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Introduction
In public relations, it is important to be able to conduct an analysis of an organization to uncover its structure and the communication activities it carries out. In this paper, we will provide such an analysis of McDonalds, one of the most known companies around the world.
The Sector in which the Company Operates
McDonalds is a global corporation that operates in the restaurant industry, specifically, in the fast food branch. It opens restaurants that sell different types of fast food. The foods sold by the company include hamburgers, French fries, various desserts, beverages, etc.
The Companys Organizational Structure
The enterprises headquarters are located in Illinois, the U.S. ( Contact Us par. 2). The following features are characteristic of the companys organizational structure: global hierarchy, performance-based divisions, and function-based groups. Global hierarchy means that the CEO supervises all the areas of the business, and the mandates are passed downwards to regional, local administrators, and concrete restaurant managers. Performance-based division means that the basis for it is not regional; the global structure includes the following divisions: (a) U.S., (b) International Lead Markets, (c) High Growth Markets, and (d) Foundational Markets and Corporate ( McDonalds Organizational Structure Analysis par. 5).
Function-based groups mean that the company consists of separate departments, each of which deals with its own spectrum of issues. These departments include the departments of corporate affairs, marketing, human resources, national operations, regional managers, finance, information, and strategic planning ( What is the Structure of McDonalds par. 3). Other departments include legal, customer services, franchising, security, hygiene and safety, property and construction, supply chain and restaurant services ( What is the Structure of McDonalds par. 4).
It is also worth pointing out that McDonalds operates as a global franchisor. According to the companys official website, over 80% of the companys restaurants around the world and approximately 90% of its locations in the USA are owned and run by independent businesspeople ( Our Business Model par. 2).
The Companys Communication Activities
When it comes to communication activities that McDonalds carries out, it is worth noting that the company regularly runs various advertising campaigns in order to attract new customers and retain the old ones ( How do McDonalds Communicate par. 4). The enterprise continually stresses that its food is high-quality.
At a certain point, the business decided to change its external rhetoric and highlight the nutritional value of its foods; McDonalds even won a number of awards for this PR move ( McDonalds Sets Up a Nutrition Network par. 4). Nowadays, the organization provides its customers with information about the nutritional value of the food it offers; this information can be obtained from informational stands inside the restaurants, as well as read on the individual packages of most foods.
It also should be observed that the company attempts to adapt its menu to the local tastes around the world, and uses that as a PR move; for instance, in the United Arab Emirates the restaurants offer foods made from halal meat, and provide respective certificates ( Our Ingredients par. 1-2).
Certain political issues related to the American roots of the company sometimes arise. For instance, in 2000, citizens of Saudi Arabia started boycotting a number of American companies, including McDonalds, due to the support that the U.S. offered Israel. McDonalds responded by a charity campaign in Saudi Arabia; they would donate 26 cents from each meal sold to childrens hospitals in Palestine ( Saudi Burgers to Help Palestinians par. 2, 5). On the whole, the company appears to adopt an appeasing attitude in such situations.
Conclusion
To sum up, McDonalds is a global chain of fast food restaurants. Its organizational structures main features are the global hierarchy, performance-based divisions, and function-based groups. The company regularly runs advertising campaigns; to attract customers in different countries, it attempts to adapt their menu to the local cultures. The enterprise sometimes suffers due to political issues related to its American roots, and seems to generally adopt a placating attitude in these cases.
Works Cited
Contact Us. n.d.
How do McDonalds Communicate Internally, Externally and to its Customers? 2011.
McDonalds Organizational Structure Analysis.
McDonalds Sets Up a Nutrition Network to Change Public Perception about its Menu. n.d.
Our Business Model. n.d.
Our Ingredients. n.d.
Saudi Burgers to Help Palestinians. 2000.
What is the Structure of McDonalds and How Each Department in the Organisation Interact? 2011.
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