3 results for your search
McDonald's in China
written by Syeda Maseeha Qumer, fl. 2008 (Hyderabad, Andhra Pradesh: IBS Center for Management Research, 2009, originally published 2009), 21 page(s)
The case focuses on the US- based fast food chain McDonald's entry and expansion strategies in the Chinese market. McDonald's entered China in 1990 with its first restaurant in Shenzhen. Since then McDonald's in China has been expanding steadily by providing outstanding quality, service, and value to its customers...
Sample
written by Syeda Maseeha Qumer, fl. 2008 (Hyderabad, Andhra Pradesh: IBS Center for Management Research, 2009, originally published 2009), 21 page(s)
Description
The case focuses on the US- based fast food chain McDonald's entry and expansion strategies in the Chinese market. McDonald's entered China in 1990 with its first restaurant in Shenzhen. Since then McDonald's in China has been expanding steadily by providing outstanding quality, service, and value to its customers. For McDonald's other than its home market - the United States, China was the largest growth market with 960 restaurants and over 60,0...
The case focuses on the US- based fast food chain McDonald's entry and expansion strategies in the Chinese market. McDonald's entered China in 1990 with its first restaurant in Shenzhen. Since then McDonald's in China has been expanding steadily by providing outstanding quality, service, and value to its customers. For McDonald's other than its home market - the United States, China was the largest growth market with 960 restaurants and over 60,000 employees as of 2008. McDonald's strategic plan in China was to focus on core menu extensions, convenience and value. The case details the operational strategies of McDonald's in China. The case also discusses the different localization strategies adopted by McDonald's and concludes by identifying the challenges faced by McDonald's in China.
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Field of Study
Business & Economics
Content Type
Case study
Author / Creator
Syeda Maseeha Qumer, fl. 2008
Date Published / Released
2009
Publisher
IBS Center for Management Research
Topic / Theme
Food industry, Business enterprises, Restaurants, Restaurants and Other Eating Places, Global Product/Service Issues, Chinese
Copyright Message
Copyright © 2009 by IBS Center for Management Research
Organization Discussed
McDonald's Corporation
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McDonald's in Discrimination Row
written by IBS Center for Management Research (Hyderabad, Andhra Pradesh: IBS Center for Management Research, 2009, originally published 2009), 3 page(s)
In July 2006, the world's largest fast food restaurant chain, McDonald's, which claims to be an equal opportunity employer, was at the receiving end of a discrimination lawsuit along with the management company that runs the McDonald's outlet in Dearborn and an unnamed manager. Two Muslim women claimed that they h...
Sample
written by IBS Center for Management Research (Hyderabad, Andhra Pradesh: IBS Center for Management Research, 2009, originally published 2009), 3 page(s)
Description
In July 2006, the world's largest fast food restaurant chain, McDonald's, which claims to be an equal opportunity employer, was at the receiving end of a discrimination lawsuit along with the management company that runs the McDonald's outlet in Dearborn and an unnamed manager. Two Muslim women claimed that they had been denied employment at McDonald Dearborn outlet because they sported a hijab.
Field of Study
Business & Economics
Content Type
Case study
Author / Creator
IBS Center for Management Research
Date Published / Released
2009
Publisher
IBS Center for Management Research
Topic / Theme
Religious persecution, Employee-management relations, Lawsuits, Trials and litigation, Restaurants, Discrimination, Management of Companies and Enterprises
Copyright Message
Copyright © 2009 by IBS Center for Management Research
Organization Discussed
McDonald's Corporation
×
Employer Branding at McDonald's: Redefining McJobs
written by Syeda Maseeha Qumer, fl. 2008 (Hyderabad, Andhra Pradesh: IBS Center for Management Research, 2009, originally published 2009), 28 page(s)
This case is about the employer branding strategies adopted by McDonald's Corporation, one of the largest fast food chains in the world. Since the 1980s, entry-level jobs at McDonald's had come to be associated with low-paying dead end jobs. The term 'McJobs' had become synonymous with low-prestige, low-benefit, n...
Sample
written by Syeda Maseeha Qumer, fl. 2008 (Hyderabad, Andhra Pradesh: IBS Center for Management Research, 2009, originally published 2009), 28 page(s)
Description
This case is about the employer branding strategies adopted by McDonald's Corporation, one of the largest fast food chains in the world. Since the 1980s, entry-level jobs at McDonald's had come to be associated with low-paying dead end jobs. The term 'McJobs' had become synonymous with low-prestige, low-benefit, no-future jobs in the service or retail sector particularly at fast food restaurants and retail stores. Though the term was coined to...
This case is about the employer branding strategies adopted by McDonald's Corporation, one of the largest fast food chains in the world. Since the 1980s, entry-level jobs at McDonald's had come to be associated with low-paying dead end jobs. The term 'McJobs' had become synonymous with low-prestige, low-benefit, no-future jobs in the service or retail sector particularly at fast food restaurants and retail stores. Though the term was coined to describe jobs at McDonald's, it was later used to refer to any low-status job where little training was required and workers' activities were strictly regulated. Because of its common usage, the term appeared in the online version of the Oxford English Dictionary (OED) in March 2001 and the Merriam-Webster Collegiate Dictionary (Merriam-Webster Dictionary) in 2003. The case discusses how McDonald's systemically tried to redefine the term 'McJobs' and improve its employer brand since the early 2000s. According to McDonald's, this negative interpretation of McJobs was not only inaccurate but also demeaning to the thousands of people working in the service sector. As employer branding was a critical management tool for companies to attract the right talent, McDonald's decided to try and revise the image associated with McJobs. This it did by taking various initiatives that also included advertising campaigns aimed at showcasing the benefits of working at McDonald's and bridging the divide between people's perceptions of the McJob and the real employment experience of people actually working for the fast-food chain. Experts felt that these were some of the best examples of a company successfully planning and implementing an employee branding strategy. However, the case also highlights the challenges faced by McDonald's in attracting new talent as derogatory comments continued to be made about McJobs and this could discourage prospective employees from taking up such jobs.
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Field of Study
Business & Economics
Content Type
Case study
Author / Creator
Syeda Maseeha Qumer, fl. 2008
Date Published / Released
2009
Publisher
IBS Center for Management Research
Topic / Theme
Job satisfaction, Jobs and positions, Branding (Marketing), Restaurants and Other Eating Places, Strategy
Copyright Message
Copyright © 2009 by IBS Center for Management Research
Organization Discussed
McDonald's Corporation
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