Consumer Perception of Healthy Options: A McDonald's Case Study

This case study critically examines consumer perception towards McDonald's introduction of healthy fruit juice and salad options. The study aims to evaluate customer perception, analyze consumer attitudes towards healthy food, and recommend corrective measures. It explores the background of project management and the specific topic, including factors influencing research selection and the rationale behind choosing this subject. Data collection methods, organizational structure, project leadership requirements, and project scheduling techniques are discussed. The literature review covers customer perception concepts and attitudes towards healthy food. The project execution strategy and organizational structure are detailed, along with data recording and collection methods. The study also evaluates project planning techniques and their impact on the company's success, acknowledging challenges McDonald's faces due to its association with junk food. Desklib provides access to this and other solved assignments.

RESEARCH PROJECT

Table of Contents
Research title...............................................................................................................................1
Research aims and objectives......................................................................................................1
Background of project management...........................................................................................1
Background of the topic..............................................................................................................1
Factors contributing to the process of research selection............................................................2
Rationale for selection.................................................................................................................2
Data collection methods..............................................................................................................2
Appropriate organizational structure...........................................................................................2
Project leadership requirement and qualities..............................................................................3
Project scheduling, estimating and cost control techniques........................................................3
Principles behind project management system...........................................................................4
Literature review.........................................................................................................................5
Project execution strategy and organization structure...............................................................5
TASK 2............................................................................................................................................6
Enclosed in PPT..........................................................................................................................6
TASK 3............................................................................................................................................6
Record and collect relevant data.................................................................................................6
TASK 4............................................................................................................................................6
3.1................................................................................................................................................6
3.3................................................................................................................................................6
3.3................................................................................................................................................7
3.4................................................................................................................................................7

Research title
To critically identify the consumer perception towards the introduction of healthy
fruit juice and salad section: A case study of McDonald.
Research aims and objectives
Aims
The aim of this study is to critically identify the consumer perception towards the
introduction of healthy fruit juice and salad section: A case study of McDonald.
Objectives
The objectives of the present study is to critically analyse the customer perception
towards the introduction of healthy fruit juice and salad selection. In order to gain appropriate
subject knowledge it is necessary to understand the research objectives which are explained
below.
 To evaluate the concept of Customer perception
 To analyse the consumer perception towards healthy food like juices and salads.
 To recommend the corrective measures
Background of project management
Project management is a process through which a piece of work may get planned,
controlled, execute and close for the attainment of company objectives. With the help of this
concept, the researcher will be able to identify the time taken on the particular activity or task. It
will assist in decrease in the wastage of resources. Whereas, a project can be known as the
endeavour planned for the production of new and different product. For the current topic the
adoption of this concept will be done (Artto, Kulvik and Turkulainen, 2011).
Background of the topic
As per the current topic, McDonald is going to introduce its new product i.e. fruit juice
and salads. The organization has decided to introduce with a motive to analyse the consumer
perception towards the nutritious food. This will allow the management to take an overview and
their opinions over dietary food. The topic is going to cover a literature review which will
describe the opinions of different authors. As a result, the reader will be able to generate good
amount of knowledge over the stated subject. The stated firm is about to introduce the healthy

food due to changing eating habits of the customers. This has resulted in creating the problem of
obesity and another issues.
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Factors contributing to the process of research selection
There are different factors which can affect the research selection process of the
researcher. It may include the interest of the researcher towards the subject.
Rationale for selection
The current topic is adopted due to critically identify the consumer perception towards
the introduction of healthy fruit juice and salad section: A case study of McDonald. It is seen that
the changing habits of the people are affecting their health. For an instance consumption of
burgers and pizzas having negative impact on the health. This results in increasing the problem
of obesity. However, the management of McDonald has decided to introduce the concept of
healthy food. This will help the customers to increase the consumption of healthy food. In
addition to this, it will also assist in lowering down the health problems among the customers.
Data collection methods
In order to critically identify the consumer perception towards the introduction of
healthy fruit juice and salad section: A case study of McDonald. In this research both the primary
and secondary data collection methods are taken into consideration. With the help of primary
data, customer perception can be analysed. Here, the customer review will be gathered with the
help of questionnaire. In contrary to this, secondary data will be collected by adopting journals
and books. This will assist the researcher to identify the review and opinions of different authors
over the adopted subject. Both the sources will assist the researcher to gain good level of
understanding towards the stated topic.
Appropriate organizational structure
The stated organization has hierarchy structure which can help this organization to
perform roles and responsibilities in an effective manner. There are different participants of
McDonald within the organization such as employees, managers etc. The stated structure helps
these participant to remain connected with each other. With the help of hierarchy, the employees
at lower level will be able to communicate with the top level management. In addition to this, all
the departments are being supervised by higher authority. As a result, the employees will be able
to share their views and mindset about the company. The adopted structure will help the
employees and the managers as well in a way that it goals and objectives can be attained.
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Project leadership requirement and qualities
In order to attain any project leadership plays an essential role for providing proper
guidance and direction. In a project different activities are conducted if they are not properly
accomplished and on time then it can expand the length of project. However, it is important to
have a qualified leader so that the whole team can be managed. In addition to this, a leader must
require the quality to delegate the work to the team members as per their capabilities. This will
allow them to divide the work load or tasks in the smaller amount. Besides this, a leader needs to
have good communication skills As a projection director, superior communication skills are
critical. Within this role, the project manager is responsible for communicating with a very wide
variety of individuals at all levels within the working environment. Clear, specific and detailed
communication is essential to maintaining seamless project progress and project completion.
Project scheduling, estimating and cost control techniques
Key Activities
Week
1
Week
2 & 3
Week
4
Week
5
Week
6
Week
7
Week
8 & 9
Week 10 Week 11
Preparation of
Introduction
Literature Review
Collection of
Secondary
Information
Examination of the
Collected Data
Research Design
Research
Methodology
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Acquiring Primary
Data
Analysing Primary
and Secondary
Data
Conclusion and
Recommendations
Completion of
Leftover Work
Revision and Draft
Final Submission
In order to control the cost, activity based costing is taken into consideration. It will allow
the project manager to allocate the cost on the task as per the priority of the task. As a result, this
will assist the manager to effectively allocate the task so that cost can be managed.
Principles behind project management system
The reason behind the project management system is to make sure project achievement in
herring the programme. There are different techniques which are being adapted by the project
manager are give further. For an instance, infrastructure management is adopted for the
contribution of right sequence, time and people. Good infrastructure management means burn up
effort on converse in order which contributes to project achievement or where be deficient in of
information can lead to disappointment. We will do this by identifying the right objective
spectators for dissimilar group of infrastructure. As a result, this method is required to be
adopted by the project manger. Besides this, quality management is another element which can
be used by the manager. This will allow the manager to provide the range of quality in the
project. is far broader than that of difficult where the centre is on proving that the specifications
have been accurately translated into a working system. Quality Management is a business centric
approach that is involved in all aspects of the development process. The goal is to assure that the
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system will achieve the business objectives for both today and tomorrow's user community. This
technique will assist the manager to attain the project effectively. There are different techniques
which are being adapted by the project manager are give further. For an instance, infrastructure
management is adopted for the contribution of right sequence, time and people.
Literature review
Concept of Customer perception
As per(Wysocki, 2011), customer perception can be defined as the way through which
the information is being selected, organized and interpreted by the customers in order to create a
meaningful picture. In order to attain the organizational objectives and goals the management of
a company needs to focus on improving the customer perception. On contrary to this, ()
explained customer perception is a concept by which the views and perception of the consumers
can be analysed. There are number of factors that defined the customer perception such as price
and another experiences. There are different factors by which the customer perception can be
affected. It can be advertising, reviews, social media, personal experiences etc.
The consumer perception towards healthy food like juices and salads
According to (Wysocki, 2011), healthy food like juices and salads are nutritious and good
for health which is necessary be taken by the consumers in order to be fit and healthy. However,
consumers have positive perception towards nutritious food like juices and salads. These food
helps an individual to grow and stay fit. There are different types of juices are available by the
McDonald. It will provide a variety to the customers as per their needs and requirements they
can demand. On contrary to this, (Wu and Low, 2010) explained in this changing time the eating
habits of the consumers have changed. This has resulted in creating the health issues among the
consumers.
Project execution strategy and organization structure
The stated organization has hierarchy structure which can help this organization to
perform roles and responsibilities in an effective manner. There are different participants of
McDonald within the organization such as employees, managers etc. The stated structure helps
these participant to remain connected with each other. With the help of hierarchy, the employees
at lower level will be able to communicate with the top level management. In addition to this, all
the departments are being supervised by higher authority. As a result, the employees will be able
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to share their views and mindset about the company. The adopted structure will help the
employees and the managers as well in a way that it goals and objectives can be attained.
Besides this, project execution strategy is needed to be prepared with all the projects. It
consists of certain steps such as PES preparation, PES deliverables, project summary and driving
forces and success criteria. All these steps allow the researcher to execute the project with the
help of effective strategy. It will help the assist the manager to conduct all the tasks and events in
an effectual manner.
TASK 2
Enclosed in PPT
TASK 3
Record and collect relevant data
The recording and collection of data can be done with the help of two methods such as
primary and secondary. In this research both the primary and secondary data collection methods
are taken into consideration. With the help of primary data, customer perception can be analysed.
Here, the customer review will be gathered with the help of questionnaire. In contrary to this,
secondary data will be collected by adopting journals and books.
TASK 4
3.1
There are various evaluate technique which help to analysing the the projection planing.
In this way, the main objective of the firm is provided the high quality product and services and
charge at the the reasonable price. It helps customers to easily buy the product which will
increase the overall productivity of the firm as well market share. Company focuses on the target
customers under which they make the plan for providing the fruit juice and salade. The health
conscious people buy the goods and maintain the health. Project planing contributes the success
of the company because make the plan for providing the healthy food to their customers. On the
other hand, McDonald faces the many issues under which they famous for the junk food. As per
this, the health conscious people not prefer these types of the food which will decrease the sales
turnover (Heising, 2012).
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3.3
Research investigation plays an essential roles as it provides guidance to the researcher to
take proper knowledge over the subject. For the present research, there are certain limitations
such as the researcher has limited financial resources which resulted in limiting the investigation.
In addition to this, the researcher has a time constraints which has influenced has the research
process.
3.3
The success of the project can be measured with the surveys,There are various methods
to best determine how project success can be measured. You can measure a project outcome by
the scope, its baseline, individual goals, and end-user opinions. There are many ways to measure
a project’s success or failure, from expert advice to being innovative on your own. Choose
different measurement methods on each project to see which one defines your success best
(Wysocki, 2011)
3.4
In order to control the cost, activity based costing is taken into consideration. It will allow
the project manager to allocate the cost on the task as per the priority of the task. As a result, this
will assist the manager to effectively allocate the task so that cost can be managed. Besides this,
computer based scheduling and resourcing packages can be adopted by the organization. This
allows the management to schedule and resource will be effectively allocated. This will help the
organization to effectively attain the goals and objectives of the company.
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REFERENCES
Books and Journals
Artto, K., Kulvik, I., Poskela, J. and Turkulainen, V., 2011. The integrative role of the project
management office in the front end of innovation. International Journal of Project
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Bredillet, C., Yatim, F. and Ruiz, P., 2010. Project management deployment: The role of cultural
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Bredillet, C.N., 2010. Blowing hot and cold on project management. Project Management
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Burke, R., 2013. Project management: planning and control techniques. New Jersey, USA.
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Heising, W., 2012. The integration of ideation and project portfolio management—A key factor
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Mantel, S.J., 2011. Project management in practice. Wiley,.
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Meredith, J.R. and Mantel Jr, S.J., 2011. Project management: a managerial approach. John
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