Creating effective stakeholder relationships

McDonald's is one of the most well-known brands in the highly competitive quick service restaurant market and its franchising business model is a key factor in the company's success.

This Case Study looks at McDonald's NZ and its relationship with its stakeholders and looks at the impact the company has on its suppliers, customers, franchise holders and the economy as a whole.

As a result of reading this Case Study students should be able to:

• Understand the relationship between a business and its stakeholders
• Describe the business structure of franchising
• Discuss the benefits to a business of investing in training and career development for its employees

Introduction

McDonald's® is one of a handful of brands that people instantly recognise in almost every country of the world.

Stakeholders

Every business has stakeholders - individuals, organisations or groups that have an interest in the organisation and how it operates.

'Quality, Service & Cleanliness' (QSC)

Every business has stakeholders - individuals, organisations or groups that have an interest in the organisation and how it operates.

Investing in employees

Well-trained crew and managers are the first step to delivering great QSC for its customers.

Franchisees - 'A business partnership based on excellence'

Franchisees are crucial to McDonald's success; they deliver its brand promise straight to the customer.

Suppliers - 'Supporting New Zealand's products and services'

The McDonald's supply chain brings great benefits to the New Zealand economy.

Conclusion

McDonald's NZ is a successful player in the highly competitive quick-service restaurant market.

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