Question

2. Research Google to determine if it has been able to main- tain its culture.strategy mix and remain competitive Google's Web site for corporate information is www. google.com/about html.

Answer 1

1. McDonald’s had included beverages in its menu to offer diversified products. The strategy behind using separate beverage stations was to reduce the waiting time of consumers making an order and to have fast service speed. There are 2 counters maintained at the outlet, one for placing food order and the other for collecting beverages. This enhances consumer experience as the general wait time at the outlet is considerably decreased. Also the establishment of separate beverage stations is helping the company, attract consumers in non-peak hours for the beverages. This will facilitate the strategy of the company of enhancing traffic at outlets, rather than increasing the number of outlets.

2. Some other methods, which could have been used by McDonalds to gather consumer data and insights are:

• Usage of questionnaires, floated online
• Consumer surveys at the outlets to understand their likings and disliking

The advantages of the McDonald’s method of collecting consumer response are:

• Comprehensive feedback is registered
• The consumer is able to share his insight in depth

The disadvantages of the McDonald’s method of collecting consumer response are:

• The feedback may become insignificant, if collected from repeating customers
• The process is time consuming
• The process cannot be expressed in quantitative terms