Business Project Management: McDonald's Case Study

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Managing a Successful Business Project
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Table of Contents
Introduction................................................................................................................................3
LO2 Conduct small-scale research.............................................................................................4
LO3 Analysis and recommendation.........................................................................................11
LO4 Reflect on the value gained from conducting the project and its usefulness to support
sustainable organisational performance...................................................................................22
Conclusion................................................................................................................................26
Reference List..........................................................................................................................27
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Introduction
As a trainee business consultant it is necessary to be well aware of every aspect of an
organisation. In this assignment, as a trainee business consultant for a restaurant it is required
that every activity of McDonalds is investigated so that the influence of its activities on the
restaurant can be figured out. Primary research has been used in order to gather more
information about the activities of McDonald’s so that proper strategies can be devised and
executed so that the restaurant can establish and operate successfully. The project proposal
has been addressed to line manager and the data so collected will be analysed.
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LO2 Conduct small-scale research
Quantitative Data Collection
Quantitative data collection can be defined as the process of gathering data by conducting
surveys. The data collected by using this method can be calculated or quantified such that it
can be used appropriately in order to infer the data properly and use it efficiently. Close-
ended questions are used in this method of data collection such that the data so collected can
be measured and infer the topic effectively, that is, proper conclusions can be drawn from it.
In order to gather information on the activities of McDonalds, 100 customers have been
surveyed. This will make sure that the restaurant that is to be established will get an idea of
the operation of McDonalds and its impact on the customers. The affect of McDonalds on the
restaurant can also be figured out thus aiding to devise apt strategies so that it can prosper.
Q1. What is your age?
Options Percentage of
responses
Number of responses Total number of
responses
18 to 30 years 20 20 100
31 to 40 years 30 30 100
41 to 50 years 40 40 100
Above 50 years 10 10 100
Table 1: Response obtained
Q2. What is your gender?
Options Percentage of
responses
Number of responses Total number of
responses
Male 48 48 100
Female 45 45 100
Others 07 07 100
Table 2: Response obtained
Q3. Which fast-food restaurants do you like to visit the most?
Options Percentage of
responses
Number of responses Total number of
responses
McDonalds 18 18 100
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KFC 25 25 100
Pizza Hut 15 15 100
Dominos 20 20 100
Burger King 12 12 100
Others 10 10 100
Table 3: Response obtained
Q4. Which kind of promotional techniques are used byMcDonalds in order to enhance
its profit?
Options Percentage of
responses
Number of responses Total number of
responses
Happy Meal 40 40 100
Breakfast 20 20 100
Lunch McValue 20 20 100
Set Meal 10 10 100
Desserts 10 10 100
Table 4: Response obtained
Q5. Which time do you prefer the most in order to eat at McDonalds?
Options Percentage of
responses
Number of responses Total number of
responses
Breakfast 08 08 100
Lunch 20 20 100
Dinner 30 30 100
Desserts 10 10 100
Snacks 32 32 100
Table 5: Response obtained
Q6. Which kind of advertising used by McDonalds has attracted you the most?
Options Percentage of
responses
Number of responses Total number of
responses
Newspaper 08 08 100
Internet 40 40 100
Billboards 05 05 100
Magazines 03 03 100
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Posters 12 12 100
TV 30 30 100
Others 02 02 100
Table 6: Response obtained
Q7. The methods of advertising used by McDonalds, does it affect you?
Options Percentage of
responses
Number of responses Total number of
responses
Yes 70 70 100
No 25 25 100
Indifferent 05 05 100
Table 7: Response obtained
Q8. Why do you choose McDonalds to have your food?
Options Percentage of
responses
Number of responses Total number of
responses
Delicious cuisine 20 20 100
Good ambience 22 22 100
Reasonable rate 25 25 100
Gifts 23 23 100
Wi-Fi available 03 03 100
Easy to find 07 07 100
Table 8: Response obtained
Q9. What is your expenditure in McDonalds for one meal?
Options Percentage of
responses
Number of responses Total number of
responses
Less than £10 10 10 100
£11-£20 50 50 100
£21-£30 30 30 100
Above £30 10 10 100
Table 9: Response obtained
Q10. How will you evaluate McDonalds?
Options Percentage of Number of responses Total number of
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responses responses
Good packaging 30 30 100
Good advertising 40 40 100
Good taste 10 10 100
Quick service 20 20 100
Table 10: Response obtained
Q11. How will you rank your level of satisfaction based on your recent visit to
McDonalds?
Options Percentage of
responses
Number of responses Total number of
responses
Very poor 10 10 100
Poor 20 20 100
Good 50 50 100
Very Good 15 15 100
Excellent 05 05 100
Table 11: Response obtained
Q12. How far do you agree that McDonalds offer good services to its customers?
Options Percentage of
responses
Number of responses Total number of
responses
Strongly agree 30 30 100
Agree 40 40 100
Disagree 20 20 100
Strongly disagree 10 10 100
Table 12: Response obtained
Q13. While choosing a restaurant which factor do you consider being the most
important?
Options Percentage of
responses
Number of responses Total number of
responses
Price 30 30 100
Product variety 15 15 100
Quality of food 20 20 100
Nutrition 10 10 100
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Location 05 05 100
Quick service 20 20 100
Table 13: Response obtained
Qualitative Data Collection
Qualitative data collection can be defined as the process of collecting data that cannot be
measured. In order to collect qualitative data interviews are conducted and the questions
asked are open-ended. The data so collected cannot be calculated but can be inferred
subjectively based on the answers that have been given by the participants or
respondents.This form of data collection is beneficial in order to gain proper knowledge or
information on any topic that can be used to conclude the topic in a way that the readers can
fathom the topic properly. In order to collect dataregarding the activities of McDonalds two
managers of the organisation have been interviewed such that the strategies used by the
organisation to further enhance its customer service can be known and can be taken as an
inspiration for the restaurantthat has to be established so that its quality of customer service
can be improved.
Q1. Which are the factors considered by your organisation McDonalds in order to serve
the customers effectively?
Q2. Which kind of strategies has been devised in order to further enhance the service
offered to the customers?
Research Methodology
Research methodology can be defined as the process of applying various methods of
investigation or analysis in a study. It is a strategy that is used to conduct an investigation on
a given topic (Kumar, 2019). It is a method that is used to achieve the objectives and aims of
the study or investigation that is conducted.
Research Design
Research design can be defined as the methodologies that are utilised in order to collect and
investigate the variables that have been identified in the investigation issue. It encompasses
the way of data collection along with its analysis such that a research can be conducted
effectively. There are two kinds of research design namely, conclusive and exploratory
research design. In order to conduct this research conclusive research design has been used
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as the need of data is clear and the sources of data are defined aptly. The form of collectionof
data is structured in this case (Creswell and Poth, 2017).
Research Approach
Research approach is of three kinds namely, deductive, inductive and abductive research
approach. In order to conduct this research deductive research approachhas been used as the
conclusion of the research project has been deuced (Sekaran and Bougie, 2016). The data has
been collected in order to investigate the theories that exist and aids to verify the theories.
Research Philosophy
Research philosophy can be defined as the process of source, background and growth of
information or knowledge. The way in which information or statisticsis gathered, investigated
and utilised is termed as research philosophy (Hughes and Sharrock, 2016). There are four
kinds of research philosophy namely, realism, pragmatism, positivism and interpretivism. In
this research, positivism research philosophy has been used as in this research philosophy
large sample of data that are structured is used. In positivism research philosophy, both
qualitative and quantitative methods of data collection can be used.
Data Collection Method
The process of data collection is the procedure of gathering information from sources that are
relevant. It aids to figure out the solutions of the issues of research. In order to collect data on
the given topic bothprimary and secondary methods of data collection is used (Palinkas et
al., 2015). Primary method of data collection is the process of gathering information by
conducting surveys and interviews while in the secondary method of data collection the
journals, articles and reports that have been already published are used.
Sampling
Sampling is the process of selecting particular members from a population that has to be
investigated. In order to conduct research on the given topic, random probability
samplinghas been used as the members are selected randomly as every member of the
population has equal right of being selected for the investigation (Emerson, 2015).
Reliability and validity
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The data that has been collected in this is not so reliable and valid as only 100 customers have
been surveyed that cannot be scaled for millions of customers. Moreover, the data that has
been collected mainly corresponds to the customers of the United Kingdom therefore it
cannot be taken as a pillar of support for other parts of the world (Research-methodology.Net,
2019).
Ethical Considerations
While the research was conducted it was made sure that the participants will not be forced to
participate in the surveys or the interviews. It was ensured that the respondents will not be
harmed in any way and in any case if the participants want to opt out of the process of data
collection they will be allowed to do so.
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LO3 Analysis and recommendation
Quantitative Analysis
Q1. What is your age?
18 to 30 years 31 to 40 years 41 to 50 years Above 50 years
20
30
40
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Percentage of responses
Figure 1: Responses obtained
Analysis
The responses so collected shows that the participants mainly belonged to the age group of 41
to 50 years as 40% of participants voted for it. 30% of the participants belonged to the age
group of 31 to 40 years.
Q2. What is your gender?
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Male Female others
48 45
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Percentage of responses
Figure 2: Responses obtained
Analysis
The graph shows that the participants of the survey consisted of mainly males and females as
48% of the participants were males while 45% of the participants were females. Thus the
response so obtained signifies that the survey covered gender of all kinds however other
genders were not a part of this research.
Q3. Which fast-food restaurants do you like to visit the most?
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