The Aravind EyeHospital was established by Dr.Venkataswamy in 1976. He had a modest start inhis profession only having a hospital containing 11 beds. Over time hishospital had grown to consist of 1400 beds within 16 years.
By this time in hisprofession he had screened 3.65 million patients, in addition to this he hadexecuted around 335,000 cataract surgeries. Approximately 70% of thesescreening and surgeries came at no cost to the blind population who are inpoverty in India. Dr.Venkataswamy had an objective to branch out his servicesto the whole of India, Africa and Asia. This objective allowed him to plan andexecute his objectives.
Mcdonaldizationis a terminology which had been developed by a sociologist who goes by the nameof George Ritzer. This term is a phenomenon which manifests when society adoptsthe same characteristics which are usually found in fast food companies andtheir methods of performance. In other words Ritzer believes that the principlesin which fast food chains work by possesses the ability to dominate practicallyevery feature that society consists of.
McDonald’sis the largest food chain in the world, when calculated by revenue. The companywas established in 1940 as a hamburger stand. When they encountered abusinessman named Ray Kroc, he assisted the founders Richard and MauriceMcDonald to expand the business and make McDonald’s a franchise. Their uniqueselling point was the speedy service which they offered.
This added quality totheir business, qualities such as affordability and convenience. The fact thatconsumers do not have to wait very long for their food to be prepared and iscost efficient. Now that there is multiple McDonald’s branches and all over theworld, makes it even more convenient as people do not have to travel far topurchase food. McDonald’s is the epitome of the term Mcdonaldization.There arefour dimensions which make up Mcdonaldization. The first dimension is calledpredictability, this means that customers already know what to expect. Inregards to the Aravind eye hospital, Dr.Venkataswamy applied the principle ofpredictability by providing the blind with the exact same products andservices, regardless of who it was or the location.
Every customer and “non-customer”would get the exact same treatment, in the exact same manner no matter what socialdemographic they fall in, gender, race etc. Predictability is beneficial forconsumers as it is important for them to know exactly what they are gettingthemselves into. This helps the Aravind Eye Hospital to create a stable imagein the public’s eyes. So when people talk about the brand, more times than noneyou would receive the same information and it will reduce confusion orindecision for those who are contemplating using the Aravind eye hospital toprovide for them. The second dimensionis calculability.