Republic of of the Philippines Philippines
Polytechnic University of the Philippines Philippines Taguig Campus
Gen.Santos Avenue,Upper Bicutan, Taguig City
CASE STUDY Suzanne Drolet McDonalds- “SENIORS’ RESTAURANT” Team C Jae Lani M. Resultan Jackielyn Soguilon Lorialyn Fernandez Queenie Chico Ricky Caberic Robin Jhon Santos
ABSTRACT
McDonald’s is a market driven (starting everything from where the customers are)
company. Thus all their operations are aligned to give patrons an exceptional customer experience. In one of its branch where majority of the citizens are seniors, it offers a monthly breakfast special for people age 55 and older. The meal cost $1.99 and refill of the coffee are free. It also gives an exceptional customer service to its patrons and builds an astounding relationship to them. Consequently some findings had extracted. Some seniors come for breakfast and stay on until 3:00 pm; every fourth Monday between 100 and 150 senior jam McDonalds but eventually as many of them are coming every day; they sit for hours with a cup of coffee chatting with friends. These findings trigger some problems. First as senior patrons stay for a long time crowding could become a challenge. Second fast service cannot offer well. Third as senior patrons proliferate, the restaur ant ant might be known as Old’s people restaurant which might discourage younger customers. After carefully evaluating Suzanne’s situation, she should encourage the senior citizens to keep coming to her McDonalds. Generally, McDonald’s targeted
audiences are kids. Normally, because it is a fast food restaurant, customers are expected to eat and run. Many parents are on the run with their kids. So, the concept of fast food is not taken away, however, it creates a comfortable and fun setting for the senior citizens, and those who eat at the McDonalds.
ACKNOWLEGMENT
We, the researchers would like express our gratitude to all the organizers of the event especially Ms. Erika Gomez by pursuing us to join in this case study. For the support of paneling Professors Dr. Danilo V. Valenzuela, Professor Alfredo V. Ferrer, and Professor Evangeline G. Lim, for the encouragement to us to make this study possible. To our colleagues, we would like to express our deepest appreciation to all those who provided us the possibility to complete this study. Furthermore, to God that gave us strengths and knowledge to accomplish this study.
The researchers
TABLE OF CONTENTS
Point of view Definition and general statement of the problem Statement of objectives Areas of consideration Alternative courses of action Recommendation Plan of action References
POINT OF VIEW:
MCDONALDS CORPORATION is the world’s largest chain of fast food restaurants
serving nearly 47 million customers daily. Ray Kroc started it on year 1955, when he bought the franchise of a small burger joint owned by brothers Dick and Mac McDonald. He opened his first restaurant in Des Plaines, Illinois and five years later, he bought the exclusive rights of the name, McDonald’s. Today, McDonald’s has grown to have more than 33,000 restaurants all over the world. McDonald's brand mission is to be our customers' favorite place and way to eat and drink. Our worldwide operations are aligned around a global strategy called the Plan to Win, which center on an exceptional customer experience – People, Products, Place, Price and Promotion. We are committed to continuously improving our operations and enhancing our customers' experience.
DEFINITION AND GENERAL STATEMENT OF THE PROBLEM:
Statement of the problem:
Suzanne’s ’Drolet current strategy concerning to senior citizen clienteles.
Definition of the problem:
Suzanne Drolet is manager of a McDonald's restaurant in a city with many "seniors." She doubts that with her growing senior citizen customers, the image of her restaurant would change and it will be known for being a non-fast-food restaurant because of the ambiance. If the seniors market will also remain to grow, there would be a crowding problem. She is also taking into consideration of the possibility catering more services to them because the seniors do use their facilities for a much longer time than the average customers.
STATEMENT OF OBJECTIVES:
Must Objectives:
To provide innovation in a system so its profit and industry's demand will increase from underserved and unserved markets.
Wants Objectives:
To encourage other segments of markets especially the younger markets.
AREAS OF CONSIDERATION:
A.
Place or location - this would affect the image of McDonalds since there are a lot of seniors because they are positioned in a place where there are more seniors than the younger generation.
B.
Image of McDonald's- The image of the restaurant is a factor because it is known for being a fast-food-chain wherein customers are expected to eat and run.
SWOT ANALYSIS STRENGTHS •
Eminent Organization
•
Well-oriented employees
•
Quality Service
•
Good Customer Relationship
•
Customer Loyalty
WEAKNESSES •
Old Peoples' restaurant point of view
OPPORTUNITIES •
Additional Revenue
THREATS •
Competitors
ALTERNATIVE COURSES OF ACTION:
ACA NO.1 –
To provide an effective promotion strategy that will attract the younger markets.
ADVANTAGES:
1.
BETTER THAN BEFORE!
2.
Attracts younger markets
3. More people would likely visit the store in often times t imes 4. HIGH PROFIT DISADVANTAGES:
1. Higher expenditures
ACA NO.2 -
The manager will conduct a weekly orientation on the employees so that there's a continuous monitoring system in their store whether they're improving or no t.
ADVANTAGES:
1.
Improvement of the employees
DISADVANTAGES:
1. Time-consuming
ACA NO. 3 - The manager will provide a specific place in the store and a specific time for the indulgement of the seniors. ADVANTAGES:
1. Employees can prepare for the seniors visiting time. 2. Less crowded DISADVANTAGES:
1. Seniors might feel that they don’t belong 2. The place looks narrow
RECOMMENDATION:
After analyzing the problem, we therefore recommend alternative course of action
no.1 which is to provide an effective promotion strategy that will attracts the younger markets. -
We decided to recommend to have a new effective promotion strategy since we found out that Suzanne Drolet McDonalds are more focusing on the promotion for the senior citizens clienteles not knowing that the image of her business is turning into an olds’ people restaurant which is contrary to the main values of McDonalds company
which is to satisfy the younger markets.
PLAN OF ACTION:
1. To emerge another sector or age brackets of customer to portrait the real image of an “all ages fast food”.
2. To aid the awry thoughts of other segments by encouraging seniors to bring their family to the fast food chain in a way of “music background” while they are sitting
for their coffee. 3. To complement fast-moving products to a non-fast moving products in order to
have an additional revenue as well. 4. To promote products in a specific time in offering coffee to lessen the crowd.
STRATEGIC PLANNING
Planning is what we do in everything we want to achieve while strategy is what we use in order to achieve it efficiently and effectively- which makes the process strategic planning. It’s like visualizing a desired future and making this vision into broadly defined objectives together with the plan of action to achieve them. Our strategic plan came up with two bright ideas: First, (1) The New Product Strategy, we came up with the idea of “Matching the fast-moving products
to non-fast-moving products”, where as you can conclude or even visualize could create “a taste of interest” to the customers and may ask themselves “why not?” which in this stage triggers
them to buy that particular match-up products. Second bright idea, (2) The New Pricing Strategy,
this strategy focuses on “the additional purchase” of a particular customer. Using the electronic
gadgets or even simple pliers would help to encourage the customers to buy more by including words “just add” and “save” then a particular amount. It makes the customer think of lesser
burden in his or her food budget without even noticing its real purpose is just for additional purchase.
REFERENCES:
http://www.aboutmcdonalds.com/mcd/our_company/mission_and_values.html
http://www.google.com.ph
http://www.mcdonalds.com.ph