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Abstract
The major area of management comprised of operation management, which includes controlling, designing along with redesigning, scheduling, organizing, and managing the procedure of creation of products as well as services and modernizing business operations. In addition to that, it mainly emphasizes on distribution along with the production of services as well as make certain products are manufactured successfully and distributed effectively. In other words, operation management can be defined as the combination of utilization of various resources along with the implementation of a number of procedures for the completion of the job such as the transformation of resources into finished goods. Similarly, when it comes to applying a strategic approach (operations strategy) to operations related to management then it leads to the chain of resolutions that ultimately allow a business unit to get a preferred structure of operations along with the infrastructure and set of particular capabilities for the competitive concerns.
In order to understand the entire concept of operational strategy, the case study of the fast food company known as McDonald’s along with its two competitors is presented which is going to identify the differences in terms of the significance of competitive edge dynamics. These have effects on the structure of operation as well as an infrastructural related resolution of each chain’s operations strategy.
Introduction:
The major area of management comprised of operation management, which includes controlling, designing along with redesigning, scheduling, organizing, and managing the procedure of creation of products as well as services and modernizing business operations. In addition to that, it mainly emphasizes on distribution along with the production of services as well as make certain products are manufactured successfully and distributed effectively. In other words, operation management can be defined as the combination of utilization of various resources along with an implementation of a number of procedures for the completion of the job such as the transformation of resources into finished goods. Similarly, when it comes to applying a strategic approach (operations strategy) to operations related to management then it leads to a chain of resolutions that ultimately allow a business unit to get a preferred structure of operations along with the infrastructure and set of particular capabilities for the competitive concerns.
In order to understand the entire concept of operational strategy, the case study of the fast food company known as McDonalds along with its two competitors is presented which is going to identify the differences in terms of significance of competitive edge dynamics. These have effects on the structure of operation as well as infrastructural related resolution of each chain’s operations strategy.
Current Internal Analysis:
Case Study on McDonalds The sound internal environment of Mc Donald reflects its leadership status in the fast-food industry. The global standardization achieved by Mc Donald pronounces to be the core competency of its internal environment. Among its internal qualities is its focus on diversity, adaptation to the local communities along with getting local people onboard. The global standardization is the product of strong internal communication system installed at Mc Donald. This was achieved through providing each restaurant with Computer access in crew rooms making the internal coordination easy (Essay, UK 2013)
Marketing Mix: Products
McDonalds as known for its scrumptious product line ranging from hamburgers to
sandwiches; French fries to salads and milk shakes to sundaes. Its innovation umbrella has
Big Mac, Quarter Pounder with cheese and Filet-O-Fish. However, in the wake of obesity Case Study on McDonalds
allegations, Mc Donald introduced some nutritional meals in its menu as well. (Essay, UK 2013)
External Customers
McDonalds as a customer-driven quick service restaurant. It relies heavily on its marketing
research findings and designs its offerings according to customer’s needs. Therefore it
keeps on introducing the new products and keeps on phasing out the old ones. Arguably
Big Mc is now considered to be at the ‘maturity phase’ (Business Case studies)
Price
Customers perceive value in terms of the price being charged. They process the worth of a product mentally. Therefore, a product needs to be carefully priced; to attain the same worth in the minds of consumers as intended. Although, McDonalds products were initially priced low but the risk of assessing them low on quality resulted in shift in pricing strategy. As the new products were rolled out, they were priced according to the value they were offering (WordPress.com 2011)Case Study on McDonalds
Promotion
Case Study on McDonalds The marketing team of McDonalds is cautiously tapping all possible marketing communications tools. It makes use of advertising on multiple mediums such as TV, radio, print media, and cinema as well as online (WordPress.com 2011)…
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