41
McDonald's

Gap analysis of Mc donalds with respect to fast food industry

Embed Size (px)

DESCRIPTION

Gap analysis of Mc donalds with respect to fast food industry. Gap analysis helps to identify the gap between the customers expectation and managment perception. it help company under stand gaps internal and external

Citation preview

Page 1: Gap analysis of Mc donalds with respect to fast food industry

McDonald's

Page 2: Gap analysis of Mc donalds with respect to fast food industry

FAST FOOD INDUSTRY

Page 3: Gap analysis of Mc donalds with respect to fast food industry

INDUSTRY ANALYSIS

The Global Fast Food Restaurants industry has managed to grow over the

past five years despite being battered by a weakened global economy and

society's increasing awareness of the health risks associated with a diet

high in fat, salt and sugar.

The industry experienced steady and growing demand from emerging

economies

The industry's attempts to respond to changes in

consumer preferences have also supported revenue

growth.

Page 4: Gap analysis of Mc donalds with respect to fast food industry

Contd..

Over the five years to 2013, revenue is expected to grow at an

average rate of 2.5% per year.

Industry revenue declined 2.6% in 2009, but bounced back

4.4% in 2010 and continued growing through 2011 and 2012.

In 2013, revenue is expected to grow an

additional 3.6% to total

$526.2 billion.

Page 5: Gap analysis of Mc donalds with respect to fast food industry

INDUSTRY SHARE

Page 6: Gap analysis of Mc donalds with respect to fast food industry

GROWING FIRMS

Page 7: Gap analysis of Mc donalds with respect to fast food industry

COMPANY PROFILE

Page 8: Gap analysis of Mc donalds with respect to fast food industry

FOUNDED & FOUNDER

May 15, 1940 in San Bernardino, California McDonald's

Corporation, April 15, 1955 in Des Plaines, Illinois.

Richard and Maurice McDonald, McDonald's restaurant

concept

Ray Kroc, McDonald's Corporation founder.

Page 9: Gap analysis of Mc donalds with respect to fast food industry

BASIC INFORMATION

Number of locations 34,000+ worldwideRevenue US$ 27.56 billion (2012)Operating income US$ 8.60 billion (2012)Net income US$ 5.46 billion (2012)Total assets US$ 35.39 billion (2012Total equity US$ 15.29 billion (2012)Employees 1,800,000 (2013)

Page 10: Gap analysis of Mc donalds with respect to fast food industry

OBJECTIVE & METHODOLOGY USED

OBJECTIVE : To do a GAP analysis of McDonald’s.

METHODOLOGY : We took the responses from 50 customer

and 4 store supervisor employees also personally visited the

restaurant and took the “Restaurant Tour” and tried to

understand the mantra for their quality control and fast service

abilities.

Page 11: Gap analysis of Mc donalds with respect to fast food industry

FOR CUSTOMERS

Page 12: Gap analysis of Mc donalds with respect to fast food industry

No of male and Female

53%48%

MALE

FEMALE

Page 13: Gap analysis of Mc donalds with respect to fast food industry

AGE GROUP OF RESPONDENTS

3%

73%

18%

8%10 to 20

21-30

31-40

Above 40

Page 14: Gap analysis of Mc donalds with respect to fast food industry

DOES MCDONALD’S COLLECT INFORMATION ABOUT YOUR TASTES AND PREFERENCES ?

35%

65%YES

NO

Page 15: Gap analysis of Mc donalds with respect to fast food industry

How often does McDonald’s informs you about its new product & services through mail and other sources ?

18%

53%

30%WEEKLY

MONTHLY

NEVER

Page 16: Gap analysis of Mc donalds with respect to fast food industry

How much are you satisfied with the counter ordering & delivery system in McDonald’s on scale of 1 to 10 ?

1 2 3 4 5 6 7 8 9 100

2

4

6

8

10

12

14

16

0 01

0

3

6

8

14

8

0

Page 17: Gap analysis of Mc donalds with respect to fast food industry

ARE YOU SATISFIED WITH THE NEW PRODUCTS AND INFORMATION AVAILABLE ABOUT PRODUCTS.

4%

47%

49%

EXCELENT

GOOD

SATISFACTORY

Page 18: Gap analysis of Mc donalds with respect to fast food industry

HOW WELL IS MCDONALD’S STORE LAYOUT DESIGNED AND OTHER

EQUIPMENT'S PLACED ?

13%

61%

26%EXCELENT

GOOD

SATISFACTORY

Page 19: Gap analysis of Mc donalds with respect to fast food industry

How is the service delivery in terms of

consistency

7%

65%

28%EXCELENT

GOOD

SATISFACTORY

Page 20: Gap analysis of Mc donalds with respect to fast food industry

HOW MCDONALD’S EMPLOYEES GREETS YOU

DURING THE TIME OF SERVICE DELIVERY?

90%

3%

8%

WITH SMILE

WITH HAND SHAKE

WITH AN CLUMSY LOOK

Page 21: Gap analysis of Mc donalds with respect to fast food industry

How Do You Rate Service Delivery During Peak Hours On Scale Of 1 To 10?

1 2 3 4 5 6 7 8 9 100

2

4

6

8

10

12

0 0 0

2

10

6

8

9

8

9

Page 22: Gap analysis of Mc donalds with respect to fast food industry

How effective is the promotional ads of McDonald’s in conveying information about its products?

53%

47%INFORMATIVE

NEEDS IM-PROVEMENT

Page 23: Gap analysis of Mc donalds with respect to fast food industry

How do you feel regarding prices of McDonald's products?

15%

85%

HIGH PRICED

MEDIUM

LOW

Page 24: Gap analysis of Mc donalds with respect to fast food industry

Do You Think You Are Delivered A Quality Product For The Prices Charged?

25%

75%

TO GREATER EXTENT

TO SMALL EXTENT

Page 25: Gap analysis of Mc donalds with respect to fast food industry

Does McDonald’s provides what was promised to you ?

93%

8%

yes

no

Page 26: Gap analysis of Mc donalds with respect to fast food industry

Gap Analysis Within The Organisation

Page 27: Gap analysis of Mc donalds with respect to fast food industry

How Often Do Employees And Managers Interact And Have Meetings Regarding Customer Expectations

50%50%

Monthly

Quarterly

Weekly

Page 28: Gap analysis of Mc donalds with respect to fast food industry

Service Delivery Employees Or Contact Employees Are They Given Preference To Share Their Views ?

25%

75%

Yes

No

Page 29: Gap analysis of Mc donalds with respect to fast food industry

How well does company plan to recover from service failures?

Nice, When we call

Interacting with customers

Interact customer and take their feedback

Page 30: Gap analysis of Mc donalds with respect to fast food industry

Are Employees Given Training And Information On New Products?

100%

Yes No

Page 31: Gap analysis of Mc donalds with respect to fast food industry

How effectively does the company recruit, hire, train, compensate, and empower employees on scale of 1 to 10 ?

1 2 3 40

1

2

3

4

5

6

7

8

9

10

9 86 6

Page 32: Gap analysis of Mc donalds with respect to fast food industry

Do customers fulfill their roles ?

Yes to an extent 50%

To lesser extent25%

No, not at all 25%Yes to an extent

To lesser extent

No, not at all

Page 33: Gap analysis of Mc donalds with respect to fast food industry

Does the company avoid overpromising and overselling?

100%

Yes We Do

No We Dont

Page 34: Gap analysis of Mc donalds with respect to fast food industry

Does the company price in line with customer perceptions of value?

100%Yes

No

Page 35: Gap analysis of Mc donalds with respect to fast food industry

FINDINGS

During the survey it was found that most of the customers where of aged

between 15 to 30 & the sex ratio was relatively equal.

Mc Donald's was focused and interested in collecting information from

both customers and their employees.

Mc Donald's informed most of its customer on regular basis about its new

products and large group of customers where also happy with new

products offerings.

Large group of sample customers where happy with the Mc Donald's store

layout and its maintenance.

Page 36: Gap analysis of Mc donalds with respect to fast food industry

Contd..

Customers where happy with Mc Donald's service delivery during normal

time but during peak hours service delivery consistency reduced.

The surprising factors which came out during survey was customers were

not happy with Mc Donald's promotional tools as they were less

informative but the good sign was the large group of customers were happy

with what was promised and delivered to them in ads.

Most of the customers said that the pricing was in medium range and 50%

of customers felt they weren’t delivered a quality products for prices

charged.

Page 37: Gap analysis of Mc donalds with respect to fast food industry

FINDINGS

Employees and top management interacted monthly and weekly based on

requirement and lower level employees not involved in meetings.

Mc Donald's store supervisors said the recruitment process were

effectively conducted and employees were also given training.

Employees responded that most of the customers do fulfill their roles to

an extent.

Employees also responded that they wont do over promising and over

selling and they also price with customers perception in line

Page 38: Gap analysis of Mc donalds with respect to fast food industry

Suggestions

Mc Donald's should focus on informing customers about new products

through mails and other sources and also provide information products in

details.

Mc Donald's should focus on service delivery during the peak hours

especially with more counters and also focus on maintaining their six sigma

status delivering to avoid mis match.

Mc Donald's should focus on using effective promotional ads and informative

ads. They can go with product catalouges, & handbills, Mobile apps, faster

home delivery .

Company should focus on pricing issues with certain products, also increase

products for breakfast timing.

Page 39: Gap analysis of Mc donalds with respect to fast food industry

Contd..

Mc Donald's should focus on maintaining their combo product strategies

like

Aap ke Jamane Main Baap ke Jamane ke Daam…..!!!”

“Happy Meal” ,“Kite Meal”, “Shrek Meal”

Company should involve service delivery employees in team meetings and

collect their reviews since they have direct contact with customers.

Company should focus reducing channel conflicts in communicating in

order to avoid conflicts.

Company should focus on treating employees as an asset to organization to

reduce attrition rate.

Page 40: Gap analysis of Mc donalds with respect to fast food industry
Page 41: Gap analysis of Mc donalds with respect to fast food industry

SHASHI KUMAR M . R

MBA

NEW HORIZON COLLEGE OF MANAGEMENT STUDIES