Sarajevo, March 12, 2012

ENG401-03-012-01

English for Graduate Students of Economics

ENG401
Summer semester, Academic 2011/2012
Case Study Assignment No. ENG401-03-012-01: McDonalds or McBureks? That is the question

Instructor: Prof. dr. Srebren Dizdar

Case Study
What is a Case Study? There is no universally accepted definition for a case study, and the case method means different things to different people. Consequently, all case studies are not structured similarly, and variations abound in terms of style, structure and approach. Case material ranges from small caselets (a few paragraphs to one-two pages) to short cases (four to six pages) and from 10 to 18 page case studies to the longer versions (25 pages and above).

A case is not a problem. A problem usually has a unique, correct solution. On the other hand, a decision-maker faced with the situation described in a case can choose between several alternative courses of action, and each of these alternatives may plausibly be supported by logical argument. To put it simply, there is no unique, correct answer in the case study method. Good features Case study research excels at bringing students to an understanding of a complex issue or object, and can extend experience or add strength to what is already known through previous research. Case studies emphasize detailed contextual analysis of a limited number of events or conditions and their relationships. Researchers have used the case study research method for many years across a variety of disciplines. Social scientists, in particular, have made wide use of this qualitative research method to examine contemporary real-life situations and provide the basis for the application of ideas and extension of methods. Criticism Critics of the case study method believe that the study of a small number of cases can offer no grounds for establishing reliability or generality of findings. Others feel that the intense exposure to study of the case biases the findings. Some dismiss case study research as useful only as an exploratory tool. Yet researchers continue to use the case study research method with success in carefully planned and crafted studies of real-life situations, issues, and problems. Reports on case studies from many disciplines are widely available in the literature. Method The case study method usually involves three stages: 1. individual preparation, 2. small group discussion, and 3. large group or class discussion. Case studies are usually discussed in class, in a large group. However, sometimes, as is the case here, the method can be modified. Instructor may require individuals or groups of students to provide a written analysis of a case study, or make an oral presentation on the case study in the classroom. Since we want to improve your Business

English in various ways, and, in particular, to have you work together as a small team, the method will be adjusted to: 1. Group formation, 2. Close study of topic chosen, 3. Preparation of presentation Working in a Group If a group of students is asked to analyze a case, they must ensure that they meet to discuss and analyze the case, by getting together for a group meeting at a suitable time and location. Before the meeting, all the team members must read the case and come with their own set of remarks/observations. The group must ensure that all the group members contribute as m uch as possible equally to the preparation and discussion. It is important that the group is able to work as a cohesive team problems between team members are likely to have an adverse impact on the group's overall performance. Adequate preparation The key to a good presentation is a good preparation. If the case has been studied and analyzed thoroughly, the content of the presentation should present no problems. However, a presentation is more than the content. Some of points that need to be kept in mind when making a case presentation are: Be well prepared. As far as possible, divide the content uniformly so that each team member gets an opportunity to contribute his/her equal share. Use visual aids such as Power Point presentation as the team's means of expression. Be brief and to-the-point. Stick to the slide contents and its number limits as set by the instructor. two page text summary and PowerPoint

Eight steps process

1. Select two more partners in order to make your three persons case team 2. Study carefully the initial material provided in the Case synopsis and make some notes 3. Choose together only one from the proposed study/ research questions of the case 4. Submit your topic via e-mail by the set-up deadline to the e-mail address provided below 5. Determine data gathering and analysis techniques 6. Collect, evaluate and analyze the data available 7. Prepare the summary of your findings in two typewritten pages as well as a joint PowerPoint presentation of no more than 15 slides on a CD 8. Submit your presentation to the instructor by the set-up deadline. The assessment of the quality of assignment: It will be based, primarily, on the quality of written case analysis and the way it is visually presented. It includes:. the proper use of Business English, working as a team, quality of analysis, logical flow and structuring of the content, visual impression, and, possible conclusions or recommendations by the team.

Procedure 1. Find no more than four (4) partners from your class in order to make your five (5) persons case team. 2. Choose the Team Leader who is going to represent the Team in future communication with the case Study Supervisor and his crew. 3. Read together the text provided above for the Case Study and decide what particular area of research you and your team members are most interested in. 4. Do some additional research, if necessary, by visiting different websites that deal with McDonalds or McBureks? That is the question! Case Study. 5. Choose together only one from the proposed study/ research questions of the case. 6. Submit your topic via ENG401 Courseware website to the instructor by the deadline March 19, 2012 (Line 1

students), or March 20, 2012 (Line 2 students) to the section labelled as Choice. 7. Determine data gathering and analysis techniques. 8. Collect, evaluate and analyze the data available. 9. Think how you would attract the attention of the IKEA managers by promoting an idea at the end of your research connected with the topic you have chosen. 10. Be creative maybe your future job will depend on it! 11. Prepare the summary of your findings in no more than nine (9) pages (first cover page + body text of seven (7) typewritten pages (Font Times New Roman 12) spacing 1.5, + one (1) final page listing your sources in Bibliography), as well as a joint PowerPoint presentation of no more than 30 slides on a CD. Make sure your write the names of team members and index numbers on both your printout version and on electronic version on CD. 12. The format of your findings should be given as a small business report, but with all the necessary sections that have been covered in class, where you will, in particular, prepare an Executive summary with a precise recommendation (Your idea for McDonalds or McBureks? That is the question!) together with a Cover letter (Font Times New Roman 12) spacing 1.5, addressing a Human Resources Recruitment Manager with your report and idea. 13. Deliver your presentation both as a printout and on CD to the instructors office (Atrium A 8 Ground Floor) at latest by 16.00, April 9, 2012 (Line 1 students), or by 17.00 April 10, 2012 (Line 2 students). Case Study Assignment questions 1. When and how the acronym McDonalds came into existence? 2. What is "Speedee Service System"? 3. Ray Crocs original idea for the company. 4. Franchise as a business framework for independent restaurants 5. Ray Crocs Ray Crocs aggressive business practices, 6. The unique philosophy of the companys founder 7. Striving for innovation Ray Crocs style 8. Ray Crocs story 9. Hamburger Academy 10. The origins and development of double arching McDonalds logo 11. Compare McDonalds presence in the world market to other world fast food chains.

12. The development of McDonalds network from 1955 until 2012. 13. Typical layout of McDonalds stores. 14. Best known products. 15. McCaf as a concept and practice 16. What makes McExpress and McStop different from other such locations? 17. The purpose behind 2006 "Forever Young" brand. 18. The difference in McDonalds business model in USA and elsewhere. 19. Franchise possibility in Bosnia and Herzegovina. 20. McDonald's corporate Governance. 21. How McDonald's Board of Directors function? 22. Explain the Mission statement of McDonald's Corporation. 23. McDonald's business values. 24. Leadership and management policy. 25. What can be discerned from CEO' message? 26.The Corporation's Strategic Direction. 27. Global initiatives. 28. External partnerships. 29. Mentoring system within McDonald's. 30. Employee Business Networks. 31. The impact of globalization on today's world. 32. What is 'McDonaldization' in the current world? 33. Why did the corporation introduce IT technology at McDonalds places? 34. The purpose and layout of playgrounds at McDonald's. 35. The concept of scholarship in the corporation. 36. Scholarships for Exceptional McDonalds Employees. 37. The number and quality of internships at McDonald's. 38. Corporate career in the company. 39. What is McJob? 40.The basics of Application Process 41. How can one prepare for a job interview at McDonald's? 42. The most famous controversies surrounding the corporation's dealings. 43. Arguments for defending McDonald's policy 44. Involvement with environmental issues. 45. The concept of sustainability. 46. Sustainability goals. 47. Major focus area on sustainable growth. 48. Sustainable Land Commitment programme. 49. Farm to Front Counter 50. Collaboration with NGOs on sustainability.

51. Tithe best sustainability practices that emerged throughout the system. 52. The main features of McDonald's 2011 Sustainability Scorecard. 53. Nutrition and well-being. 54. Sustainable food chain. 55. Employee value proposition. 56. McDonalds profit margin in 2010 and 2011. 57. Analyze McDonalds Consolidated Balance Sheet Assets in Fiscal Year 2011. 58. Analyze McDonalds Consolidated Balance Sheet Equity and Liabilities in Fiscal Year 2010. 59. Recent news on McDonalds business dealings. 60. Ronald McDonald and its role in the promotion of the company. 61. The concept of Happy Hour. 62. The image and video library of McDonalds. 63. McDonald's Electronic Press Kits. 64. Best TV ads by McDonalds. 65. Video games inspired by McDonalds. 66. McDonalds involvement in international charitable causes. 67. McDonalds and its possible Community impact. 68. McDonalds operations in Croatia. 69. McDonalds operations in Serbia. 70. How can McDonalds improve its operations in Bosnia and Herzegovina? 71. Fast food tradition in the Middle East and Mediterranean. 72. Oriental cuisine and its presence in the Balkans region. 73. The importance of traditional dishes during religious holidays. 74. The most famous pastry products in Bosnia. 75. The origins and development of burek meal. 76. What should be also served with burek as a meal package? 77. What is needed to make a good burek at home? 78. Is there a competition between meat-based meals and burek meals? 79. Compare McArabia sandwich with a possible McBurek dish. 80. How can one organize a fast food chain based on burek meals? 81. Will there be copyright issue involved if someone started McBurek as a brand? 82. Describe and develop some marketing ideas for a promotion of McBurek. 83. Design a business plan for starting McBurek fast food chain.

84. 85. Note:

Propose a layout of a typical McBurek food chain. How can one organize a McBurek Academy?

If you decide to work out any other topic other than those listed ones, please indicate the title and the reasons for doing so in your e-mail submission to the instructor. Late or no submissions of the assignment can seriously affect your grade in ENG401