Impact of Digital Transformation on McDonald : Report

Research Project

EXECUTIVE SUMMARY
The report is based on analysing impact of digital transformation on
functions of McDonald's, one of the leading food service organisation across the
globe. The research is based on collecting primary and secondary information of
title in order to develop critical understanding of research. Thus, the study will be
outlining discussion on primary collected data for making valid recommendation.

TABLE OF CONTENTS
EXECUTIVE SUMMARY ............................................................................................................2
PART 1............................................................................................................................................1
INTRODUCTION...........................................................................................................................1
Background of the research....................................................................................................1
Aim.........................................................................................................................................1
Objectives...............................................................................................................................1
Research Questions................................................................................................................1
Rationale ................................................................................................................................2
LITERATURE REVIEW................................................................................................................2
RESEARCH METHODOLOGY.....................................................................................................5
Research design......................................................................................................................5
Research philosophy...............................................................................................................6
Research approach..................................................................................................................6
Data Collection.......................................................................................................................6
Research limitations...............................................................................................................7
Sampling.................................................................................................................................7
TIMELINE.......................................................................................................................................7
PART 2............................................................................................................................................8
INTRODUCTION...........................................................................................................................1
Background of study...............................................................................................................1
Aim.........................................................................................................................................1
Objectives...............................................................................................................................1
METHODOLOGY..........................................................................................................................1
FINDINGS.......................................................................................................................................2
DISCUSSION................................................................................................................................10
CONCLUSION..............................................................................................................................12
APPENDIX....................................................................................................................................14
REFERENCES..............................................................................................................................16

PART 1
TITLE
To analyse various different stages adopted by McDonald's for digital transformation and
its impact on customers
INTRODUCTION
Background of the research
Digital technology is considered as an integration of bringing technology in areas and
operations of an organisation to maximize the productivity of firm. Also, it can be classified as a
way of involving the processing of operations and services in a way that it can result in an
increased rate of functions and factors involved (McDonald, 2015). Although, there are
enormous number of challenges in involving the transformation of the processes from manual to
digital but, it can actually help McDonald's in an increased rate of popularity as well as
productivity. As the involvement of digital technology can prove helpful enough for the
company because they can be able to gain a higher operate ability rate, the same way it can be
considered as an important way to attract customers to a high extent.
Aim
To analyse various different stages adopted by McDonald's for digital transformation and
its impact on customers
Objectives
 To analyse various stages of digital transformation.
 To analyse the challenges of involving digital technology in McDonald’s.
 To determine the impact of digital transformation on the customers of McDonald’s.
 To recommend ways of analysing the stages of digital transformation.
Research Questions
Q1. What are the different stages of digital transformation?
Q2. What are the challenges associated with the involvement of digital technology in
McDonald’s?
Q3. What is the influence of digital transformation on the customers of McDonald’s?
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Rationale
The topic, “To analyse various different stages adopted by McDonald's for digital
transformation and its impact on customers” has been chosen because since a few months, it has
been observed that the average productivity rate of McDonald’s has been decreased and the
reason has been associated as the fact that they are still making use of manual processing in some
operations. So, it acts as a time consuming process. Digital technology and transformation can
help McDonald's in maintaining the competitiveness in the market place. The customers have to
waste their huge amount of time as well which is very disappointing for them. Therefore, there is
a need of digital transformation in McDonald's so that the company can again become able
enough to attract the customers, which will also help them in an increased rate of productivity.
LITERATURE REVIEW
Various stages of digital transformation
Digital transformation- Digital transformation is the integration of digital technology
into all area of business. Digital transformation is different look of every company they define to
do changes in fundamental area of business. Digital transformation helps in operating the
business and deliver value to customers. The ways businesses need to adjust their existing
practise. Digital transformation is reworking of the product and strategies with in company by
levering current technologies. In contrast, new investment in technology and process to drive
new value for customers and employees to effectively complete in an event changing digital
technology.
There are following stages of digital transformation:
1. Business as usual- Organization provides familiar environment for customers and
employees as well as they start business as usual. They try to include new techniques and
new technologies in business.
2. Present and Active- digital transformation is improved present activities and touch
points of business. They active all new digital technologies and creativity of business
(Skilton, 2016).
3. Formalized- they support for new resource and technology, they define business to
proper formalization and introduces with new technology.
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4. Strategic- Organization include strategic decision for business they decide to make new
strategies which affect to improve planning for digital transformation ownership, efforts
and investment.
5. Converged- a dedicated digital transformation team forms guide business who based on
strategy and customers related goals. The infrastructure organization take shapes as roles,
expertise, models, processes and system which support transformation.
6. Innovative and Adaptive- a digital transformation is way of business change executives
and strategies recognize that change is constant. New system identifying what new
technologies are effect to ecosystem and market trend.
Benefits of digital transformation
Digital transformation is beneficial in many fields like study , business, retails business
etc. for example digital transformation is used in McDonald they provide service via digital
media, McDonald also provide facility to customers to having app in mobile and placed order
where in city (Kane, Palmer and Kiron, 2015 ). From digital transformation they identity
location of store. Digital technologies change environment of organizations. The organizations
also provide new feature in the digital technology. Digital technology create new opportunities to
work differently and working differently creates new opportunities to infuse technology into the
work.
Advantages of digital transformation Improved Customer Acquisition and Retention- Organization provides the customers to
online service so there no chance for losing customers easily because the organization
interact customers continuously. Digital transformation allows to organization to tap
larger online market and delivering additional values for existing customers. Extended Global Reach- Companies provide an exact location about the customers and
tracking IP address of customer's. Increased Sales and Overall Profitability- digital transformation increase 26 percent sale
more profitable to average industry competitors. Digital marketing understand the
customer behaviour and more accurate targeting of product and services.
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