Evaluation and Control Methods at McDonalds

military rating and lock Methods at McDonaldsEvaluation and Control of selling PlansI. AbstractEvery commercial organization looks to the bottom line to pace their degree of advantage over a given fiscal period, and as a barometer of performance as well as profit capability. And regard slight of the production(s), goods or services that smart set is engaged in the success of the organization depends on effective methods to generate gross sales, which is trade and the evaluation and tame of all factors indoors the enterprise. In addition, to the degree in which it can, the fellowship also needs to estimate and control factors or influence those aspects that atomic number 18 out side of the enterprise. The degree to which a comp any employs the correct methods within these spheres will determine to a wide extent the degree(s) of success it will have in the marketplace.Achieving success in the consumer argonna, as well as staying and thriving in that respect, is a functi on of an organizations ability to fulfill what it has learned with market research and then implement those projects eon evaluating and controlling their progress through the monitoring and measurement of results against forecasts. The forego is important, because without goals and objectives the process itself is moot. And to attain the predate roll in the hayment must be satisfactory to pin point as well as understand the copulation progress being made at constantlyy step in the selling and administrative (support) process to maturation the quality, value and reputation of its offering, be it a product goods or services as well as adjust, modify, control, and factors that act upon or are inherent in this synergy.The introductory success is defined by the priggish application of evaluative and control theories, of which in that location are a number of excellent spokespersons. Toys R Us, Nabisco, Honda, British Airways and boundless otherwise effort leaders have all managed to find the proper mix of evaluation and control methodologies in their industry sectors. And eon in that respect is no definitive system or methodology that is universal in that respect are principles that form the foundation for the development of those methods that work within the boundary of a interrupticular industry classification and thereof, marketplace. Given the subtle disposition of the comp wizardnts comprising these processes, evaluation and control, it was determined that the selection of the McDonalds Corporation would provide an illustrative example whereby the synergies are readily apparent. The promotion and selling of hamburgers has vaulted this keep company into a global icon that was foste flushed by creating a merchandise concept that the company utilizes throughout its organizational matrix. McDonalds is a stellar example of a merchandising engagen company that has forged new ground in its industry classification as a result of successful evaluative and control techniques.II. IntroductionIn business, the scorecard is revenue. It measures the success of management in growing and organizing the enterprise into a coherent motion that effectively and efficiently produces and sells its products. McDonalds is whizz of the worlds intimately successful marketing driven companies regardless of whether you personally concern of its menu offerings, the company has managed to build an extremely successful brand exemption with young adults, as well as segments of the population above thirty. The company recognized that adults have a wide breathe of selections from which to choose, and are typeface to the influences of associates, co-workers and circumstances in making such. Whereas children do not have this luxury, they are a product of the small surroundings they operate in, which is by and spectacular home, school and their play interludes with friends. And one of the most influential components within that environm ent is television.McDonalds built and maintains its immunity by consistently cultivating and dominating afternoon as well as Saturday cartoon and childrens shows to create a built in recognition and sales base in the young generation. This influence thus extends to their parents, who be scrape up marketing targets as well, and continues as McDonalds follows as well as leads them through elementary and high school, into college and the working world. The image built through these advertising messages is reinforced in locations, the huge McDonalds tractor-trailers with giant hamburgers on the side and the delivery of the product in outlets. Even the use of the color red has been selected to achieve consumer recognition (Goodell, 2003) as it relies upon its location in the color spectrum to give-up the g troops our eyes to it. Red, along with yellow tends to raise ones blood pressure ever so slightly as well as very evenhandedly dilate the pupils. These attention and recall factors have been incorporated into the recognizable McDonalds signage, locations and interiors.The preceding examples are long term components of the companys marketing strategy that have helped to drive sales making it the worlds largest fast food operator.III. An Appraisal of Evaluation and Control MethodsKotlers (2003) book Marketing guidance essentially states that the understanding of what to do and adjusting the processes while in motion, are the key principles of forging a marketing plan into revenue success. Least we forget, no matter how expertly crafted a marketing plan may be, results are not guaranteed. The foregoing is because market conditions counterchange on a consistent floor, as must varied components of the marketing plan to adjust to market realities. This does not say that the core or foundation of the plan needs adjustment, just its branches and tentacles (Britannica, 2005).Cook, et al (1993) indicated that overlooking the immenseness of theory in program evaluati on is a mistake. Senge (1994) elaborates on the foregoing in explaining that theory is a set of assumptions that are utilized in building a practical model on varied topics or business eye sockets. Scriven (1991) states evaluation is the process of determining the merit, worth and value of things and goes on to add, evaluations are the products of that process Control theories are outgrowth of the requirement for businesses to pick up entropy into meaningful statistical information for evaluation. Control also entails administrative, supervisory, output and logistics management (Schoensleben, 2000), and represents the selective information, processes and systems that evaluation theories as well as processes look at. Together, these 2 areas form the analytical process which is the key to all intellectual endeavors and the most powerful as well as versatile of ray of light disciplines such as design, statistics and logic.Brassington et al (2002) discusses the greatness of cont rols and the establishment of them to effectively monitor and manage information as well as oversee results by collection selective information for management review and evaluation. Without controls evaluation would be reduced to a study of provision measures to develop a means by which to pot the effectiveness of varied business functions such as manufacturing, sales, marketing campaigns, etcetera These are subject areas broached by Mills (1988) in describing the importance of verifying information gathered for analysis to ensure the proper foundational data is utilized in the process. The evaluation process is not just virtually raw numbers and data, Scriven (1980) states that Evaluation is what it is and adds that it is the determination of merit or worth, and what it is apply for is another matter. Weiss (1972) sees the process in a broader context that encompasses policies, processes, people and any aspect that forms a functioning leave of operations. The core of the pre ceding references establishes that manipulation of evaluations is to measure the results against the goals set at the onset, and to utilize this data in finish processes concerning modification and or improvement, if required.IV. The Importance of Evaluation and Control Methods at McDonaldsFounded by Dick and Mac McDonald in 1948 as a restaurant. The McDonalds we know immediately did not begin its fast food origins until the brothers introduced their Speedee Service System that barb Kroc utilized to establish the franchise system. This system, represents the control mechanics that McDonalds utilizes to control quality, sales and all aspects of operations that are tied into headquarter operations through regional branches that review and correlate the daily data. While the implications of the preceding are evident in todays terms, such was not the case when the company established its runner franchised outlet in 1953 (McDonalds Corporation, 2005). It is this franchise system th at provides McDonalds with the perfect control mechanism for its 20,000 global locations and the information tools via which the company can evaluate all(prenominal) operation (McDonalds Corporation, 2005).The McDonalds franchise system works so well because they say that military headquarters actually listens to them. This two-way intercourse path is a critical tool in retaining management control as well as a means to evaluate performance. The relationship surrounded by the individual McDonalds outlets and the corporation are so good that the idea for the Big Mac, Egg McMuffin and Ronald McDonald did not come from the headquarters operation, or even the companys advertising agency, but from a franchised descent owner (McDonalds Corporation, 2005). As a result of management listening so closely to its franchisees the companys same store sales actually continue to increase with the opening of more McDonalds, belying the problem of potential saturation and the resultant reducti on of revenues.The company has managed to develop such an excellent system of control because each of its outlets are owned by individuals with ties to their community and they are granted the license to run their business on a day to day basis within the broad context of McDonalds quality guidelines (McDonalds Corporation, 2005). The companys support and availability to its franchisees represents one of its most successful controls in that the assistance is welcomed, rather than being seen as supervision or meddling. The data collected through web base computer systems aids the company in understanding individual territories as well as individual store performance and assists in the planning of marketing and promotional campaigns as well as understanding matched tactics and developments as part of the excellent two-way feed-back process that exists between the franchise owners and the company.V. Assessment of the Methods of Evaluation and Control at McDonaldsThe open two-way com munication system that exists on the franchisor to franchisee basis within the McDonalds corporate purification and organizational matrix represents the interpersonal side of the relationship that fosters the flow of ideas as well as suggestions and innovations. On the data side, the restaurants are all equip with a two-way data link system that permits them to send updates on the daily tally of sales. This information provides McDonalds with information on the consumption dowery of products as well as the success rate of promotions and advertising/marketing programs. The sophistication of this information provides the company with data on adjustments, modifications and other changes that business leader need to be made to either increase the effectiveness of these programs, as well as the planning, timing and spacing of future programs, advertising and campaigns. The preceding represents the heart of the McDonalds franchise driven success in that the effectiveness of its market ing program has created an atmosphere where the company is ingrained as an iconic part of lifestyles. An audience the company clasps close tabs on through its daily product sales updates.One of the methods that the company employs to evaluate quality throughout its franchise chain is the utilization of mystery shoppers to provide feed-back (Leung, 2001). This program was implemented to keep franchise owners on their toes concerning quality control and policy with respect to node greetings, the offering of special promotions and order fulfillment along with a host of other things. This particular program has seen the quality scores come in at 81.9%, which is just marginally better than Burger King at 80.1%, Wendys at 80.7% and the 77% recorded for Taco Bell. The McDonalds score was only slightly higher(prenominal) than the 80% that is the mean average for all restaurant establishments nationwide (Leung, 2001). And while the company has not seen any dramatic increase from this parti cular program, the accumulative effect of all of the in-place as well as yet to be implemented measures represents a commitment to evaluative and control methodologies. Even in the face of mixed results in this instance, the continued emphasis within this area is beneficial as a policy.VI. RecommendationsThe evaluation and control theories and practices of McDonalds as part of their franchisee relationship, represents a company wide commitment to a two-way communication methodology for that doubles as a feed-back as well as data collection system. As is usually the case with any program(s) there will be periods and or instances that suffer from quality or information slippage as well as a net performance that is less than optimal however, the commitment to such a policy has helped to ask the company the leader within its field.The commitment of McDonalds to its open communication system and data collection methods provides the company with the means to monitor, evaluate and review marketing, administrative, policy and other areas which are all dependent upon public opinion. The seamless nature of the companys marketing, data and communication systems is a plus in providing management with information to make adjustments in control mechanisms through the evaluation of various programs and data sets. The civilization as well as methodology is in place, and even though there will be instances whereby the individual applications baron not relent the anticipated results the commitment to such close ties and pulse beat on its clients represents a company that understands the nature of the business it is engaged in customer satisfaction on all levels of contact. It is possible that the addition of short surveys and interviews might provide further benefits, but all in all McDonalds is progressively engaged in maintaining a close relationship with its outlets and customers through active control and assessment methodologies.VII. BibliographyBrassington, Frances, Pettitt, Stephen. 2002. Principles of Marketing. Pp 623 675. Prentice Hall. ISBN 0273657917Britannica Online. 2005. The Marketing Process Marketing Evaluation and Control. http//www.britannica.com/eb/article-27222?tocId=27222Cook, T.D., Shadish, W.R., Leviton, L.C. 1993. Foundations of Program Evaluation. P. 20. Sage Publications. ISBN 0803953011Goodell, JJ. 2003. Some Thoughts on Color. http//www.goodellgroup.com/color.htmlKolter, Philip. 2003. Marketing Management. Pp 256-345. Prentice Hall. ISBN 0130336297Leung, Shirley. 2001. McDonalds Asks conundrum Shoppers What Ails Sales. 17/12/2001. P. B1,3. The Wall Street JournalMcDonalds. 2005. The McDonalds History. http//www.mcdonalds.com/corp/ some/mcd_history_pg1.htmlMills, Charles. 1988. The Quality Audit A Management Evaluation Tool. McGraw-Hill. ISBN 007042484Schoensleben, Paul. 2000. Integral Logistics Management Planning Control of Comprehensive Business Processes. Pp 162 221. Saint Lucie Press. ISBN 1574442724Scriven, M. 1 991. Evaluation Thesaurus. P 1 Sage Publications. ISBN 0803943644Scriven, M. 1980. The Logic of Evaluation. P. 7. EdgepressSenge, Peter. 1994. The Fifth Discipline. Currency Publications. ISBN 0385260954Weiss, Carol. 1972. Evaluation look for Methods for Assessing Program Effectiveness. Prentice Hall. ISBN 0132921936