McDonalds and its Knowledge Management

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McDonalds and its Knowledge Management
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Kingstone Joseph
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Introduction

• McDonalds is one of the biggest food chain
  business across the world.
• It is the number 1 fast food chain stores which
  serve approx. 40 million customers with over
  30,000 branches in around 120 countries (Paswan
  Wittmann, 2009).
• The maximum profit is earned from the main eight
  countries including Canada, Brazil, Germany,
  France, Japan, United Kingdom, Australia and the
  United States (Paswan Wittmann, 2009).

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Importance of Knowledge management

• This management is normally viewed as a key
  factor for sustainable competitive advantage.
• Information is one aspect of knowledge
  management.
• Certain kinds of knowledge are not easy to
  transform effectively (Hurley Green, 2005).
• Depending on the effective knowledge transfer,
  the structure and culture of organizations may
  change.

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• In a franchise format, just like McDonalds, the
  product or service offered by every franchise is
  based on the key knowledge factors (Hurley
  Green, 2005).
• The success and failure of a franchise system
  largely depends on how efficiently the
  franchisees involved in a this system can use
  their knowledge resource. 

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Strength of the company

• The best part about the company is its creation
  of an image in the minds of the customers and
  also their introduction to the fast food culture.
• The other strengths are its quick delivery,
  customer service and cleanliness which attracted
  the customers and it helped in retaining them
  (Paswan Wittmann, 2009).
• The logo and their campaign become very popular
  and the helped the company in establishing the
  brand image.

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Collecting information

• The marketing strategy of the company is formed
  on the basis of internal resources, external
  environment, their capability along with the
  support of their shareholder (Spender Grant,
  1996).
• Company also has worked on collecting information
  about the customer expectations.
• The new food is launched with the purpose to
  satisfy customers expectations after collecting
  much information and using it correctly.

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Loopholes

• The company is in the market from a very long
  time and recently the company has seen the slow
  growth in many franchisee.
• One reason can be as it can be seen everywhere
  and over visibility and exposure has reduced the
  customer interest (Spender Grant, 1996).
• Customer tastes and preferences changes with time
  and they get tired of same brand for long time
  easily. That is why they switch to new brand to
  try something new.

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• Also maintaining the standards for the long time
  is difficult and that too for a company which is
  huge in size
• The companys main target was children but with
  advent of health cautious generation and the food
  served by the company became objectionable for
  various environmentalists and health organisation
  (Spender Grant, 1996).

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Corrective measures

• The company should develop a cell for research
  and development.
• The main focus should children and teens as they
  are more attracted towards fast food.
• The RD team should focus on finding other
  reasons of slow growth like quality, customer
  service and maintenance (McIver et al, 2013).
• Also, as the company has a franchise concept, the
  company should also focus on maintaining a
  relationship between them.

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• The company should also focus on passing right
  message of what companys standards are to the
  franchisee.
• If the company want to cope up from the slow
  growth, the company needs to communicate, compare
  and improve the services depending on the
  information collected (McIver et al, 2013).
• The company must also try to achieve sustainable
  development.

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Knowledge management
Organisation learning
Innovation
Organisational setting
Vision and strategy
leadership
culture
Environment awareness
Communication
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Thank you
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