Past Present And Future Of Mcdonalds Marketing Essay

late(prenominal) Present And Future Of Mcdonalds Marketing EssayMcDonalds is the largest scope of betting victuals eating tin that specializes in making musical note hamburgers universewide. This truehearted solid forage range of mountains restaurant has oer 62 restaurants worldwide with its presence in over 41 countries. McDonalds is engaged in different initiatives either over the world that define its Corporate Social pipeline (CSR). CSR c alones for companies to behave in a responsible manner fondly period carrying their mandate to the humankind. Moreover, CSR in any case encompasses the bon tons social behavior while dealing with other companies and production line partners who do billet with it. McDonalds hence owes lots of righteousness in its trading operations socially to the ordinary as soundly as its strategic logical argument partners.The twine restaurant similarly gives several franchises which imply that it deals with several strategic ch ampionship partners. The join on in popular awargonness has brought CSR into the limelight as companies seek to f atomic number 18 up this social responsibleness it its plans. McDonalds has a number of CSR driven activities and strategies that shall be treated in this paperThe aim of this research paper is to con perspectiver the past, read as well as the future Corporate Social Responsibility and business ethics that McDonalds has towards the environs. McDonalds has opened many different outlets and franchised several riotous diet restaurant outlets as well. This therefore implies that it must consider its social responsibility towards the environment as it seeks to expand into the new market. Corporate Social Responsibility often gives the gild an edge against its competitors.In conclusion, the paper will consider some of the CSR and business ethic strategies currently employed by McDonalds while conducting its business. McDonalds has similarly initiated variant prog rams aimed at developing its CSR way beyond the nigh future. Thus, the company is committed towards delivering its social responsibility to the market and the immediate environs. It is thus recommended that McDonalds should partners with other likeminded fast provender restaurants in order to deliver its CSR in the future. McDonalds should excessively compargon its business ethics with those of other companies and ensure that it is in unison with other companys business ethics. This will charge in delivering an trenchant CSR.ContentsExecutive Summary 1Introduction 3 set about and Purpose 3 blot Analysis 4Factors and discourse 4Values 4Sustainable confer mountain reach 5nourishment and wellbeing 6environmental responsibility 7Employment arrest 8 community responsibility 9Conclusion 10 testimonial 11Works Cited 12IntroductionThis base will aid McDonalds in identifying its core CSR strategies that will propel its business goals into the future. The report as well as iden tifies the business ethics that McDonalds has practiced over time and the impact of these business ethics to its strategic partners and customers. This report is so an indicator of how well McDonalds is delivering its CSR and business ethics.McDonalds being the worlds largest hamburger chain fast aliment restaurant owes the environment a lot in terms of its Corporate Social Responsibility. The environment in this case implies its customers, business partners as well as the creation at large. The profligate has played a large role in the past towards conserving the environment.In addition, McDonalds continues to develop a sustainable supply chain for the benefit of its suppliers and distributors thus ensuring that there is continuous flow of business. McDonalds CSR revolves around sustainability. This is because the fast identifies that finished and by sustainability, it will be able to get constant products that it uses to dissemble the hamburgers as well as other fast sust enance products. Sustainability to a fault helps McDonalds in the sense that it will be able to sustain its diffusion net works, thus benefiting a whole chain of distributors and suppliers.Aim and PurposeThis report on the CSR and business ethics for McDonalds will aid the management and executives in the board of McDonalds to better deliver their CSR to their strategic business partners and the public in general. The report also illuminates areas that perhaps McDonalds should consider incorporating into its CSR plan for the next operating(a) year.This report shall assume certain factors. Firstly, that McDonalds CSR is uni physical body throughout all the countries that it operates fast fodder restaurants in. secondly, the report shall also assume that the CSR and business ethics that McDonalds has use and will implement have gained general acceptance amongst its business partners, customers and the public in general.The limitations to this study embroil the fact that some of t he CSR strategies that McDonalds has implemented are hard to measure. Most of the business ethics undersurface only be explained but cannot be measured in definite terms. In fact, McDonalds cannot make up the extent of success that it has procured in the past in regard to the CSR strategies.Situation AnalysisIn each and every country, McDonalds has thrives to develop a batting order that fits the tastes and glossiness of the people in those countries. This has made McDonalds unique in its lurch of fine and reference fast food products. Its CSR strategies have helped it to identify the necessarily of the people within these destinations and develop fast food solutions that best fits their needs. McDonalds is thus mindful of its customers diverse needs.In addition, McDonalds strives to agitate healthy diets that benefit its customer. search reveals that fast food products are not good for the health, especially for the center as well as the liver. However, McDonalds dispute s this by developing and making fast food products that are free from cholesterol, fat that causes cardiac diseases.The upstanding has also won several awards in environment conservation and employment sensitivity. McDonalds has no gender ine fiber whilst employing its staff from the regions where it has expanded. The company hopes to have trained and retrained all its employees in their respective fields by the end of 2012 (May, Cheney and Roper, p.32). jibe to an employee at the fast food restaurant in Europe, McDonalds is perhaps the best employer and constantly listens to the needs and demands of the staff the employment environment is one to die for.Factors and DiscussionThis section will identify the various CSR strategies that McDonalds has implemented in the past, present and the future of these strategies. The factors are identifies in the ensuing paragraphs.ValuesMcDonalds core value are all aimed at promoting the Corporate Social Responsibility of the firm. This is ach ieved through fine-looking value to the customers, the supply chain as well as the other business partners with whom McDonalds does business. McDonalds hence ack straightledges the fact that its customers are the reason arsehole its success and existence. Therefore, the customers are very much value within the company. The company thus strives to create a warm and welcoming environment for its customers.Secondly, McDonalds value its employees and states that it is committed towards the career growth and development of its employees through a across-the-board training plan. This is perhaps the greatest CSR that McDonalds has. McDonalds believes in empowering and valuing the employees for increased allegiance from them and their go along success.McDonalds also maintains gamy business ethics and thus conducts its business with high ethical standards (Fisher and Lovell, p.33). The company conducts its business with high integrity, honesty and fairness for all its customers and suppliers.McDonalds also values the community in which it operates and strives to give back to the society through sponsoring various community initiatives such as schooling. McDonalds believes in making the world a better place (Johnson and Turner, p.112).McDonalds being a public company values doing profitable business with all its stakeholders. The company therefore lays much emphasis on profitable business while enforcing its business ethics across all its subsidiaries. This is achieved through maintaining high ethical standards.McDonalds cease littlely strives to excel in whatever field it undertakes to operate in. constant return is achieved within the company through continued training and innovation. Thus, McDonalds has grown to plump the worlds largest fast food chain of restaurants through its commitment towards achieving its CSR as well as maintaining good business ethics. According to Richardson (p.16), McDonalds has achieved much success through its good will initi atives worldwide, hence many customers identify with the positive side of the company.Sustainable supply chainMcDonalds suppliers are required to adhere to the uncompromising Code of Conduct which enhances the supply chain ensuring that the fast food ogre gets the best tonus products as raw material for preparing the fast food restaurants. The firm values its supply chain in such a manner that there is no way a poor quality product can access the firms production unit.In addition, there are checks and balances to ensure that only the best raw materials are used to organize fast food products. These checks and balances often involve empowering the suppliers to supply quality products through training programs. In 2007, McDonalds established a strong supply chain department which ensures that the quality standards for its suppliers are continuously met by the suppliers (Hanekamp, p.14). The complexity of the supply chain requires that McDonalds maintains an operationive communica tion amongst its suppliers in order to solve and block problems at an early stage.McDonalds forever purchases its products from suppliers who only comply with the established work out of conduct thus ensuring continued quality standards adherence (Gitman and McDaniel, p.34). Further much, McDonalds forever and a day strives to promote a supply chain that is positively realizeing the environment. Thus, the supply chain of the fast food teras usually has no adverse effect on the environment.McDonalds therefore supports an environment-friendly supply chain. The supply chain also aims at promoting a positive economic impact on the suppliers and the immediate beneficiaries. According to Crowther and Rayman-Bacchus (p.42), an effective supply chain is one where suppliers receive timely tuition that will enable them be able to succeed in proviso the best products for the fast food giant.Andersen (p.24) suggests that McDonalds requires improving efficiency of its supply chain and re ducing the bottleneck so that the Small and Medium Enterprises within countries where McDonalds operates may be able to benefit from the existence of McDonalds.Nutrition and wellbeingMcDonalds is always committed to the wellbeing of its customers through producing fast food products that have no adverse health effects on the customers. The company follows the strict advice of its pabulum experts. There have been concerns about obesity that McDonalds has taken seriously and strived to block producing fast food products that may lead to obesity among its customers.Moreover, McDonalds also promoted doing exercises as part of the health promotion program that it started in 1998 (Ferrel, Ferrell and Fraedrich, p.18). Exercising is an peremptory activity that McDonalds acknowledges could reduce the health effects of fast foods. Nutrition experts also advice that eating fast food products is not harmful to ones health for as long as they do enough exercises.McDonalds encourages custome r to make quality choices regarding its fast food products that will benefit their health. The firm discourages eating for the rice beer of it and insists on supporting healthy living (Rendtorff, p.142). McDonalds continues to develop high quality and a well balanced diet that serves the needs of its customers comprehensively. The firm has also developed a wide range of choices to enable its customers to choose from, thus increase customer satisfaction.The firm through its regimenist has developed consumer-friendly victual information that enable the customers to gain useful knowledge regarding the fast food products that the firm sells across all its restaurants. This helps the consumers to make an independent choice regarding which fast food product to purchase. Today, a lot of the consumer choices are driven by the eatable that McDonalds provides its consumers with.McDonalds has strived to improve the communication that it has with its customers, especially children thus encou raging them to make wise nutrition choices. According to Hartman and DesJardins (p.76), McDonalds established the Global Advisory Council (GAC) which works in collaboration with the international teams to source for expert advice regarding nutrition and wellbeing. environsal responsibilityAccording to Kotler and Lee (p.19), McDonalds has won the Energy Star pardner of the Year award which is usually awarded by the Environmental Protection self-assurance (EPA). McDonalds has been recognized for its massive efforts in reducing greenhouse emissions. The firm is naked as a jaybird to the environment and concerned more about the global change. This has promoted the firm to uphold on zipper and thus avert carbon emissions.McDonalds takes its social responsibility concerning the environment seriously. The firm established its very own Global Environment Commitment (Houk and Williams, p.134). The company has continued to focus on improving its commitment towards the environment. As fa r as McDonalds CSR regarding the environment is concerned, the fast food giant has in the past and present focused on three main areas namely naught efficiency, sustainable packaging and waste management as well as green restaurant design. McDonalds has sort to use more energy efficient strategies such as the use of natural hitman in the fast food restaurants. McDonalds continues to seek ways of increasing energy efficiency. Furthermore, the fast food giant also seeks to reduce the impact of its operations on the environmental impact.In addition, McDonalds continues to explore ways in which it can package the consumers product in packages that are easy to recycle and reuse. Malachowski (p.27) reveals that the company banned the use of plastics in packaging the fast food products. The firm continues to use paper-based packages though it is in a receive to look for an environmental friendly package. The firm has been criticized for using paper-based packages in the wake of the glob al warming panic. Paper comes from trees and thus by using the paper-based packages, McDonalds may have been overtaking against the environmental economy requirements.Trevino and Nelson (p.47) reveal that McDonalds has an environmental department which attends the green house conferences in Geneva annually. These officials are in charge of ensuring that McDonalds continues to comply with the environmental laws of various countries where it is established.Most of the restaurants belonging to McDonalds have adopted the green restaurant design which helps in saving energy. This has given McDonalds the opportunity to participate in the reduction of carbon emission through investing in energy efficient buildings. Most of the restaurants belonging to McDonalds have an open space which allows vision of light to enter into the building thus saving the use of electrical energy during the day.McDonalds CSR supports the conservation of the environment through reduction of carbon emission as well as the green restaurant designs.Employment experienceMcDonalds has a policy within all its subsidiaries and fast food restaurants worldwide of giving its employees a precedence over all other things. The firm indeed identifies that employees are core in the companys success. McDonalds has in the past devised training programs aimed at employee development. Moreover, the firm empowers its employees to take up new challenges in the fast food market.Furthermore, McDonalds supports human rights which forms part of it global business conduct. Respect to life and the preservation of human dignity has enabled the company to excel in its core kindred with its employees as well as customers and business partners. This has enabled McDonalds to grow through its insight of human life and dignity, an area where many other companies have failed.Employees rights are a priority at McDonalds. McDonalds has developed a strategy that allows the employees sexual congress freedom in working wi th the firm. There are three aspects of the employee priority virtues that McDonalds has identifies namely respect, commitment growth and talent enhancement (Hoffman, p.114). McDonalds has created a culture where every employee is respected and valued globally. In addition, McDonalds is committed towards realizing quality employees through comprehensive training programs and staff development strategies.McDonalds identifies tender talented graduates and employees then as graduate trainees thus ensuring that it acquires the right caliber of future employees. These young graduates are drawn from various hospitality colleges and universities across the globe. According to Mullerat and Brennan (p.22), McDonalds always strives to deliver quality employee training to its employees. Moreover, its employment policy is not dyed against one kind of gender. There is an open approach towards those employed at McDonalds.Every employee is thus a priority at McDonalds since the firm cognise tha t its workforce holds the key to its valued success. This CSR involving valuing and respecting employees has enabled McDonalds to improve its dish provision to its clientele.Community responsibilityFor ages, McDonalds has been supporting the exceeding Games through feeding program aimed at feeding the athletics. McDonalds is also involved in various charities and also supports education in the developing countries where it has its franchises and fast food restaurants. As part of its bid to return back to the society, McDonalds has sponsored several children programs involving eradication of illiteracy and poverty.McDonalds also sponsors a number of events worldwide including the Olympic Games and walks. Over the past calamities, McDonalds has been involved in disaster response where it has supported the victims of such disasters. Just recently during the Haiti disaster, McDonalds locomote in to donate a handsome amount towards the rebuilding of the finished country. According to Morris, Willey and Sachdev (p.54), McDonalds has also supported various community based programs such as sponsoring the education of poor children in India and Asia.ConclusionMcDonalds has been able to achieve high success through its identification of the elements that make it succeed most. These elements include its employees, customers and the suppliers. McDonalds values its employees and has various training programs to support their bid towards an excellent service provision. The company draws its success mostly from its employees. McDonalds also hires quality and highly invaluable employees thus ensuring continued success for the company.McDonalds also draws its success from its highly valued customers. The company provides the customers with nutrition information thus ensuring that the customer makes informed decision. Moreover, the firm develops well balanced diets that meet the dynamic requirements of each fast food market. Indeed, customers have enabled the firm to devel op strongly with most customers referring others to the fast food giant. The customers also benefit from the advice of the international nutritionists as well as the nutrition experts that are dissipated to McDonalds on a regular basis (Daft and Marcic, p.11).McDonalds support for the environment has ensured that its CSR continues to grow. The firm has many ways of giving back to the community. McDonalds supports various sponsorship programs, the most profound being that which supports the education of children (Carter and Clegg, p.48). McDonalds also feeds the athletes at the Olympic Games. Poverty eradication has also been a priority for the company as it seeks to improve the standards of living.McDonalds continues to support CSR and good business conducts and ethic across its operations, now and in the future to come through enhanced quality programs. Suppliers also form part of the core business that McDonalds supports. The suppliers are organized in supply chains to ensure that they continue to abide by the quality standards.RecommendationMcDonalds should make us of solar energy, which is a renewable form of energy. This will go a long way towards ensuring that there is less carbon emission. The EPA would thus be pleased with the efforts propagated by McDonalds.McDonalds should also run advertisements in the media to promote its balanced healthy diet. The advertisements should also contain nutrition advice on various ways of eating healthy fast food diets. The firm should also diversify its diets to ensure that it meets the requirements of different ages.