McDonalds Fast Food Company Organizational Change

Organization Change Environment Needs

McDonalds Fast Food Company has been in operations for more than two decades. The company is known for fast food products such as burgers, hamburgers, fries, and soft drinks, among others. The company is a global leader in the fast-food industry (Vickers, 2005, p. 27). The McDonalds Company has more than 500 restaurants across the world. These restaurants are either corporations or partners. McDonalds’ sales have dropped in the recent past. The company needs to improve its performance and enhance customer focus.

The current problems at the company cover a wide range of issues from the executive leadership at the top of the organization, the product, and service delivery, and to the customers as well as the marketing strategies. Thus, there is an urgent need for performance improvement and enhancing customer focus in order to ensure business sustenance.

The poor performance of the customer-centricity strategy has been attributed to serious competitors who seem to have copied the company’s strategies and have been successful in implementing them. Specifically, these competitors are poaching the company’s best salespersons and are away ahead in offering customized services to their clients (Liu, Liao, & Peng, 2005, p.217). Though the customer-centricity strategy is healthy, the implementation process was poorly organized and hurriedly integrated in the marketing structure despite the sentiments of the sales staff.

The current customer-centricity strategy does not include finer details of implementation modules and success reporting in the face of other business dynamics that did not have anything to do with the customer’s demands. For instance, the expansion strategies adopted in the year 2010 were poorly informed since proper research on their viability had not been done.

Coupled with the market economic climate swings, the company is facing the fear of possible breakdown due to stiff competition. As a result of competition and customer changed preferences, the current financial performance in terms of sales is very dismal. In addition, the poor communication system between policymakers and implementers have affected the marketing strategies for the company as the sales support team seems misinformed on the scope and requirements of successful sales. The above dilemma presents an ideal environment for implementing the proposed change (Vickers, 2005, p.29).

Change Management Pan

Theoretical Perspective

Positive Reinforcement Theory

Leadership qualities evoke a modification of behavior in other people. It produces a positive reinforcement to people’s ideas and performance. It occurs due to the positive effects of leadership. It provides a suitable stimulus to evoke the best performances of people (Carson, 2006, p.397). With reference to the McDonalds Corporation, positive reinforcement may be applied, as indicated below.