麦当劳品牌战略分析【英文】
【战略管理】麦当劳战略分析
当劳对它做了很多计算。一个销售好的甜品站会 占到母店销售额的10%，但其所占用的面积(按 照上海地区普通麦当劳餐厅300平米的面积计算) 才不过是后者的1.5%-3%。“多一个甜品站就是 多一个分销点，多一份额外的增长。”麦当劳 (中国)有限公司首席市场营销官张家茵解释说。
麦当劳的黄金准则是顾客至上，顾客永远第一。提供服务 的最高标准是质量（Quality）、服务（Service）、清洁 （Cleanliness）和价值（Value），即QSC＆V原则。这 是最能体现麦当劳特色的重要原则。Quality是指麦当劳为 保障食品品质制定了极其严格的标准。例如，牛肉食品要 经过40多项品质检查；食品制作后超过一定期限（汉堡包 的时限是15分钟、炸薯条是7分钟），即丢弃不卖；规定 肉饼必须由83％的肩肉与17％的上选五花肉混制等等。严 格的标准使顾客在任何时间、任何地点所品尝的麦当劳食 品都是同一品质的。Service是指按照细心、关心和爱心的 原则，提供热情、周到、快捷的服务。Cleanliness是指麦 当劳制定了必须严格遵守的清洁工作标准。Value代表价 值，是后来添加上的准则，加上V是为了进一步传达麦当 劳的“向顾客提供更有价值的高品质”的理念。也可以说， QSC＆V原则不仅体现了麦当劳的经营理念，而且因为这 些原则有详细严格的量化标准，使其成为所有麦当劳餐厅 从业人员的行为规范。这是麦当劳规范化管理的重要内容。
程 ● 2003年8月，麦当劳于天津首先开
展特许经营业务。
随着中国经济的发展，麦当劳在中国内地 的市场也有着迅猛的扩展。现在， 麦当劳 的670家餐厅遍布在跨越中国25个省市和直 辖市的108个次级行政区域。麦当劳十分重 视中国市场，并会在投资回报最大的基础 之上，继续扩展连锁餐厅。目前，麦当劳 的员工人数超过5万人，其中99.97%是中 国员工。麦当劳在中国的供应商系统亦拥 有超过1.5万名的员工，总投资达5亿美 元。
麦当劳STP策略分析
二、目标市场的选择（T）
目标一：追求快乐的儿童 目标二：追求个性的青少年 目标三：功能休闲的青少年 目标四：效率至上的青年 目标五：时尚流行的青年 目标六：娱乐文明的青年 目标七：营养健康的中老年 目标八：经济实惠的中老年 目标九：全家快乐的中老年
三、市场定位（P）
麦当劳的市场优 势在于清洁、快速、 品质、服务、价值 感。以年轻、活泼 作诉求，希望提供 一个轻快的用餐环 境。
麦当劳公司2001年的总收入达到148.7亿美元，净利润 为16.4亿美元。麦当劳在全球快餐连锁领域是冠军。2012 年，麦当劳在中国共拥有1000余家餐厅，2013年餐厅数 量预计达到2000家。
麦当劳的STP战略分析
一 二
三
一、市场细分（S）
（一）地理各自不同的饮食习惯和文化背景。如美 国东西部的人喝的咖啡口味是不一样的。通过市场分析 为不同的地理单位进行经营活动，从而做到因地制宜。
麦当劳
麦当劳（英语：McDonald's）是全球大型跨国连 锁餐厅，1940年创立于美国，在世界上大约拥有3万 间分店。主要售卖汉堡包，以及薯条、炸鸡、汽水、 冰品、沙拉、水果等快餐食品。
麦当劳遍布全球六大洲119个国家，拥有约32000 间分店，在很多国家代表着一种美式生活方式。
麦当劳创始人
雷·克拉克（Ray Kroc，1902
从1990年深圳第一家餐厅开业起，麦当劳至 今在中国大陆开店总数 达到1300多家，拥有 员工近70000名，其中 99.9%是中国员工。
公司规模
麦当劳公司旗下最知名的麦当劳品牌拥有超过32000 家快餐厅，分布在全球121个国家和地区。在世界各地的 麦当劳按照当地人的口味对餐点进行适当的调整。
另外，麦当劳公司还掌控着其他一些餐饮品牌，例如 午后浓香咖啡
麦当劳案例分析-英文版
.McDonald's Corporation CompanyTable of Contents●Executive Summary●Introduction Industry Analysis●Competitor Analysis●SWOT AnalysisFuture and RecommendationExecutive SummaryMcDonald'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. 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. Now, McDonald's management is very good, but it still needs to improve in some places.IntroductionMcDonald'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.In 2001, the net income of McDonald shrunk 17 percent to $1.64 billion. Though McDonald’s U.S. market share remained above that of competitors, it grew more slowly. Because of the “Big Mac Attack”, McDonald accelerated plans for “New Tastes Menu”items. What’s more, McDonald’s opened McCafe in order to double sales at existing U.S. restaurants over the next decade. The gourmet coffee concept was created to be placed within or adjacent to existing McDonald’s restaurants. McDonald’s estimates that the new concept will boost sales by 15 percent.McDonald invested heavily in advertising its product and improving its public image. The advertising message of McDonald focused on tasty and nutritious food, friendly folks, and fun. Industry AnalysisNowadays, customers are tastes changing in the fast-food industry. Customers are eating out less often compared to previous years and eating habits are changing. Many younger customers are getting tired of fast food and are thinking about their health. A growing trend is the move by customers to non-hamburger sandwiches.In allusion to these changes, McDonald’s face to profit drains and earnings declines, so they must innovate and keep their quality in the market and special promotional strategies. McDonald’s continue discounting and offering a variety of new products to attract customers, they also seek to shed their “cheap and greasy” image with new shore design. They are trying to increase the speed of drive-though delivery. McDonald’s trend is the recognition of the importance of heavy users of fast-food restaurants. Because customers do not want to sacrifice the convenience of fast food industry, they pay attention to meals that more upscale than traditional fast food, served in nicer restaurants with more comfortable surroundings, but faster than in traditional restaurants. Competitor Analysis1. Major competitors in the hamburger segmentMcDonald’s has three major competitors in the hamburger segment. These include Burger King, Hardee’s and Wendy’s. Both Burger King and Wendy’s have had small gains in market share while Hardee’s lost share.●Burger King Corp.The menu overhaul is one part of a major turnaround strategy engineered by Burger King’s chairman and chief executive, John Dasburg, who joined the chain in 2000. Its ongoing effort to increase sales and market share, offered a new salad line and a permanent array of value-priced offerings, endeavors already under way at its fast-food competitors.●Hardee’sThe chain posted year-to-year quarterly declines of 4.8 percent in company-owned same-storesales. The effort to reverse slowing but continuing sales erosion at Hardee’s, the industry’s No.4 burger chain, had dominated management’s attention in its conversion of Hardee’s to a format called “Star Hardee’s.”The company attempted to reverse sliding sales by introducing new items on the menu and joining the price-promotion burger wars. The company tested individual item discounts at most of Hardee’s company-owned units.●Wendy’s internationalWendy’s has had the strongest same-sales gains of the major burger chains in recent years. Chain officials and Wall Street analysts attributed at least part of the growth to Wendy’s line of four upscale salads called “Garden Sensations.” The nation’s No.3 burger chain holds an enviable position—analysts consistently rank it ahead of chief rival in quality, customer satisfaction, innovation, and unit-level sales. Wendy’s product line includes four core menu items: burger, chicken sandwiches, its value menu, and its Garden Sensations salads. The salad line is designed to provide custom taste comparable to salads offered by casual-dining chains2. Major competitors in the non-hamburger segment●Pizza Hut, “pizza and more “Pizza Hut is one of the biggest and best-known pizza restaurants in the world after fifty years of development. One of their main strategies that they still follow today is the diversification of the products they offer. Pizza Hut is always adding something new to their menu, trying to reach new markets. They were trying to offer many different food items for customers who didn't necessarily want pizza. Another opportunity that Pizza Hut has is their new ordering online system. Anyone with Internet access can order whatever they wish and get it delivered to their house without even speaking to someone. Lastly, Pizza Hut has always valued customer service and satisfaction. In 1995, Pizza Hut began two customer satisfaction programs: a 1-800 number customer hotline, and a customer call-back program. These were implemented to make sure their customers were happy, and always wanted to return.●KFCKFC, also known as Kentucky Fried Chicken, is a chain of fast food restaurants based in Louisville, Kentucky. KFC is currently one of the largest businesses of the global food service industry and is widely known around the world as the face of Colonel Sanders. The Colonel has spread his industry currently to more than eighty countries globally. Every day, nearly eight million customers are served around the world. KFC's menu includes Original Recipe chicken -- made with the same great taste Colonel Harland Sanders created more than a half-century ago. KFC primarily sells chicken in form of pieces, wraps, salads and sandwiches. While its primary focus is fried chicken, KFC also offers a line of roasted chicken products, side dishes and desserts. Outside North America, KFC offers beef based products such as hamburgers or kebabs, pork based products such as ribs and other regional fare.●Taco bellTaco Bell is the No.1 Mexican fast-food chain in the U.S, with more than 5,600 locations, and it serves more than 36.8 million consumers each week .In China, only Shanghai and Shenzhen have such kind o f restaurant. It has some unique food that other fast food restaurants don’t have. Thin flat bread filled with meat, cheese, particular raw vegetables and hot spicy sauce. A type of Mexican food made by folding a thin round piece of bread and putting meat, beans and cheese inside it. Small pieces of thin dry bread made from corn flour and eaten with melted cheese and a spicy sauce that usually contains beans.Because of its unique, the price of its food is usually high. SWOT Analysis McDonald'sStrengths● They successfully and easily adapt their global restaurants to appeal to the cultural differences. For example, they serve lamb burgers in India and in the Middle East, they provide separate entrances for families and single women.● They have an efficient, assembly line style of food preparation. In addition they have a systemization and duplication of all their food prep processes in every restaurant.● McDonald's takes food safety very seriously. More than 2000 inspections checks are performed at every stage of the food process. McDonalds are required to run through 72 safety protocols every day to ensure the food is maintained in a clean contaminate free environment.● McDonald's was the first restaurant of its type to provide consumers with nutrition information. Nutrition information is printed on all packaging and more recently added to the McDonald's Internet site. McDonalds offers salads, fruit, roasted chicken, bottled water and other low fat and calorie conscious alternatives.Weaknesses● Their test marketing for pizza failed to yield a substantial product. Leaving them much less able to compete with fast food pizza chains.● High employee turnover in their restaurants leads to more money being spent on training.● They have yet to capitalize on the trend towards organic foods.● McDonald's have problems with fluctuations in operating and net profits which ultimately impact investor relations. Operating profit was $3,984 million (2005) $4,433 million (2006) and $3,879 million (2007). Net profits were $2,602 million (2005), $3,544 million (2006) and $2,395 million (2007).Opportunities● They have industrial, Formica restaurant settings; they could provide more upscale restaurant settings, like the one they have in New York City on Broadway, to appeal to a more upscale target market.● Provide optional allergen free food items, such as gluten free and peanut free.● In 2008 the business directed efforts at the breakfast, chicken, beverage and convenience categories. For example, hot specialist coffees not only secure sales, but also mean that restaurants get increasing numbers of customer visits. In 2009 McDonald's saw the full benefits of a venture into beverages.Threats● They have been sued multiple times for having "unhealthy" food, allegedly with addictive additives, contributing to the obesity epidemic in America. In 2004, Michael Spulock filmed the documentary Super Size Me, where he went on an all McDonalds’ diet for 30 days and wound up getting cirrhosis of the liver. This documentary was a direct attack on the QSR industry as a whole and blamed them for America's obesity epidemic. Due in part to the documentary, McDonalds no longer pushes the super size option at the dive thru window.● Any contamination of the food supply, especially e-coli.● Major competitors, like Pizza Hut, Taco Bell, Wendy's, KFC and any mid-range sit-down restaurants.Future and RecommendationAfter our group’s analysis, it is necessary for McDonald’s to use th e Porter's five forces model in the production and operation to win the other competitors and get good development in the future. McDonald's know the strengths of competitors in the burger segment. McDonald's should analyses this point about their own enterprises, and make adjustments and improvements in the future. First, we should improve the process of making Hamburg, and improve the output efficiency of hamburgers. Second, at the same time, McDonald’s must also require food nutrition combination, only healthy food can attract customer. Finally, if the above two do it, we will be in the price improvement. Based on cost leadership strategy, we should reduce the cost of production, under the premise of ensuring the quality of products and services, to gain the largest market share in the competitive strategy.。
麦当劳的企业发展战略
五、高效率
1、收银员负责为顾客记录点膳、收银和 提供食品 2、通过使用收银机高了账目结算的速度， 还可提前做好备膳的准备。 3、在食品供应上的效率非常高
4、所有固体食品都是通过手来抓取，饮 料使用吸管提高了就餐效率。
六、客户选择战略
1、加强“情感促销”是麦当劳的 成功的关键
柜台员工
2、以培养顾客忠诚度的营销推广
麦当劳的企业发展战略
目
一、麦当劳简介 二、在中国的发展 三、企业发展战略分析
录
一、公司简介
英文全称：McDonald's Corporation 公司类型：上市公司（纽约证券交易所， NYSE: MCD） 成立时间：1955年 总部地址：美国伊利诺州欧克布鲁克（Oakbrook, Illinois ） 重要人物： 麦当劳兄弟——迪克· 麦当劳和马克· 麦当劳 雷德曼· 克罗克（Ray Kroc），第一任行政总裁 安德鲁· 麦肯纳（Andrew J. McKenna），董事会非执行主 席 吉姆· 斯金纳（Jim Skinner），董事会副主席兼CEO 迈克尔.罗伯茨（Michael Roberts），总裁兼COO 主要产业：餐饮 雇员数目：418,000人 主要产品：连锁快餐、甜点、童装等 收入：150亿美元 (2006年)、 274.8亿美元 (2009年)、 227.45亿美元 (2010年) 广告语：为快乐腾点空间；为世界杯腾出空间；I’m lovin’ it!（我就喜欢）。
青少年、情侣、家庭、职பைடு நூலகம்人士
等不同的消费群体——不同的营
业推广方式
七、注重研究开发的经营战略
1、产品品质的改进 2、协助源头产业链更新工
作方法。
如：马铃薯加工方法
改进养牛方法和肉品制作方法
麦当劳的国际竞争战略
business concept closes very quickly. Franchising permits multiple units to be opened simultaneously, gaining a foothold over would-be competitors.
MacDonald’s in china
China was McDonald’s first global country in which it researched heavily before opening up restaurants. Though 75% of McDonald’s outlets were opened through franchising, in china McDonald’s is operating through a joint venture at present. McDonald’s had to utilize joint venture mode, which helped them adjust to the imperfect law and marketing environment in china. At the beginning , McDonald’s had ignored some important factors, including social, cultural, technological, and economic situations. McDonald’s cannot repeat the same success in China market as they has done elsewhere. After identified this problem, McDonald’s added more cheaper and Chinese-taste food into their menu for attracting more Chinese customer . Now days,McDonald’s key to success is its business mantra of “think global, act local”. This has allowed the company to achieve financial success in every region it opens its fast food restaurants.
分析“麦当劳”与“肯德基”的市场定位和营销策略
分析“麦当劳”与“肯德基”的市场定位和营销策略摘要：全球范围看，麦当劳和肯德基尚不属于一个重量级，麦当劳的“量体裁衣”式营销建立核心竞争优势重文化、重品质、重服务，加强品牌核心竞争力。
肯德基的“水涨船高”式营销，人员本土化、职业化；注重培训，志存高远。
麦当劳和肯德基各自有各自的营销理念，各自有各自的想法，不然怎会分出伯仲呢？Abstract：Global perspective, the McDonald's and KFC is not a heavyweight; McDonald's "tailor" the establishment of the core competitive edge marketing-culture, re-quality, andheavy service and enhance brand core competitiveness. KFC's "things" - style marketing,end localization, professional; focus on training, cherish lofty aspirations. McDonald's andKFC each have their own marketing idea, each have their own ideas, or separation of howto compete ？关键词：市场文化重质量崇高愿望市场定位KeyWords：Marketing-culture Re-quality Market localization Marketing strategy在中国的快餐行业中，麦当劳与肯德基从一开始就是一对“欢喜冤家”，当进入中国市场就展开竞争，随着产品结构日趋同质，行销手段日益雷同。
麦当劳广告分析中英文
麦当劳广告分析中英文Consistency of advertising can emphasis the brand glory in the dazzling array advertising. That means it’s very important to keep consistency in the advertising to build up the brand’s character. Consistency of advertising consists of all aspects including the media, form, theme and advertising agency.Here I want to take the McDonald's advertising for example. In the first place,in the spreading of the information, McDonaldadheres to the BBF principle that is bigger information, bolder information and fewer information. McDonald always takes itself for a communication media. There are decorative outdoor lightings, banners and posters in the outer wall of the McDonald’s store,which has only purpose to make their customers understand the meaning of massages within the 3 or 5 seconds. The period of time is very very short. Because in the opinion of the media, the shorter the time use to understand, the more successful the advertising is.Secondly, McDonald always follow the American style in the form of the advertising because the American advertising is very special in the idea, background music and dynamic image. Their purpose is not spreading the detail but the value of brand. Thirdly, McDonald’s advertising always express the same idea——happiness. Their slogan is everytime is a good time.Finally, McDonald only cooperate with two advertising agency Leo Burnett Worldwide and Eden Advertising Company. Maybe you will feel puzzled. Why? This is because McDonald want to spread the consistent information. This is the consistency of the advertising and this is the character of the McDonald.在目前广告干扰的环境之下，「一致性」是比较容易突显品牌的方式。
麦当劳 案例分析 英文
CASE STUDYThe main experience the success of the McDonald's restaurants(1)- QSCV marketing idea;(2) a strong new product development work, to innovate, to maximize meetthe new requirements of the customers, enhance competitiveness;(3) increase advertising costs greatly, there is no doubt that McDonald'shuge advertising expenses is it continue to the effective measures to maintain the leading position in the food industry;(4) standardized management;(5) - the franchise and chain operation management mode, namely thecompany sale branch franchise of 20 years, strictly for S, Q, C standardization, high dispersion of branch can be independent management mode.Q (Quality) represent the Quality of the product.Bread is not round and uneven without incision;Milk plasma receiving temperature below 4 ℃, high once return;A piece of burgers to pass more than 40 quality control inspection.S (Service) on behalf of the Service, including shop building fast is comfortable, the operating time of convenience, Service attitude of sales staff, etc.Smile is a feature of McDonald's, all training member show smiling face, lively, bright and customer talk, work, make customers feel satisfied.C (Cleanliness) on behalf of the clean.McDonald's employees in the specification, there is a provision which is "rather than against the wall to rest, got up and clean", ten thousand thousands of stores around the world all employees must comply with this provision.Employees before mount guard operation must be strictly with hand sanitizer disinfection sterilization, hands knead for at least 20 seconds and then rinse.V (Value) represent the Value.McDonald's food nutrition through scientific ratio, nutrition is rich, the price is reasonable.Let the customer enjoy fast food nutrition in the clean environment, this is called "value".McDonald's is the most successful fast food chain in the world today, in 72 countries at present set up more than 14000, 28 million customers a day, and with an average of 7.3 hours each new open a restaurant with the speed of development.And customers walk into any place, any a McDonald's restaurant, you will find that the building exterior, interior, food here to specifications and the attendant manners, clothing apparel, and many other aspects are strikingly similar, can give customers the enjoyment of the same standard.The corresponding countermeasures(1)McDonald's ordinary staff wages are lower, turnover rate of nearly 50%,this has to do with the pace of the McDonald's global expansion has an inevitable relationship too fast, employees, and a lot of money for business expansion, employee welfare treatment can reduce obviously, based on this, McDonald's should be appropriately raise welfare treatment of ordinary staff, at the same time, strengthen the construction of enterprise culture, strengthen the company's humanistic care to employees.(2)for a single McDonald's direction, the problem of risk, the nextMcDonald's should be keep in the fast-food industry established on the basis of the first to peripheral industry into the fast food industry, gradually transition, cross-industry investment again, can be in the hotel, real estate, toys and other industries, spread risk, will be built into a McDonald's fast food as the core of integrated companies.(3) as the McDonald's store, the more the expansion soon, other competitors pace of expansion is not slow, and fast food market capacity is limited, this leads to the increasing competition, and even some countries and regions have hots up, in the face of such situation, McDonald's should be good to strengthen their own competitive advantage and market position on the basis of steady, planned expansion, at the same time, constant product innovation and marketing innovation to attract customers, enhance market competitiveness.In addition to intensify advertising delivery, strengthen the company's internal management system innovation.(4) has repeatedly by Revelations of McDonald's food is not healthy, obviously now McDonald's more or less in the trust crisis, for this kind of situation, on the one hand, McDonald's should strengthen the supervision of food safety and quality, forming a set of complete quality supervision system, from the source to eliminate harmful food, on the other hand, McDonald's should roll out has a high nutritional value of food, the amount of fat, salt less of certain foods. CUSTOMERIs not only in China, McDonald's (project) in the United States has lost more and more customers, especially the young people.Disaster will never walk alone.Fu xi (project) events of July to the performance of McDonald's China has brought the huge impact, McDonald's now faces a much more profound problem - the United States are fewer and fewer young people to visit McDonald's.Technomic food industry research institutions,according to new data since early 2011, the number of monthly dinner at McDonald's, 19 to 21 consumers fell by 12.9%.As the world's largest restaurant chain institutions, the core of McDonald's customers has always been in their 20 s and 30 s of the consumers.Young customers reduce performance influence has brought obvious to McDonald's.In July, McDonald's global same-store sales 2.5% decline, this is the biggest drop since 2003.In the United States, the opening time to meet and exceed 13 months of McDonald's store's sales have been falling since the beginning of the year.For McDonald's, it is a bigger problem than fu xi events.Young customers reduce, not because they no longer like fast food.Is also a Technomic data, in the same period, consumers are turning to other leisure food, monthly visits to customers, 19 to 21, consumers have increased by 2.3%, 22 to consumers, 37, increased by 5.2%.Then why do more and more young people no longer like McDonald's?innovationThe core of McDonald's products has always been a burger, such as the big MAC and fries, accounted for 40% of total sales.But in recent years, the company's product innovation to a wrong direction: launched a wide variety of new products, but there are few successful innovative products.This is typical of big corporate innovation, and is invalid.So it is easy to understand why young people tired of McDonald's.trendAs a young man of the brand,McDonald's has lead, but not now.See now young people fascinated by those things: mobile phones, social networking, online shopping, games, McDonald's more often is a lively.Want to think you go to a McDonald's can do?Slowly, need to register, limited wi-fi, and more and more long waiting time.marketingSame as a consumer brand, win business network McDonald's (project) is not a good use of mobile phones and mobile Internet brings opportunity.McDonald's can do is to provide order of App, but for greater understanding and connection of consumers inadequate investment opportunity.Even in traditional marketing, McDonald's also behave isn't good enough, it is hard to imagine the "Chinese good voice" and "where dad" the mainstream program can't see the McDonald's in the main sponsor of this brand.Prior to the events in the fu xi (project), McDonald's China still enjoy high-growth benefits brought by the market.McDonald's set up shop in China last year, 275, its global McDonald's at the same time open a shop the record for the fastest growing, McDonald's China store plans for 300 this year.For any enjoy market benefits of company, ignore the change of the market will be the largest cost in the future.Both the Chinese market, and the global market, and now is a period of market environment changes.Even McDonald's stability better fast food company, also need to make a great adjustment to adapt to market changes.In thepast few years, McDonald's has made a bold attempt on the product.Since 2006, successively introduced the snack wrap, McAfee, fresh fruit smoothie and iced coffee and other st year, McDonald's attempts to reached a climax, launched a series of new products.Only in China, McDonald's has 17 kinds of Hamburg, 15 kinds of drinks.Too many products to McDonald's has brought many problems, including supply chain become more complex, customer waiting time is longer, but the most important thing is to make McDonald's lost focus.McDonald's chief operating officer Fang Zhenyu said publicly in January this year, the company "frequency of too much, to launch new products quickly, so many new products bring more complexity, lead to the development of our (in 2013)."To know in the 1940 s, McDonald's on the menu is only 9 kinds of food, including hamburgers, cheeseburgers, soft drinks, milk, coffee, chips and pie.For any company, product innovation does not mean that the number of accumulation, also is not just to join the localization of the element.A good product is to let the user feel excited and impulsive, food should do this.But for McDonald's, the need to change is not just a product.Deeper problems facing the company is how to reshape their brand, let yourself to become a friendly and attractive destination for the young.This social change too fast, and the young man happens to be the most sensitive that a group of people.If youcan't understand their customers and make a change, then a strong brand will be collapsed.Business is like that.不仅是在中国，麦当劳（专题阅读）在美国本土也流失了越来越多的顾客，尤其是年轻人。
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Forecasting and Speed of Response
McDonald’s plays a large part in its communities, and the company is constantly searching for new ways to get involved or help the environment. The company also tries to project future needs to lessen the impact that its business has on its communities. McDonald’s is able to quickly respond to its communities’ needs and wants:
Corporate Social Responsibility
McDonald’s goes green:
Since 2000, the company has opened up multiple “green” restaurants. Rebuilding restaurants with a more innovative and efficient design that will reduce the use of water and energy. Enhancing its packaging – 82% of its packaging is made from renewable resources “Closed Loop Hierarchy for Packaging and Waste”
Corporate Social Responsibility
McDonald’s is…healthy?
Three aspects involved: provide consumer-friendly nutrition information, bring consumers high-quality choices, and communicate responsibly Offer salads, wraps, smaller portions and healthier sides. Zero grams of Trans fat in fried foods. Can find all of the nutrition information on the Web. Also implementing a new packaging design where the nutrition information will be placed on the wrapper. Strengthening its Global Children’s
Corporate Social Responsibility
Quality every step of the way:
Takes great prudence to ensure that every aspect of the supply chain positively contributes to the safety, quality and availability of its products. Uses a Social Accountability program to uphold its strict standards for its suppliers. Not afraid to leverage its size and influence to raise questions about the suppliers’ methods and to encourage improvement in their practices.
McDonald’s
Overview
Analyzed McDonald’s and its three competitors, YUM! Brands, Burger King and Wendy’s, to assess the company’s standing in the industry. Focused on the key company characteristics, its financial situation, each company’s organizational flexibility and culture, strategies used, and their ability to be able to compete in today’s market and economy.
Corporate Social Responsibility
Has become a way of doing business. Understand that they must deliver responsible food to its consumers.
How it serves food. Where the food comes from. What people want from it. Therefore, the company works closely with its suppliers, franchisees and employees to ensure products are safely delivered to consumers.
Marketing Guidelines
Corporate Social Responsibility
McDonald’s makes its presence known:
Gets involved with its communities in four ways:
Ronald McDonald House Sponsorships Owner/Operator Involvement Disaster Relief