Team management is the most important factor in an organization because the performance of the team contributes to the success of the organization. However there are several conflicts that arise within the team members such as the inefficiency of the team leader to communicate with the team members and understand their problems (Zellmer-Bruhn and Gibson, 2006). The attitude of the team members and the cultural differences play a key role in the development of misunderstandings among the team members which in turn inhibits the organizational culture (Lubatkin, 2006). The dominance of the higher authority has resulted in mis-management among the teams. I work as a team leader in the marketing team of Mc Donald’s.
Figure 1: Organizational Chart
(Source: Lubatkin, 2006)
The shareholders of my company have an expectation from the various teams working in the organization. There are several departments within the organization and each of the departments needs to work efficiently in order to make the organization successful in its business (Cho and Hambrick, 2006). The different departments comprises of the marketing, sales, operations and finance. The shareholders of Mc Donald’s invest on the company with the expectation that the company would succeed in its business expansion. According to the stakeholder analysis matrix a good relationship among the team members is essential for the projects to run successfully (Lubatkin, 2006). In my opinion the relationship can be built with the efficiency of the team leaders to motivate the team members to perform well in an organization. However there are challenges faced by the organization because of the cultural differences among the team members.
The most important problem of the team management is the failure to implement the goals of the organization by the team members. I work in the marketing team of Mc Donald’s and I have faced issues in dealing with my team members. There are cases when my team members fail to understand the purpose of the project and as a result they commit mistakes while implementing the process (Lubatkin, 2006). There are problems during the training session as the employees have the lack of technical skills and therefore they have a lack of understanding of the process to be followed for the project implementation as well as raising the sales of the company (Tekleab, Quigley and Tesluk, 2009). Lack of personal skills results in a poor customer relationship management in the organization.
Consequently Mc Donald’s often receives the complaints from the customers regarding the poor services delivered by the sales personnel. However the marketing for an organization is an essential aspect as the organization can create a brand image with the help of proper marketing techniques (Herrmann and Datta, 2005). As per the 7 P’s of marketing mix there are seven aspects that are associated with the marketing of Mc Donald’s such as the product, price, place, promotion, people, process and physical evidence. Mc Donald’s produces a wide range of food products for its customers and it has set up its business in around 119 countries (Carmeli and Schaubroeck, 2006). However there are issues related to the promotional strategies used by the company because of the inefficiency of the members working in the marketing team.
Figure 2: 7 P's of Marketing Mix
(Source: Lubatkin, 2006)
Mc Donald’s has set up its business in the field that is highly challenging as there are large numbers of competitors in the global market. However the managers of the company have efficiently identified the requirements of the customers and plans out the strategies as per the demands in the international market (Tekleab, Quigley and Tesluk, 2009). The company is headquarter in US and has set up its business successfully as the customers in the US market are attracted towards the fast food produced by the company and it has satisfied the customers with the tasty as well as hygienic food that it supplies (Carmeli, 2008). As per the Zone Tolerance Model the marketing managers of Mc Donald’s needs to understand the requirements of the customers and design the strategies accordingly. The model has two phases the desired as well as the adequate which are considered as the boundary of the zone tolerance model (Michalski, 2012). Moreover proper marketing techniques can be considered under the desired phase and excessive marketing comes under the adequate phase when the company uses all modes to advertise the newly launched food items (Tekleab, Quigley and Tesluk, 2009). The need for the company is to identify the requirements of the target customers and produce the products in order to satisfy their needs and develop brand loyalty among them (Delmar and Shane, 2006). The roots of the customer satisfaction lie in better customer relationship management undertaken by the company so that the customer prefer to visit the brand outlets several times.
Figure 3: Zone of Tolerance Model
(Source: Lubatkin, 2006)
Moreover the members of the marketing as well as the sales group in Mc Donald’s are trained in order to offer better services to the customers so that the company can create a brand image among the customers in the global market (Van Der Vegt and Bunderson, 2005). It has also helped the company in the field of business expansion. The customers of Mc Donald’s expect better services from the company in the field of quality and prices of the food served by the company (Tekleab, Quigley and Tesluk, 2009). Mc Donald’s has been successful in delivering the quality food to the customers but it lacks in the promotional activities undertaken by the team.