One of the dimensions along which companies develop their operation strategy is quality. For example, the fast food company McDonald’s aims to maximize the quality of its products within available resources or constraints such as price and cost constraints. McDonald’s uses the production line method to maintain consistent product quality. Thanks to this stable level of quality, customer expectations are met.
The business strategies used by Macdonald’s differ depending on the market of a particular country (Rajawat, 2020, p. 11). Each functional geographic unit of McDonald’s is fully responsible for producing and marketing its products in that region. Through this regional structure, McDonald’s could not only satisfy the local consumers’ needs in different geographical areas but also pursue maximum local development. They produce and market slightly different types of products in different areas and even have different prices. However, their philosophy of quality, service, cleanliness, and value is the same everywhere. (Han, 2017, p. 73). It is the standardization in quality control processes that allows the company to be so successful in different markets.
Their quality control system governs nearly every aspect of departmental and facility operations. Quality standards extend to relationships with suppliers, requirements for them, supply chains, staff training, etc. This makes it possible to provide customers with reasonably high-quality products and services.
Most of the clients report that they are satisfied with service quality, personnel quality, information quality, order quality, timeliness quality, and cleanliness quality in McDonald’s restaurants (Real Research Media, 2021). The company’s financial results also demonstrate the effectiveness of this strategy. McDonald’s annual net income for 2021 was $7.545B, a 59.5% increase from 2020 and 1.71% from 2018 (Macrotrends, 2022).
Reference List
Han, J. (2017) The business strategy of Mcdonald’s. International Journal of Business and Management, 3(11), pp.72-74.
Rajawat, A., Kee, D.M.H., Malik, M.Z.B.A., Yassin, M.A.Q.B.M., Shaffie, M.S.I.B.A., Fuaat, M.H.B., AlDosari, N. and Santoso, M.E.J., 2020. Factors: responsible for McDonald’s performance. Journal of the Community Development in Asia (JCDA), 3(2), pp.11-17.
Real Research Media. (2021) Mcdonald’s customer satisfaction 2021 – public survey results. Real Research Media. Web.
Macrotrends. (2022) McDonald’s Net Income 2010-2022. Macrotrends. Web.