MKT203A – McDonalds

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MKT203A – McDonalds

Executive Summary

This study analyses service delivery at McDonald. The study finds that McDonald is among the
leading fast food retailers in the world, with experience of years of operation. It operates more
than 36,900 stores worldwide. One of the strengths of the company is its customer service.
McDonald offers different types of services which all fall in the category of fast foods. It has a
variety of menu items on offer. The company has an efficient customer flow. It uses close to a
billion dollar annually in advertise. It also invests in store development to provide clients with an
ambient dining atmosphere where customers find pleasure hanging out. It has good customer
service to help customers made decision and a fast order process time, although there are service
gaps which the company continue to address. McDonalds targets different types of customers
through its variety service and menu items and it is positioned on basis of quality and
satisfaction.

Category:

Description

Assessment 2 Brief

Program Bachelor of Business
Subject Services Marketing
Subject code MKT203A
Name of assessment Group Project Part 1 (4 members per group)
Length Maximum 3500 words (+/- 10%)
Learning outcomes
addressed by this
assessment:

c, d, e

Submission Date: 11:55pm Sunday of Week 7

Assessment brief
Summary:

Students will be expected to:
Summarise the problems the case study identifies
Analyse service marketing issues identified in the case study
(making reference to theories)
Explain how issues were resolved (making reference to theories
Propose possible outcomes based on understanding of issues
and theories, which support them. MKT203A – McDonalds.

Total marks 40 Marks
Weighting 40%

MKT203A Assessment 2 Brief 20161111 © Laureate International Universities 2017

Assessment Brief:
Students are to undertake a site visit to one of the following locations:
• Significant tourist attraction which charges an admission fee
• McDonald’s, KFC or Burger King Restaurant
• Local shopping centre – suburban or metropolitan
• Major metropolitan train or bus station
• Large regional motel/hotel or CBD Hotel, such as, Westin, Sheraton, Inter Continental
• Sporting arenas, convention or entertainment centres
• Student may also recommend their own case study, however, these must be emailed
to the lecturer for approval

Answer the following questions using appropriate service marketing theories to support your
answers. MKT203A – McDonalds.

1. Clearly define the service provider and its services
2. Discuss how the service provider manages customer flows including people, cars and or
other vehicle interchanges. Consider using a service blueprint
3. How effective are the service delivery and systems? Ensure you consider peak and off peak
times. MKT203A – McDonalds.
4. Using multiple methods, Roy Morgan, VALs or geographic/demographic/psychographic
identify the primary and secondary target markets and what marketing position does the
service hold. MKT203A – McDonalds.
Content and Format Requirements:
Presentation (report format) includes an executive summary, table of contents, introduction
and a thorough analysis of the service provider, referencing (all theory and diagrams must
be referenced) and grammar – note that theory must draw on journal articles and individual
research and go beyond the textbook and study guide. MKT203A – McDonalds.
You must include an executive summary at the beginning of the report. Please note that an
executive summary does NOT list the contents and does NOT replace an introduction and it
DOES summarise the entire report including recommendations.
The report must present your case analysis in a report format with appropriate headings and
not in a question and answer format. MKT203A – McDonalds.

MKT203A Assessment 2 Brief 20161111 © Laureate International Universities 2017

Marking Criteria:
Criteria Marks
Possible
Marks
Awarded Comments

Content & Knowledge of
Topics
(Includes: breadth/depth of
knowledge, use of
literature/evidence of
research)

10

Application of Concepts to
‘Real World’ Examples.
15

Articulation of arguments
& analytical/evaluation
skills

10

Clarity of expression &
presentation of ideas
5
Total 40

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MKT203A – McDonalds

Executive Summary

This study analyses service delivery at McDonald. The study finds that McDonald is among the
leading fast food retailers in the world, with experience of years of operation. It operates more
than 36,900 stores worldwide. One of the strengths of the company is its customer service.
McDonald offers different types of services which all fall in the category of fast foods. It has a
variety of menu items on offer. The company has an efficient customer flow. It uses close to a
billion dollar annually in advertise. It also invests in store development to provide clients with an
ambient dining atmosphere where customers find pleasure hanging out. It has good customer
service to help customers made decision and a fast order process time, although there are service
gaps which the company continue to address. McDonalds targets different types of customers
through its variety service and menu items and it is positioned on basis of quality and
satisfaction……..

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