商務(wù)英語視聽說麥當(dāng)勞市場分析市公開課金獎(jiǎng)市賽課一等獎(jiǎng)?wù)n件

1、第1頁P(yáng)refaceName: McDonalds CorporationLocation of Head Office: Eau Brook, IllinoisFounding Time: 1954Major Business: Fast food Desserts&ShakesCharacter of the Company: Listed CompanySlogan: “Im lovin it”第2頁第3頁第4頁P(yáng)art OneMarketing Analysis第5頁1. Marketing analysis(1)The marketing opportunities There ar

2、e a lot of people live in the city with high speed. Everyone wants to save their time and live health life. So McDonalds devotes itself to offer more convenient service and cheaper prices to attract customers attentions. (2)The marketing threats There are too many fast food restaurants in the world.

3、第6頁(3)Advantages Every big city has many chain stores of McDonalds. McDonalds focuses on health, delicious and nutritional food. It has some loyal customers, and the most important is that the price is not so high.(4)Disadvantages Most chain stores are in the business centers of the cities, it is no

4、t very convenient to buy, and it is very difficult to be native, so it cannot get more marketing share. 第7頁2. Consumer analysisThe consumers requirements of meals Fast and convenient maybe the most important requirements. (2) The considerations of consumersThis is something about the safety and heal

5、th of the food. For most consumers, the enough quantities of the meal is very important. 第8頁3. Competitors analysisA 15 Yuan Extra value meal is cheaper than many other fast food , so it is very competitive.4. McDonalds itself analysis(1)Opportunities McDonalds pays it attention to safety, nutrition

6、 and delicacy , so it attracts most consumers attention.(2)ProblemsMost Chinese people wants to go to Chinese restaurants when they go off work. 第9頁P(yáng)art TwoTactics of Advertising第10頁1. Aim of Advertising According to advertising champion, rising up the sell of the Extra Value Meals. Therefore, McDon

7、alds can get more benefits from the heated competition, and set up good image.2.Target market Students White-collars Some other people such as otakus第11頁P(yáng)ositioning of the Extra Value Meals More suitable for the high speed of the modern life. Express of positioning The Extra Value Meals of McDonalds

8、 is cheaper and faster, so it can help people to save both money and time.第12頁4.Tactics of expression(1) Theme of advertising The Extra Value Meals of McDonalds can offer the fashion high-quality and convenient life, at the same time, it is the best mixed product of delicacy, nutrition and extra val

9、ue.(2) Selling point Use less money to buy more food.第13頁(3) Propaganda of advertising at earlier stage Through TV, Newspapers, LED and outdoors to let the consumers know the selling point of it and the time of offer (because this kind of lunch just offer from 11:00 a.m. to 2:00 p.m.).(4) The way to show Through the effects of visual sense 第14頁(5)Media of advertisin