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The Reputation Quotient

In: Business and Management

Submitted By elic4t
Words 633
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Question 2 – Reputation Quotient
Here, we used the Harris Poll Reputation Quotient™ study which surveyed more than 18,000 members of the U.S. general public to measure the reputations of the 60 most visible companies in the country across the six dimensions of corporate reputation—emotional appeal, financial performance, products and services, social responsibility, vision and leadership, and workplace environment. Regarding the Harris Interactive’s 2013 RQ Report, we can see that McDonald’s accessed to the top half of the 60 most visible companies from the 38th place in 2012 to the 30th, with a score of 71.41 in 2013. (see Appendix)

Emotional Appeal: Whereas their competitors are showing the size of their burgers or the thickness of their shakes, McDonald's is more focused on crafting emotional portraits of families enjoying moments together around a fast-food lunch. More importantly, these emotional slices of life launched by McDonald's are appealing to us at an emotional level and make us like and trust the company.

Products and services: A survey revealed that “only 22 % of its customers were "extremely satisfied" by their last visit there and it ranked in last place in customer satisfaction in 2013. However, even its dissatisfied customers are likely to return since it still enjoyed one of the highest "Intent to Visit Again" scores, with 64 % are "extremely likely" to visit again. Thanks to its convenient locations and fast service, we always come back because we can get our meal easily, affordably and quickly.

Financial Performance: When comparing the ratios (See Appendix), both McDonald’s gross profit margin and operating profit margin deteriorated from 2011 to 2012 and from 2012 to 2013. Only its net profit margin also deteriorated slightly improved from 2012 to 2013. At this point, we believe that McDonald’s does not have strong future prospects…...

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