Question

1

OPERATIONS MANAGEMENT

CASE STUDY PAPER 1

TOPIC: OPERATIONS STRATEGY, PERFORMANCE OBJECTIVES AND DECISIONS

McDonald’s has come to epitomize the ‘fast-food” industry. When the company started in the

1950s it was the first to establish itself in the market. Now there are hundreds of ‘fast-food’

brands in the market competing in different ways. Some of the differences between these fast-

food chains are obvious. For example. Some specialise in chicken products, others in pizza, and

so on. However, some differences are less obvious. Originally, McDonald’s competed on low

price, fast service and a totally standardized service offering. It also offered a very narrow range

of items on its menu. Visit a McDonald’s restaurant and deduce what you believe to be its most

important performance objectives. Then try to identify two other chains which appear to

complete in a slightly different way. Subsequently identify how these differences in the relative

importance of competitive objectives have influenced their operations decisions.

GENERAL INSTRUCTIONS

For this assignment, you must think about how corporations like McDonald’s has developed and

maintained competitive edges from operations strategy and operations management

perspectives. You may also consider impact of technological changes and coronavirus pandemic

on the future operations.

In general, the report should cover:

• An introductory section on the company or case

• Description of your analysis and findings to the questions

• Technological changes and coronavirus pandemic on the future operations.

• Conclusion

.

You can research the topic through reading peer-reviewed articles. Exceptionally highly regarded

industry sources (e.g., Harvard Business Review, McKinsey, Accenture) will be accepted.

2

SPECIFIC REQUIREMENTS

To write the report you will need to cover at least the following:

1. Your report must adhere to APA formatting.

2. Other than APA formatting, the structure for the paper is not fixed, if there is a logical flow

of ideas. The length of the paper is not an issue, but preferably no more than 10 pages.

RUBRICS

REQUIREMENTS

Reference Marks

Actual

Marks Need

Work

Satisfactory Outstanding Exceptional

Conceptual background (based on

literature review)

8 14 17 20

Understanding of main concepts and

their business applications.

6 10 12 15

Analysis and discussion of potential

benefits and challenges.

10 18 20 25

Personal insights and practical

considerations

8 14 17 20

Editing, formatting and overall

presentation

8 14 17 20

Total Marks