case study introduction 1201

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Sarajevo, March 12, 2012ENG401-03-012-01

English for Graduate Students ofEconomics

ENG401

Summer semester, Academic 2011/2012Case 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 interms of style, structure and approach. Case material ranges fromsmall 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 longerversions (25 pages and above).

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A case is not a problem. A problem usually has a unique, correctsolution. On the other hand, a decision-maker faced with the situationdescribed in a case can choose between several alternative courses ofaction, and each of these alternatives may plausibly be supported bylogical argument. To put it simply, there is no unique, correct answer in

the case studymethod.

Good features

Case study research excels at bringing students to an understanding ofa complex issue or object, and can extend experience or add strengthto what is already known through previous research. Case studiesemphasize detailed contextual analysis of a limited number of eventsor conditions and their relationships. Researchers have used the casestudy 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 andprovide the basis for the application of ideas and extension ofmethods.

Criticism

Critics of the case study method believe that the study of a smallnumber of cases can offer no grounds for establishing reliability orgenerality of findings. Others feel that the intense exposure to study ofthe case biases the findings. Some dismiss case study research asuseful only as an exploratory tool. Yet researchers continue to use the

case study research method with success in carefully planned andcrafted studies of real-life situations, issues, and problems. Reports oncase studies from many disciplines are widely available in theliterature.

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. Instructormay require individuals or groups of students to provide a writtenanalysis of a case study, or make an oral presentation on the casestudy in the classroom. Since we want to improve your Business

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English in various ways, and, in particular, to have you work togetheras a small team, the method will be adjusted to:

1. Group formation,

2. Close study of topic chosen,

3. Preparation of two page text summary and PowerPointpresentation

Working in a Group

If a group of students is asked to analyze a case, they must ensurethat they meet to discuss and analyze the case, by getting together fora group meeting at a suitable time and location. Before the meeting,all the team members must read the case and come with their own setof remarks/observations.

The group must ensure that all the group members contribute as much as possible equally to the preparation and discussion. It isimportant that the group is able to work as a cohesive team problemsbetween team members are likely to have an adverse impact on thegroup's overall performance.

Adequate preparation

The key to a good presentation is a good preparation. If the case hasbeen studied and analyzed thoroughly, the content of the presentation

should present no problems.However, a presentation is more than the content. Some of points thatneed to be kept in mind when making a case presentation are:

Be well prepared.

As far as possible, divide the content uniformly so that eachteam member gets an opportunity to contribute his/her equalshare.

Use visual aids such as Power Point presentation as the team'smeans of expression.

Be brief and to-the-point.

Stick to the slide contents and its number limits as set by theinstructor.

Eight steps process

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1. Select two more partners in order to make your three personscase team

2. Study carefully the initial material provided in the Case synopsisand make some notes

3. Choose together only one from the proposed study/

research questions of the case4. Submit your topic via e-mail by the set-up deadline to the e-mail

address provided below5. Determine data gathering and analysis techniques6. Collect, evaluate and analyze the data available7. Prepare the summary of your findings in two typewritten pages

as well as a joint PowerPoint presentation of no more than 15slides on a CD

8. Submit your presentation to the instructor by the set-updeadline.

The assessment of the quality of assignment:

It will be based, primarily, on the quality of written case analysis andthe 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 tomake your five (5) persons case team.

2. Choose the Team Leader who is going to represent the Team infuture communication with the case Study Supervisor and hiscrew.

3. Read together the text provided above for the Case Study anddecide what particular area of research you and your teammembers are most interested in.

4. Do some additional research, if necessary, by visiting differentwebsites that deal with McDonalds or McBureks? That isthe 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 theinstructor by the deadline March 19, 2012 (Line 1

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students), or March 20, 2012 (Line 2 students) to thesection 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 withthe topic you have chosen.

10. Be creative maybe your future job will depend onit!

11. Prepare the summary of your findings in no more than nine(9) pages (first cover page + body text of seven (7) typewrittenpages (Font Times New Roman 12) spacing 1.5, + one (1) finalpage listing your sources in Bibliography), as well as a jointPowerPoint presentation of no more than 30 slides on a CD. Makesure your write the names of team members and index numberson both your printout version and on electronic version on CD.

12.The format of your findings should be given as a small businessreport, but with all the necessary sections that have beencovered in class, where you will, in particular, prepare anExecutive summary with a precise recommendation (Your ideafor McDonalds or McBureks? That is the question!)together with a Cover letter (Font Times New Roman 12) spacing1.5, addressing a Human Resources Recruitment Manager withyour report and idea.

13. Deliver your presentation both as a printout and on CD to theinstructors office (Atrium A 8 Ground Floor) at latest by16.00, 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 restaurants5. Ray Crocs Ray Crocs aggressive business practices,6. The unique philosophy of the companys founder7. Striving for innovation Ray Crocs style8. Ray Crocs story9. Hamburger Academy10. The origins and development of double arching McDonalds

logo11. Compare McDonalds presence in the world market to

other world fast food chains.

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12. The development of McDonalds network from 1955 until2012.

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 othersuch 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 policy44. 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.

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51. Tithe best sustainability practices that emerged throughoutthe system.

52. The main features of McDonald's 2011 SustainabilityScorecard.

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 burekmeals?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.

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84. Propose a layout of a typical McBurek food chain.85. How can one organize a McBurek Academy?

Note:

If you decide to work out any other topic other than those listedones, please indicate the title and the reasons for doing so inyour e-mail submission to the instructor.

Late or no submissions of the assignment can seriously affectyour grade in ENG401

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case study introduction 1201

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