This diploma thesis deals with our present day society which is being increasingly subjected to the "mcdonaldization" phenomenon. The main goal of this work is the analysis of the public's perception of the McDonald's corporation in Velké Meziříčí. The theoretical part of this work is aimed at defining the basic perceptions related to the McDonald's corporation and it is relationship with the public as well as it is marketing communication. In the practical part of the thesis, sociological research in the form of a poll was undertaken with the results based on the opinions of polled citizens of Velké Meziříčí. The summary of the data is presented in a graphic form along with vebal proposals and measures to the improvement of the company's brand name in public relations.

Analysis of motivation and satisfaction of employees of the restaurant McDonald's.

This thesis deals with the valuation of the company McDonald's Co. Ltd. Estimated value of the company relates to December, 31, 2011. The valuation process is handled strategic and financial analysis of the company, the analysis of macroeconomic and microeconomic environment. The company is financially healthy, with the prospect of further successful development without significant change in strategic focus. Therefore, the method chosen to measure the yield, which in the given situation best reflects the company's value as the sum of future benefits for the owner. The process itself valuation method is applied to yield discounted cash flow DCF variation in free cash flow to firm (FCFF), for which it is necessary to have an estimate of projected future development, where they were converted to qualified assumptions and quantified items used by their own estimate of the financial plan consulted with the company's management. The value of McDonald's Co. Ltd. for any external investor was set at 31 of December 2011th.

McDonald's is an international company that has its fast food restaurants located all over the world, including the Czech Republic. The aim of this thesis is the analysis of socially responsible activities of McDonald's in the Czech Republic. On that basis and on the basis of survey conducted on emploees and customers I will design each step of strategies and recommendations in the area of CSR.

Deal of this master´s thesis is processing of a business plan for a new McDonald’s franchising branch. The first part of the thesis focuses on theory of this issues. In the analytical part is solved a question if estabilishing of a new branch does make a sense using several analysis. And in the final praktical part are dissected ditails of a new McDonald’s branch founding.

Submitted by Odilio Hilario Moreira Júnior (odilio@espm.br) on 2016-11-29T11:59:01Z No. of bitstreams: 1 Viviane Riegel.pdf: 5483580 bytes, checksum: f40b08ce9bb38198fd3496803958d115 (MD5) / Approved for entry into archive by Odilio Hilario Moreira Júnior (odilio@espm.br) on 2016-11-29T11:59:36Z (GMT) No. of bitstreams: 1 Viviane Riegel.pdf: 5483580 bytes, checksum: f40b08ce9bb38198fd3496803958d115 (MD5) / Approved for entry into archive by Debora Cristina Bonfim Aquarone (deborabonfim@espm.br) on 2016-11-29T12:07:25Z (GMT) No. of bitstreams: 1 Viviane Riegel.pdf: 5483580 bytes, checksum: f40b08ce9bb38198fd3496803958d115 (MD5) / Made available in DSpace on 2016-11-29T12:07:55Z (GMT). No. of bitstreams: 1 Viviane Riegel.pdf: 5483580 bytes, checksum: f40b08ce9bb38198fd3496803958d115 (MD5) Previous issue date: 2010-03-19 / The study is part of global brands in the communications field in the action of these actors, as enunciators messaging increasingly present in contemporary society. The texts and images of these brands make up the scenario of large cities around the world, talking with our daily lives. The communication flows are trademarks of their stores in a privileged area of ​​consumption, because they build in their environment to strategically define the scenes in his speech. In discussing this subject, the object of this study are the communication processes of the McDonald's brand in their stores around the world, analyzed as organized speeches from its spatiality, which has been transformed in recent years. We study the representation of the production process as well as the proposition of consumption of meaning expressed by the global culture in their stores, in order to understand the socio-cultural dimension of the McDonald's brand. The proposed use built in this environment is the result of work organization and communication stimuli directed to consumers. Thus, the discursive strategies of the brand are analyzed by the aesthetic dimension of their territory within regimes of visibility of the process of production and consumption. The methodology used to analyze the space consumption of McDonald's is privileged discourse analysis of the French line, applied in the categories of spatiality, temporality and subjectivity, to study the ethos of the brand, as the personality traits of the actor statement in this new proposal for consumption. From this study, we examine how changes in how the brand staged its proposed use in its stores to strengthen its imaginary global fast food, which is flexible by negotiation with antagonistic discourses, like the slow food, or with local elements, requiring adjustment of the American network. / O estudo de marcas globais se insere no campo da comunicação na ação desses atores, como enunciadores de mensagens cada vez mais presentes na sociedade contemporânea. Os textos e imagens dessas marcas compõem o cenário das grandes metrópoles ao redor do mundo, dialogando com nosso cotidiano. Os fluxos comunicacionais das marcas encontram em suas lojas um espaço de consumo privilegiado, pois constroem em seu ambiente as cenas que estrategicamente definem em seu discurso. Na discussão dessa temática, o objeto desse estudo são os processos comunicacionais da marca McDonald´s em suas lojas ao redor do mundo, analisadas como discursos organizados a partir de sua espacialidade, que sofreu transformações nos últimos anos. Estudamos a representação do processo produtivo, bem como a proposição do consumo do sentido expresso pela cultura global em suas lojas, com o objetivo de compreender a dimensão sociocultural da marca McDonald´s. A proposta de consumo construída nesse ambiente é resultado da organização do trabalho e dos estímulos comunicacionais dirigidos aos seus consumidores. Dessa forma, as estratégias discursivas da marca são analisadas pela dimensão estética de seu território, dentro de regimes de visibilidade do processo de produção e consumo. A metodologia utilizada para a análise do espaço de consumo privilegiado de McDonald´s é a análise do discurso da linha francesa, aplicada nas categorias de espacialidade, temporalidade e subjetividade, para o estudo do ethos da marca, como os traços de personalidade do ator da enunciação nessa nova proposta de consumo. A partir desse estudo, verificamos como as transformações na forma como a marca encena sua proposta de consumo em suas lojas fortalecem seu imaginário de fast food global, que está flexível pela negociação com discursos antagônicos, como o do slow food, ou com elementos locais, que demandam adaptação da rede norte-americana.

No description available.