McDonald's Corporation Essay Example | Topics and Well Written Essays - 2000 words

McDonald's Corporation - Essay Example Also McDonald is already considered the market leader in the fast food industry in the world, with a total market share of nearly 34 percent followed by Burger King that has a total of 13 percent of the market share (Iqbal, 2011). This, therefore, suggests that McDonalds is and has been a very successful organisation. 2. Strategic Reasons for the Success of McDonalds The key reason for the success of McDonald’s success has always been the people or employees that work in all the various franchises of the business organization across the world (McDonald, 2012; Elbel et al., 2011; Holmes, 2010; Coombes, 2004; Boyle, 2004). This sums up the huge number of employees that McDonald employs on regular basis. The company‘s policy of employing only the local people of where it is located seeks to promote the company from within its own internal customers. This policy of employing local people is to have managers that understand the business and domestic cultures within which they are operating (Ritzer, 2007 ). The second factor that contributes to its success is the company’s products (McDonald, 2012, Mottram, 2011, Holmes, 2010, Adams, 2007). One of the cardinal objectives of McDonalds is to design and build a uniform set of items that are consistent in taste and quality across the globe. It also believes that adapting to changes, especially with respect to local condition is intrinsic to the success of the company. The differentiation of the company’s products and services also form the basis of McDonald’s competitive strategy (Adams, 2007). Indeed, to sustain growth and development, McDonald’s has differentiated its products by targeting children and the elderly as its core consumers. The company offers an assorted line of foods so as to attract customers across the various levels of society. Building credible brand equity through effective promotion, sustainable business practice and quality service has also been vital part o f its success. McDonald’s promotional maxim of branding globally and advertising locally offers the company the opportunity to design promotional activities specific to each marketing environment. This is to focus on the building of trust and brand loyalty in the eyes of its numerous customers that are spread across the globe. McDonalds recently introduced mantra â€Å"I’m lovin’it† which the company is using to bring its products closer to families is an effective promotional strategy (Holmes, 2010). Most importantly, expanding globally through franchising and creating a strong network of business network and relationship has been a major element of its success. More than 80% of its business is run on the franchise basis. (McDonald annual report 2011) Under a McDonald's franchise, McDonald’s products, with same quality and taste are sold. McDonald's receives a monthly rent, which is calculated on a sliding scale based on the restaurant's sales (Mc Donald, D.2008). Franchisees across the world follow the same standard vis-a-vis infrastructure, ambience, quality, taste and customer service. as such, the success of the company can usually be related to being able to become accustomed to a specific environment. (Holmes, 2010) 3. Strategic framework of competitive advantage Kanter (2001) has strongly asserted

Risk Management on Solar Thermal vs. solar photovotaic system in the Dissertation - 1

Risk Management on Solar Thermal vs. solar photovotaic system in the Uk - Dissertation Example ulation Trend in UK 36 Appendix VIII – Trend of Oil and Gas Reserves 36 Appendix IX – Employment and Unemployment Trend in UK 37 Appendix X – Computation of 5 x 7 meters Solar Photovoltaic System Facing North, East, South and West 37 Introduction In UK, the renewable energy industry is rapidly expanding so as to minimize the volume of fossil fuels used in the production of electricity, and also reduce their associated carbon dioxide gas emissions for the purpose of reducing pollution to the levels or targets set by the governmental policy. As of 2008, the United Kingdom has been increasingly dependent over the use of renewable energy resources. In line with this, 5.5% (approximately 4.3 million tonnes of oil equivalent) of the total electricity that was generated in UK was produced from the use of renewable resources such as bio fuels (76.19%), wind power (14.29%), and hydroelectricity (9.52%) (Office for National Statistics, 2011). Even though the use of renewab le energy resources has been increasing, there is still a long way for the UK government to reach its goal of generating 30% of its electricity from renewable resources aside from decreasing its carbon dioxide emission by 40% by year 2020 (Department of Energy & Climate Change, 2011). (See Appendix I – Historical Trend of Electricity Generated by Renewable Resources in UK on page 22) It is a universal knowledge that the burning of oil and natural gas could produce and emit excessive carbon monoxide and carbon dioxide that could trigger global warming. To combat the global climate changes, the UK government decided to gradually shift from the use of non-renewable to renewable energy resources (Committee on Climate Change, 2010). Recently, the Committee on Climate Change announced that the Scottish Government will reduce the carbon gas emission by 3.5% annually between2020 to 2050 (Committee on Climate Change, 2011). As a result of increasing the use of non-renewable energy res ources, the annual emission of carbon dioxide throughout the United Kingdom decreased from 8.95 metric tons per capita in 1995 down to 8.6 metric tons per capita in 2007 (Federal Statistical Office Germany, 2010). (See Appendix II – CO2 Emission in UK on page 23) Renewable energy significantly contributes towards a low carbon economy and thereby, provides a secure supply of valuable energy. Numerous years of development and research in the field of the production of energy have introduced many renewable energy technologies however the progress of the renewable energy has been constrained by the various perceptions of the risk associated with such technologies. As of 2008, the Un