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I will pay for the following essay McDonald's, Subway and Burger King: Assessing Marketing, Operations and Competitive Actions. The essay is to be 11 pages with three to five sources, with in-text cit
I will pay for the following essay McDonald's, Subway and Burger King: Assessing Marketing, Operations and Competitive Actions. The essay is to be 11 pages with three to five sources, with in-text citations and a reference page.
Homogeneity, under this definition, is similarity related to tangible facility architectural style, employee uniforms, menu board design and in actual food products offered. Much of this stems from the business’ long-standing brand recognition and brand loyalty that McDonald’s and Burger King have managed to establish in their long history of operations. However, it is this homogeneity that drives very different competitive actions for order winning and for qualifying with customers, especially related to McDonald’s. McDonald’s is attempting to break away from this homogeneity by appealing to a new type of consumer, one that is more contemporary and socially-driven. Fitzsimmons &. Fitzsimmons (2011) describe the importance of the servicescape, the tangible ambiance of a business that strongly contributes to the satisfaction of diverse customers. The servicescape is identified by the spatial layout and functionality of McDonald’s, the signs and symbols used to distinguish a brand identity, and the overall ambient conditions of the business. According to a spokesperson for McDonald’s, the business is investing considerable financial resources into re-imaging strategies that include coffee house charm and modernism in many of the structural components of the organisation (McDonald’s Annual Report, 2008). These changes, launched in 2009, have radically changed the servicescape of McDonald’s, separating its traditionalism and homogenous architecture to a facility that is more aesthetically-pleasing for a new breed of contemporary customers. “At McDonald’s, gone are the hard, plastic seating areas in unappetising colours.
