E-Business Application at McDonalds Retail Store

E-Business Application 1
E-BUSINESS APPLICATION AT MCDONALDS RETAIL STORE
Student’s Name
Code + Course Name
Professor’s Name
University Name
City, State
September 22, 2018

E-Business Application 2
Table of Contents
I. Introduction..............................................................................................................................3
II. Current Operation.................................................................................................................3
III. Discussion.............................................................................................................................4
IV. Recommendation..................................................................................................................7
V. Conclusion............................................................................................................................8
References....................................................................................................................................9
Appendices................................................................................................................................11

E-Business Application 3
I. Introduction
Marketers and brands’ managers embrace the concept of ideation to produce quality
products and services to potential consumers. This initiative is also complemented by selecting
an appropriate physical location for the company. However, in addition to bricks and mortar,
there is need to establishing an online presence due to rapid changes of technology in the retail
business. To reach more customers who have access to devices like: smartphones, laptops and
iPads, the company needs to take advantage of new and innovative technology by creating
mobile applications. Online shopping provides a different experience to customers because
products and services can be ordered from the comfort of one’s home using a smart device. In
that case, McDonalds Company invests heavily in e-business to reach more clients and to meet
their demands. With an increased competition rate in the retail sector, managers need to attract
more customers to their physical stores using mobile apps in order to maintain and increase sales.
II. Current Operation
The McDonalds Company is known for fast food delivery all over the world. The
company started operating in the 1960s and is currently service customers through 30,000
different restaurants. Using its unique service provision that is more centered to the brand’s
culture, the company engages in organized modern artifacts like: McDonalds’ famous products,
aid organization and dispersion in classified advertisements. Approximately 75% of the company
is operated and owned by local entrepreneurs and serves more than 40 million customers per day.
Its globalization in different companies enables the company to get 82% of sales from 8 different
countries which includes: Korea, Japan, Australia, Germany, France and USA; making up
approximately 40% same store sales growth by March 2017 (see appendix B). The biggest
operational management achievement that the company got in globalization is the creation of

E-Business Application 4
quality products to gain a reputable brand image from potential customers (Rodrigues, Nikhil
and Jacob, 2016). Moreover, the company implements hygiene cautions which are a driving
force that helps the company to draw the attention of many customers. McDonalds has
formulated a commercial symbol and saturate form of advertisements that assists marketers to
advertise effectively by creating a good logo and brand name.
McDonalds Company has invested time and funds to form a technology board that helps
the company to research and implement new technologies that upgrade its operation as time
goes. A fundamental objective of this board is to recommend to McDonalds’ board of directors
to purchase sophisticated equipment that will be productive and save energy. In 2001, the
company started investing funds in its ordering system to improve sales and linking of sales
system through its back office. This step has assisted the company to analyze the inside state of
the e-business and generate 5 times of its income from 2007 to 2017 (see appendix A).
According to Rice (2007), managers and retailers are able to determine what customers prefer by
giving them an opportunity to review their products and services. A review helps managers to
know that products to eliminate from the market and what needs to be re-invented. All this effort
is more centered to determine how the brand will get more clients to stay healthy in the fast food
sector. In that case, the company offers a platform of suggestion from customers to help the
company to know how it will invest its capital in improving the electronic purchasing system and
how to make transactions less time-consuming.
III. Discussion
With the bricks and mortar aspect being fulfilled by the McDonalds, this study holds a
significant evaluation of the need to stores to have an effective online presence. This new
initiative is effective for McDonalds to stretch its marketing parameters. According to Ha and