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I am going to examine whether or not McDonalds has achieved their aims and objectives, and if they did how they did so. I am going to focus on their main aim and their four different objectives I picked out in an earlier task and conclude how they achieve

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Conclusion Introduction In this final task I am going to examine whether or not McDonalds has achieved their aims and objectives, and if they did how they did so. I am going to focus on their main aim and their four different objectives I picked out in an earlier task and conclude how they achieved each one. I will support each aim and objective with evidence to show if they have achieved the aim or objective, for example I will use news articles or the interview from Ian Gillies. I will also be using facts and figures from the annual report and the published financial statement to confirm their profits and income levels since they have declared their aims and objectives. I will also be analysing how the different factors have helped or hindered McDonalds in achieving their aims and objectives, for example the recession, other competitors, a change in social values, legislations, marketing activity (4 points of sale), enterprise skills and teamwork all within the organisation. McDonald's Main Aim At the start of my coursework I needed to find and introduce one of McDonald's new aims for the year. The aim I found came straight from their annual report for the end of 2008. 'To be the first choice when eating out' Evidence 1: Annual report of 2008 (year end) McDonalds have not quite met this aim as I feel not everyone first chooses McDonalds as a place to eat, including myself. They have not met this aim simply because there are too many other fast and convenient fast food franchises around such as Subway, KFC, Costa Coffee, Burger King and more that offer different things aspects to the world of quick, quality food. For example Costa Coffee concentrates more on the Italian food and bring some unique differences like panini's, with very Italian ingredients such as meatballs or basil, chicken and mozzarella with balsamic vinegar. ...read more.


"We can become the biggest seller of coffee in Europe," said Jerome Tafani, chief financial officer for McDonald's Europe. He told The Financial Times that McCafes wanted to attract new customers by creating a "cosy" atmosphere and target people looking for breakfast on their way to work. Although there are currently none in Britain, they were introduced to Europe in Ireland in 2002, while Germany, Russia and Italy also have a sizeable amount of McCafes in their restaurants. McDonald's did not confirm where the new McCafe stores would be introduced. In the US, Don Thompson, president of McDonald's USA, said the roll-out of McCafe coffee was "going very, very well... Coffee movement has been good. It's exceeded our expectations." McDonald's has said it expected the addition of beverages ranging from coffee and cappuccino to water and sports drinks to eventually add $1 billion (�623 million) to annual sales. The McCafe chain first emerged in Australia in the early 1990s. The second objective that I picked out from the annual report is basically for McDonalds to return between $15 and $17 billion to the shareholders through repurchases of shares. I cannot find any recent news articles, websites, records or even the 2009 annual report that states they have achieved this aim. However what I did come across was to be a short summary of how much each share was worth and roughly how much was given back to repurchases for the first quarter of 2009. Looking at this report for the first quarter they returned $1.4 billion to the shareholder and making a rough estimate to how much they would give by the end of the year would be around (1.4 x 4 = 5.6) $5.6 billion. This figure is only a third of what they were hoping for of $15 billion, so they have not met their objective here. Evidence 6: Earning report, first quarter results McDonalds 3rd objective was to for them to build a further 1000 restaurants with a budget of $1.4 billion. ...read more.


Evidence 8: RMHC website; about us... http://www.rmhc.org.uk/about_us/whoarermhc.php What is RMHC? RMHC - Ronald McDonald House Charities - is an independent Charity which provides free 'home away from home' accommodation at hospitals, enabling families to stay close to their child and maintain a degree of normal family life. The Charity has achieved a lot in the last 20 years. Twelve Ronald McDonald Houses have been built which, along with 29 sets of Ronald McDonald Family Rooms, provide over 350 bedrooms every single night of the year. However, there is still a great deal to do. Many families still have to sleep on camp beds or in their cars in order to be close to their children, and RMHC is determined to help as many of these as possible. Customer Service McDonalds have one of the best customer services throughout the world of business today. They pay out millions every year to ensure that their staffs provide the best service to the customers as possible. They send them on training days, offer benefits and introduce a competition to win prizes every month for whoever completes their job to the best possible standard. They offer their staff the best possible benefits to ensure that their customers get the best possible service, again this shows how much McDonalds care, not only about their staff but about their customers as well. All through my coursework I have come across different attributes and situations in which McDonalds always put their customers first before their own PROFIT! For example the 100% British Beef, McDonalds are willing to increase their variable cost per product just so their British suppliers would have money coming into their business at this struggling time in the recession, then also that their customers would have the best quality product possible for a great price. That is why I feel that McDonalds deserve to achieve their main aim this year. ?? ?? ?? ?? Unit 1: Conclusion Michael Peasgood ...read more.

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