麦当劳与其竞争者肯德基汉堡王赛百味必胜客战略分析前景发展

麦当劳与其竞争者肯德基汉堡王赛百味必胜客战略分析前

景发展

Case an alysis

I)McDonald ' s Corporation in the New Millennium

Background

M HJOF competitors in (he hamburger ami non

-hamburger segme nt

II)The strategy of McDonald ' s

III)The strategy of competitors

IV)Questio n An alysis

10工商六班

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McDonald s Corporation in the New Millennium

1. Backgro und:

Dyn amic market expa nsion, new products, and special promoti onal strategies had made McDonald ' s Corporation a leader of the fast -food industry. However, sales growth in the United States had slowed to below the in dustry average in rece nt years. Major competitors in the hamburger segme nt of the fast-food in dustry in order of annual sales are McDon alds,

Burger King, Wendy ' s and Hardees. Three of the major

competitors offering non-hamburger fast foods are Pizza Hut, Kentucky Fried Chicken and Taco Bell.

In the fast-food industry, years of profit drains and flat sales are driving fast-food chains to find new marketing strategies to compete In a mature market. There are some industry features appearing in recent years.

1)They are trying to increase the speed of drive-through delivery. Strategies include using timers to encourage employees to prepare and deliver food faster, training employees in faster food preparation methods, having separate kitchens and food preparation facilities for drive-through customers, and even wind-shield responders that automatically bill customers.

2)A growing trend is the move by customers to non-hamburger sandwiches. Prepared meals and sandwiches available in supermarkets, convenience stores, and gas stations are competitors to the variety of microwave meals.

3)Another trend is the recognition of the importance of heavy users of fast-food restaurants. They are defined by some features and loyal to the

fast food. Their spend occupies a lot in the sales.

4)A major change in the fast-food industry is the increase in the fast-casual segment. Some chains offer deli sandwiches and meals that are more upscale than traditional restaurant

5)Americans are eating out less often compared to previous years a s.nd eating habits are changing. On the one hand, the recession is a reason that cut the cost of

people 's daily life. On the other hand, many younger consumers are getting tired of fast food and are thinking about their health.

McDonald's has three major competitors in the hamburger segment.

1)BURGER KING CORP.: It is developing a more permanent marketing strategy and moving away from its previous tactical approach, which revolved around the monthly changes in menu items and deals. It offered a new salad line and a permanent array of value-priced offerings.

S: The industry 's No.4 burger chain, had dominated management ' 2) HARDE'E s attention in its conversion of Hardee ' s to a format called

“ star

Hardee's”. T he

company attempted to reverse sliding sales by introducing new items on the menu and joining the price- promotion burger wars.

3) WENDY'S INTERNATIONAL: At least part of the growth is attributed to Wendy's line of four upscale salads called “Garden Sensations ”. Wendy's

planned 30 percent boost in media outlays and in-store operations.

McDonald's has major competition in the Non -hamburger segment.

1)PIZZA HUT: It scored a major success with its P ' Zone , a portable,