Community Engagement Report

This report analyzes McDonald's, a multinational fast food chain, focusing on its community engagement strategies. It examines the company's sector, size, structure, goals, mission, and values, as well as its customer base and their expectations. The report also includes a SWOT analysis to assess internal and external factors impacting the company's success. It further explores the role of employees in achieving organizational goals, the importance of training and development, and the specific skills and knowledge required for a managerial role within McDonald's. Desklib provides past papers and solved assignments for students.

COMMUNITY
ENGAGEMENT

Table of Contents
INTRODUCTION ..........................................................................................................................3
1. The sector in which it operates, the size, structure and explain its goals, mission and values.
.....................................................................................................................................................3
2. Identify its customers and what they expect from the organisation in terms of goods and/ or
services........................................................................................................................................4
3. Include a SWOT or PESTLE analysis to support your explanation.......................................5
4. Explain about the role of the employees within the organisation and how they support the
organisation achieve its goals......................................................................................................6
5. Explain about training and development and why this is important to organisations............7
6. Select a role from your chosen organisation and explain the importance of this role to the
organisation.................................................................................................................................7
7. Explain the skills and knowledge needed to carry out the role...............................................8
8. Explain what training and development requirements need to be considered........................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
.......................................................................................................................................................10

INTRODUCTION
Community engagement is a process that assist communication, involvement and
interaction between a company in order to achieve the organisational outcomes. This file will
study various aspects of McDonald's. Additionally, this file will discuss about the targeted
customers and their expectations regarding the products and services of the company. In order to
understand the impact of internal and external environment of McDonald's, various analysis
would be implemented such as SWOT and PESTLE. Also, the report will discuss about the role
of company's employees and their contribution to achieve McDonald's objectives. Addition to
this, the importance of training and development will also be discussed. McDonald's is a
multinational fast food chain company. The respective company conducts its operation
worldwide with the total number of 37, 241 restaurant all around the world. McDonald's serves
various fast food products such as Hamburger, Chicken, Soft drinks, Salads, Coffee, etc.
1. The sector in which it operates, the size, structure and explain its goals, mission and values.
Size and Structure
McDonald's is a multinational fast food company which operates in restaurant industry.
The respective company operates through franchisees, corporation or affiliations. McDonald's
serves various fast food items such as french fries, burgers, chicken products, etc. Total number
of employees working in the organisation are approx 235,000. Additionally, the revenue of
respective fast food company is 4. 74 billion euros which reflects a fall of 6.69% with every
coming year (McDonald's Revenue 2006-2018 | MCD, 2018). McDonald's have a divisional
organisational structure, as each division handles different operational area.
Illu
stration 1: McDonald's leadership structure in international markets
Sources: McDonald's leadership structure, 2018

The business operations are divided as per the geographical locations such as United States,
Europe, Asia Pacific, Middle east and Africa and other regions. Thus, each of these regions have
different departments such as marketing, finance, etc.
Goals- The key goal of McDonald's is serve quality food products to the customer.
Additionally, the respective company is focusing of providing friendly and fun environment to
the consumers ( Habibi, Laroche and Richard, 2014).
Mission- McDonald's mission is to become the customer's most preferred place for
dining. Company has a strategy by the name plan to win which is comprises on providing
exceptional services to the customers.
Values- McDonald's believes in serving people. Also, the respective company is focusing
on enhancing the success of employees, customers and business partners through appropriate
teamwork, accountability and innovation.
2. Identify its customers and what they expect from the organisation in terms of goods and/ or
services.
McDonald's customers are the individuals who enjoy consuming fast food products and
are involved in consuming quick food items. Also, there are various aspects that the customers
look for while consuming the products and services or the respective organisation. These are
mentioned below:
Price- This is one of the most important factor which have the power to attract to
customers or vice versa. Hence, customers expects price to be fair which competes the quality of
the products and services of McDonald's.
Convenience- Every customer looks for the comfort and convenience while taking the
services of McDonald's. As the respective company have versatile customer demographics, it is
important to take note about every customers comfort and convenience to enhance their
experience.
Fairness- It is important to offer fair services to the customers to meet their expectation.
Fairness can be in the form of service quality, information, products,etc. The product needs to be
reliable which will help in building trust to the customers and add up more business to
McDonald's ( Attree and et. al., 2011).
Experience- It plays a major role in deciding the future business from every customer.
Customers of McDonald's expect clean services and good quality of products which will help in

enhancing their customer's experience. The end customers expects transparency regarding the
price changes, additional cost, product, etc. which helps in having a positive experience of
customers.
3. Include a SWOT or PESTLE analysis to support your explanation.
There are two types of environment that have the power to impact the organisation's
decision making. These are internal environment and external environment. Internal environment
is consist of employees, management, resources, etc. (Alvial and et. al., 2011) Additionally, the
internal environmental factors can be altered according to the requirements of the organisation
with the help of SWOT analysis which is discussed below:
SWOT of McDonald's
Strength
 The Global brand value of McDonald's is near by €86.33 billion.
 McDonald's have a huge variety of product line which helps in grabbing big market
share. Some of the products range are burgers, fries, drinks, etc.
 The promotional strategy of McDonald's is very effective which attracts more customer
to indulge in consuming fast food products ( Bressan and Seroussi, 2015).
Illustration 2: internal-environmental-factors
Sources: internal-environmental-factors, 2018

Weakness
 The food products of McDonald's are considered unhealthy. This is due to ingredients
such as fat, carbohydrates , salt and sugar which are considered as the unhealthy
ingredients.
 Pay scale to the employees of McDonald's is very low due to which the staff members do
not work up to their full potential. Additionally, it reflects a bad image in the market.
Opportunity
 McDonald's has the opportunity to expand its menu in areas where they can still expand
business. For example, the respective company can introduce various types of coffees and
other beverages to expand its menu (SANYAL, 2018).
 McDonald's is looking forward to expand its business to more underdeveloped areas as it
has already settled up good business in Europe, UK and North America.
Threat
 There are various big competitors which can influence the market of McDonald's such as
KFC, Subway, Burger King, etc.
 Changing diet preferences of customer lays a concern on the demand of fast food
products which are offered by McDonald's.
4. Explain about the role of the employees within the organisation and how they support the
organisation achieve its goals.
There are various roles of employees in organisation which helps in achieving goals of
McDonald's. These are mentioned below:
Analyse Customers Need- The first and the foremost role and duty of employees of
McDonald's is to study the needs and wants of the customers. As McDonald's is a hospitality
based company. Hence, analysing the customers needs is one of the main role of employees.
Team Work- To achieve better results and harmony among the employees, it is
important to be a team player (Eze and Jooda, 2013). Hence, it is the responsivity of an employee
to work in a team in order to attain company goals and increase the productivity which will help
in having better outcomes for McDonald's.
Enhance Customer's Experience- It is the responsibility of employees of McDonald's is
to maximise the positive experience of the customers. This is because a positive customer

experience can help in attaining future business from the customers. Hence, the employees needs
to provide adequate services and help the customers whenever they need.
Provide quality services to Organisation- Apart from working for the customers, the
employees have duties towards McDonald's to work up to their full potentials and help the
respective company to achieve its objectives which is to maximise profit and sales level.
5. Explain about training and development and why this is important to organisations.
Training and development plays a vital role in McDonald's. There are various training
programs which are adapted by the organisation such as management training program, sales
training, employee training, etc. (Cawood, 2011) The importance of training and development
for an organisation in mentioned below:
Improves employees performance- The employees which receives adequate training are
more productive then other employees. Such training helps the employees in having a better
understanding about their roles and responsibilities. Thus, practising these training programs
helps employees in polishing their skills which ultimately helps in achieving goals and objectives
of the company.
Addresses Weaknesses- Every individuals have different set of strength and weaknesses.
Hence, certain development programs can help the staff members to develop certain skills and
knowledge which is required to complete the tasks. Thus, development training programs can
help in addressing and overcoming the weaknesses of employees of McDonald's and help in
attaining objectives of the respective company in a more efficient manner.
Enhances company's reputation- Having an effective training strategy can help
McDonald's to attract potential new recruits which are seeking for enhancing their personal skills
and future growth. This helps in developing a positive reputation of the respective company in
the market among the new graduates and other recruits through certain on job trainings such as
on job learning, Mentoring, In house training, etc.
6. Select a role from your chosen organisation and explain the importance of this role to the
organisation.
There are various roles and responsibilities of a manager in McDonald's. Similarly, it is
important to understand the importance of their responsibilities for and how it is important for
organisation. These are mentioned below:

Hiring and Staffing- The managers of McDonald's are responsible for hiring new
individuals. Hence, Managers help the organisation to hire skilled employees and improve the
productivity of company which helps in achieving company's objectives.
Performance Evaluation- Managers of McDonald's help in evaluating the performance
of other employees which helps in keeping a track and further taking certain measure to improve
the skills and other issues (Jones, and Saundry, 2012).
Planning and Goal setting- Managers of McDonald's helps in setting goals and further
planning various strategies in order to achieve those goals and objectives.
7. Explain the skills and knowledge needed to carry out the role.
There are certain skills and knowledge which are required to carry out the roles of
managers of McDonald's successfully. These are mentioned below:
Leadership- The manager of McDonald's should have a leadership quality which will
assist in guiding other individuals of the team to operate responsibly and in the right direction.
Thus, it is an important skill for the managers to possess.
Communication- It is one of the important skills which mangers of McDonald's should
have. This is because effective communication helps in problem solving which is very much
required in the respective company to assist the concerns of other employees.
Critical thinking- Managers of McDonald's should have the ability to take appropriate
decisions through critical thinking. This is because day to day functions of McDonald's are very
complex (Hasson, 2014). Hence, the managers needs to take various decisions which require
critical thinking as well as decision making.
8. Explain what training and development requirements need to be considered.
There are certain training which can be considered by McDonald's in order to enhance the
skills of employees. These are tow types of training methods such as on the job and off the job
training methods which are mentioned below:
On Job Training Methods:
 Coaching- This is one of the effective method of training which is provided to on job
employees where various discussions are held about certain topics in order to provide
information to the employees in order to fulfil the requirements of the job role.
Off the job training methods:

 Transactional training- McDonald's uses software technology to take orders from the
customers. Hence, the employees of the respective company can be provided certain
trainings regarding the technology that is been used to transact orders and payments .
 Sensitivity training- Various situations arises in the hospitality which demands to be
taken care professionally (Sparrow, 2013). Thus, trainers of McDonald's should guide the
employees regarding methods which needs to be adapted in such situations. Additionally,
it is important for the employees to take certain measures to avoid such situations ans
misshapenness.
CONCLUSION
From the above discussion, it can be concluded that customers and their preferences have
a major role in altering the services of the company in order to assure more profit shares.
Additionally, it can also be concluded that the internal and external factors of business have an
influence on decision-making of the company. Similarly, there are various roles and
responsibilities of the employees from different departments of the company which works
towards a common motive to achieve the organisational objectives. However, there are certain
skills that are required to carry out the role and various training programs which can help in
enhancing the productivity of employees.

REFERENCES
Books and Journal
Habibi, M.R., Laroche, M. and Richard, M.O., 2014. The roles of brand community and
community engagement in building brand trust on social media. Computers in Human
Behavior, 37, pp.152-161.
Attree, P., and et.al., 2011. The experience of community engagement for individuals: a rapid
review of evidence. Health & social care in the community, 19(3), pp.250-260.
Alvial-Palavicino, and et.al., 2011. A methodology for community engagement in the
introduction of renewable based smart microgrid. Energy for Sustainable Development,
15(3), pp.314-323.
Bressan, P.L. and Seroussi, R.L., 2015. Who Are My Employees?.
SANYAL, S.C., 2018. Employee engagement in managing environmental performance: A case
study of the Planet Champion initiative, McDonalds UK and Sweden. In Contemporary
Developments in Green Human Resource Management Research (pp. 59-76).
Routledge.
Eze, P. and Jooda, O., 2013. Enhancing Working Relationship in a Multicultural Organization;
McDonalds Borlänge, Sweden.
Cawood, T.S., 2011. Welcome aboard: An examination of how new employees experience
cultural socialization (Doctoral dissertation, University of Pennsylvania).
Sparrow, J., 2013. The five key roles of managers: how HR can build engagement that lasts.
Strategic HR Review, 12(2), pp.83-88.
Hasson, H., and et. al., 2014. Managing implementation: roles of line managers, senior
managers, and human resource professionals in an occupational health intervention.
Journal of occupational and environmental medicine, 56(1), pp.58-65.
Jones, C. and Saundry, R., 2012. The practice of discipline: evaluating the roles and relationship
between managers and HR professionals. Human Resource Management Journal, 22(3),
pp.252-266.
Online
McDonald's Revenue 2006-2018 | MCD, 2018. [Online]. Available
through:<https://www.macrotrends.net/stocks/charts/MCD/mcdonalds/revenue>.