There are three assignementAnd subjet name is .lead learning strategy implementation

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Skills and Audit analysis        1
McDonald’s
Skills and Audit Analysis
Name of the child        ________________________________________
Student ID            ________________________________________
Name of the University    ________________________________________
Contents
McDonald’s    1
Skills and Audit Analysis    1
Introduction    3
Company Background    3
Audience, Workforce and Segmentation    3
Audience and Workforce    3
Segmentation    4
Analysis of Environmental context    5
Methodologies used by McDonald’s    7
Data Source    7
Research Approach    8
Methods    8
Tools required for analysis    10
Primary tools    10
Learning and development Solutions    10
Recommendations    11
Conclusion    12
References    13
Introduction
This assignment aims to discuss the research methodologies of a leading food retailer company, titled McDonald’s. It also illustrates the QDA analysis and tools extensively used in research. The assignment also exhibits the company’s efforts with context to environmental measures. Discussion will also be done on the target audience of the company, and its segmentation process.
Company Background
McDonald’s owes to be the world’s largest food retailer company having more than 33,000 restaurants in its pocket serving in more than 118 countries to approx. 67 million customers every day. The company is around 15 years old in India and has a wide network of 250 restaurants in the country. McDonald’s, along with HRPL aspire to expand their business in India, preparing new customer outreaches and expansion of the menu. India has McDonald’s two entrepreneurs: Amit Jatia of Hardcastle Restaurants who has also been awarded the McDonald’s license by USA, whereas South and East India is being managed by Vikram Bakshi’s CP restaurants, which are still in collaboration with the McDonald’s corporation (Aitalieva and Panasyuk, 2016).
Audience, Workforce and Segmentation
Audience and Workforce
The primary target customers for the company involves the parents and their young children, the business customers as well as teenagers. Their marketing strategies are all inclined towards children and their parents. McDonald’s excels in providing a fun environment for one n all as they believe that everyone must enjoy. For this, they run happy meal programs for the workers as well who can grab their breakfast, taking coffee and enjoying Wi-Fi. Maximum campaigns aim to widespread the company’s reach. The top stakeholders of the company include its employees and customers. However, the CSR status depends on highly the stakeholders are influenced. Also, the investors and communities play a wider role (Ceil, 2017).
Employees are its top stakeholder. They believe in training them, developing their career and providing numerous opportunities. The company conducts various training programs, for which they have an association with the Hamburger University, from where the training faculty runs its training programs. They also have a provision of mobility policy for promoting leadership skills. However, the company doesn’t pay much to its employees, at some places it is even low than the legal wage limit. So, it can be said, that CSR efforts are able to satisfy the interests of the employees only partially (Das, 2014).
McDonald’s is always at its best to fulfil the demands of the Investors, being their major stakeholder. They aim to bring profits and revenue in business. The company at present has a low growth. They have introduced some new products, like McCafe, to help up cope with low profits.
Communities play a major role in being a stakeholder for McDonald’s. Their interests include community development and encouraging environment programs. They also have sustainability programs and support system for their stakeholders. The Ronald McDonald House provdes financial support for poor families, they also promote building of farms. The McDonald’s Global Best of Green also motivates environmental ideas and methodologies (Davidson, Paulus and Jackson, 2016).
Segmentation
The segmentation of McDonald’s is one of the integral components of their marketing strategy. Segmentation involves segregating population into various groups on the basis of different characteristics. For this, various groups are chosen in order to sell the products. Her is a brief description of the company’s segmentation. McDonald’s segments the society on the basis of their lifestyles and portrays itself to be a low-cost family restaurant to be loved by all.
        Type of segment
        Criteria
        Target Segment
        Geographic
        Region
Density
        Domestic or International
Urban or rural
        Demographic
        Age
Income
Gender
Occupation
        7- 48
Lower and middle class
Men and women
Professional, students, teenagers, employees
        Behavioural
        Loyalty
Benefits
Personality
User
        Switchers
Cost manageable, time efficient.
Very cool and easy-going
Fast food lovers.
        Psychographic
        Social class
        All classes from lower to upper
Analysis of Environmental context
McDonald’s aspires to prepare an environmental policy which is committed to safeguard the environment for today as well as for the future. Brochures have been made available in the restaurants creating awareness in public about topics like ozone depletion, packaging etc. They have worked hard to implement their plans into actions. They have also recruited an officer who is solely responsible to place all actions correctly and then report the feedback to the directors. The company also plans to counsel people with their experts to enhance the performance of the environment. For example, in their waste reduction plan, the company reviews all its products on an annual basis, they also investigate food products and their packaging so that the reduction level becomes manageable. They have also collaborated with suppliers in order to accomplish this. To promote this collaboration, they also conducted a conference where the suppliers were trained, and their reports were evaluated from time to time. They have conducted the following environmental measures (Lowry, 2015):
· Composting
· Reuse
· Recycle
· Waste reduction
If we talk about their business environment, McDonald’s is striving to inculcate all strategies possible to enhance their business. Their business model is called Franchises Model, due to the reason that majority of the restaurants are under franchises and remaining by the company. The company also faces difficulties in fluctuation in currency at the international levels. Also, the local money conditions also effect the progress of the company. If money is less, people don’t spend on food, as a result the growth of the company is affected. Lifestyle leads to change in demand from region to region. In order to fulfil the needs of the customers, they need to research on their markets. The company is also being criticised for using non-biodegradable substances. For example, use of Styrofoam vessels for storing food products needs discouragement. Even their packaging uses polystyrene, which is a matter of serious concern. Analysing its micro-environment involves suppliers, competitors, customers and intermediaries. The company has its own suppliers- direct and indirect. The indirect one supply the ingredients to the direct ones, and they produce food for the company. The suppliers receive utmost cooperation from the company. Mc Donald’s has a tough competition with KFC, Burger Kings etc. AS they have remarkable market value, it is the duty of the company to stand dominated in the market. The company doesn’t have much need of the intermediaries, normally they conduct promotional programs (Mallette and Saldaña, 2018).
Methodologies used by McDonald’s
The research process used by McDonald’s goes in a series of steps, which need to be taken in a systematic manner. The basic key to any research methodological process is the appropriate research design. It is the planning and setting of the framework for a particular study that helps in the collection and analysis of data. It is a universal fact that most important step in the research of marketing process is to identify the problem. Choosing a proper plan for investigating the problem proves that the problem is half solved. This is the only reason that proper measures have been taken while all the parameters need to be justified. After going through lots of efforts and brainstorming, certain objectives were framed which were designed on the objectives of the company. Major focus has been given in collecting new ideas so that all problems are sorted (Paradis, 2016).
Data Source
The company’s research includes collecting the primary and secondary data.
· Primary Data- McDonald’s primary research is in accordance to the customer expectations. The research includes surveys, questionnaires, interviews and customer feedbacks [ because they give you immediate information]. When the customers go to the restaurant, they can be asked to provide the quality and food feedback on the rating meter, or can be asked to complete an MCQ questionnaire. Interviews can be conducted by taking people from different departments like employees, or customers or stakeholders, to gather difficulties from all sides. This can improve the positioning of the brand depending on different demographic factors.
· Secondary Data- This data is basically collected by other people and other sources like internet, magazines, company’s official pages, blogs, newspapers etc. This research is conducted by McDonald’s to identify the competitors, using of old reports, surveys that have been conducted in the past. This will help in enhancing the business which would be incomparable (Paulus, Jackson and Davidson, 2017).
The purpose of the research is accomplished in the following steps:-
Search Online for the purpose
What is the base of the topic?
Identify the sample size and use of tools
Collect raw data
Research Approach
A survey method was used for the collection of data. It is the best method for conducting any research like a feedback or questionnaire. The population is selected demographically and various other methods such as conducting telephone interviews or personal interviews were adopted (Qureshi and Hassan, 2013).
A qualitative analysis was conducted on McDonald’s campaign titled “Our Food your questions”. The objective of this analysis was to evaluate the company’s OFYQ campaign videos to predict how information on food production was presented to meet the needs of the customer. This also helped the agriculturists to grab knowledge about whether the type of food is satisfying the customers or not. The following questions were the basis of the campaign.
1. What type of questions were answered in the campaign?
2. What type of procedures were described that are involve in the food production?
3. What type of messages were identified in the campaign?
Methods
The methods used for research help to identify the content of OFYQ campaign. This campaign was qualitative in nature and helped the analyst to understand the characters. An Analysis was conducted to describe the campaign. Certain videos were a part of this campaign. The videos had information about 5 products delivered by the company that contained...