McDonalds - Corporation - Company - 麦当劳英文分析

McDonald's Corporation Company

Huang, Yida

2/28/2012

International Business

BADM 455

Table of Contents

Executive Summary .............................................................................................................1 Introduction ..........................................................................................................................2 History...................................................................................................................................3 Current & future profile........................................................................................................3 SWOT Analysis ....................................................................................................................4 Global Market Expansion .....................................................................................................7 Industry Analysis ..................................................................................................................9 Competitor Analysis ............................................................................................................10 Recommendation .................................................................................................................11 Conclusion ...........................................................................................................................12 Exhibits ..................................................................................................................... missing

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Executive Summary

McDonald's restaurant is a large chain fast food group and it has approximately thirty thousand shops in the world, the main selling is hamburgers, French fries, Fried chicken, soda, ice product, salad, fruit. McDonald's restaurants spread all over the world six continents in over countries. In many countries McDonald's represents of a kind of American way of life. international expansion

The most famous McDonald's brand of McDonald’s has more than 32000 home fast-food

restaurants, and it distribution in 121 countries. According to the taste of the local people to adjusted the McDonald's meal. In addition, McDonald's company still control some the other restaurant brand, such as the Aroma of coffee (Aroma Cafe), Boston Market, Chipotle Mexican big cornbread fast food restaurant, Donates Pizza and Pert a Manger. Industry

After the financial crisis, most companies are experiencing a situation of fund shortage, how to get more profit has become the problem which the fast food industry must be facing with. Of course, the advantage of efficiency and convenience will be the important Opportunity to help the fast food industry to solve the problem.

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Competitor

Although McDonald's is the most profitable in the industry, It also faced many challenges from thier competitors, The competitors like SUBWAY, KFC and Starbucks also have the Great strength and A potential threat to McDonald's. Recommendation

Now, McDonald's management is very good, but It still need to improve in some places. Like advertising promotion, public relations activity and Diet-health. And McDonald's also need carry out More activities to attract people

History

1954, Ray Kroc as the Agents of the franchise of McDonald, and he deal with the problem of transfer about franchise rights. And very soon Kroc already enable the McDonald to be a very excellent company. So the people already regarded him as one of the founders of McDonald. In 1961, McDonald brother make over the all company to Kroc with the price of 2.7 million dollars. In 1966 the McDonald company turn over a billion dollars. Then Kroc enable Turner to manage the company and Turner decided: expand the chain! In the first two tears Turner turn over control the company he massively increase the human being resource of real estate and construction department. Purchasing amass real estate. At the same time, he makes a surprising goal; set up stores from 100 every year increase to 500 every year.

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Current & future profile

McDonald fast food restaurant with its warm atmosphere and the franchise system, and it is recognized as one of the most famous fast-food restaurants in the world. The mainly income of McDonald's company comes from Real estate operating revenue, from Franchisee collection to get service charge and Regular Chain surplus. Because of the most of members usually do not have enough money to pay 30,000 dollars for the land and pay 40,000 for the construction, also they often powerless to fight for loans. McDonald's company is responsible for helping the alliance business to look for the address of the right stores, and then McDonald Company will hire them to the alliance business. This is the main source of income of McDonald Company. Not only this can resolve the financial difficulties of admission of open store, but improve the McDonald's income, and at the same time, through the control real estate, it is more advantageous to the McDonald's to strengthen the management of the franchisee. McDonalds once only sell fast food, but when it is summarized a set of scientific and reasonable manufacturing fast food programs and the secret to select the store location, it already transform to real estate enterprise gradually. In the future, McDonald's headquarters’ main attention should be which area is the most popular local people. After the studying, McDonald company will bought the subway and build fast food restaurant look, then looking for the Franchise partners, and hire them for their business, charging them Franchise fees and the rent of the land.

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crisis, people do not want to spend too much money in the diet, so more and more people choose the fast food rather than the exclusive restaurant. Besides, the fast food can help people save time when they have lunch or dinner. So the fast food is very popular now.

Competitor

SUBWAY

SUBWAY was born in 1965 in the state of Connecticut. In january 1st last year, there were 3,3749 global branch store of the SUBWAY, get ahead of the McDonald’s, Become the world's largest brand of fast food franchise chain. You can see the uniform decoration design and menu, feel the uniform service theory and taste the global harmonization of pure style SUBWAY in the all SUNWAY restaurant all of theworld. The key to success of the SUBWAY is sinple“the characteristics of my life”.

KFC

The KFC business philosophy is to constantly introduce new products or repackaging of previous saled of products and caught the psyhology of people who is curious about new things to gain profit. The success of the KFC is from the concerted efforts of the 1.9 million employees worldwide. At locations around the world, KFC always put the needs of the costomers in the most important position. So that when the Customers enjoy a variety of delicious food, they also can feel the most cordial and first class service and dining environment.

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Starbucks

Starbucks is a chain coffee company, established in 1971 with its headquarters located in Seattle, Washington, DC.Starbucks worldwide. It has nearly 12,000 stores throughout North America, South America, Europe, Middle East and the Pacific. It is the world's largest coffee chain store.

Starbucks is very popular in the United States and Canada between students and white-collar. In addition to coffee, Starbucks also has tea, stuffing leather, bread and cakes. Some Starbucks stores even seek cooperation with supermarkets and bookstores, it opened in the cooperation stores.

Recommendation

Short-Term Recommendation

1. Continuously strengthen the marketing activities for children to Enhance the cohesion of the childern. For example, Increase the types of children's package and give chilern more gift for free. Meanwhile make more room for children to play games and Increase the recreational facilities. 2. Classify the adults as their habits and taste to carry out more promotional activities. And then, Make the appropriate adjustments about the taste of the food according to their different characteristics, like more sweet or more hot.

3. Continue to increase the number of sales outlets in non-traditional places in order to expand the sales.

4. carry out the sales promotion activity like price reduction and adding new varieties of the food.

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On the other hand, renovated with a new dining environment to attract customers in the restaurant.

Long-Term Recommendation 1. advertising promotion： carry out the more activities like “I grew up with McDonald's” “McDonald's in my heart” to attract people's attention and promote their new products in the major cities. Through various media like TV or newspapers or the Internet to promote their business philosophy, so that people can better understand McDonald's.

2． public relations activity：participate in public welfare undertakings to enhance the goodwill of McDonald’s. At the same time, provide the suppurt to various competitions across the country And provide financial sponsorship for cooperative groups to enhance the reputation. Besides, publish an article about nutrient content of the new product and ensure honest operation, so that people will have better understanding of McDonald's.

3. Diet-health: Now,the taste is the not only pursue of food , the healthy of diet is also more and more attention by people, so in order to adapt the new demands of people now, it should provide new products which beneficial to human being body, and establish a concept about healthy diet.

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McDonald's Corp. has eliminated the middleman standing between fast-food lovers and their burgers, with an advanced test of technology that promises to shorten lines and give consumers more control over ordering.

Outside Chicago in St. Charles, Ill., longtime McDonald's franchisee John Lardas has reconfigured his restaurant, replacing three ordering stations manned by employees at the front counter with one traditional station and four stand-alone computers, or kiosks.

\of customers now opt to use the technology.

McDonald's, which recently admitted its service problems and vowed to fix them, is ironing the kinks out of technology that some believe will transform fast food the way similar systems have revolutionized bank transactions and airport check-ins.

Each kiosk allows a customer to place an order directly with the kitchen, using a touch screen with pictures of food, English or Spanish text and verbal prompts.

Have a Big Mac the regular way with special sauce; customize it without cheese or pickles.

\— people getting the wrong order or with something missing,\remains a top consumer concern in his firm's yearly industry survey, along with food taste and restaurant cleanliness.

That's partly because staffing restaurants with well-trained employees willing to work for low wages remains an increasing challenge for fast-food operators, which run on tight margins and have seen the

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price of commodities like beef move steadily higher.

Once perfected, the technology probably will lead to shorter wait times, labor cost savings and higher average purchases, analysts said.

\Inc. \

Five McDonald's restaurants in the Denver area are operating self-ordering kiosks. An earlier phase of the test included stores in Raleigh, N.C. McDonald's is testing similar systems overseas in France, Australia and Japan.

\heading the test. \

Small declined to discuss when the Oak Brook, Ill., company would make a decision about implementing the kiosks on a permanent basis, or how much the devices cost.

But the competition is heating up. Privately held Burger King Corp., the largest hamburger-making rival to McDonald's, also is testing kiosks in a handful of stores. A representative for the Miami company declined to provide additional details.

Having a machine consistently remember to ask whether you want French fries with your sandwich, as the McDonald's kiosks do, can boost the value of a transaction by 10% to 20%, said Kate Delhagen, a Forrester Research analyst who has studied kiosk technology.

She estimates that installing such stations in a typical restaurant would cost $10,000 to $20,000 for the

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hardware, with software, training and maintenance an additional expense.

Within a few years, benefits will outweigh those costs, Delhagen said. For instance, before an order is sent to the kitchen at the McDonald's in St. Charles, the computer verifies that it's correct, providing a rolling total, so virtually nothing is lost in translation. Inserting a bill or credit card into the machine completes the process, and in about a minute a server appears with food and change.

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hardware, with software, training and maintenance an additional expense.

Within a few years, benefits will outweigh those costs, Delhagen said. For instance, before an order is sent to the kitchen at the McDonald's in St. Charles, the computer verifies that it's correct, providing a rolling total, so virtually nothing is lost in translation. Inserting a bill or credit card into the machine completes the process, and in about a minute a server appears with food and change.

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