CRM Development and Implementation at McDonalds

4250 Words17 Pages
Task 1 Development of project specification Analysis the factors that contribute to the process of selecting the concerned change. In this section, we provide an elaborate analysis of the factors that contribute to the process of selecting the concerned change (CRM development and implementation at McDonalds). McDonald's is the world's leading foodservice retailer having over 34,000 local restaurants that serve close to 69 million people in a total of 119 countries every single day (McDonalds,2013). An estimated 80% of the franchise's restaurants globally are owned as well as operated by several independent men, women and families. The main factor that has led to the selecting the concerned change is the apparent loss of profits/income. Last year, it was reported that the global chain's net income fell by 3.5% for the very first time in 9 years; from $1.51 billion to close to $1.46 billion. This took place as its total sales fell by 0.2% to about $7.15 billion (Grimes,2012).The other factor for adopting or selecting the concerned change is the need to gain a competitive advantage over CRM has been noted by Ballantyne (2005) to be an important tool for the creation as well as gaining of a competitive advantage in an environment marked with stiff competition such as the one in which McDonalds its competitors. operates in. Project selection is noted by Mantel et al (2010) to be the process of choosing a specific project or a set of critical projects that are to be
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