麦当劳崔启明

THE

TWO

GROUPSCASE

ANALYSIS

ABOUT

McDonald"s

COMPANYGroup

leader:MINGQI

CUIDETAILED

DIVISIONSearch

data:

YUJIA

XIE,ZHIQIN

XUCase

analysis:

MING

WANG,XIAOLAN

ZHANG,Collect

pictures:BO

TAO,LEI

WEN

,LING

ZENGTranslation:MINGQI

CUI

,WUHUA

WANGExplain

personnel:

MINGQI

CUI

WUHUA

WANGIIIIIIIVVOUTLINECompany

ProfileEnterprise

vision

and

goalsSWOT

analysisMarketing

strategyConfronting

problemPROFILEThe

company

name:McDonald"s

CorporationCompany

type:Listing

CorporationImportant

people:McDonald

brothers

and

Ray

A.

KrocThe

main

products:Chain

fast

food,

dessert,

coffeeSlogan:I"m

lovin"itMcDonald"s

uncleMcDonald"s

uncle

McDonald"s

uncle

ia

brand

of

McDonald"s

fast

food

chaimascots

and

enterprise

imagespokesperson,

official

name

is

RonaMcDonald"s

(Ronald

McDonald),

is

asymbol

of

friendship,

wit,

and

peacehe

always

traditional

circus

clown,yellow

shirt

and

trousers,

red

and

wshirt

and

socks,

red

shoes,

yellow

gred

hair.

He,

in

the

minds

of

Americachildren

aged

4

to

9

is

second

only

tSanta

Claus,

the

second

most

familiafigure,

he

is

a

symbol

of

McDonald"severybody"s

friend

forever.麦当劳叔叔麦当劳叔叔麦当劳叔叔是麦当劳快餐连锁店的品牌吉祥物和企业的形象代言人,正式名称是罗纳德麦当劳(麦当劳),是友谊的象征,智慧,和和平,他总是传统马戏小丑,黄色的衬衫和裤子,红色和白色的衬衫和袜子,红色的鞋子,黄色手套,红色的头发。他在美国4-9岁儿童的思维是仅次于圣诞老人的第二个最熟悉的人物,他象征着麦当劳永远是大家的朋友。Enterprise

vision

and

goalsCorporate

mission:Quality,

considerate

service,

cleanenvironment,

to

provide

customers

with

mvaluable

food.Enterprise

vision:In

the

future,Control

the

global

foodservice

industry.Customer

target

groupBy

age:Under

the

age

of

40According

to

the

occupation:white-collar,

blue-collar,

more

busy

professionals,McDonald"s

customer

requirements:Convenient,

fast,

nutritious

and

safe

foodThe

market

localization1,

Provide

office

worker

"rapid,

simple"

diningenvironment.

Aimed

at

Chinese

fast

food

and

casual

dininboxes

outside.提供上班族“快速、简便”的用餐环境。定位于中式快餐简餐与外带餐盒.2,

To

appeal

to

young,

lively,

hope

to

provide

a

livedining

environment.以年轻、活泼作诉求，希望提供一个轻快的用餐环境.The

stock

marketAs

of

December

7,

2015SWOT

ANALYSISS:A.McDonald"s

use

of

franchising

to

implement

largscale

low-cost

expansion.麦当劳利用特许经营实施大规模低成本扩张。B.Using

the

trademark,

special

skills,

business

mto

repeatedly

use,

and

to

expandthescale.

Franchisee

cenjoy

off

the

shelf

goodwill

and

brand借助特许商的商标、特殊技能、经营模式来反复利用，并借此扩大规模。加盟商可以享受现成的商誉和品牌。C.With

its

brand

image,

management

mode

and

othersupport

systems,

the

risk

is

reduced

greatly.借助其品牌形象、管理模式以及其他支持系统，其风险大大降低。D.Sharing

the

advantages

of

scale

benefits

can

not

beignored.

These

scale

benefits

include:

purchase

size,advertising

scale,

business

scale,

technology

developmenscale

and

efficiency,

etc.分享规模效益的优势也不容忽视。这些规模效益包括：采购规模效益、广告规模效益、经营规模效益、技术开发规模效益等。SWOT

ANALYSISSWOT

ANALYSISW:A.Joining

trader

business

is

not

good

or

bad

reputaare

directly

affect

the

franchise

real

benefits

of

the

L加盟商经营不好或信誉不佳，都直接影响到特许经营主的实际利益。B.In

a

fixed

area,

the

level

of

market

consumptionrelatively

fixed,if

there

is

the

presence

of

stores

andstores

at

the

same

time,the

site

is

easy

to

generate

con在某一固定地区，市场消费水平是相对固定的，如果在该地区同时存在加盟店与自营店，在进行选址时容易产生冲突。C.It

is

hard

to

guarantee

to

the

standardization

offranchisees.加盟店的规范性很难得到保证。D.The

style

is

not

much,

the

variety

ilittle,

the

product

update

speed

is

also

slthan

the

same

industry款式不多，品种少，产品更新速度也比同行业慢SWOT

ANALYSISSWOT

ANALYSISO:A.Economic

crisis

promoted

the

circulation

of

mansecond

and

third

tier

cities,

or

the

development

of

theindustry经济危机促进了许多二、三线城市的流通或第三产业的发展B.

Active

network

economy,

the

continuous

developmof

China"s

Internet

business

for

McDonald"s

Chinafranchising

process

with

enough

horsepower.网络经济的活跃，中国网络事业的不断发展为麦当劳中国特许经营进程加足了马力。C.McDonald"s

status

in

the

world

no

onecan

replace.麦当劳在世界上的的地位无人能够取代D.Entered

the

21st

century,

people

life

rhythmbecomes

faster

and

faster,

"hamburger"

will

continuethe

myth

of

it,

people

will

need

it,

the

market

will

be

mand

more

big.进入了21世纪，人们的生活节奏变得越来越快，“汉堡”将会继续它的神话，人们还会需要它，市场会越来越大SWOT

ANALYSISSWOT

ANALYSIST:A.With

the

improvement

of

economic

level,

moreand

more

people

begin

to

pay

close

attention

toecological

environment,

traditional

culture

and

heaproblems.

The

McDonald"s

in

these

areas

is

far

shortexpectations.随着经济水平的提高，越来越多的人开始关注生态环境，传统文化和健康等问题。而麦当劳在这些方面远远达不到人们的期望B.

More

and

more

enterprises

begin

to

enter

theindustry,

the

industry

competition

is

intense.越来越多的企业开始进入这个行业，业内竞争激烈SWOT

ANALYSISC.McDonald"s

enterprises

to

join

in

the

development

ofcareer,

be

sure

to

take

to

the

franchisees

and

benefits

of

in

incentives,.

Franchisor

enterprise

investment

preferentia

one

of

the

most

prominent

performance

is

the

franchise

fee

wi

reduce,

reduce

main

categories

including

disposable

pay

wit

the

rights

and

interests

of

regular

pay

gold,

etc.

Reduce

the

will

be

a

lot

of

kinds,

such

as

directly

on

the

numerical

redu

allow

the

joining

trader

installment,

to

join

in

second-hand

equipment,

etc.麦当劳企业为了加盟事业的发展，务必会采取给加盟商让利的招商优惠措施，。特许人企业招商优惠政策的其中最突出的表现之一就是其特许经营费用会减少，主要减少的类别会包括一次性缴纳的加盟金、定期交纳的权益金等。减少的方式会有很多种，比如直接地在数值上减少、允许加盟商分期付款、向加盟上推出二手设备等。Marketing

strategy1,

Improved

recipes,

cater

to

different

age,

gender,

ldifferent

tastes

of

consumers,

establish

a

competition,

quality,

service,

efficiency,

as

well

as

the

corporate

soresponsibility

and

so

on

economic

philosophy

and

values

athe

main

content

of

the

new

enterprise

culture.改进菜谱，迎合不同年龄，性别，层次，地区消费者的不同口味，建立以竞争，风险，质量，服务，效率，以及企业社会责任等经济哲学和价值观念为主要内容的新兴企业文化2,

Over

the

years

adhere

to

the

so-called

"S,

Q,

C",

theso-called

"S","Q","C"is

"service","quality"and

"clean多年来坚持所谓的“S,Q,C”，所谓“S”,"Q","C"就是“服务”，“优质”和“清洁”.3,

McDonald"s

site

selection

for

always

attaches

greimportance

to,

so

the

location

of

the

McDonald"s

in

the

surate

is

extremely

high,

almost

ninety

percent,

success

isattributed

to

the

location

problem

of

full

attention

and

lon

the

basis

of

science麦当劳对于选址始终高度重视，因此麦当劳在选址的成功率极高，几乎达百分之九十以上，成功也归因于在选址问题的充分重视及科学选址为基础。3,

Localization

strategy

in

China

is

still

a

McDonald"launched

the

product

strategy,

is

still

under

test

runnistage,

with

consumer

product

localization

strategy,

thecompany

is

gradually

on

the

affiliated

snack

products

dolocalization

strategy,

the

element

such

as

beef

chickenvegetables,

rice

burger,

soya-bean

milk,

and

so

on.本土化策略仍然是麦当劳在中国推出产品的策略方针，目前仍在与消费者试验磨合的阶段，麦当劳在产品本土化策略则逐渐在附属小食产品上做本土化策略，例如五色鸡肉牛肉蔬菜卷、米汉堡、豆浆等等。4,

Convenient

feeding

speed

is

also

the

core

factor,McDonald"s

on

the

menu

design