Management
According to Hitt, Black and Porter (2014), the organisational structure of an organisation is the total number of ways a firm subdivide labour into specific function and then coordinating together. The structure act as the supportive model for reporting relationships, control, authority and decision making inside a company.
Decentralised Structural Dimension
McDonald’s Corporation focus on the needs of all customers at different segments of each market even though the plan achieving globally. The organisation adapts a decentralised approach which is a highly advantageous local market structure supporting common insights for easier implementation of local plans and shared beliefs with customers. (Thompson, 2013)
For example, …show more content…
(Brandau, 2013)
Planning
Strengths
The company began airing an online campaign “Our Food, Your Questions” featuring short videos to better educate consumers on where the food items originates from and what are the ingredients inside a McNugget. For example, the previous host of MythBusters takes a tour around the chicken processing plant in Tennessee and show viewers what are the meat used. (Austen, 2015)
Types of Plans
1. Strategic Plan
McDonald’s Corporation had created “Create Your Taste,” a build-your-own-burger strategy focusing on the toppings instead of what is in the patty.
Customers can choose to build a sandwich of your choosing by picking the toppings and cheeses and sauces. An employee will serve to customer when the order is ready not at the counter but at your table. In United States, the concept is currently in action only at a few restaurants but will be introduce nationwide in 2015. The company also has other innovative menu launches like McLean Deluxe, McPizza and Mighty Wings. (Austen, …show more content…
McDonald’s Corporation is building an application to allow customers to place orders. Nicole Miller Regan, a senior research analyst commented that competitors like Starbucks has been offering similar services such as mobile purchase and electronic loyalty cards for some time and the firm needs to keep up with the pace. (Austen, 2015)
2. Tactical Plan
The company came up with three tactics to overcome the challenges:
Marketing
Deborah Wahl, the new U.S. chief marketing officer was introduced at the beginning of the March 2014. McDonald’s Corporation has changed the marketing department. Mr Benson said that the marketing at Golden Arches was previously organised by product and focusing on beef or chicken. However, marketing is now organised by customer such as Generation Y, families and adults.
Digital
Mr Bensen is accelerating the progress of testing mobile payments and ordering even only a few months after the company employed the first chief digital officer, Atif Rafiq. Mr. Bensen said various tests will be done around the digital payment and digital ordering in different markets worldwide by the end of 2014.
According to Hitt, Black and Porter (2014), the organisational structure of an organisation is the total number of ways a firm subdivide labour into specific function and then coordinating together. The structure act as the supportive model for reporting relationships, control, authority and decision making inside a company.
Decentralised Structural Dimension
McDonald’s Corporation focus on the needs of all customers at different segments of each market even though the plan achieving globally. The organisation adapts a decentralised approach which is a highly advantageous local market structure supporting common insights for easier implementation of local plans and shared beliefs with customers. (Thompson, 2013)
For example, …show more content…
(Brandau, 2013)
Planning
Strengths
The company began airing an online campaign “Our Food, Your Questions” featuring short videos to better educate consumers on where the food items originates from and what are the ingredients inside a McNugget. For example, the previous host of MythBusters takes a tour around the chicken processing plant in Tennessee and show viewers what are the meat used. (Austen, 2015)
Types of Plans
1. Strategic Plan
McDonald’s Corporation had created “Create Your Taste,” a build-your-own-burger strategy focusing on the toppings instead of what is in the patty.
Customers can choose to build a sandwich of your choosing by picking the toppings and cheeses and sauces. An employee will serve to customer when the order is ready not at the counter but at your table. In United States, the concept is currently in action only at a few restaurants but will be introduce nationwide in 2015. The company also has other innovative menu launches like McLean Deluxe, McPizza and Mighty Wings. (Austen, …show more content…
McDonald’s Corporation is building an application to allow customers to place orders. Nicole Miller Regan, a senior research analyst commented that competitors like Starbucks has been offering similar services such as mobile purchase and electronic loyalty cards for some time and the firm needs to keep up with the pace. (Austen, 2015)
2. Tactical Plan
The company came up with three tactics to overcome the challenges:
Marketing
Deborah Wahl, the new U.S. chief marketing officer was introduced at the beginning of the March 2014. McDonald’s Corporation has changed the marketing department. Mr Benson said that the marketing at Golden Arches was previously organised by product and focusing on beef or chicken. However, marketing is now organised by customer such as Generation Y, families and adults.
Digital
Mr Bensen is accelerating the progress of testing mobile payments and ordering even only a few months after the company employed the first chief digital officer, Atif Rafiq. Mr. Bensen said various tests will be done around the digital payment and digital ordering in different markets worldwide by the end of 2014.