An Evaluation of McDonalds

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Unit: Strategic Operations Management Assignment title:

An Evaluation of McDonalds December 2016

Important notes

 Please refer to the Assignment Presentation Requirements for advice on how to set out your assignment. These can be found on the NCC Education website. Click on ‘Policies & Advice’ on the main menu and then click on ‘Student Support’.

 You must read the NCC Education documents What is Academic Misconduct? Guidance for Candidates and Avoiding Plagiarism and Collusion: Guidance for Candidates and ensure that you acknowledge all the sources that you use in your work. These documents are available on the NCC Education website. Click on ‘Policies & Advice’ on the main menu and then click on ‘Student Support’.

 You must complete the Statement and Confirmation of Own Work. The form is available on the NCC Education website. Click on ‘Policies & Advice’ on the main menu and then click on ‘Student Support’.

 Please make a note of the recommended word count. You could lose marks if you write 10% more or less than this.  All electronic media will be checked for plagiarism.

Introduction This assignment requires you to demonstrate skills you have learned throughout the course of this module. You are required to produce a fully referenced academic report to explain how an organisation uses operations strategy, and hence operations, to implement its business strategy. Assignment “It begins with delivering a great restaurant experience every time. Our owner/operators, suppliers and employees work together to meet customer needs in uniquely McDonald’s ways.” (http://www.aboutmcdonalds.com/mcd/investors.html, accessed 1st April 2016) “McDonald’s is the world’s leading global food service retailer with over 36,000 locations in over 100 countries. More than 80% of McDonald’s restaurants worldwide are owned and operated by independent local business men and women.” “The strength of the alignment among the Company, its franchisees and suppliers (collectively referred to as the “System”) has been key to McDonald’s long-term success. By leveraging our System, we have been able to identify, implement and scale ideas that meet customers’ changing needs and preferences. In addition, our business model enables McDonald’s to consistently deliver locally-relevant restaurant experiences to customers and be an integral part of the communities we serve. Our overall vision is for McDonald’s to become a modern, progressive burger company delivering a contemporary customer experience. Modern is about getting the brand to where we need to be today and progressive is about doing what it takes to be the McDonald’s our customers will expect tomorrow. To realize this commitment, we are focusing on our customers and what matters most to them – hot and fresh food, fast and friendly service, and a contemporary restaurant experience at the value of McDonald’s. The cornerstone of our System is our powerful and enduring Brand. We’re leveraging our competitive strengths: iconic menu items that customers love, a unique franchise model that empowers local entrepreneurs, size and scale that makes operational investments efficient and a global well-diversified geographic footprint.” (http://www.aboutmcdonalds.com/content/mcd/investors/company-overview/companyoverview-segment-information.html, accessed 1st April 2016) Effective strategic operations management lies at the heart of this competitive approach. Investigate McDonalds (using this web address as the starting point –

http://www.aboutmcdonalds.com) and produce a fully referenced academic report (using the Harvard Style) that answers the assignment task. The word count for the report is 3000 words. Although the McDonald’s website contains much material, you must look beyond the company’s website when researching the information you will need for this assignment. Your report should relate your findings to the academic theory used during the course.

Task – 100 Marks a) McDonald’s comprises a mixed manufacturing/service operation. Critically compare the different characteristics of the product and service operations and the consequential impact on the operational/performance measures employed. (25 marks) b) Critically discuss the role of Key Performance Indicators (KPIs) used by McDonalds for their manufacturing and service operations at a typical restaurant. You should illustrate your answer by giving ONE

(1) example of a KPI for each of the manufacturing and service operations (15 marks)

c) i) Draw, label and explain McDonald’s supply chain network. (Focus only on those aspects of the supply chain which are needed to directly produce and sell food.) (10 marks)

ii) Critically evaluate the role of the supply chain in addressing I. the concerns and needs of customers II. in supporting McDonald’s operations objectives (24 marks) d) Using evidence to support your answer, critically discuss how McDonald’s is implementing lean philosophy to minimise waste, yet still meets the demand for immediate service. (16 marks) e) Conclusion – summarise the main points from your report and discuss the implications for McDonald’s strategic operations. (10 marks) NB. References should be in the Harvard format and this will be acknowledged in the marks awarded for your response. Guidance Consult with your tutor if you are uncertain about any aspect of the assignment. You should apply theory to the case study at all stages. In other words, you must provide contextualisation of information and knowledge, etc. in the organisation, analysed through the application of relevant literature. It is not enough to just describe the case study organisation and cite links to the website. P

 A single word-processed document containing all material pertaining to all tasks.  The word count is 3000 words, not including the appendices.  The document should be properly structured as an academic report with a bibliography (online and literature sources) and appendices (where necessary). Refer to the Assignment Presentation Requirements for more information (see front cover).  Produce clear and specific reasoning to justify answers. 

 Work containing viruses, or work that cannot be run directly, will result in a fail grade being awarded for this assessment. Candidate checklist Please use the following checklist to ensure that your work is ready for submission. Have you read the NCC Education documents What is Academic Misconduct? Guidance for Candidates and Avoiding Plagiarism and Collusion: Guidance for Candidates and ensured that you have acknowledged all the sources that you have used in your work?

 Have you completed the Statement and Confirmation of Own Work form and attached it to your assignment? You must do this.  Have you ensured that your work has not gone over or under the recommended word count by more than 10%?  Have you ensured that your work does not contain viruses and can be run directly? 

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