麦当劳(英文版)

McDonald's
social and cultural
McDonald's has a domestic and international markets, and both at home and abroad, have their own different eating habits and cultural background. McDonald's cultural segment, mainly analysis the regional difference. Such as the United States of eastern and western people drink coffee taste is not the same. Through the market segmentation for different geographic unit for business activities, thus do adjust measures to local conditions. McDonald's has just entered the Chinese market, for example, when a large number of spread of American culture and life philosophy, and to conquer the Chinese to American beef Hamburg. But the Chinese love to eat chicken, compared with other western fast food, chicken products is also more in line with Chinese tastes, more easily accepted by Chinese people. For this case, McDonald's has changed the original strategy, launched a chicken products. This change is the research in geographical elements, and to speed up the pace of the development of McDonald's in the Chinese market.
Market segment
Demographic Lifestyle Social and cultural factors Existing product usage
McDonald's
demographics
Catering industry is a typical representative of the service industry, but also foreign development early industry. Under this background, convenient, fast, health fast food gradually into people's horizons. 1.McDonald's is western fast food, for China's increasingly open, from the developed countries can make the person fashion, like YangHuo, machine made piece goods, doll, total want to ocean. 2.McDonald's is a senior food, McDonald's is the trend of fashion. 3.The restaurant is clean, eat the rest assured that the domestic fast-food restaurants usually are dirty, it's eating don't rest assured. Some absolutely disgusting, the health sector is simply incompetence! Some restaurants is killing the people. 4.Toys and culture, there are a large number of advertising campaign, is everywhere, if you don't eat this? 5.Chinese compared with Europe and the United States people are still backward economy, concepts pedantic, belongs to the development stage, kind, sometimes even stupid, good cheat. 6.Chinese family is given priority to with children, especially after 80, the consumption of the promotion of the position of children to their parents around children, if children are brainwashed, cried and cried out, want to eat the junk food, that their parents only have staked out.
建议（recommendation）
McDonald's
product
International product standardization strategy (international brand localization)
Main hamburger global same quality products, according to the eating habits in different countries and cultural differences make a little change
McDonald's
lifestyle
According to the division people way of life, fast food usually has two potential market segment: friendly and casual. In these two aspects, the company is doing very well. For example, in view of the convenient type of market, McDonald's proposed "59 seconds fast service", that is, from customers to order to 59 seconds to take food from counter standard, shall not be more than one minute. In view of the casual market, McDonald's restaurant layout of twk.baidu.come shop is very exquisite, try to make customers feel comfortable and free. McDonald's efforts for the customers to McDonald's as a unique cultural leisure good place, to attract casual market group of consumers.
Tai chi master new land Le yao fries Gold big chicken
Vanilla coffee
New land
A milkshake
Orange A juice a
soda
Milk tea
Taste the coffee
4Ps
产品(product) 价格(price) 渠道(place) 促销(promotion)
strategy
positioning
localization
Hamburg, spicy chicken wings, etc Strict to ensure food quality standards. The cooking, modulation of food and drinks
requirements
McDonald's
product
McDonald's product quality control
Product raw materials more than 95% in the local procurement A hamburger to pass more than 40 quality control inspection Receiving milk pulp temperature below 4 ℃, high once return Bread is not round and incision uneven don't have to Food production over a certain period after the time limit (hamburger is 15 minutes, fries are 7 minutes), that doesn't sell
McDonald's
social and cultural
For many Chinese, McDonald's is a way of life, people learn here get a lot of "American" type of table manners and behavior. Each to a new market, McDonald's first task was to education consumers, teach them how to order, how to line up. In Hong Kong, ago, people don't know in a public place in the 70 s, ticket at fast-food restaurants (bank) line. In the Netherlands, people is not in line but squeeze the counter shouted "me, me". In France, in Russia, if there is no attendant control, occur in the same situation. Even since the childhood, we knew that "before the rice then empress to wash your hands," are at McDonald's came later, can truly implement in the restaurant. But today, most of China's small and medium-sized restaurant toilet is still an important factor suppress appetite.
McDonald's
existing product usage
Spicy chicken burger
General jade son burger The big MAC
Cheese burger
A double cheeseburger
McDonald's
existing product usage