SEMESTER PROJECT Thesis Proposal Example | Topics and Well Written Essays - 250 words

SEMESTER PROJECT - Thesis Proposal Example The food chain is famous for customising and evolving as per the consumer preferences. This philosophy helped McDonalds succeed in 119 countries, including culturally-sensitive Arabian and South-east Asia nations. Thus, it can be described as unstable. Subway, though an International fast food chain, spread over 98 countries, is narrower than McDonalds, as the former targets the health-conscious customers, who propose to eat fresh. Its nutrition focus made it possible to establish franchises in churches, hospitals etc too. Comparatively, the menu also speaks the same, as the product portfolio includes sandwiches, salads, burgers, sides and soft drinks (Doctors Associates Inc., 2009). But for the minor modifications to suit the local religious beliefs, not many changes are made in the menu. So, Subway has a more or less stable outlook, as compared to McDonalds. Coming to the boundaries, McDonalds is highly permeable and attracts customers, right from its clown, Ronald and its golden arches welcoming them. The seating arrangement, ambience, the first part of their tagline, ‘Get them in’ reinforce this ideology. The turnover rates at store level are found to be low, showing its impermeability in this aspect (Francis, 2011). The logo, flashy ‘open’ board and long working hours bring customers to the outlet. But, the limited number of tables and less store space make Subway unlikely destinations for catching up with friends. It operates more on take away mode and therefore less permeable than McDonalds. High employee attrition rates have also been observed at Subway, mainly due to low levels of satisfaction, which declare its permeability (Schlosser, 2001). McDonalds has a complex activity system, which guarantees competitive advantage (Pride & Ferrell, 2007). The laborious and long procedures also make it inflexible. Subway heavily relies on franchising. The complex and inflexible activity system is thus transmitted to the all levels, emphasizing the