starting up a business from scratch The franchisee will be more motivated to grow the business as they have their equity at risk Franchisees become local experts operating in their community.

Suppliers :

The McDonald's supply chain brings great benefits to the nations economy. For example: In 2006, McDonald's NZ spent approximately $100 million with New Zealand suppliers including farmers, growers, bakers, fisheries, paper product suppliers and printers. In order for McDonald to maintain its promise of quality for the customer, suppliers are subject to rigorous quality control in all areas of their operations, including animal welfare, health and safety, handling procedures and cleanliness. Suppliers sourced the following for McDonald's: The economic benefits of McDonald's stretch further than just the employment. With over 85 per cent of its products purchased from various countries suppliers, McDonald's contributes vast amounts of money to the nations economy, thus supporting companies who themselves employ even more people. These suppliers are often found in small town and often form the backbone of the local economy. In addition to supporting the local economy, Producers also supply McDonald's in other countries, improving nation's export market. McDonald's is also a large purchaser of services from different businesses - from transport companies to their distribution centre. This food, packaging and other service suppliers are required on an ongoing basis by McDonald's and, as McDonald's continue to grow in countries, the demand for these goods and services increases.

There is also the demand for workers when a new McDonald's restaurant is first built. It is the carpenters; electricians; plumbers, etc., that are hired to carry out the work and, where possible, it is local timber and appliances that are purchased.

Conclusion:

Thus, McDonald's is a successful player in the highly competitive quick-service restaurant market. This is due to its relationships with key stakeholders which uphold the company's principles of quality, consistency and service, coupled with continuing responsiveness to market demands. The business model is maintained through the selection of quality franchisees. The success of McDonald's contributes to success for all stakeholders and the economy as a whole.