Corporate and social responsibility

(Mid Term project report)

Section. (A)

group member names.

1) Sheraz shoaib (70037422)

2) Dilawar ali (70039238)

3) Ali hassan khan(70042107)

• Table of contents.

1) Executive summary

2) Introduction of the movie

3) Ethics cycle

4) Moral development stages

5) Csr & business ethics

6) Utilitarianism and rule utilitarianism

7) Rights and duties

8) Justice and fairness

9) Recommendations & conclusion

1) Executive summary
Summary about the founder perspective of corporate and social
responsibility.founder movie have two brother use our strategies and rule
implemented the McDonald’s.they want to set a new outcome and our work fulfill
the all requirements what customer he want and they working a good way and
provide benefit for customer even when company face a loss or profit.
McDonald’s into the biggest restaurant business in the world with a combination of
ambition persistence and ruthlessness.
Ray Kroc has been a hustler in most senses of the word. That hustling has made him
the target of derision among certain circles for peddling what have ended up being
more novelty or faddish than useful products, but it has also placed more than a
comfortable roof in Arlington Heights, Illinois over his and his wife Ethel's heads.
the McDonald brothers somewhat hesitantly enter into a contract with him to be
their head of franchising. Ray's experience in the job is not without its problems,
especially as his franchisees seem to be making more money than he is, he who is
only breaking even. He is not averse to advancing ideas provided to him to get ahead
- original ideas which are not his forte - he seeing the brothers as his biggest problem
in they thinking small. These differences lead to a standoff between Ray and the
brothers, the former who has a different goal for "his" business in profit and stoking
his own ego seemingly his main priorities.The McDonald brothers had figured out
a revolutionary system to serve their clients in an efficient and ultra-speedy manner.
Their operations management was thought through until the last detail. The whole
kitchen was designed to be efficient, without too much back and forth between the
different sections

2) Introduction of the movie

Ray Kroc has been a hustler in most senses of the word. That hustling has made him
the target of derision among certain circles for peddling what have ended up being
more novelty or faddish than useful products, but it has also placed more than a
comfortable roof in Arlington Heights, Illinois over his and his wife Ethel's heads.
Ethel, however, wishes that he placed as much effort into being at home with her
than he is in selling, his current job of peddling five-spindle milkshake makers for
Prince Castle which has him constantly on the road going from one drive-in
restaurant to another. It is because of the beefs he has with the whole drive-in
experience (bad food, bad service) in constantly eating at such establishments while
on the road that he becomes enthralled with the concept of McDonald's Restaurant
in San Bernardino, California, it owned and operated by brothers Richard
McDonald and Maurice McDonald - Dick and Mac. Unlike most of Ray's customers
who will only require one five-spindle milkshake maker at any given time, the
McDonald brothers end up purchasing eight machines for their single restaurant.
Primarily on Dick's initiative, the brothers have redesigned the whole concept of the
drive-in restaurant to focus on quality food through a smaller menu of only the most
popular items (hamburgers, fries, sodas), consistency in product so that customers
know what to expect from time to time, change in the target market from lounging
teenagers to families, and perhaps most importantly speed in having any order ready
within seconds, many of these goals achievable through assembly line styled
production. They had tried franchising previously, but failed in that they lost control
over many of those aspects which made their San Bernardino restaurant successful.
Despite believing Ray a bit off kilter (in other words, crazy), the McDonald brothers
somewhat hesitantly enter into a contract with him to be their head of franchising.
Ray's experience in the job is not without its problems, especially as his franchisees
seem to be making more money than he is, he who is only breaking even. He is not
averse to advancing ideas provided to him to get ahead - original ideas which are not
his forte - he seeing the brothers as his biggest problem in they thinking small. These
differences lead to a standoff between Ray and the brothers, the former who has a
different goal for "his" business in profit and stoking his own ego seemingly his main
priorities. 
the McDonald brothers. He immediately saw the potential in McDonald’s restaurant.
He wanted to market the idea and bring the concept to larger customer sizes. He had
a vision that McDonald’s would be part of the American culture, that every American
family would go to eat at McDonald’s, that there would be franchises from one coast
to the other, all over America. He emphasized how important it was
that people identify emotionally to the brand as part of their culture, part of their
everyday life, part of their life in general. In the movie,

This would mean not only a revolution in the restaurant culture, but in the culture of
a whole country, and little did he know, of the whole world. It would influence the
world globally by spreading fast food culture in the world. He saw the big
opportunity where others would not trust him or invest in it because of his previous
failures.

3) Ethics cycle
Ethics are, at their essence, moral judgements about what is right and what is wrong.
In a business sense, these ethics are decided upon and formed by each company and
underpin the decisions that anyone in the business makes.These two brothers earn
that trust everyday by serving safe food.respecting our customer and they are
helping sick children.they don’t use misrepresented a company McDonald’s brother
want to become a big name on society and they want to helped each other and
don’t use a bad quality to serve customer.they want to set more ethics in company
and company name stand a high fast food chain customer agree with our
performance.and judge a people what they want to a new outcome our company
because he’s not concern just a profit they want to happy a customer. And working a
full of responsibility and truthfulness.due to any financial crisis McDonald’s brother
not change a quality and cost every time they want to customer benefit our fast food
chain and every poor person are equal with rich person and they helped poor.
McDonald’s idea coming in life with an imaginative verve involving clever effect they
can be replicated infinitely that is virtual template for franchising but they brothers
are not interested. Because they don’t want to lose control of their name and what
is stand for not merely the efficient delivery of food but the quality of food
Essentially, they were passionate about hamburgers, whereas Kroc was passionate
about business, So the expansion begins, with the McDonald brothers maintaining
ironclad control over the franchises. But Kroc finds that their control constrains his
ability to do business.
McDonald’s, Ray Krock wanted to have multiple franchise owners who follow his
guidelines of standardization, automation and discipline. Firstly, he selected a few
rich franchise owners, but he found that they were not following his inputs. Later, he
carefully selected hard-working middle-class individuals for their work ethic and
ambition. This idea proved to be hugely successful as these new franchise owners
were focused and willing to follow Ray Krock’s guidelines. Giving up on tough
situations is an easy option, but with the ability to tolerate frustration, one can
create his path for success.Both brothers were committed to high standards for their
food and their establishment. He saw the potential to build McDonald’s into a global
brand that emphasizes high-quality food, a relentless focus on order and cleanliness,
and a family-friendly atmosphere. The only problem was that the brothers had
already tried to franchise their store and pulled the plug because they could not
control quality. Nevertheless, Kroc convinces them it’s worth another shot,
essentially giving the brothers complete control over the design of the stores and the
quality of the food produced. Kroc would handle the financing and national
franchising.

4) Moral development stages

Basically Morality develops across a lifetime and is influenced by an individual's

experiences and their behavior when faced with moral issues through different
periods' physical and cognitive development. In short, morality concerns an
individual's growing sense of what is right and wrong.McDonald’s brother mailing a
strategy what is right and what is wrong they want to Justice with our employ and
customer what behaviours of our Employee with the customer.and noted a
customer reaction about our product.they develop a new outcome because they
want to fulfill all effort for our customer.the founder movie tell a difference between
two poor and rich people every person are same rich and poor rich buy a product
own effort and eat.but our company helped poor and they eat also.
They develop a company a name in high ranks of our country McDonald’s fast food
chain Company and people like a taste and quality .so these two brother further any
development and place for people enjoy their environment.and many all
competitors open a new company in different places.

5) Utilitarianism and rule utilitarianism

Utilitarianism holds that actions and policies should be evaluated on the basis of the
“benefits” and costs they will impose on society. In any situation, the right action or
policy is the one that will produce the greatest net benefits or the lowest net
costs.they can offer additional product and service features such as food on demand
and home delivery so as to provide convenience to customers
He wanted to market the idea and bring the concept to larger customer sizes. He had
a vision that McDonald’s would be part of the American culture, that every American
family would go to eat at McDonald’s, that there would be franchises from one coast
to the other, all over America. 
tow brother making a rule of good and every good strategy to implement a
company.

6) Rights and duties

The right to own property alone as well as in association with others.Moral rights or human rights
are based on moral norms and principles that specify that all human beings are permitted or
empowered to do something or are entitled to have something done for them. Moral rights,
unlike legal rights, are usually thought of as being universal insofar as they are rights that all
human beings of every nationality possess to an equal extent simply by virtue of being human
beings.

7) Justice and fairness

Justice is the ligament which holds civilized beings and civilized nations
togetherJustice and fairness are essentially comparative. They are concerned with
the comparative treatment given to the members of a group when benefits and
burdens are distributed, when rules and laws are administered when members of a
group cooperate or compete with each other, and when people are punished for the
wrongs they have done or compensated for the wrongs they have suffered.

McDonald’s brother selling something truly new require patience and time.the
brother tells Kroc early on that they.

the McDonald brothers’ restaurant and convinces them they need to franchise the
business. Ray is immediately enthralled by the fast service and novelty of the
operation and only becomes more interested when the brothers share their success
story.

But his admiration for the brothers’ work ethic and their insistence for quality
products quickly take a back seat once he’s able to start franchising more
restaurants. With dollar signs in his eyes, Ray tries to renegotiate his franchiser fee,
but the brothers don’t budge. His ideas always end up with him being rejected by
the brothers and with him hanging up the phone with more anger than fervor. 

He also had a great appreciation, and ability, to operational business, from

franchising, to making the ‘Speedy System work educating the franchisees to ensure
consistent messaging and product.

8) Recommendations and conclusion

McDonald’s brother need to focus on service differentiation strategy in order to
position the restaurant as a superior service restaurant in the minds of the target
consumers. The service differentiation strategy implies that McDonald’s shall offer
superior services at each step of the customer touch points right from the placement
of order through the delivery of the products.
And they want to working good in future and use better quality for making different
item.and they want to Work properly with justice and truthfulness.and they want to
making strategies further to attract and connect with target customer in diverse
geographical markets.McDonald's should continue to invest in the training and
development of its employees to ensure high service quality.
McDonald’s a world phenomenon of having same product, quality all over the
world. In the 1950's, the economic after war boom in the USA made the Americans
enjoy they free time by taking the car and going to the drive ins,brothers concept of
international chain restaurants

they brothers want to Largest fast food companies in the world. They continue their
path for success by keeping their consumers in mind regarding their product
selection as well as their prices.He was an average, hardworking, American man
doing his best to scratch out a living as a traveling salesman. It is not a particularly
glamorous or easy life nor does it necessarily lead to great wealth. Kroc always
wanted more. The McDonald brothers presented a golden opportunity Kroc had
never conceived: an unprecedented fast-food service experience.

the filmmakers do not shy away from the less flattering aspects of Ray Kroc’s life
during his time building his fast-food empire. History is not always as dry and pretty
as we might like to imagine. In the end, The founder successes as a biopic.