Internal Supply Chain At A Local Mcdonald's Essay

Length: 5 pages Sources: 25 Subject: Business Type: Essay Paper: #80260220 Related Topics: Sustainable Agriculture, Toshiba, Global Supply Chain, Mcdonalds
Excerpt from Essay :

¶ … Internal Supply Chain at a Local McDonald's

Description of the company from an Australian market perspective, the products offered in the store visited, and the supply chain in which the store operates

The Australian McDonald's corporate Web site indicates that the company opened its first restaurant in an Australian suburb in 1971 and there are currently almost 800 McDonald's restaurants throughout the country, employing approximately 85,000 people (About us 2011). Although Australian McDonald's typically feature a majority of the standard fare offered at the company's restaurants around the world, some also feature regional specialties as shown in Table 1 below.

Representative products from a Sydney-based McDonald's restaurant

Meal

Product

Breakfast

Boston deli bagel

NYC benedict bagel

Bacon and egg McMuffin

Bakehouse brekkie roll

Rosti brekkie wrap

Assorted beverages

Lunch/Dinner

Hamburger/cheeseburger permutations

French fries

Baked fruit pies

McChicken sandwich

Chicken McNuggets

Filet-o-Fish

Various "combo" meals

Various family "dinner box" meals (available 5:00 P.M. -- 11:00 P.M. only)

Assorted beverages

Competitive priorities that the company is trying to achieve

Beyond the competitive priorities the company has with other fast food operators and traditional restaurants, an emerging competitive priority for McDonald's Australia is to distinguish itself by its corporate social responsibility and commitment to Australian vendors. In this regard, the company reports that, "McDonald's is committed to supporting Australian producers and manufacturers and our first preference is always to source produce from within Australia whenever it is viable and appropriate to do so" (Our suppliers 2011, p. 1). To its credit, the company is good to its word and almost 95 per cent of the company's food and packaging requirements in recent years have been locally acquired (Our suppliers 2011).

The company also makes it clear that among their primary competitive priorities is the need to establish a rapport with their internal and external customers that is characterized by long-term trust and loyalty. For instance, according to the Australian corporate Web site for McDonald's, "With more than one million people coming through our restaurants every day, it's their trust in our integrity that keeps them coming back. We earn that trust by respecting our customers and

...

1). In fact, McDonald's in Australia set itself apart from its global parent by forcefully rejecting the media message sent by the high-profile and critical documentary, "Super Size Me" (Sheehan, 2006). In addition, McDonald's Australia also partnered with The Food Group Australia (a group of accredited practicing dietitians), to send the right message to consumers about the company's Australia-based products as well as the fact that McDonald's routinely collaborated with them in developing new and healthier menu items (Sheehan, 2006). Indeed, Sheehan notes that, "Super Size Me gave McDonalds Australia an opportunity to blow its own trumpet on a major company initiative - the Salads Plus menu -- in a credible, editorial environment which has greater persuasive value and impact than advertising can ever hope to achieve" (p. 222). The overarching messages that McDonald's Australia developed in response to the Super Size Me issues included the following:

1. McDonalds advocates a balanced lifestyle offering menu variety, customer information to support an informed choice and the promotion and support of physical activity.

2. McDonald's Australia does not offer any supersize or upsize options.

3. McDonalds is all about offering choices. In August, 2003, McDonald's Australia introduced Salads Plus. All of the meals on this menu feature 10 gm of fat or less a serve and sugar and salt levels have been carefully considered during product development. The range already sells $1 million a year, reflecting a fundamental shift in Australian consumer heating habits.

4. The main McDonalds Australia tactic was an advertising campaign consisting of three advertisements: two produced exclusively for television and, one ~ more pointedly ~ prepared for cinema. Each went to air 10 days after the launch of the film in Australia. The advertisements were made and placed only a week after the launching of the film and rebutted the documentary's claims (Sheehan 2006, p. 222).

Analysis of the efficiency and effectiveness of the supply chain and supporting rationale

The company has a highly efficient supply chain that has reached maturity. For instance, McDonald's Australia reports that, "McDonald's does not own any businesses that supply to us and we have long-term relationships in place with many of our suppliers, for example, we…

Sources Used in Documents:

References

'About us.' (2011) McDonald's Australia. [online] available: http://mcdonalds.com.au" target="_blank" REL="NOFOLLOW">http://mcdonalds.com.au / about-us/our-story.

Comerford, M.S. (2007, June 17) 'Magna Cum Corporate Chicago-Area Corporate

Universities Teach the Company Line.' Daily Herald, p. 1.

Fruin, W.M. (1997). Knowledge works: Managing intellectual capital at Toshiba. New York:


Cite this Document:

"Internal Supply Chain At A Local Mcdonald's" (2011, September 29) Retrieved June 25, 2021, from
https://www.paperdue.com/essay/internal-supply-chain-at-a-local-mcdonald-52236

"Internal Supply Chain At A Local Mcdonald's" 29 September 2011. Web.25 June. 2021. <
https://www.paperdue.com/essay/internal-supply-chain-at-a-local-mcdonald-52236>

"Internal Supply Chain At A Local Mcdonald's", 29 September 2011, Accessed.25 June. 2021,
https://www.paperdue.com/essay/internal-supply-chain-at-a-local-mcdonald-52236

Related Documents
Supply Chain Management Hypothesis Defined Concepts of
Words: 24788 Length: 80 Pages Topic: Business - Management Paper #: 27040353

Supply Chain Management Hypothesis defined Concepts of SCM and the evolution to its present day form Critical factors that affect SCM Trust Information sharing and Knowledge management Culture and Belief -- impact on SCM Global environment and Supply Chain management "Social" and "soft" parameter required for SCM Uncertainties This chapter aims to give an outline and scope of the study that will be undertaken in this work. The study lays out the issues faced by manufacturing organizations when it comes

Mcdonald's New Challenges a Look at How
Words: 1999 Length: 7 Pages Topic: Business Paper #: 5207822

McDonald's New Challenges A look at how socio-culture trends such as obesity will require that McDonald's breaks from standardization on a grand scale (Fitness Mantra, 2007) Industry Overview Influence of Culture and Demographics Supporting Work McDonald's is the multi-national company (MNC) that has worked to break through internal barriers on a global scale. McDonald's has been at the forefront in new market expansion and the organization has now covered nearly every market on the globe (Lafontaine

Mcdonalds Works Within the Quick Service Industry,
Words: 1343 Length: 5 Pages Topic: Business Paper #: 11980525

McDonalds works within the quick service industry, where they have a differentiated position (Mantkelow, 2014). Although low price is a starting point for firms in the industry, McDonald's is not the lowest-price competitor in the business. They try to use branding as a means of creating differentiation for their products, many of which have trademarks for their own (i.e. Big Mac, Quarter Pounder, McCafe). The company's strategy therefore relies heavily

Mcdonalds Is the Number One Quick Service
Words: 2587 Length: 8 Pages Topic: Business - Advertising Paper #: 58006962

McDonalds is the number one quick service restaurant brand in the world, and by far and away the market leader in the U.S. While it would be reasonable to assume that a company so large and powerful could simply do whatever it wanted in terms of strategy, that is not necessarily the case. David took the basic SWOT analysis concept, an old diagnostic tool that is used frequently in strategic

Mcdonald's India and Eurodisney After
Words: 2100 Length: 7 Pages Topic: Business Paper #: 21615591

external supply. d) When expanding, a crucial decision refers to the actual place in the foreign country where to open the new operational facility. This should be selected based on the concentration of the target market as well as its access to the location. e) The fact that the company has been successful in the past does not automatically mean that it will be successful in the future expansion projects. It

Internal and External Business Environment of Two
Words: 5701 Length: 18 Pages Topic: Business Paper #: 62681764

internal and external business environment of two fast food giants, McDonald's and KFC. The major sections of the paper include introduction to the companies; the competitive analysis of the fast food industry using five forces model; the Balanced Scorecard and SWOT analysis of the companies; and a set of recommendations in the light of these analyses. The purpose of this paper is to present an analysis of the Global fast