麥當(dāng)勞案例分析英文版

1、McDonalds Corporation CompanyTable of ContentsExecutive SummaryIntroduction Industry AnalysisCompetitor AnalysisSWOT AnalysisFuture and RecommendationExecutive SummaryMcDonalds restaurant is a large chain fast food group and it has approximately thirty thousand shops in the world, the main selling i

2、s 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 becomethe problem which the fast food industry must be facing with. Of course, the advantage of efficiency

3、and convenience will be the important Opportunity to help the fast food industry to solve the problem. Now, McDonalds managementis very good, but it still needs to improve in some places.IntroductionMcDonalds restaurant is a large chain fast food group and it has approximately thirty thousand shops

4、in the world, the main selling is hamburgers, French fries, Fried chicken, soda, ice product, salad, fruit. McDonalds restaurants spread all over the world six continents in over countries. In many countries McDonalds represents of a kind of American way of life.In 2001, the net income of McDonald s

5、hrunk 17 percent to $1.64 billion.Though McDonald s U.S. market share remained above that of competitors, itgrew more slowly. Because of the “ Big Mac Attack ” , McDonald accelerated plans for “ NewTastes Menu” items. What s more, McDonald s opened McCafein order to double sales at existing U.S. res

6、taurants 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 boostsales by 15 percent.McDonald invested heavily in advertising its product and improving itspublic image. The adv

7、ertising 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 get

8、ting 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 s

9、trategies.McDonald s continue discounting and offering avariety 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 ofthe importance of

10、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

11、.Competitor AnalysisMajor 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 menuoverhau

12、l is one part of a major turnaround strategy engineered by Burger King s chairman and chief executive, John Dasburg, whojoined 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 w

13、ay at its fast-food competitors. Hardee sThe chain posted year-to-year quarterly declines of 4.8 percent in company-owned same-store sales. The effort to reverse slowing but continuing sales erosion at Harde es, the industry s No.4 burger chain, had dominated managements attention in its conversion

14、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 Harde es company-owned units.Wendy s internationalWendy s has had t

15、he 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“ GardenSensations. ” The nation s No.3 burger chain holds an enviable position analysts consistently

16、 rank it ahead of chief rival in quality, customer satisfaction, innovation, and unit-level sales. Wendy s product line includes four core menuitems: burger, chicken sandwiches, its value menu, and its Garden Sensations salads. The salad line is designed to provide custom taste comparable to salads

17、offered by casual-dining chainsMajor competitors in the non-hamburger segmentPizza Hut, “ pizza and more “Pizza Hut is one of the biggest and best-known pizza restaurants in the world after fifty years of development. Oneof their main strategies that they still follow today is the diversification of

18、 the products they offer. PizzaHut 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 didnt necessarily want pizza. Another opportunity that Pizza Hut has is their new ordering online system. Anyone with Int

19、ernet 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, PizzaHut began two customer satisfaction programs: a 1-800 number customer hotline, and a customer call-back

20、 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. KFCis currently one of the largest businesses of the global food service industry and

21、 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 eightmillion customers are served around the world. KFCs menu includes OriginalRecipe chicken - madewith the samegreat taste Colon

22、el 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 pr

23、oducts 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 than5,600 locations, and it serves more than 36.8 million consumers each week .InChina, only Shanghai and Shenzhen have such kind

24、 of 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 ofMexican food madeby folding a thin round piece of bread and putting meat, beans and cheese inside it. Small pieces of

25、 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 McDonaldsStrengthsThey successfully and easily adapt their global restaurants to appeal to the cultural differen

26、ces. 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 re

27、staurant.McDonalds 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.McDonalds was the firs

28、t restaurant of its type to provide consumers withnutrition information. Nutrition information is printed on all packaging andmore recently added to the McDonalds Internet site. McDonalds offers salads, fruit, roasted chicken, bottled water and other low fat and calorie conscious alternatives.Weakne

29、ssesTheir 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 moneybeing spent on training.They have yet to capitalize on the trend towards organic foods.McDonalds

30、have problems with fluctuations in operating and net profitswhich 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).OpportunitiesThe

31、y have industrial, Formica restaurant settings; they could provide more upscale restaurant settings, like the one they have in NewYork 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 dire

32、cted efforts at the breakfast, chicken, beverageand convenience categories. For example, hot specialist coffees not only secure sales, but also meanthat restaurants get increasing numbers of customer visits.In 2009 McDonalds saw the full benefits of a venture into beverages.ThreatsThey have been sue

33、d multiple times for having unhealthy food, allegedlywith addictive additives, contributingto the obesity epidemic in America. In2004, Michael Spulock filmed the documentary Super Size Me, where he went on an all McDonalds diet for 30 days and woundup getting cirrhosis of the liver.This documentary was a direct attack on the QSR industry as a whole and blamed them for Americas obesity epidemic. Due in part to the documentary, McDonalds no lon