Impact of Digital Transformation on Functions of McDonald's
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Added on 2020-12-26
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Research Proposal on Analyzing the Impact of Digital Transformation on McDonald's:
Part 1:
- The report focuses on analyzing the impact of digital transformation on McDonald's.
- The study aims to collect primary and secondary information to understand the research.
- The aim is to analyze the various stages of digital transformation and its impact on McDonald's customers.
- The objectives are to analyze different stages of digital transformation, challenges of involving digital technology in McDonald's, determine the impact of digital transformation on customers, and recommend ways to analyze digital transformation stages.
- The research questions are related to the different stages of digital transformation, challenges associated with digital technology in McDonald's, and its impact on customers.
Part 2:
- The second part contains the methodology, findings, discussion, and conclusion sections.
- The appendix contains additional information, and the reference section lists the sources used.
Impact of Digital Transformation on Functions of McDonald's
Added on 2020-12-26
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Research Proposal
EXECUTIVE SUMMARY The report is based on analysing impact of digital transformation on functions ofMcDonald's, one of the leading food service organisation across the globe. The research is basedon collecting primary and secondary information of title in order to develop criticalunderstanding of research. Thus, the study will be outlining discussion on primary collected datafor making valid recommendation.
TABLE OF CONTENTSEXECUTIVE SUMMARY ............................................................................................................2PART 1............................................................................................................................................1INTRODUCTION...........................................................................................................................1Background of the research....................................................................................................1Aim.........................................................................................................................................1Objectives...............................................................................................................................1Research Questions................................................................................................................1Rationale ................................................................................................................................2LITERATURE REVIEW................................................................................................................2RESEARCH METHODOLOGY.....................................................................................................5Research design......................................................................................................................5Research philosophy...............................................................................................................6Research approach..................................................................................................................6Data Collection.......................................................................................................................6Research limitations...............................................................................................................7Sampling.................................................................................................................................7TIMELINE.......................................................................................................................................7PART 2............................................................................................................................................8INTRODUCTION...........................................................................................................................1Background of study...............................................................................................................1Aim.........................................................................................................................................1Objectives...............................................................................................................................1METHODOLOGY..........................................................................................................................1FINDINGS.......................................................................................................................................2DISCUSSION................................................................................................................................10CONCLUSION..............................................................................................................................12APPENDIX....................................................................................................................................14REFERENCES..............................................................................................................................16
PART 1TITLETo analyse various different stages adopted by McDonald's for digital transformation and itsimpact on customersINTRODUCTIONBackground of the researchDigital technology is considered as an integration of bringing technology in areas andoperations of an organisation to maximize the productivity of firm. Also, it can be classified as away of involving the processing of operations and services in a way that it can result in anincreased rate of functions and factors involved (McDonald, 2015). Although, there areenormous number of challenges in involving the transformation of the processes from manual todigital but, it can actually help McDonald's in an increased rate of popularity as well asproductivity. As the involvement of digital technology can prove helpful enough for thecompany because they can be able to gain a higher operate ability rate, the same way it can beconsidered as an important way to attract customers to a high extent. AimTo analyse various different stages adopted by McDonald's for digital transformation andits impact on customersObjectivesTo 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 QuestionsQ1. What are the different stages of digital transformation?Q2. What are the challenges associated with the involvement of digital technology inMcDonald’s?Q3. What is the influence of digital transformation on the customers of McDonald’s?
Rationale The topic, “To analyse various different stages adopted by McDonald's for digitaltransformation and its impact on customers” has been chosen because since a few months, it hasbeen observed that the average productivity rate of McDonald’s has been decreased and thereason has been associated as the fact that they are still making use of manual processing in someoperations. So, it acts as a time consuming process. Digital technology and transformation canhelp McDonald's in maintaining the competitiveness in the market place. The customers have towaste their huge amount of time as well which is very disappointing for them. Therefore, there isa need of digital transformation in McDonald's so that the company can again become ableenough to attract the customers, which will also help them in an increased rate of productivity. LITERATURE REVIEWVarious stages of digital transformationDigital transformation- Digital transformation is the integration of digital technologyinto all area of business. Digital transformation is different look of every company they define todo changes in fundamental area of business. Digital transformation helps in operating thebusiness and deliver value to customers. The ways businesses need to adjust their existingpractise. Digital transformation is reworking of the product and strategies with in company bylevering current technologies. In contrast, new investment in technology and process to drivenew value for customers and employees to effectively complete in an event changing digitaltechnology.There are following stages of digital transformation:Business as usual- Organization provides familiar environment for customers andemployees as well as they start business as usual. They try to include new techniques andnew technologies in business.Present and Active- Digital transformation is improved present activities and touchpoints of business. They active all new digital technologies and creativity of business(Skilton, 2016).Formalized- They support for new resource and technology, they define business toproper formalization and introduces with new technology.
Strategic- Organization include strategic decision for business they decide to make newstrategies which affect to improve planning for digital transformation ownership, effortsand investment.Converged- A dedicated digital transformation team forms guide business who based onstrategy and customers related goals. The infrastructure organization take shapes as roles,expertise, models, processes and system which support transformation.Innovative and Adaptive- A digital transformation is way of business change executivesand strategies recognize that change is constant. New system identifying what newtechnologies are effect to ecosystem and market trend.Benefits of digital transformationDigital transformation is beneficial in many fields like study, business, retails businessetc. for example digital transformation is used in McDonald they provide service via digitalmedia, McDonald also provide facility to customers to having app in mobile and placed orderwhere in city (Kane, Palmer and Kiron, 2015). From digital transformation they identity locationof store. Digital technologies change environment of organizations. The organizations alsoprovide new feature in the digital technology. Digital technology creates new opportunities towork differently and working differently creates new opportunities to infuse technology into thework.Advantages of digital transformationImproved Customer Acquisition and Retention- Organization provides the customers toonline service so there no chance for losing customers easily because the organizationinteract customers continuously. Digital transformation allows to organization to taplarger online market and delivering additional values for existing customers.Extended Global Reach- Companies provide an exact location about the customers andtracking IP address of customer's.Increased Sales and Overall Profitability- Digital transformation increase 26 percentsale more profitable to average industry competitors. Digital marketing understands thecustomer behaviour and more accurate targeting of product and services.Enhanced Customer Experience- Digital transformation provides a better rate ofexperience to the customers to maintain their various areas of growth. Companiesunderstand the need of digital transformation.
Challenges of involving digital technology in McDonald’sThere can be various factors and challenges that McDonald's have to face after theinvolvement of digital technology. Some very well-known and common examples of this can beconsidered as the fact that it is obvious enough that when they will involve the digital technologyin their firms, the employees must not be aware of the ways of using it. So, this can be termed astime consuming as well. Also, this can for that time affect the processing and speed of theoperations. Although after the successful implementation of the digital technology, there is apossibility that McDonald’s will receive higher rate of outputs but the implementation cost of thedigital technology is costly. It is because while they will implement the digital technology and itsdifferent aspects, there will be various gadgets and technologies to be involved and that can seemcostly enough. So, this can be classified as one of the challenging factors that McDonald's mayhave to face. Also, the employees should cooperate with the management. The management should provide proper training and orientation to the employeesregarding the use of digital technology because they must not be aware of using andimplementing it (Skilton, 2016). Maintaining the privacy concerns and features is also equallyimportant. In the initial phases, the employees must not be aware of securing the data andinformation, so the management should cooperate with them as they will also take some time tolearn it. So, these can be considered as the challenging measures. If the employees take muchtime in understanding the use of digital technology, there might be the possibility that they willresult in a slower processing. It will further disappoint the customers to a huge extent. So, thesecan be considered as the challenges that McDonald’s may have to face during the involvement ofdigital technology in their processing of the operations and services. Impact of digital transformation on the customers of McDonald’sDigital transformation in McDonald’s can prove much beneficial for the company as wellas for the customers. It is because when they will include the use of digital technology andreplace the manual processes by the same, then there will be a possibility that their overallprocessing rate will increase to an extent. When the operations will be performed at a muchfaster rate, it is obvious that in a short span of time, they can become able enough to achieve allthe targets and goals. When they will be able to deliver the products and services at a faster rate,the customers will get happy and it is obvious. No customer wants to wait in queue for receivingthe orders etc. So, transformation of digital technology and replacing the manual one with the
same can actually prove helpful enough in getting their orders, processing and delivery to thecustomers at a much faster rate. Technology can be used by McDonald’s in various creativeways (Kane, Palmer and Kiron, 2015). McDonald's have developed an application for satisfyingand easing the requirements of the customers. By means of the application, the customers can easily order the items and there inMcDonald’s, a notification will pop out that there is an order. It can be considered as a veryeffective way because by such means, the customers can very conveniently order anything theywant and it will reach their door step as well. They do not have to wait and stand in large queuesfor getting their orders. So, this feature can help in providing a higher rate of satisfaction to thecustomers. Also, it will help in maximizing the overall rate of popularity as well as productivityof McDonald’s. Also, on the application, on the home page itself, McDonald’s can ensure to putall the offers and discounts. Also, they can pop up the notification feature so that on enteringevery single discount or offer, the customers who have developed the application can get pop upsand notifications so that they can get to know about it. This will help the customers to stay awareof all the offers and deals. Therefore, it can be considered that involvement of these ways andmeans as a source of digital technology can help McDonald's in an increased rate of operationsand in overall processing so that they can be able enough to maintain their competitiveness in themarket and also can get a satisfied rate of the customers. RESEARCH METHODOLOGYResearch is considered as a way of searching all the information in a systematic way thatit can be used in order to make the quality of the research more appropriate. Researchmethodology is classified as a theoretical framework which involves various different aspectsand that are discussed as below:Research designResearch design is considered as a strategy that helps in making the integration of theresearch in a better and coherent manner. It can be further classified in various types and somewell-known examples of this involves descriptive, experimental, semi experimental, review etc. The descriptive design considers the objectives of the case study or also, it can be associatedwith the realistic ones. In case of co relational, it deals with the observational researches. In this
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