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Thesis Chapter 4 - McDonald's Secret of Success

McDonald's Secret of Success

Chapter 4: Findings and Analysis


After the data had been collected, the next thing to be done to present the findings and accompany it with the analysis. This chapter intends to analyze the data according to the gathered data from the participants. The output or gathered data that are presented are entirely taken from the surveys and then, supported by the secondary information to justify the answers or opinions of the participants. The presentation of the information gained the respect in organization of ideas, and in coherent and understandable manner. Appropriate presentation and accurate analysis propose to lead the readers and the potential users of the study to help them create right decisions. Also in this chapter, the information that is acquired from the semi-structured survey and the secondary information are intentionally written for the smooth flow of discussion. It remains on this chapter the objective of the study to learn the changes in the market of McDonalds; measure the influence of the organization in the society; the effectiveness of the organization in the global competition and; understanding the difficulties that the organizations should endure in order to sustain their greatness in service industry.

The first part of the study tends to give the information about the demographic profile of the participants through discussing the age of the respondent, gender, social status, and the educational attainment. Meanwhile, an employee of McDonalds was asked to fill additional information regarding their position and years of service in the organization. All of the information are secured in terms of the ethical conditions and believed that, somehow, all of the demographic data can affect the opinions of the participants. The study is aware that behind all the opinions are the underlying principles that trigger the participants in delivering the answers.

Part 1:  Presentation of Demographic Data

Question 1

Percentage distribution of respondent’s age

31% of the respondents were aged around 32 to 38. This shows that majority of the respondents are mixed of customers and employees. The 26% of the respondents were aged 25 to 32 years old; 16% of the respondents are 39 to 45 years old; 12% of the respondents were aged 45 to 52. 8% of the respondents were aged 52 and above and; 7% of the respondents were aged 18 to 24 years old. Majority of the respondents are in the age bracket of 30 to 40 years old. It shows that majority of the respondents are well experienced to give answers to the different questions thus giving the information needed for the research. The combination of the employees and customers create a great age distribution. In addition, it gives some assurance that the information received came from the experience of the person and the different things they have observed in the environment over the years.

Question 2

Percentage distribution of respondents ‘Gender

This question shows that 52% of the respondents were female while 48% are male. There is a small difference in the participation of male and female participants still; both are willing to elaborate their ideas regarding the influence or impact of McDonalds in their life. This presentation means that the perception in the study will not be biased but instead it will be based on both gender’s point of view.

 Question 3

Percentage distribution of respondents’ civil status

48% of the respondents were married. 32% of the respondents were divorced. 11% of the respondents were widowers. Lastly 9% the respondents was single. Most of the respondents are married and had gained a lot of maturity and experience. In getting the necessary information it is important to ask persons who are more maturity to prevent being misled.  In most of the studies, the opinions of the people are weighed based on experience and knowledge.

Question 4

Percentage distribution of respondents’ Educational attainment

In this question 55% of the respondents finished a college degree. The other respondents or 45% of the group had a post college degree. The educational attainment helps in the scope of knowledge and experience the respondents has. It also helps in adjusting to the level of thinking the respondent has. The respondents being in college makes sure that they have a certain level of thinking that can be of great help in the research.

Question 5

Percentage distribution of respondents’ (Employees’) Years in Service and Position

Based on the graph the, there are only two recognizable position in the organization which is namely managers and crews. During the 1st year of an employee, the manager appeared to represent the 13.9% and 29.2% in the crews. There are two opposing views regarding this information. First, the challenging world of managing the organization is on the shoulders of the young managers and the crews view the employment as an advantage. Within the scope of 2-3 years in services, the manager percentage raised into 27.4% and there is a little declination on the crews and recorded as 29.2%. The reason behind this is that the managers are finally promoted and McDonalds operations is already became part of their everyday routine. Meanwhile, the crews can only retained by the organizations which most of them are composed of youth. In the 4-5 years in service, there is a declination of both managers and crews that gains 20.4% and 19.6% respectively. The 5-10 or more years in service gains the 38.3% for the managers and 18% for the crews. The reason behind this is that managers are often became the foundation of the organizations’ services and the crews, because of trying to find other greener pasture do not spent much time in the organization, unless they attempted to be one of the managers.

Supported: Secondary Information

Most of the participants revealed that McDonalds are concentrated in three strategies. It is relatively known to the participants that the expansion and the adaptation to markets is the organization’s main strategy. The McDonalds’ best practices are also emphasized such as their investment in the employees and paying much of their attention in the customers’ needs and wants. All theses findings are supported are supported by the secondary data which is mostly found in the collaborative works of Mujitaba and Patel (2007) and Botterill and Kline (2007).

McDonalds Best Practices

Investing in the employees and giving them the job satisfaction is the organizational commitment in believing that people are their significant drivers for success. There are various employment offers and initiatives like scholarships for the young workers are indeed one of their programs (Mujtaba and Patel, 2007). Strategically, McDonald’s Corporation do not invests in human capital just for nothing. The organization trains the promising individuals and retains them which add to the effectiveness in the workplace, coaching, and organizational values. The intention of the organization of doing so is to find an advantage position even if there is a great impact of globalization (Botterill and Kline, 2007).  The use of trained manpower is an advantage for the organization because with their help, the organization can at least save a cost if one of their employees is missing. In addition, because the employees are well trained, there is the idea of empowerment that can support the entire organization in building the future. An organization with people who serves as key to the success plays an important role, and that is the reason why McDonalds hire, recruits, and develops their skills. In judging the impact of organization in the employee’s, there is a clear definition that however, an employee applied some of the values and principles into his own cost. For an instance, an employee can now fully appreciate the time, for in McDonalds and other service industry, time is essential and therefore, this very same employee don’t want to be late or waste his time for it is truly valuable and precious. (Mujtaba and Patel, 2007)

The adaptation of the organization to new markets is difficult but when McDonalds continuously dominated every foreign country, then the boundaries in the involvement of the difficulty vanishes. In addition, McDonalds even manage well their action in retaining the customers through their open communication and showing the attitudes that they really value the importance of their customers.

McDonald’s emphases the management through the theme of the company as “think global, act local”. This means that the company establish another branch in other companies and hiring locally thus, providing the easy access for the organization. In addition, the organization is also sensitive in political issues. Their concern in this area is to develop effective ways to avoid any political confrontation, especially in the countries or races that values their culture and practices like the Muslims and Indians. In terms of environment, the organization provides certain action to have a positive reputation. McDonald’s is coping in making the success of the business through incorporating the organizational policies and services that centers in their environment friendly action. Creating donations and lowering of prices are the additional strategies that the organization to value the importance of the society and currency along the impacts of financial crunch available across the globe (Mujtaba and Patel, 2007).

In addition, as the provider of the fast and flexible approach of service on customers, McDonalds enables to implement and show the open communication which is their way to maintain the relationship of the organization and the customers. Through understanding the long-term of the organization, it is clear that McDonalds place every effort in surpassing their record performances every year. Behind the said effort is the knowledge of the employees towards the direction of the organization in meeting their goals, and with that particular idea, McDonalds and its employees are in the same track and trying to minimize the impact in environment. McDonalds, which is under the nature of service, is not different from the other service businesses in terms of maintaining their customers through the combination of quality practices. Customers can feel the trustworthiness among those people because of the idea that the entire organization keep the philosophy of “customer first”, and can be seen through the idea of constructing a drive-thru service and Internet or telephone ordering system.  Moreover, if there are any unexpected things or events that happened within the store (such as accidents or unexpected gatherings), the attentiveness of the crews and managers are quickly recognized. Keeping their commitment to provide the customers the quality of service is on the organization’s top priority. Therefore, there is no doubt that McDonalds claimed the respect among the countries across the globe.

Building the future is not that easy, especially among the successful organizations for they are expected to bring more success in the coming years. Most of the successful business tycoons considered the ideas that a business’s success of failure is not caused by a natural thing or disaster, but with the interaction of people.  For over the years, the people remain the center of attention most especially whenever there is an appearance of organizational changes. It is because, people are considered as the key of the organization towards meeting their goal. The changes that might appear in the organization can definitely affect the performance of the employees and human resource department (HRD) are the one in-charge in implementing various training and developmental approaches. By empowering the people, there is an assurance that the organization has an idea on what would be the outcome of their operation (Botterill and Kline, 2007).

Mostly, organizations provided guides and other operations procedures and manual to their employees to help the crew manage his own task. McDonalds is aware about the concerns of the customers and it is expected that employees can answer all the concerns of the customers. In the organizations of the procedures, the routing of the procedures is emphasized for the idea of fast delivery. The guides serve as the key of the people in making a responsive approach and modeling the skills in most of the McDonalds frontline service personnel (Mujtaba and Patel, 2007).




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