OSI Group McDonalds is ranked number 63 on the Forbes list of wealthiest private companies, with an annual income of 6.1 billion dollars. They are a holding company with subsidiary companies throughout Europe, Asia, and the rest of the world. Right now OSI Group McDonalds has Sheldon Lavin as its CEO and leader, who left the world of finance in order to shape the small Otto and Sons German meat producers into a company which can keep pace with the Fortune 500 food giant McDonald’s. OSI Group McDonalds under Lavin’s leadership has won many awards, including the UK Safety Council’s “Globe of Honor Award”, the “California Green Business” certificate, and the North American Meat Institution’s “Environmental Award”. All of this comes at the heels of massive growth and success since 1975 when Sheldon joined the company. Otto and Sons were the first to invest in freeze-dry technology which allowed them to keep pace with McDonald’s, but it has not been until recently that OSI Group McDonalds has focused heavily on sustainable initiatives for employees and environments to gain more support of the people.
CEO Sheldon Lavin is not only a great businessman but a great philanthropist who recently won the RSM US awards for Chicago-based philanthropists. He is an active contributor to the Jewish United Fund, the Inner City Foundation of Chicago, the Boys & Girls Club, The United Negro College Fund, The Goodman Theatre, and the National Multiple Sclerosis Society. The company’s approach to business is not on like their approach to philanthropy: it is a family first approach, with over 20,000 employees in 17 different countries and 65 different facility locations. On top of all of this, Sheldon Lavin is an avid supporter of the Ronald McDonald House which gives medical assistance free of charge to children in need suffering terrible diseases such as cancer, leukemia, multiple sclerosis, and others.
Krishen Iyer is the Chief Executive Officer of Managed Benefits Services, a marketing company he founded in 2016. He changed the name of the company from Quick Link Marketing, to concentrate on providing Marketing services to the dental and health insurance companies as well as the service providers. Through his research and experience in insurance, he learned how to build effective marketing campaigns. Krishen Iyer discusses some crucial marketing issues, providing insights on the changing trends in the marketing industry. According to Krishen Iyer, Basing a company’s marketing on location is met with mixed feelings. Location-based marketing can benefit a company if employed correctly. However, consumers in recent times have become wary of location-based marketing, because some companies engage in breaching consumers’ privacy by tracking them without their consent. Iyer advises that a company that values the privacy of their consumers has an easier task when it comes to trust building.
According to Krishen Iyer, the simplest way of building trust between a company and its consumers is to enhance transparency about the location-based marketing practices to the consumers. Companies can employ this strategy by explaining what data is gathered upon asking for a location and how it is of benefit regarding service provision. Also, companies should provide all information and explain in terms understood merely by the user. According to a study done by Microsoft, users admitted that they would use a company’s location-based tools if they were to get a cash bonus in return. Krishen Iyer attests that many smartphone users today feel uncomfortable with the knowledge that their phones store information relating to their location. Even though some users find the strategy useful, they are not ready to share location data with companies. Most consumers feel that big companies should provide more support to the local stores in exchange for the location-based data.
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