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Report on the Enterprise Culture of
McDonald’s Corporation
Lecturer：Liu Dongbiao(刘东彪)
Group 3
Wang Xiaoqian(王晓倩)Wang Yongshen(王永升)
Liu Huihui(刘慧慧)Li Luming(李路铭)
Huang Chao(黄超)
2011.6.3
1.Introduction
McDonald’s Corporation is the most biggest fast food group in the world.It was founded by two Jewish.In the year of 1961, it was taken over by an American called Clarke who was regarded as the father of the fast food industry.Clarke introduced his products to the markets and he was also the first one to introduce the instant eating conception to the public.Till 1965, McDonald’s stock entered the market, after which its value has been increasing nearly vertically all the time.Thus McDonald’s has established the kingdom of hamburger in the whole globe.Recently McDonald’s Corporation has 14,000 multiple stores throughout 72 countries which serve for 28 million consumers every day.Moreover, McDonald’s Corporation has been developing by opening one new multiple store per 7.3 hours.2.Analysis on the corporation concept of McDonald’s
Firstly we need to know a concept called “CI”.CI is short for corporate identity, which means the identity of corporate image or brand image.CI is also called CIS(Corporate Identity System)which stands for the identity system of corporation or group image.Furthermore, it’s a management strategy which involvesthe innovation of it’s own concept culture, behaviors and visual identity.It’s also a managing strategy aiming at creating a corporation image impregnated with various characteristics and specialties to gain the recognition of both the innate public and the exterior public.In 1960s Americans firstly put forward the conception of CI in the corporation management.It’s said that the conception was firstly adopted by IBM(International Busine Machines, a corporation in America).CI consists of MI, VI, BI(mind identity, visual Identity, behavior identity)
1)McDonald’s MI
MI means the combination of corporation ideas.It includes managing concept, managing aims, career goals, corporation spirits, managing concepts, consumer concept, value concept and so on.In McDonald’s Corporation, every manager must comply to the managing concept: Q S C+ V
Q definitely stands for quality.McDonald’s is quite strict in quality management.For instance, Coca Cola which is sold with hamburgers has been tested that when it’s temperature is 4℃,the favor is best.So the temperature of Coca Cola is required to maintain at 4℃ when it is being sold.From which we can see how strict McDonald’s management is.S means service which includes the comfort sense of shops, the upset of managing time, service attitude and so on.All the shop aistants would smile when they communicate with consumers, which would make consumers feel relaxed.And the interval between the consumer’s having chosen his food and their getting the food
will not be over 1 minute.McDonald’s multiple storesput the considerate and convenient service in the first place.In order to accommodate the needs of the paengers on the high-way, McDonald’s has opened lots of stores on the two sides of high-ways.They install a dialing machine in the place which is 10 meters away from their stores.When people pa by they can order the food through the dialing machine and get it when they pa by the store.C stands for cleanne.“you would rather did cleaning than leaned against the wall to have a break”.For the purpose of appealing to consumers, McDonald’s keeps their shops clean all the time and make their efforts to change the bias from the public that “cheap restaurants are not clean”.In the shop aistants’ daily principle, men must shave moustache and fingernails and keep the mouth clean and take a shower regularly.For woman, they must wear hair nets.Once the consumer leaves, shop aistants would clean the table instantly.V means value conveying the McDonald’s conception that “offer foods of high value and high quality to consumers”.For the purpose ofcarrying out the corporation’s managing concept utterly, McDonald’s appoint employees of the headquarters to evaluate the progre of multiple stores all over the world.2)McDonald’s VI
VI(visual identity)is the visualization of corporation identity or brand identity.It conveys the corporation or brand characteristics through the exhibition for unity, standardization of corporation or brands.VI includes primary elements(such as corporation name, brand name, symbols and so on)and applying elements(official goals, environment display, traffic tools and so on).Among the McDonald’s visual identities, the standard color yellow and the corporation symbol “M” are the most succeful ones.Yellow let people think of the foods whose prices are average.What’s more, the level of this colour’s recognition is quite high.The design of “M” is gentle which stirs people to step into the store.The double arches resemble the first letter of “McDonald’s” bitterly.As the brand picture of McDonald’s stores the golden yellow double arches have not only special characteristics but strongly penetrative strength.Colour is one of McDonald’s managing strategies as well.Say traffic signals, red stands for “stop” while yellow stands for “notice”.McDonald’s take advantage ofthis.The bottom color of the signboard is red, while the brand “M” above is yellow.When you see red, will you stop to have a look? When you see the golden yellow “M” will you arouse the eager of eating?
It can be a succeful commercial strategy appropriately in visual system.3)McDonald’s BI
BI conveys the corporation managing features through various employees’ behaviors and various producing and managing activities which includes leader education,employee training, regulations, quality control, behavior principles, entertainments, charity activities and so on.Advertisements
Nowadays McDonald’s would spend 600 million dollars on advertisements every year, of which most are spent on TV advertisement.McDonald’s managers think that McDonald’s is not the typical consuming career or the average restaurants.In their eyes “McDonald’s is not a food industry but an entertainment industry.McDonald’s is fond of applying peculiar methods to catch media’s fancy.Taking part in charity activities
McDonald’s headquarters require the owners of their multiple stores to participate the local charity activities so that that can be local news easily.Focusing on different markets McDonald’s take different measures.For example, in the family-centered market, they donate the income of selling hamburgers to the local schools.As estimated, McDonald’s would donate 4% of its total income to various charity activities every year.McDonald’s Uncle
As the image expreer of McDonald’s, McDonald’s Uncle is famous for his lovely appearance.McDonald’s would spend sums of money on the announcement of McDonald’s Uncle.The board think that he shouldn’t be something of a father while he should do the things children like to do despite he is an adult.In the USA, McDonald’s Uncle’s status is as important as that o f Santa Claus(Father Christmas)so McDonald’s win the most of the children’s market.3.Analysis on the managing features of human resources
1)Experience is superior to the background
McDonald’s own a large reservation troop which are composed of college students.30% of the employees are from the food service schools.40% of them are from commercial schools, the others are composed of college students, engineers.McDonald’s break through the rotten conception and employ large sums of young employees who have no working experience.2)Diversity and tolerance
For the purpose of eliminating the discrimination of minorities, females, homosexuals, developing diversity and tolerance, adopting and taking up diversity education, McDonald’s has build up cooperation relationship with Chinese-Americans, the handicapped and so on.So more than 40% of McDonald’s café owners or managers are women or minority emigrates.3)The unique promotion system
The feature of McDonald’s promotion system is unique and novelty.If
people haven’t cultivated the succeor of his or her current occupation, he or she will not be promoted.Thus the environment is like a roster gear.Everyone has to promise to take their pains in cultivating his succeor because that matters his reputation and prospects in the corporation.suggestions
McDonald’s has been developing so quickly.We have a suggestion for her developments.That is McDonald’s multiple stores can be opened in some small cities.Because more and more industries or companies have settled in small cities, the people there are living a high-pace life as well.It’s neceary for them to have instant food sometimes and McDonald’s can be a good choice.
