MANAJEMEN RANTAI NILAI PELANGGAN

“McDonald’s : Creating Value”

Disusun oleh :

IRENE DEBORAH 120420200009

UNIVERSITAS PADJADJARAN
FAKULTAS EKONOMI DAN BISNIS
MAGISTER ILMU MANAJEMEN
BANDUNG
2021
1. ABOUT THE COMPANY
McDonald's Corporation is an American fast-food company founded in 1940 as a restaurant
operated by Richard and Maurice McDonald in San Bernardino, California, United States.
McDonald's vision is to be the world's best quick-service restaurant experience. Being the best
means providing outstanding quality, service, cleanliness, and value to make every customer in
every restaurant smile. McDonald's brand mission is to be our customers' favorite place and way
to eat and drink. Our worldwide operations are aligned around a global strategy called the Plan to
Win, which centers on exceptional customer experience = People, Products, Place, Price, and
Promotion. Products produced or famous are Hamburgers and Sandwiches, Chicken & Fish,
French Fries, Salads, Soft drinks, Coffee, Dessert and Shakes, Breakfast, Snack and Sides, and
others

2. CREATING VALUE FOR OUR CUSTOMERS

1. Strategy and freedom in the framework, "Strategy is good, but without execution it's
nothing." The things that make McDonald's different from other companies are:
• Modernizing the experience, McDonald's has a full interior experience with modernization,
and store reimaging has made consumers more receptive and adaptable. McDonald's also
has a full exterior experience with an emphasis on convenience and service.
• Optimizing the menu, Product choice, and quality of food has made consumers come and
come back.
• Broaden accessibility, Affordability and extended hours make them more accessible for
consumers.
2. Clear role for strategy and insight function, consists of inspire (S&I role, brand vision,
growth drivers), share (best practices and expertise), and support (tools, methods, and
training). Below is a form of strategy and insight department-pyramid of McDonald's
3. Alignment cross-borders and across disciplines, alignment: we share more than 25 tools to
talk the same language when looking at our business.
4. Training for strategy, insight and marketing, and newcomers. It consists of 5 steps to a
consumer-focused planning process: situation analysis, defining opportunities, setting the
goals, creating the plan, and measuring success.
5. Planing and Agility consist of recession and all the time high share.
6. Listening to your customers and customer journey. Listening and interpreting consumer
desires or complaints through consumer travel (consisting of children to parents)
7. Be prepared with multiple scenarios, develop alternative (pricing) scenarios based on the
environment.
8. Strategy and insight goes beyond just marketing
9. Understand the competitive landscape by assessing the state of your competitive
environment and a much stronger brand.

10. Understanding trends and translate to your business. Viewed from consumers are affected
by external forces-drivers, changes in attitudes and behaviors are manifested as trends, and
these play out differently in different sectors, including food.
11. Customer Immersion and Incl Management and Franchisers with immersion with customers.
12. Transform data into information and tell the story and give perspective focus across four
dimensions are enhanced reporting and analytics, visualization and mobility, big data and
granularity, and last shared tools and knowledge
13. Start small – think big – scale fast
14. Understand benefits available from the different types of data.
15. Segmentation and Applicability consists of what (the combination of the product purchased
gives insight into consumer needs and preferences), who (the size of the group in
combination with products sold can indicate different parties served), when (the time of
purchase suggests what the product will be used for), where (consumers can show other
behavior when ordering at the drive-thru vs. the counter)
16. Big and Bold activities, through digital and world cup activation.