STATEMENT OF OBJECTIVES WANTS: New revenue sources. One of the major concerns of a business is to earn profit.

. Suzanne, being a branch manager, wanted to look for new sources of revenue or income which will contribute to the growth of her branch. Not to shift McDonalds image into an old peoples place. Because of the current scenario in Suzannes restaurant, she began to have worries about a possible change in the image of McDonalds. The seniors, being the dominant customers of Suzanne Drolets restaurant, slowly create and turn the fast-food image of McDonalds into an old peoples place wherein they are permitted to stay and utilize the restaurants facilities for a couple of hours. Suzanne wanted to prevent the possible occurrence of this scenario so she decided to set this objective as one of one of the things she wanted to accomplish.

MUSTS: Avoid Customer Crowding. This is a must objective. A goal needed to be achieved. In the case, customer crowding is one of the anticipated problems that the restaurant might encounter if the number of senior citizens coming into the store continues to grow. Consequently, this may lead to crowding of the area making the restaurant unable to accommodate other customers, specifically the young ones who wanted to dine inside. Crowding should be avoided through application of an appropriate course of action. Fairly cater the needs and wants of all customers. There should be no special treatment to one segment of the customers. The employees should give an equal treatment to all of its customers regardless of their age and other demographic factors. Since McDonalds market covers almost all ages, it should ensure that the service to each and every customer is equally and fairly carried out. Store operations and management must be aligned with McDonalds Corporate Philosophy. A particular branch should make sure that its operations and management are in conformity with the brands philosophy. This will clearly show that the whole chain of McDonalds is committed upon their set of mission and values. Furthermore, the companys corporate philosophy is every branchs guide in their operations. Most importantly it is the backbone and foundation of the business.

AREAS OF CONSIDERATION 1. Demographics. Demographics are objective, quantifiable, easily identifiable, and measurable population data which includes gender, population growth rate, life expectancy, literacy, language spoken, household size, marital and family status, income, retail sales, mobility, place of residence, occupation, education and ethnic/racial background. This is one of the things we considered in solving the problem as it shows off the data regarding the dominant customers of Suzannes McDonalds branch, which are obviously the senior citizens of the city. The demographic factors to be considered are: age, population growth rate, place of residence, family status and employment status. 2. Decision of the Top Management. Suzannes restaurant operates under the brand of McDonalds, the largest fast-food restaurant chain in terms of total world sales. The brand having this kind of reputation should always see to it that the operations of all its chain are under control and in uniformity with the management policy. This is the reason why a branch manager like Suzanne should consult first the top management before imposing a certain project for her branch as it could affect the whole image of the McDonalds restaurant. 3. Corporate Mission, Vision and Philosophy. In solving the problem, we should take note of the companys mission, vision and philosophy because we have to make sure that our proposed action are still aligned with the companys corporate values. An action to be done must not contradict to the company mission, vision and philosophy but instead strengthen it. 4. Socio-cultural Factors. We have included this in our areas of consideration because it explains why the senior citizens group together in a specific place to hang-out and chat with each other. America is a youth-oriented culture and there are times that older people are seen as burdens rather than assets as compared to countries where the younger household members always make sure their grandparents and parents are well taken cared of when they reach an age where they cant fend for themselves. Due to this kind of culture, the seniors are becoming independent of their selves. They live separately from their families in a city where there exist many seniors. In them, they found companions. The reason why they group together. 5. Extreme attachment with the senior customers. This area of consideration is one of our basis in coming up with a course of action to solve the problem. The case has illustrated how the employees have grown attached to the seniors making them tolerate the long stay of the seniors in the restaurant. Likewise, the fact that the employees had built good customer relationship with the seniors makes it difficult for crews and staffs to drive the seniors away in a manner that the seniors wont be offended.

6. Company Image. It is very essential to take this factor into consideration. In every action done, the management as well as the employees should preserve the company image as it reflects what the business is.