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For a company of your choice, explain how operations management works together with the product technology/innovation and marketing functions to achieve competitive advantage - Essay Example

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The modern business world is competitive and continuously evolving; hence, companies need to be innovative in all sectors in order to sustain their customer base. McDonald’s has been dominant in the fast food industry for years, however, many fast food outlets have emerged and…
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For a company of your choice, explain how operations management works together with the product technology/innovation and marketing functions to achieve competitive advantage
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Competitive Advantage Competitive Advantage The modern business world is competitive and continuously evolving; hence,companies need to be innovative in all sectors in order to sustain their customer base. McDonald’s has been dominant in the fast food industry for years, however, many fast food outlets have emerged and are cutting into the company’s market share. The operations management has taken several steps to place the company at an advantage over the competition. One of the approaches that McDonald’s adopted was a Kid’s gadget in their Happy Meals (Gubamn & Russel, 2006). The affordability of the Kid’s menu along with the toy makes it attractive for both the kids and the parents.
There is stigma surrounding fast food as many individuals are now health conscious due to the information indicated by numerous medical researches. The information illustrates that the majority of fast foods contain high levels of cholesterol that predispose individuals to cardiovascular diseases among other complications. Hence, the operations management aims to gain more customers by putting detailed nutritional information on all the food (Ottenbacher&Harrington, 2009). In addition, the company attempts give customers some low calorie meal options. This approach allows customers to make an educated decision on what they order. Advertisement is also very important and McDonald’s attempts to appeal to a broader market through sponsorships of popular events such as the FIFA World Cup, UEFA and the Olympics. The company also engages in other trendy activities such as being green by using recyclable packaging, hence appealing to the environment conscious individuals. The technological innovations include the drive through 24/7 locations that are faster and convenient for customers. Free WiFi is also a common feature in modern day food outlets that is also adopted by McDonald’s.
Hence, the above information illustrates the different roles that the operations management and marketing team play, which include integrating technologies into everyday services as people are now capable of making EZ payments and making orders on the phone. The operations system aims to create an advantage internally, by reducing costs of production and producing more attractive foods for the market. The pricing is also a factor, and inclusion of features such as the Happy Meal also gives the company a broader market reach. On the other hand, the marketing team aims to create an advantage externally, by making the market aware of the product and making it appear more attractive. For example marketing is done through the advertising and sponsorship of popular events. This increases the number of people that the company can reach.
The technology can be an expense as some things such as free Wi-Fi or payment for servicing of ordering equipment do not generate sufficient funding to cover the expenses incurred. Hence, the McDonald’s operation team must reduce expenses through other means to compensate for the expenses of the technology. The operation may take advantage of the weight conscious world by reducing the portion sizes or using less products that are considered health hazards. This will reduce the amount of expenses food purchasing therefore, slightly compensating for the technological expenses. In addition, there is less staff needed during the drive through, and the company could make job cuts and reduce salary expenses. Plant breeding technologies also pay for themselves as they help increase the yield from fewer resources (Smyth et al., 3-4).
References
Gubman, E., & Russel, S. (2006). Think big, start small, scale fast: growing customer innovation at McDonalds. Human Resources Planning, 29(3), 21-2.
Smyth, S. J., McDonald, J., & Falck-Zepeda, J. (2013). Investment, regulation, and uncertainty: Managing new plant breeding techniques. GM Crops and Food: Biotechnology in Agriculture and the Food Chain, 5(1), 4-3.
Ottenbacher, M. C., & Harrington, R. J. (2009). The product innovation process of quick-service restaurant chains. International Journal of Contemporary Hospitality Management, 21(5), 523-541. Read More
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