Mcdonalds for Org.Bihaviour

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International Management


Final project of Organizational Behaviour

Academic year: 2010/2011
Table of Contents
Description of the company3
Research – Testing of employees6
Internal communication in McDonald’s9
External communication14

Our research project is focused on the topic organizational communication. How one defines organizational communication depends on one’s view of the relationship between communicating and organizing. According to the container approach, organizational communication can be defined as the transmission of a message through a channel to a receiver. In the social constructionist approach, organizational communication can be defined as the way language is used to create different kinds of social structures, such as relationships, teams, and networks. The former definition emphasizes the constraints that are placed on communication given pre-existing organizational structures and the latter definition highlights the creative potential of communication to construct new possibilities for organizing. McDonald´s is a company who developed one of the most successful communication strategies and the first organization which was concentrating on families when constructing the eating facilities.

Mission statement of the company
McDonald's mission is to be the world's best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile.

The main ideas we would like to concentrate on:
* The communication inside the organization : Effective communication between the managers and the employees * The communication strategy of the organization concentrating on the marketing aspects * The employee´s opinion about the mission and the relative communication strategy of the company for fulfilling it.

Hypothesis for our research project:
H1: We consider that all the employees under the pressure of communication strategy are able to fulfil the mission of the company. H2: We consider that the communication during the service would be clear, quick and effective. Description of the company

McDonald's is a huge multi-national restaurant chain. But it hasn't. It was started in the first half of the 20th Century by two brothers - neither of whom was named Ronald. Reports differ about when Richard and Maurice McDonald opened their first restaurant. Some would state that the Airdrome in Arcadia, California was the very first, opened in 1937. Others claim that it all began in 1940 with the McDonald's Barbecue restaurant in California. What is not in dispute, however, is that both of the above were false starts. They were both the kind of American restaurant where cars park around a central hub (where the food is prepared) and it is delivered to the waiting customers by 'car hops'. In 1948 the brothers became disaffected by this style of restaurant, the pressures of a full menu, and the hassle of managing staff, and so decided to scale down the operation. They developed the idea of an 'assembly line' whereby a reduced menu (consisting only of hamburgers, cheeseburgers, french-fries and drinks) could be cooked cheaper and quicker, which would hopefully lead to a higher turnover of customers. And so it was, on 12 December, 1948, that the new revamped McDonald's Restaurant opened, and Richard McDonald cooked the first McDonald's hamburger. During the next few years, the restaurant went from strength to strength, and the building had a slight redesign. The brothers had a slender yellow arch built at each end of the building, looping over it but not yet joined together to make the now famous 'M'. In 1954 Ray Kroc was a salesman for a company that made milkshake mixers. He noticed that the McDonald brothers had bought eight of the company's mixers for their restaurant. Believing that, if...
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