The document is an essay plan analyzing the relationship between effective business development and business success in the hospitality industry. It uses McDonald's as a case study example to discuss how business development through strategies like continuous menu changes, customer relationship management (CRM), and SWOT analysis have helped McDonald's expand globally and retain customers. Effective business development through these tools can help understand competition, attract and engage customers, and set long-term goals to achieve business success.

1. Assignment Title - Hospitality Business Development
Matriculation no. - 40133719
Assessment Title – Essay Plan
Word count – 507
Submitted to – Bitan Bose
Submitted by – Aman Pandey

2. Hospitality businessdevelopment
The business development is an effective process that can be used to join the
resources which can be internal or external to improve the existing market. It can be
used to increase the profitability and to attract the customers making them satisfied and
retaining them. Business development can improve the company’s performance through
the development of new products and services, entering and capturing the new
markets, advancement in the current product for a continuous change.
The example of McDonald can be well discussed under the effective business
development as they are operating 34,000 restaurants in 119 countries following the
business model of “three – legged stool”. Most of its outlets are operated by holding
companies, its franchisees, or affiliates. The three legs of the stools can be depicted by
the owners, the suppliers, and the employees.
Effective business development in McDonald is to bring the continuous changes in the
menu and repeating to retain the customers. The basic strategy followed by the
McDonald is that they do not see business development as sales.
CRM(Customer Relationship Management) is an important tool that can be used for
effective business development. CRM helps in tracking mails and provides easy access
to guests contact information. CRM helps in interaction of the present as well as the
future guests. McDonald's management takes care of CRM in a proper and systematic
manner. It's a fast food restaurant which knows the value of guests and provides them
with different offers on different occasions.
CRM of McDonald's management has helped then in understanding the competition
across the globe and they have always been successful in attracting the customers with
their own sense of taste. CRM provides the particular data about the competitors. So it
becomes really easy to overcome them if problems are known.
Next, SWOT(Strength, Weakness, Opportunities and Threat) is a crucial measure of
finding the relationship between the effective business development and business
success. SWOT has always been a very important reason behind the success of
McDonald's. The management of this organization follows this for the proper functioning
and to stay ahead from others. SWOT looks simple but it is also comprehensive. SWOT
has not only helped in the development of this chain but also left a record of
effectiveness.

3. Implementation of SWOT analysis to obtain long term goals is a key issue for the
business to be effective. If a business is effective then automatically it will lead to
business success. Because both are inter-related to each other. If the business is good
then it will automatically lead to business success and if the business is poor then
success is not achieved. For an organization to be successful effective business should
be there for which SWOT analysis can be a key aspect.
Finally, interaction with the guests should be done. Because without communicating
with the guest, it's difficult to understand whether the quality of service that has been
provided has met the guests expectations or not. This helps in the easy understanding
of the relationship between the effective business development and business success.

4. Reference
• Knowles, T., (1996), Corporate Strategy for Hospitality. Harlow: Longman. Chs 7,
8 & 9.
• Lashley, C. & Morrison, A., (Eds), (2000), Franchising Hospitality Services.
Oxford: Butterworth-Heinemann. Chs 1, 7-11.
• Medlik, S., (2000), The Business of Hotels, (4th Ed). Oxford: Butterworth-
Heinemann. Ch 5.