Organizational Cultural Audit and Gap Analysis Essay

Organizational Cultural Audit and Gap Analysis - Essay Example McDonald is among those giant companies which claim to be responsible for high ethical values but yet certain gaps may be identified. However they believe in bilateral communications with stakeholders and remain pretty successful to cover these gaps. Nevertheless certain gaps are frequently observed related to workplace conditions and animal wild welfare indeed. They, time to time, put enormous endeavors to create an environmental friendly image in front of the entire stake holders. The target approach reveals that they have to follow system growth avenues but it seems to be failed by the poor annual performance. One of the most important priorities of the company is to disguise the underlying gaps. Background of the Company McDonald’s is world’s most popular fast food retail chain. Its first outlet was inaugurated in 1955 in United States. When it was started for the very first time, nobody could even imagine that this business would grow so fast that the number of cha ins will cross the figure of 30,000 within 50 years. The basic strategy of outlets is franchising but it is a little bit different in UK. Around 30% of the outlets in UK are company owned while remaining is franchised traditionally. The new franchises being opened in UK are franchised rather than being in company ownership. McDonalds is growing geographically by leaps and bounds. The food courts concepts has remained enough abundant for the company by opening the new sites in smaller towns, road sides, amusement parks, river banks and sea side’s (Annual Report). Marketing Strategy of McDonald Vision of the company is related to providing the most efficient services amongst all of the fast food retailers in the world. The QSC&V approach can be observed in the organizational culture. This stands for Quality, Services, Cleanliness and Value. All these are expected to deliver in an exceptional way. They relate this with customer happiness by making them smile through unmatched se rvices and value addition. The value creation and adding more value in to the products and service packages is the key component of McDonald’s marketing strategies. The products, which are excessively valued and customer oriented, are the most popular in the name of McDonald’s throughout the burger market of the globe. Value strategy for pricing is addressed by presenting the products and services at relatively lower prices (Schein, 1985). Children are addressed by McDonald’s kids’ meals offerings such as happy meals or toy meals etc. There is a strong differentiation over the core offerings of the company. This aids Porter’s five forces model as this differentiation put barriers for new entrants in the market. These offerings may include Big Mac and Fries (Henriques and Valls, 2001). Environmental and Ethical Position The management reveals about ethical values of the company as they are more interested in truthfulness, integrity and honesty while carrying out the business operations. They have profound and diligent interest in presenting a picture of ethically concentrated company in front of the stakeholders of the company. They have set a boarder of expectations which is beyond the reality within their mission and vision statement. However the feasibility of mission statement is quite viable as compared to the stated vision. They have stated a number of ethical stances