The Burger Movie Analysis

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THE FOUNDER [Document subtitle] Summary The film is set in 1954, in the USA. The film begins focusing on Ray Kroc a salesman who has become a hustler, chasing down every opportunity where he sees a quick profit could be potentially made. All of his hustling has left him in a bad place among certain groups of people, often with him being known as a laughing stock as most of his products are less than useful. Although it has also got him a nice home which he shares with his wife, Ethel, in Arlington Heights, Illinois. Despite this, Ethel is unhappy as Ray is often on the road looking to make a sale. The film follows him as he tries to sell a five-spindle milkshake machine for Price Castle. He travels around to all the drive ins looking to…show more content…
The Delphi technique is a problem solving technique where you do not need to be in the same room to brainstorm ideas. For example using skype, E-mails or anonymous questionnaires. This can be used for the lack of flexibility challenge, an anonymous questionnaire can be sent to all of McDonald’s franchise owners to determine if all franchises are onboard with the, “Build your burger” solution and if not, they can suggest a possible solution. For the last challenge I would suggest the ‘DRIVE Technique’. This stands for Define; define the problem. ( slow service at drive throughs ) Review; get to the crux of the problem and find out why there is this problem. Identify; get to the bottom of the real problem and come up with possible solutions. For example, change how people order at drive-throughs by letting people use their smart phones to place orders and have a separate collection window. Verify; verify that solving the problem will achieve the end goal. Lastly, Execute; execute the plan and later evaluate whether the issue is…show more content…
Ray was very passionate when it came to selecting franchisees, he selected them based on their enthusiasm and their drive. Often choosing people who were struggling, like the soldier and the Jewish man selling Catholic Bibles. Ray Kroc had good relationships with all the franchisees and this ensured that there was standardization across all of his restaurants. He focused on making customers for life and not for a single sale. This was one of his ideas for the brands long-term perspectives, as he could create a stronger following for his company through a maintained customer loyalty. Ray was a big believer in Internal-marketing and this was one of the reasons why is company was so successful. He enticed franchisees to “live the brand” and become ambassadors. He also made is clear that hard work could be rewarded, for example; Fred Turner who started out flipping burgers ended up being Operations Vice President in 1958 and eventually replaced Ray Kroc as CEO in 1977. Kroc established a strong brand positioning through his franchises as there was a McDonalds in nearly every area and the Brand name was well known throughout the

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