The Internal Drivers For Change Involvement

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The business requirement should be up to the present circumstances of the surrounding the evolving of the business requirement s must be to facilitate the organisation

Organizational Restructuring

The organisation's behaviour and the structure might be affected by the time. The restructuring of the organisation according to the facts and figures are very important to build a bright fate of the organisation

Revision To Corporate Strategy/Business Objectives

The corporate strategy must be revised to make the necessary changes in the organisation to achieve the objectives of the organisation


Developments In Technology

The development in the technology is very important for the change in the management of the organisation according to the present situation of the organisation

Economic Trends

The economics trends should must taken under the consideration as that Affect the Profitability/Value for Money of the Relationship

The Need for Electronic or Technical Service

The electronic and technical services are also very important for the organisation to get into the action with the right equipments and tools to compete in the market with other organisations.

The management makes the changes to achieve the goals and objectives of the organisation

Company overview

McDonald's is a very famous company which is basically a food products manufacturing organisation and has a rich history that was initiated in 1954.

The company get in to the high standards of fame by Ray Kroc. With the passage of many years the company goes through various changes and implement ion of the se changes make the organisation possible to get the reputation and fame as it acquire in the present. The constant revision of the company's change management system and implementation of various changes helps them to satisfy their customers and also become the part of the customer's satisfaction in many areas. The trademark design for the fast food was carefully studied and it came with a happy clown character known as Ronald MacDonald (McDonald Corporation 2005). The innovative and exciting products are the big source of attraction for the consumers towards the various products of the company

The McDonald's operates IN almost all the countries worldwide its popularity and the demand of the products I s beyond the limitations in facts and figures a total of 30,000 fast food restaurants around the world in 119.

The each branch meets the international standards of their products don't matter at which part of the world it exist its products are renowned by the taste and quality difference.

 McDonald's restaurants offer a mostly the uniformity in the product menu usually they deals in fast food products.

The main products of the McDonald's include



Chicken sandwiches,

French fries,


Milk shakes,

Desserts and

Ice cream sundaes.

The products are considered as innovative one considered as innovative ones, include the Big Mac, Quarter Pounder with Cheese, the Filet-O-Fish and Chicken McNuggetsthe main target of the organisation is the younger generation and the children as the products of the company include the products that come under the fast food category which is mostly eaten by the young people or mostly preferred by the younger generation, hence keeping in view the target market r consumers the mostly shops of the company is built in the near about the shops of children products and younger generation shopping centres.

McDonald's is is one of the most famous and demanded fast products company it is started in early fifties and now it has acquire a huge place in the market and now it is franchising many centres and dealing the launching of new centres as the demand of the products launched by the company is increasing day by day.

However, the image of the MacDonald is very huge in the market and it is very high selling brand in the market as far as the food products are concerned but yet the company needs to redefine and restructure the organisations image and management

Now a days the people especially the younger generation which is the major consumers and target of the company is very much concerned aqbout the health and figure of themselves the proper care in terms of the reservation of the consumers should be taken under the consideration to extract themselves towards the company and different products of the company in long run and regular basis.

The main concern of the MacDonald's is that it has acquire the reputation on the market as a fast food products selling company, they are providing the consumers the fast food products with heavy diet and greasy heavy material which may be unhealthy as far as a proper diet of tan individual is concerned the generation which is more figure and diet conscious most likely to obtained away from these products the taste is the only thing which extract the people towards the company


The change is the only thing in the world which remain constant as it keep on changing what ever the conditions are and what ever the situations are.

The scope in the MacDonald's for the change is very much open and the company is requiring the change in the various fields t fulfil the consumer needs and satisfaction

The advertisement is one of the main focus of the company and a prime issue as the product introduction and advertisement is very important for its selling in such concerns the integrated Marketing Campaign are done to work out on the new products which are health conscious and the people concerned with the health issues get satisfaction from such products and such products are according to the modern trend and it may not be the cause of obesity amoung the target consumer(s)

Moreover, the goal should to be introduce such products which are containing the low fats and good for proper diet and health conscious people can easily extracted towards it

For initiating such innovation in the organisation, the organisation must have to build a team which should be capable of handling the matters concerned with the customer's related issues and the change inside the organisation.

The company displayed the nutritional contents of their different food product on the website. This also helps in the cause of sales and promotion of the various products of the company. At present the MacDonald's different varieties and menu versatility especially with the children is facing the huge amount of criticisms as it contains the nutritional contents not fit for the children and younger people causing the obesity among them. In such circumstances it has become necessary for the for the company to organise and implement the integrated marketing communication which helps in the cause to reduce the facts and opinions caused in the society regarding their products

The change in the resistance and Solutions

It is obvious that the company has to make the changes to attract the consumers towards the company is very vital and cannot be denied it is very important in terms of the product manufacturing and its delivery is concerned. The change should be done according the present situation is necessary and its implementation at the right time is inevitable.

Such changes are the necessary and for accomplishing the necessities it is important that the manager(s) of the company have the ability to implement the change and accept the change at each and every level of the implementation of the change.

The advertisement of the products of the organisation make the products more and more competitive and the demand of the product is increased by such act of the organisation.

The product failure and success also depends upon the advertisement applied for the promotion of the product.

The advertisement of the product should include the whole information of the product should be included and if the special offers are made it should also a source of attraction for the people. The company must also keep in view while introducing the new product the introductory prices can attract the people and also enables them to get the taste of these products and source of selling and advertisement for the product.

The change is very much important but it can face much of the resistance from the workforce of the company as they are habitual of doing the same things with the products and doing their duties in the same pattern for years need some time to the change to be implemented inside the organisation and in th product manufacturing

The advent of the science and technology the advancement in the information technology is also very important in the different fields of the organisations the computers are introduced to sort out the different problems in terms of customer's satisfaction and billing and information providing of the products is concerned

The employees are not the only one which resist the change in the different products of the organisation and the management style of the organisation as the customer's choice can be different as per the thinking of the organisation. The implementation of the change in the organisation should be strategic and followed up by the evaluation from the customers as they are for whom the products are launched and exchanges are made their concerns and needs , choices are very important.

The communication should be the part of marketing of the product the barrier between the management and the customer should be minimum the proper evaluation and demand analysis of the product should be taken under the considered before making any necessary changes.

In order to get the resistance off or wave off such issues the management of the company or the management making the change should take responsibility of that the changes that are to be taken under consideration should be competent and applicable and also assuring that these changes will make the negative impacts of their products off. This can be done by making the making a team and the management is responsible for making such team which will co ordinate among the employment, staff customers, and the management of the organisation. The management is also responsible for the long lasting functioning of these changes for the company and proper methods and techniques should be implemented

Another prime duty of the management of the company is to handle the dissimilarities in the cultural behaviour among the different worker of the company which may cause different types of conflicts and unwanted changes in the company. To avoided such conflicts and the unwanted changes the management of the company should implement or develop the changes which doesn't belong to the particular society or culture it should be neutral and only for the betterment of the product and the company's reputation.

To develop a strategy for any change in the company the managemet should take the arguments from all over the workers of the company and implement it on the neutrakl grounds. However what may be the case be there might be some causes to cause the conflict in the company which must be analysed in by the management time by time.

To avoid such circumstances the management of the company has to develop the thriving organisational culture and a strong organisational behaviour by the good management of the stakeholders, and provided by the conditions required to the cause and motivation among the company must be made to implement the change and organise the organisational behaviour and culture. Moreover the ingredients of the process of the change and the implementation for the working conditions, organisational designs, career development, and the performance appraisal should be made the part of the capital human development strategy and plan to ensure the success in the future for the company. The change should also analyse the fact that it would not effects the consumer behaviour

The management is very much responsible in managing the people from the different cultures the proper management process for dealing such matter is very much necessary and vital. The equal opportunity employment must be ensured to get the full dedication from the employment of the organisation as it is very important.

For managing purpose in the different culture and human capital of the company has incorporated the proper governance process should be such that it ensures the quality among the employment of the company at the various levels. It is the fact that managing the equality among the employment of the organisation is very difficult part from the organisation's point of view. It the most challenging part from the managing side to handle such responsibility with proper care and dedication. It requires focus , attention, dedication, ability and the hard work for achieving such goal in the organisation. If it is done it would enhance the company's performance and abilities to go at a higher level and state of performance.

It would also built the employment loyalty towards the company and the realization of their responsibility would e made possible at the various levels of employment in the organisation.

One of the major cause I the arising of the conflicts is the absence of the sustainable support program for the implementation for the change in the various matters of the company. The changes that are to be taken in the account are not only the part of decision process but also the management responsibility towards achieving the goal.

It should be make substantiate that the employment involved in the change process must be trained through the proper training programmes initiated by the company at certain time to time periods to achieve the goal in the short term and long term basis.

In order to achieve the goal properly the management of the company should have the ability to see the objectives and the purposes of the change that have to take place in long run


The children are attracted towards the new fast foods products so shifting them away from it is very much difficult.

The company should adopt the changes in various fields and in products items and menus to attract the different customers. The list of different menu should be introduces for the children and the younger generation which are diet conscious.

The diet conscious meals are should also be offered by the company to attract such consumers which are very conscious about their diet and health.

The advertisement of the products should be done with the new strategies and old concepts of advertisements should be discarded.

The cultural dissimilarities factors causing the conflicts in the company should be reduced and wipe out.

The products integrants should be displayed on the menus given to the customers so that they become enable to get the proper food suitable for their diet.


The change in the organisation can be done by the top management is usually done after taking in confidence the employment as they are willing to accept the change or they are capable of handling the change in the organisation or the changes in the manufacturing of the products.

The main factor however remains the same the customer as they are the only for which the changes are taken under the consideration. If they are willing to see change the changes. For the change the willingness of the employs which implement the change as well as the customers which accept the change is very much necessary.

The providing of the safe environment for the change is also very much necessary and vital

Therefore we can say that the changes made by the management of the company are to enhance the performance of the management and the company at the various level of the performance and the organisational behaviour in this regard matters a lot.

The changes are only effective if and only made after the proper evaluation and investigation of the facts regarding the different factors at witch the changes are supposed to be taken place through some resources.

It is also in the cards that the changes occurring in the organisation might cause the conflicts in the company and might also cause damage to the reputation of the company.

The conflict factor must also be considered and analysed by the management the company.

It is also very important for the MacDonald's to have a eye on the changes that are supposed to take place in the company and make a planning and trainee its officials for implementation of these changes without causing harm and damages to the organisation.

The implementation of such changes should be made carefully and with sense of responsibility because these changes might cause the failure of the organisation and on the other hand if successful make the performance of the company better from the past to built the bright future