McDonald’s Pakistan I ’m lovin’it
Vision: To be the world's best quick service restaurant experience. Being the best means providing outstanding outstanding quality, quality, service, cleanliness cleanliness and value, so that their food makes every customer customer in every restaurant smile
Mission: Mconald's mission is to be their customers' favorite place and way to eat with inspired people who delight each customer with unmatched quality, service, cleanliness and value every time
About McDonald’s : !iming !iming to be the world' world'ss best best quick quick servic servicee restau restauran rantt experi experienc ence, e, Mcona Mconald' ld'ss starte started d its its operations in "akistan in #$$% and is a leading fast food service retailer for its valued customers. &ith a strong belief in the phrase when it's green it's growing, Mconald's "akistan is growing with the focus to provide friendly and quick service restaurant experience to their customers. urrently Mconald's "akistan is operating in various cities of "akistan ()e *ahore, +aisalabad, arachi, -yderabad, and (slamabad /awalpindi with the plans to cover the customer base in various other cities of the country. Mconald's "akistan is a part of the *akson 0roup of ompanies, with a regional office in *ahore and the main -ead 1ffice 1ffice in arachi. arachi. They are operating operating with a network network of restaurant restaurantss to reach our customers for providing friendly services in all different regions of the country.
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McDona McD onald' ld'ss a Global Phenomenon 2 +ormed in #$34, Mconald's brand is the leading global foodservice retailer with more than 56,666 local restaurants restaurants serving serving nearly 36 million million people in more than #76 countries countries each day. (ts rich history began with the founder /ay roc's roc's vision and his commitment, commitment, transformed transformed in their talented executives, and will keep the shine on Mconald's arches for years to come.
Core Values of McDonald’s : •
(ntegrity and -onesty
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1pen, /espectful and 8upportive
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"repared to take challenges and see them through
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eep regards for ustomers, Business partners and employees
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9uality in "roduct
Qualit: Mconald:s is very strict about the quality of services they provide. They don:t compromise anything over quality. 9uality is considered to be one of their foremost ob;ectives. They want #66 < quality of service. 9uality is checked on for2
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-igh standard of food, services provided to the customers.
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ommunication skills i.e. =nglish speaking skills
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!ppearance and grooming
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!bility to communicate with guests and handle versatile situations.
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McDonald’s !usiness Infrastructure
*ead office
"e$ional +ffice
!ranch +ffice
"es#onsibilities and Activit of !ranch office Mana$ers #. %eam &eader)team leader who leads and give order and work to all managers 7. Cre Chief( crew chief who leads all frontline employees and distribute their duty and set time schedule of them. 5. )loor Mana$er )'+loor management' includes managing staff who give services to customers and allocate the duties of opening and closing restaurant. The manager is responsible for making sure his or her staff is following the service standards and health and safety regulations. The manager is the most important person in the front)of)the) house environment, since it is up to him or her to motivate the staff and give them ;ob satisfaction. The manager also looks after and guides the personal well)being of the staff, since it makes the work force stronger and more profitable. 3
4. ,itchen Mana$er)'itchen management' includes the managing staff working in the kitchen. The kitchen is the most important part of the business and the main reason customers patroni>e the restaurant. Managing the kitchen staff helps to control food quality. !s most commercial kitchens are a closed environment, the staff may become bored or tired from the work. &ithout proper management, this often results in an inconsistent food product 3. "estaurant Mana$er) restaurant manager who is the head of floor manager, kitchen manager, crew chief and also employees.
Activit of McDonald’s -m#loees. orks (n Mconald:s we see !ctivity of all =mployees
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)rontline -m#loee)(n Mconald:s there are 4 counters and frontline employees operate that counters and deal with customers and the end of the day they count per product sale amount and total amount of the sale. 8imple format is given below)
"roduct ?ame
8ales
!mount
0rand total
-a ppy Meal
3666
#66666
#66666
old drinks
3666
#36666
#36666
(ce cream
$666
7@6666
7@6666 376666
!ll works are doing manually and the frontline employees give this report to the restaurant manager.
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"estaurant Mana$er Arestaurant manager take all counters reports from the frontline employees, he checks all the reports and by mail he give this report to the regional office and head office.
Frontline employees
Branch Office Manager
Regional Office Manager
Head office Manager
)lochart of re#ort movin$
+ur Philoso#h:/ &e take the burger business more seriously than anyone else. &hen Mconald's founder, /ay 5
roc made that memorable statement, he was letting the world in on the philosophy and secret behind Mconald's phenomenal success. 1ur vision to be "akistan best quick service restaurant experience is supported by a set of principles and core values CMconald:s &ayD
%he #rinci#les that $uide us 0 •
9uality, 8ervice, leanliness Ealue ) (t is an unflinching Mconald's ideology that our customers must always get quality products, served quickly and with a smile, in a clean and pleasant environmentF and all at a fair price
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&e are committed to exceeding our customers' expectations in every restaurant every time.
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&e have a passion and a responsibility for enhancing and protecting the Mconald's brand.
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&e believe in a collaborative management approach, employing a mutually respectful business philosophy,
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&e will sei>e every opportunity to innovate and lead the industry on behalf of our customers.
Data Minin$ Introduction: 6
ata mining, the extraction of hidden predictive information from large databases, is a powerful new technology with great potential to help companies focus on the most important information in their data warehouses. ata mining tools predict future trends and behaviors, allowing businesses to make proactive, knowledge)driven decisions. Most companies already collect and refine massive quantities of data. ata mining techniques can be implemented rapidly on existing software and hardware platforms to enhance the va lue of existing information resources, and can be integrated with new products and systems as they are brought on)line
%he )oundations of Data Minin$: ata mining techniques are the result of a long process of research and product development. This evolution began when business data was first stored on computers, continued with improvements in data access, and more recently, generated technologies that allow users to navigate through their data in real time. ata mining takes this evolutionary process beyond retrospective data access and navigation to prospective and proactive information delivery. ata mining is ready for application in the business community because it is supported by three technologies that are now sufficiently mature2 •
Massive data collection
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"owerful multiprocessor computers
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ata mining algorithms
1hat can data minin$ do2 ata mining is primarily used today by companies with a strong consumer focus ) retail, financial, communication, and marketing organi>ations. (t enables these companies to determine relationships among internal factors such as price, product positioning, or staff skills, and external factors such as economic indicators, competition, and customer demographics. !nd, it enables them to determine the impact on sales, customer satisfaction, and corporate profits.
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+inally, it enables them to drill down into summary information to view detail transactional data.
Data minin$ consists of five ma3or elements: •
=xtract, transform, and load transaction data onto the data warehouse system.
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8tore and manage the data in a multidimensional database system.
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"rovide data access to business analysts and information technolog y professionals.
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!naly>e the data by application software.
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"resent the data in a useful format, such as a graph or table.
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ata Mining is based on mathematical algorithm and analytical skills to drive the desired results from the huge database collection.
1hat technolo$ical infrastructure is re4uired2 •
8i>e of the database2 the more data being processed and maintained, the more powerful the system required.
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9uery complexity2 the more complex the queries and the greater the number of queries being processed, the more powerful the system required.
Data Minin$ Im#ortance in %oda’s Cor#orate Industr: •
ata Mining is largely used in several applications such as understanding consumer research
marketing,
product
analysis,
and
demand
and
supply
analysis,
telecommunications and so on. •
ata mining software enables users to analy>e large databases to provide solutions to business decision problems.
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ata mining is a technology and not a business solution like statistics. Thus the data mining software provides an idea about the customers that would be intrigued by the new product.
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ata Mining therefore has arrived on the scene at the very appropriate time, helping these enterprises to achieve a number of complex tasks that would have taken up ages but for the advent of this marvelous new technology
5ta$es of Data Minin$: =xploration is the first stage, and as the name implies, you will want to explore and prepare data. Gou may need to clean the data you have, or it may need to be transformed into another form. (n addition to this, you may also need to create records. (f you have a large number of variables to consider, you may need to reduce them to a range that is easy to deal with
!fter you've explored, refined, and defined specific variables, you will next want to move on to stage 7, which is also called pattern identification. The first thing you will want to do is look for patterns and choose one that will allow you to make the best predictions. +or example, if you are looking at data to find patterns that will allow your store to earn more profits, you could take two shopping patterns of your customers and apply them to a hypothetical strategy to determine which one performs the best.
The third stage is called deployment. Gou will not want to move to this stage until you have found a consistent pattern from stage 7 that is highly predictive. +or example, if you find that many of your customers are consistently buying a specific product on a certain date, you will be able to predict their future behavior. ?ow that you've done this, you can take the pattern and apply it in order to see if you can achieve the desired outcome.
*o McDonald International A##lies Data minin$ Mconalds is having database for management of data. The data is used for •
The sales data predicts the total sales of the products for the whole day. !
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The products with higher sales are used for advertisement of the product with higher demand.
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The data can also the inventory management
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The availability of raw material in the stock
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The database containing data of employees are used for hiring the right people
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(n case of shortage of employees the database is used to select E meeting the criteria and the right person is employed.
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The data is used to know the total number of employees employed.
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The data is also used to find employees who need the training.
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The data is used for pricing the products
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The data is used to find out the competitors share in the market and the products of the competitors which are most liked by the users.
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The data is used to find tactics to capture market.
McDonald Pakistan: urrently Mconald "akistan is not using data mining they hire external companies to do survey regarding the customer taste and satisfaction. =very time new surveys are conducted is conducted to know the customer taste and affordability. Mconald "akistan is using simple data base at counter to know the sales.
Database at Counter: The data base shows the over all sales of the day .The menu is available in the data base which sows the pricing of each product •
Inventor Mana$ement: 1"
The data base shows the inventory available on hand, on shipment and the recorder point •
Inventor on hand: The software shows the over all inventory in the store that how much amount of material is available in the stock room.
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5hi#ment inventor:
Mconald requires some material from out side sources through shipment .The material is sent through shipment .The material contains some specific flavors or material that makes the product of Mconald "akistan 8imilar to the standard of Mconald international. •
"eorder #oint: The software indicates the reorder point that at which point the next order is to be made.
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6e -4ui#ment: Mconald uses the latest equipment to reduce the cooking period. !t specific intervals they purchase new machines that reduce the making of food.
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5ales Mana$ement:
Mconald software contains the data regarding the over all sales of the whole day. This data helps in knowing which product has the highest sales during the day. •
Advertisement of the #roducts:
!ccording to the sales data base Mconald advertise for their products for example happy meals are like day the children:s Mconalds so emphasis on targeting the children:s through their ads. "eople like Mconald (ce cream and sakes so these products are advertised more. •
5urves conducted b Com#anies: 11
Mconalds usually depend on research companies who conduct surveys +or Mconald. •
Consumer taste: 8urveys are conducted for launching of a new product by ompanies who tell Mconald that what are the consumer demand as in "akistan people prefer eating beef or mutton products more as compared to chicken products. But Mconald chicken products are more in demand
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5ervice deliver: 8urveys are conducted to know that is people are having any problem related to the service delivery of Mconald are people are satisfied which the current service or do they need any change in the physical area where service is been made
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)ood Deliver:
8urveys are conducted to know that where people are satisfied by the food stuff do they need any change in the menu. !s in summers Mconald offers Milk shakes as people more like to drink shakes.
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6e #roduct &aunch:
+or launching of a new product surveys are made then the product is been tasted by the internal employees also there are permanent customers of Mconald whose database is been made Mconald personally invite them to taste the new product. •
Com#etitors Market 5hare:
Mconald main competitors are "i>>a -utt and + they make survey that what are their competitors are offering to the customers as well as their pricing strategy ."i>>a -utt
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hygienic standards are good as compared to mcdoanld.+ is direct competitor of Mconald. •
)ood *$iene:
Mconalds maintained the performance standard for food they have standards for food and service.
5tandards at McDonald: !t Mconald its always like coming home .&e make sure that the warmth of our homely touch reaches your highest expectation. Be it food, service or the ambience we keep evaluating our quality standards to new levels Mconald has implemented rigorous food standards called Hfrom farm to restaurantI. •
M-A% ith 7889 #urit: #66< purity is the reason why all beef sandwiches taste so delicious. hicken that Mconald serve is carefully deboned breast meat only, with seasoned batter and a choice of sauce portion.
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*i$h Qualit baked !uns: Mconald sources buns from suppliers who use high quality wheat. !ll buns are sub;ect to strict quality control.
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Crunch )arm )resh Ve$etables: Mconald selects the best of the best vegetables that are continually monitored for freshness, high nutrients and safety to maintain top quality standards.
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6o Com#romise: Mconald gives high importance to smallest to detail, from meat to species and every thing is standardi>ed. Mconald follow global set standards with no compromise right from the farm to the restaurant till the time it is being served.
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*i$h -ner$ 1holesome Dairies: +or Mconald cheese, shakes, Mcflurry and sundaes Mconald ensure that fresh milk come from approved regional and local suppliers. 9uality control procedures are follows through out the supply chain.
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)ries 6aturall Cris#: The secret lies in the harvesting of high quality potatoes that come from trusted suppliers the potatoes are then cooked using #66
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All 5afe ;6 5ound: -!" Jha>ard analysis and critical control pointK is applied to keep food safety absolute from point >ero till the tome it is served to the customers.
%he -"P Model used in McDonald : •
-"P plays the important role of running system on front. &hatever decision are made, mostly are through the system of =/". =/" is supported by various other supports. This is the place where ma;or decision making and their execution takes place.
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-DI <-lectronic Data Interchan$e= consists of direct computer)to)computer transmission among multiple firms of data in a machine readable, structured format.
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AM5
ation. (t also helps in availability and scheduling.
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CAD.CAM.CA-
Aided
Desi$n.
Com#uter
Aided
Manufacturin$. Com#uter Aided -n$ineerin$=/ This system handles the design, manufacturing and engineering functions in the organi>ation. This provides drawing and design engineering information to =/" in the execution of manufacturing and purchase functions
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DM5
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CM5
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5M5 <5ecurit Mana$ement 5stem=/ This system handles the security, entry access requirement of business operations.
-"P 5stem: •
=/" software is a family of software modules that support the business activities involved in these vital back)office processes.
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+or example, =/" software for a manufacturing company will typically track the status of sales, inventory, shipping, and invoicing, as well as forecasting raw material and human resource requirements.
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=nterprise !pplicationsL "ackagesL 8uitesL 8ystems connects all of the information, which flows through a company to a single integrated set of systems.
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This is implemented in modules, which can be integrated.
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=/" may work with a wide variety of databases, hardware, and operating systems.
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*eading Eendors of =/" are 8!", 1racle.
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1riginally. =/" packages were targeted at the manufacturing industry.
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Their goal is to integrate information across the company and eliminate complex links between computer systems.
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The architecture is clientLserver and uses 11 methodology for design and development of whole system.
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ey advantage of =/" is that it provides an integrated solution for all the requirements of the business.
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(t takes care of organi>ational hierarchy of authorities
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Basically =/" solutions are based on nix and &indows ?T platform.
A t#ical -"P solution has folloin$ modules: ( •
Marketing, istribution and sales
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Manufacturing process
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!ccounting and finance
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"ersonal management 17
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"lanning and control
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"urchase and inventory
%he modules are desi$ned for folloin$ #ur#oses: ( •
ata capture from transactions
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ata transaction validation
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!nalysis
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pdating and reporting of accounting
-"P !enefits: •
=/" offers lots of benefits to the implementing organi>ation.
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(t helps for a manager to make decision at the right time.
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This is possible when entire organi>ation is sharing information and interprets in same perspectives.
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The benefits of =/" can be classified in two categories2 )
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Tangible benefits JThose which can be measured in one form or otherK
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(ntangible benefits Jifficult to measure in absolute termsK
"eduction of lead(time •
The elapsed time between placing an order and receiving is known as the lead)time.
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(n order to reduce lead)times, the organi>ation should have an efficient inventory management system.
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This inventory system is integrated with the purchase, production planning and production department.
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The =/" systems help in automating this task and thus make inventory management more effective and efficient.
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oubled business
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(ncrease of inventory turn to over 56<
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ycle time cut to %6< 2
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ycle time is the time between receipt of the order and delivery of the product.
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Make Ato A order
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Make Ato A stock
Goin$ &ive •
The old system is removed and the new system is used for doing business.
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ata conversion is done, databases are up and running.
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"rototype is fully configured and tested and ready to go operational. 8o the system is live.
Conclusion: +rom the overall analysis of the database management system we conclude that Mconald "akistan should have its own database instead of going for research companies to do research on 1!
their behalf. !s Mconald is operating in only five cities of "akistan it has to do research if they want to open in other cities as the consumer taste various according to every city. (t will reduce its cost also
5u$$estion: &e give some suggestions to Mconalds, the suggestions are •
"rovide access to information form any where an y time.
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-ead office management and regional office management access to the proposal for status monitoring and tracking.
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reate a business management databaseLdata warehouse that is useful to management , sales managers
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Besides real time online systems develops data mining application for strategic management of business.
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