Business Studies Research Proposal on Exploring McDonald’s Implementation

Exploring McDonald’s Implementation

McDonald Corporation is a brand recognized globally associated with food supply chains providing millions of consumers with fast foods across one hundred and nineteen countries. A thirty minutes personal interview with the current CEO at the organization was conducted to discuss the corporation’s objectives, human resource practices, and other aspects influencing its operations and functions. Steve Easterbrook provided insights to the following discussion topics. First, he confirmed that McDonald Corporation believes it is important for the business entity to establish clear objectives. The objectives are formulated and implemented on short-term and long-term basis. He asserted that business objectives are specific results an entity strives to achieve within a specific time. Thus, establishing the objectives guarantees the corporation will pursue strategies and engage actions ensuring organizational goals are achieved (McDonald Corporation, 2015).

More so, they assist the business entity to achieve consistent growth, development, and expansion as it strives to fulfill consumers’ needs, demands, and wants. However, the objectives determine the roles played by employees. As a result, McDonald Corporation ensures the goals and objectives are clearly communicated. This guarantees staffs at the organization acknowledge, identify, understand, and pursue the corporation’s state of direction in order to achieve success. The objectives also provide employees with measures to undertake in order to create synergy as they focus on planning, coordinating, organizing, controlling, and managing corporation functions and operations. More importantly, employers and senior employees utilize the objectives to determine, evaluate, and assess the overall running of the business entity. For example, senior employees at McDonald Corporation are required to evaluate the objectives established before determining how employees can be motivated and challenged. This is because motivated employees guarantee organizational objectives are pursued consistently and reasonably within the corporation’s financial and human resource limits (Kaur, 2014).

Steve Easterbrook therefore affirmed that McDonald Corporation establishes objectives. The objectives are either short-term or long-term. They are realistic, quantitative, measurable, understandable, obtainable, hierarchical, challenging, and congruent within the corporation’s units. All objectives are assessed with a timeline, as they are required to state the growth rates and patterns of assets, sales, profits, and market shares. They also measure the degree and nature of diversification, vertical integration, market share earnings, and the corporation’s social responsibilities. Thus, McDonald Corporation acknowledges that it is important to establish clear and viable objectives in order to provide the business with a sense of direction while prioritizing the entity’s functions and operations. The objectives also assist, guide, and support employees in reducing uncertainties, conflicts, and wastage of resources while stimulating exertion (Rupert, 2015).

McDonald Corporation is however a multinational organization. Thus, it employs a large number of employees in different departments, organizational units and even countries. This does not hinder establishment and implementation of corporation goals and objectives to ensure the company continues to grow and expand. As a result, Steve Easterbrook acknowledged that it is crucial to communicate the objectives to the employees universally. Long-term goals are formulated at the corporate, functional, and divisional levels. This is because they play the vital role of ensuring McDonald Corporation managerial performances are measured, controlled, and managed for success. Thus, they are clearly communicated to senior employees in the firm through emails. The human resource manager ensures all supply chains are headed by a divisional or functional manager (Tianbai, 2009).

Thus, the human resource manager emails the divisional or functional manager the established objectives. These managers are consequently required to communicate the objectives to the rest of the employees in a clear manner to avoid conflicts and misconceptions regarding the corporation’s vision. Although the main mode of communication involves emails, departmental managers are required to conduct meetings. This provides the employees with an opportunity to discuss the objectives in order to gain a deeper understanding of their roles and expectations in the corporation. Divisional and functional managers confirm that, communicating the corporation’s objectives through emails should not hinder oral discussion with the employees. This is because employees can discuss and formulate measures applicable in ensuring the corporation’s objectives are achieved effectively and efficiently (McDonald Corporation, 2015).

It is therefore evident that, the corporation’s objectives are established at the headquarters in Illinois before being distributed to all restaurants across the globe through emails. The head managers of the restaurants are then required to distribute the objectives to each employee in form of written emails before the oral discussions. The oral communications are undertaken to ensure all employees have received the written objectives. They also provide an opportunity to discuss issues that may be affecting employees’ abilities as they strive to achieve the corporation’s objectives (Tianbai, 2009).

Steve Easterbrook was however quick to note that, the process of establishing and communicating corporation’s objectives should not be regarded as dictatorial. This is because restaurant managers and employees are involved in the process of establishing the objectives before the final version is distributed globally. It is therefore evident McDonald Corporation values the input of employees and managers in establishing organizational objectives. This is because employers at the organization acknowledge the parties play a vital role in striving and achieving them. As a result, restaurant managers are advised to hold discussions with the employees with regards to the overall objectives established to guide the corporation in achieving its vision. During the discussions, the employees are encouraged to communicate with their managers on how to either improve or modify the objectives (Tianbai, 2009).

This strategy guarantees the employees will feel valued, appreciated, worthy, motivated, and part of the corporation’s family. Stakeholders are also allowed to take part in formulation of the corporation’s objectives. However, all parties ought to understand the corporation’s culture and future vision as the basis of participation in establishing the objectives. This guarantees consistent, viable, and applicable objectives are established allied to the values of the organization. The objective formulation process therefore involves all employees working at McDonald as their roles and duties in the firm are impacted after they are implemented. This strategy was adopted to ensure the McDonald family remains united hence, preventing conflicts and complains especially during the implementation process. More so, employees are experienced and better placed in ensuring the objectives are prioritized to stimulate exertion, accomplish the corporation’s vision, and sustain overall success on a global platform (McDonald Corporation, 2015).

The process of implementation is also flexible to allow restaurant managers to revise the objectives in order to suit the particular supply chain. For example, some objectives can be easily implemented in United States. However, the implementation process can be challenging in United Kingdom due to cultural differences. As a result, the implementation process provides room to modify and revise the corporation’s objectives. This however does not mean McDonald Corporation does not revise the overall objectives. For example, the plan established at the beginning of 2015 involved implementing objectives aimed at restructuring the firm’s global business operations in order to increase and strengthen financial outcomes. The objectives however had to be revised after acknowledging that they were leading to operational and financial growth (Michelle & Penny, 2014).

 Steve Easterbrook therefore confirmed that, objectives at McDonald are revised after every six months. This is because six months are adequate to provide sufficient data evaluated and assessed to determine if the objectives are still allied and relevant towards improving the firm’s growth and development process. For example, objectives implemented to guide operations across new market segments have to be revised at least twice a year. This seeks to ensure the objectives are effective and efficient in driving operational growth, achieving and sustaining consumer loyalty, and even maintaining a competitive advantage in the industry (Rupert, 2015).

The process of modifying, correcting, altering, and revising corporation’s objectives differs across the global restaurants. However, the modifications have to be communicated to the human resource manager at the headquarters. The restaurant managers should therefore clearly state the alterations and revisions. They should also explain why the corrections and alterations were necessary. Consequently, they should wait for the human resource manager to confirm and agree the revisions as necessary. For example, the leadership team led by Mike Andres within the United States McDonald Marketing Segment revised objectives allied to the firm’s marketing strategies. Mike asserted the revisions would capitalize on the United States marketing opportunities (Rupert, 2015). In concluding the interview, Steve Easterbrook advised small, medium, and large business entities to acknowledge the power of establishing objectives as they determine levels of success and rate of growth.


Kaur, G. (2014). Human Resource Management and Practices at McDonald. Recruiting and Human Resource Business Report.

McDonald Corporation (2015). McDonalds Publication: Corporate FAQ. McDonald Corporation Publication.

Michelle, E., & Penny, C. (2014). Human Resource Management in McDonald’s. Human Resource Management Report.

Rupert, N. (2015). McDonald’s Plans Huge Shakeup as CEO Admits: ‘Our Performance has been Poor’. New York, The Guardian.

Tianbai, D. (2009). McDonald’s New Communication Strategy on Changing Attitudes and Lifestyle. International Journal of Marketing Studies, 1(1), 37-42.