ABSTRACT
To be successful, a company must find out what the customer wants and then develop the supply chains to meet those wants. Sometimes, this requires that the company make major changes in their product lines to meet ever-changing customer preferences. In addition, the company must forecast the level of demand to be able to provide enough capacity to meet the demand. McDonald’s is such a company. Over the years, the company has made major changes in their products and methods of servicing customers. As you read this company profile and the chapter in the book, think about some of these questions:
• How did McDonald’s find out what customers wanted? • Where did the ideas for some of their most successful products come from? • How important was the introduction of the drive-through to customer service? • What additional changes should they make?
