MGT2012 Essay: Service And Operations Management.

Operational performance management is the process and the alignment of the various activities and the business units in an organisation which ensures the company that whatever activities are performing by the company is helping the organisation to achieve the goals. Operational performance process assist the companies on various level such as in manufacturing company, it assist the company to make various positive steps to enhance the production and reduce the cost of production per unit (Wiengarten et al, 2014). The operational performance management collects the information and data and further, it analyses and filters the data and makes a better decision about the position and the management quality of the company. It sets connection among various sub units, activities, process, structure etc to manage the quality and reduce the issues from the organisation.

For analysing the position of operational performance management in a better way, McDonald’s Cheeseburger has been studied and the operational management process has been done over it to enhance the understanding. The information has been collected through conducting a survey among my friends and family and the questionnaire is in appendix.

McDonald is a retail chain outlet of food and beverage industry. This company has its outlets in various countries and offers huge range of products to the clients according to their choice and the demand of specific country. This company has around 38% share of food and beverage industry and the competitors of the company are burger king. Cheeseburger is one of the mostly sold food item of this company. The price of the cheeseburger has been set by the McDonald in an attractive way and at the same time, the promotional techniques of the company are also interesting. The study of operational performance management has been conducted over cheeseburger to understand the concept in a better way (Cheeseburger, 2017).

Integration is a term which is used by the companies to manage and define the objectives of the company and it combines the various divisions and operations of the company to operate the performance and the business units of a company in a better way. This method assists the company to analyse the operations and make better decisions to save the cost and enhance the efficiency of the company (Heizer, 2016). Integration operation management is basically about helping an organisation to manage all its operations in an efficiency manner.

According to the study over McDonald’s Cheeseburger, it has been evaluated that the operational performance of McDonald is quite different from the market requirements. The study and the questionnaire about the process, operations, competitiveness, and innovation etc of the cheeseburger have been analysed and it has been found that the expectations are quite different from the experience. People are looking forward for various changes into the operations of the cheeseburger to enhance the efficiency of the product as well as the organisation (Krajewski, Ritzman and Malhotra, 2013). The study and the expectation of the clients could be analysed through following model:

McDonald’s management is required to look over this polar model and must make few changes into its operations to enhance the performance and the position of the company (Walker et al, 2014).

clients could be analysed through following model:

Basic	Experience	Expectations
Maintains the customer preferences	According to the experiences of various people, the customer preferences are not the main focus of the company.	The Company Is Continuously Managing The Position And The Performance In The Market In Terms Of Managing The Customer Preferences.
the delivery time of the company is good	The experience of the people express that McDonald offers the products very quickly and thus the delivery time is quite less.	The Expectations Of The Company Are Offering The Products Quickly To The Company.
Satisfaction with the food products	According to the experiences of various people, food products of the company are good.	The expectations of the company are satisfying the clients through offering the good quality products.
Company uses innovative technology to serve the food	According to the research, innovative technologies are not followed by the company.	The expectations of the company are offering innovative food to the clients (Wütz, Hofstetter and Goerzen, 2014).
Innovation are done by the company on continuous basis	According to the research, innovative technologies are not followed by the company on continuous basis.	The expectations of the company are offering innovative food to the clients on continuous basis.
Various new food products have been offered by the company in recent times	According to the research, innovative technologies have been followed by the company in recent times.	The expectations of the company are offering innovative food to the clients in recent time as well (Longoni and Cagliano, 2015).
You prefer to go to McDonald due to its products and the services	The research data express that the services of the company are quite better in the market and thus they prefer to go to the McDonald.	The expectations of the company express that the customers must like the products and the services.
The sitting area of McDonald attracts you more rather than the products of the company	The research data express that the sitting area of its outlets are quite better and have enough space for people.	The expectations of the company express that the company must focus over all the elements which could attract more customers (Stadtler, 2015).
The products of the company are quite competitive with other competitive products	The research data express that the various products of the company are quite competitive and at the same time company must work on few products.	The expectations of the company express that the customer must be satisfied.
Cheeseburger is the best product of the company	The research data express that the cheeseburger taste is quite competitive.	The expectations of the company express that the customer must be satisfied (Winter and Knemeyer, 2013).
The innovations in the cheeseburger are quite appreciable	The research data express that the customers are quite happier to see various options in cheeseburger.	The expectations of the company express that the main motto of the company is client satisfaction.
McDonald is my first choice if I want to have cheeseburger	The research data express that the cheeseburger taste is quite competitive and thus customer prefer to buy burger from McDonald only.	The expectations of the company express that the customer must be satisfied through its cheeseburger (Darom and Hishamuddin, 2016).
Company should make few changes into its cheeseburger	According to the people, few changes would make the product much better.	Company is also looking forward to make few changes into the product.

McDonald’s manufacturing process is quite transparent to its clients and in the market. Even customers could easily look over the process of manufacturing of cheese burger and could analyse the hygiene standards of McDonald (Khanna, 2015). Following is the process of input transformation and output of MacDonald’s cheeseburger:

The main input for cheeseburger is the raw material which is processed by the company according to the requirements. Further, various information and technologies are also used by the company to process a good product (Hollensen, 2015).

Further, this raw material and the technology and information are used by the company to offer an outcome. In this process, company handles all the input and takes care about the quality of the product.

Lastly, at this stage, the required product could easily get by the company. By output, McDonald offers a great quality product and the services to its clients to enhance the customer loyalty and the revenues of the company.

The above input transformational and output process depicts that it becomes necessary for the company to analyse the market and evaluate the information and input them to make the product according to customer’s choice.

Further, various operational elements and market elements also make an impact over the position of the company. Company and the management of McDonald are required to look over its elements to manage the performance in the market. It is required by the company to look over the various factors so that the operational management and strategic management of the company could be better (Armstrong et al, 2015). The marketing factors such as segmentation, targeting, product, price, place and promotion, brand loyalty etc makes an impact over the position of the cheeseburger in customer’s mind and affect their decision about consuming the cheeseburger or not. Further, the operational factors also affect over the mindset of the clients such as how the CSR policies are adopted by the company and how it enhances the position of the company. Following study has been done over the marketing and operations factors of the company to analyse the position of the cheeseburger and this study would also assist the McDonald to make few changes into the performance of the company:

The study over the McDonald’s cheeseburger depict that the marketing elements and factors of McDonald is quite good but the main focus of the company is not cheeseburger. The competitive advantages of the company could be enhanced through following the below studies:

The Cheeseburger must be presented by the company in such a manner that the consumer could feel attracted towards the product and the taste of the Cheeseburger must be mouth watering. The main characteristics of the Cheeseburger must be its quality, packaging and looking. Company must aware about the fact that customer’s demand change with the time and thus the changes must be done in the product on regular basis (Armstrong et al, 2015).

Further, the pricing is the crucial part of every organisation. In most of the cases, price of a product determines about the competition level among the various companies in the marketplace. McDonald is suggested to use an effective pricing strategy which is penetration pricing strategy to enhance the attractiveness and sales of cheeseburger in the market. This strategy would help the company to grab more market share.

Further, the place has been evaluated. It is used as a distribution channel. McDonald should choose such locations for its outlets which could easily be reachable by the consumers (Sheth and Sisodia, 2015). Business location is very important for food outlets and thus the McDonald is suggested to look over various elements before choosing the outlets. Further, the organisation must also consider some basic things such as population’s destiny, communication, local people’s life cycle and so on.

Lastly, the promotional factors of the McDonald has been evaluated which must be used by the business to enhance the demand of cheeseburger in the market. The organisation should use some marketing campaign and use the local ways to promote the products. Though it is one of the famous brands of food outlets and thus the Cheeseburger could easily be promoted by the business (Keller and Kotler, 2016).

Product life cycle is an important element of marketing. It expresses about various stages of the products in which the product goes through from the first though about the product to the remove from the market. Further, the product life cycle of the company has also been analysed and it has been found that the following are the steps of the cheeseburger life cycle:

At this stage the Cheeseburger of McDonald has been introduced by the McDonald in the market. At this stage, company has done very struggle to make a good market for this product. The McDonald’s cheeseburger has been introduced in a well manner in the market.

Further, at this stage the McDonald’s cheeseburger has enjoyed a great level of growth. The people started liking it and the market share of the Cheeseburger was also great. According to the research, it has been found that the taste of the product was also amazing and thus most of the people have liked it (Jooste and Strydom, 2014).

Further, the maturity stage of the company has also been analysed and it has been found that current the product is at maturity stage. Sales of cheeseburger was highest and the growth rate of the product was slowing down and thus the company has decided to launch various new segments of the Cheeseburger so that the growth rate of the cheeseburger could enhanced more (Foxall, 2014).

Still, the company has not reached at this level sue to its product extension strategy.

Pest analysis of the company is as follows:

Further, the SWOT analysis has been done over the McDonald’s Cheeseburger. Following is the SWOT analysis study of McDonald:

The above analysis over marketing elements depict that the company could enhance more market share through using the perfect marketing mix and grab the opportunity from the market.

Operations management is the process and the alignment of the various activities and the business units in an organisation which ensures the company that whatever activities are performing by the company is helping the organisation to achieve the goals. For this study, the quality management segment of operations management has been analysed and it has been evaluated that how it helps the McDonald to manage and enhance its performance (Sallis, 2014).

Quality management makes sure that the product and services of an organisation are constant. The quality management basically has 4 components which are quality planning, quality assurance, quality control and quality improvement. This management process does not only concern over the quality of the product and services but it also ensure the tem to achieve the quality level (Goetsch and Davis, 2014). Therefore, quality management ensures the quality and makes a control over the process of the product to achieve the same level of quality.

The quality management of Cheeseburger of McDonald has been analysed. McDonald has a management team to inspect the Cheeseburger and its quality and also controls over the business process to ensure a successful business. The quality of the meat, bun, beef, vegetables etc of the McDonald is up to the standards (Mok, Sparks and Kadampully, 2013). Further, the employees of the McDonald has been trained in a well manner to investigate over the quality of the Cheeseburger timely and further, the dresses of the chef are quite neat and cleanliness. Team work is always appreciated and offer maximum benefits in McDonalds. Further, the management team of the company also takes extra care about the tidy, clean and sparking place. Further, the fast, friendly and accurate services are also offered by the company to its consumers (Hasen et al, 2014).

Though, it is suggested to the company to focus over organic products to enhance the quality of the Cheeseburger and company should also take the concern over consumer’s health and safety products (Okaland, 2014). Management of the company could also motivate the employees to perform their duty perfectly to reduce the chances of the low quality. Further, the new employees of the company must be trained in such a manner that no problems could be faced by the company in terms of quality.

To conclude, the above analysis over integration, operational and marketing elements depict that the company could enhance its operations, activities, quality and market share through using the various methods and through achieving the level of loyalty. Further, it has also been found that the McDonald’s cheeseburger’s performance is quite good and few changes would assist the company to manage the better position into the market.

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