McDonald’s as a Marketing Research consultant

Sample Solution

McDonald`s as a Marketing Research consultant Marketing research is the systematic and objective search for, and analysis of, information relevant to the identification and solution of any problem in the field of marketing. Marketing research serves marketing management by providing information which is relevant to decision making. Service quality generally refers to a customer`s comparison of service expectations as it relates to a company`s performance. A business with a high level of service quality is likely capable of meeting needs while also remaining economically competitive in their respective industry. Successful businesses who remain competitive and relevant in the marketplace work proactively to obtain information from their current or potential customer so they can ensure they are meeting their needs.

Process maps provide an overview of the sequence of all process activities and tasks involved in the creation of a product or in the delivery of a service (Heinrich, Henneberger, Leist and Zellner 2009). For managers and decision-makers, process maps provide a way for analyzing and assessing the service delivery process (Kubiak 2007). In relation, O’Donnell and O’Donnell (2008) noted that process maps helps managers and decision makers by placing interrelating systems into perspective and showing how each task, system, and team members relates in a manner that is easy to understand. This paper details the process map for providing services to customers in a typical restaurant. In addition, this paper discusses the layout used for the process.

Process Flow in the Restaurant

The process flow for the restaurant is shown in Figure 1. The process starts when customers enter the restaurant. Near the entrance is the temporary holding area where the receptionist gets the names of the customers. Afterwards, customers are directed to the waiting area where they will wait while the table is being prepared. Then, the receptionist directs the customers to their table. Once seated, the customers begin to review the menu and waits for the waiter for the placement of the order. The waiter then takes the order and afterwards confirms to the customers whether all orders were taken. When the customers confirm the order, the waiter then places the order on the order board, otherwise ask the customers to repeat the orders. The chef then takes the order and reviews it. If there are no clarifications to make, the chef proceeds to cooking the food, otherwise call the attention of the waiter to verify the orders. After cooking the food, the chef prepares the food and places it on the designated area and rings the bell to call the attention of the waiter. The waiter then picks up the prepared food and serves it to the customers. The customers then eat the food and subsequently ask for the check. After a certain period, the waiter arrives with the check. The customer then reviews the check. If there are no concerns, the customer pays the bill, otherwise verify the check to the waiter. After paying, the customer finally leaves the restaurant.

Analysis of the Process

Looking first at the elements of the process map, the red ovals in the process map represent the start and end of the process. The first red oval that is seen in the process map signals the start of the process, while the last red oval indicates the end of the process. The green rectangles on the other hand, represent opera