麥當勞案例分析英文版

1、McDonaldsCorporationCompanyTableofContentsExecutiveSummaryIntroductionIndustryAnalysisCompetitorAnalysisSWOTAnalysisFutureandRecommendationExecutiveSummaryMcDonaldsrestaurantisalargechainfastfoodgroupandithasapproximatelythirtythousandshopsintheworld,themainsellingishamburgers,Frenchfries,Friedchick

2、en,soda,iceproduct,salad,fruit.Afterthefinancialcrisis,mostcompaniesareexperiencingasituationoffundshortage,howtogetmoreprofithasbecometheproblemwhichthefastfoodindustrymustbefacingwith.Ofcourse,theadvantageofefficiencyandconveniencewillbetheimportantOpportunitytohelpthefastfoodindustrytosolvethepro

3、blem.Now,McDonaldsmanagementisverygood,butitstillneedstoimproveinsomeplaces.IntroductionMcDonaldsrestaurantisalargechainfastfoodgroupandithasapproximatelythirtythousandshopsintheworld,themainsellingishamburgers,Frenchfries,Friedchicken,soda,iceproduct,salad,fruit.McDonaldsrestaurantsspreadalloverthe

4、worldsixcontinentsinovercountries.InmanycountriesMcDonaldsrepresentsofakindofAmericanwayoflife.In2001,thenetincomeofMcDonaldshrunk17percentto$1.64billion.ThoughMcDonaldsU.S.marketshareremainedabovethatofcompetitors,itgrewmoreslowly.Becauseofthe“BigMacAttack”,McDonaldacceleratedplansfor“NewTastesMenu

5、”items.Whatsmore,McDonaldsopenedMcCafeinordertodoublesalesatexistingU.S.restaurantsoverthenextdecade.ThegourmetcoffeeconceptwascreatedtobeplacedwithinoradjacenttoexistingMcDonaldsrestaurants.McDonaldsestimatesthatthenewconceptwillboostsalesby15percent.McDonaldinvestedheavilyinadvertisingitsproductan

6、dimprovingitspublicimage.TheadvertisingmessageofMcDonaldfocusedontastyandnutritiousfood,friendlyfolks,andfun.IndustryAnalysisNowadays,customersaretasteschanginginthefast-foodindustry.Customersareeatingoutlessoftencomparedtopreviousyearsandeatinghabitsarechanging.Manyyoungercustomersaregettingtiredof

7、fastfoodandarethinkingabouttheirhealth.Agrowingtrendisthemovebycustomerstonon-hamburgersandwiches.Inallusiontothesechanges,McDonaldsfacetoprofitdrainsandearningsdeclines,sotheymustinnovateandkeeptheirqualityinthemarketandspecialpromotionalstrategies.McDonaldscontinuediscountingandofferingavarietyofn

8、ewproductstoattractcustomers,theyalsoseektoshedtheir“cheapandgreasy”imagewithnewshoredesign.Theyaretryingtoincreasethespeedofdrive-thoughdelivery.McDonaldstrendistherecognitionoftheimportanceofheavyusersoffast-foodrestaurants.Becausecustomersdonotwanttosacrificetheconvenienceoffastfoodindustry,theyp

9、ayattentiontomealsthatmoreupscalethantraditionalfastfood,servedinnicerrestaurantswithmorecomfortablesurroundings,butfasterthanintraditionalrestaurants.CompetitorAnalysis1.MajorcompetitorsinthehamburgersegmentMcDonaldshasthreemajorcompetitorsinthehamburgersegment.TheseincludeBurgerKing,HardeesandWend

10、ys.BothBurgerKingandWendyshavehadsmallgainsinmarketsharewhileHardeeslostshare.BurgerKingCorp.ThemenuoverhaulisonepartofamajorturnaroundstrategyengineeredbyBurgerKingschairmanandchiefexecutive,JohnDasburg,whojoinedthechainin2000.Itsongoingefforttoincreasesalesandmarketshare,offeredanewsaladlineandape

11、rmanentarrayofvalue-pricedofferings,endeavorsalreadyunderwayatitsfast-foodcompetitors.HardeesThechainpostedyear-to-yearquarterlydeclinesof4.8percentincompany-ownedsame-storesales.TheefforttoreverseslowingbutcontinuingsaleserosionatHardees,theindustrysNo.4burgerchain,haddominatedmanagementsattentioni

12、nitsconversionofHardeestoaformatcalled“StarHardees.”Thecompanyattemptedtoreverseslidingsalesbyintroducingnewitemsonthemenuandjoiningtheprice-promotionburgerwars.ThecompanytestedindividualitemdiscountsatmostofHardeescompany-ownedunits.WendysinternationalWendyshashadthestrongestsame-salesgainsofthemaj

13、orburgerchainsinrecentyears.ChainofficialsandWallStreetanalystsattributedatleastpartofthegrowthtoWendyslineoffourupscalesaladscalled“GardenSensations.”ThenationsNo.3burgerchainholdsanenviablepositionanalystsconsistentlyrankitaheadofchiefrivalinquality,customersatisfaction,innovation,andunit-levelsal

14、es.Wendysproductlineincludesfourcoremenuitems:burger,chickensandwiches,itsvaluemenu,anditsGardenSensationssalads.Thesaladlineisdesignedtoprovidecustomtastecomparabletosaladsofferedbycasual-diningchains2.Majorcompetitorsinthenon-hamburgersegmentPizzaHut,“pizzaandmore“PizzaHutisoneofthebiggestandbest-

15、knownpizzarestaurantsintheworldafterfiftyyearsofdevelopment.Oneoftheirmainstrategiesthattheystillfollowtodayisthediversificationoftheproductstheyoffer.PizzaHutisalwaysaddingsomethingnewtotheirmenu,tryingtoreachnewmarkets.Theyweretryingtooffermanydifferentfooditemsforcustomerswhodidntnecessarilywantp

16、izza.AnotheropportunitythatPizzaHuthasistheirneworderingonlinesystem.AnyonewithInternetaccesscanorderwhatevertheywishandgetitdeliveredtotheirhousewithoutevenspeakingtosomeone.Lastly,PizzaHuthasalwaysvaluedcustomerserviceandsatisfaction.In1995,PizzaHutbegantwocustomersatisfactionprograms:a1-800number

17、customerhotline,andacustomercall-backprogram.Thesewereimplementedtomakesuretheircustomerswerehappy,andalwayswantedtoreturn.KFCKFC,alsoknownasKentuckyFriedChicken,isachainoffastfoodrestaurantsbasedinLouisville,Kentucky.KFCiscurrentlyoneofthelargestbusinessesoftheglobalfoodserviceindustryandiswidelykn

18、ownaroundtheworldasthefaceofColonelSanders.TheColonelhasspreadhisindustrycurrentlytomorethaneightycountriesglobally.Everyday,nearlyeightmillioncustomersareservedaroundtheworld.KFCsmenuincludesOriginalRecipechicken-madewiththesamegreattasteColonelHarlandSanderscreatedmorethanahalf-centuryago.KFCprima

19、rilysellschickeninformofpieces,wraps,saladsandsandwiches.Whileitsprimaryfocusisfriedchicken,KFCalsooffersalineofroastedchickenproducts,sidedishesanddesserts.OutsideNorthAmerica,KFCoffersbeefbasedproductssuchashamburgersorkebabs,porkbasedproductssuchasribsandotherregionalfare.TacobellTacoBellistheNo.

20、1Mexicanfast-foodchainintheU.S,withmorethan5,600locations,anditservesmorethan36.8millionconsumerseachweek.InChina,onlyShanghaiandShenzhenhavesuchkindofrestaurant.Ithassomeuniquefoodthatotherfastfoodrestaurantsdonthave.Thinflatbreadfilledwithmeat,cheese,particularrawvegetablesandhotspicysauce.Atypeof

21、Mexicanfoodmadebyfoldingathinroundpieceofbreadandputtingmeat,beansandcheeseinsideit.Smallpiecesofthindrybreadmadefromcornflourandeatenwithmeltedcheeseandaspicysaucethatusuallycontainsbeans.Becauseofitsunique,thepriceofitsfoodisusuallyhigh.SWOTAnalysisMcDonaldsStrengthsTheysuccessfullyandeasilyadaptt

22、heirglobalrestaurantstoappealtotheculturaldifferences.Forexample,theyservelambburgersinIndiaandintheMiddleEast,theyprovideseparateentrancesforfamiliesandsinglewomen.Theyhaveanefficient,assemblylinestyleoffoodpreparation.Inadditiontheyhaveasystemizationandduplicationofalltheirfoodprepprocessesinevery

23、restaurant.McDonaldstakesfoodsafetyveryseriously.Morethan2000inspectionschecksareperformedateverystageofthefoodprocess.McDonaldsarerequiredtorunthrough72safetyprotocolseverydaytoensurethefoodismaintainedinacleancontaminatefreeenvironment.McDonaldswasthefirstrestaurantofitstypetoprovideconsumerswithn

24、utritioninformation.NutritioninformationisprintedonallpackagingandmorerecentlyaddedtotheMcDonaldsInternetsite.McDonaldsofferssalads,fruit,roastedchicken,bottledwaterandotherlowfatandcalorieconsciousalternatives.WeaknessesTheirtestmarketingforpizzafailedtoyieldasubstantialproduct.Leavingthemmuchlessa

25、bletocompetewithfastfoodpizzachains.Highemployeeturnoverintheirrestaurantsleadstomoremoneybeingspentontraining.Theyhaveyettocapitalizeonthetrendtowardsorganicfoods.McDonaldshaveproblemswithfluctuationsinoperatingandnetprofitswhichultimatelyimpactinvestorrelations.Operatingprofitwas$3,984million(2005

26、)$4,433million(2006)and$3,879million(2007).Netprofitswere$2,602million(2005),$3,544million(2006)and$2,395million(2007).OpportunitiesTheyhaveindustrial,Formicarestaurantsettings;theycouldprovidemoreupscalerestaurantsettings,liketheonetheyhaveinNewYorkCityonBroadway,toappealtoamoreupscaletargetmarket.

27、Provideoptionalallergenfreefooditems,suchasglutenfreeandpeanutfree.In2008thebusinessdirectedeffortsatthebreakfast,chicken,beverageandconveniencecategories.Forexample,hotspecialistcoffeesnotonlysecuresales,butalsomeanthatrestaurantsgetincreasingnumbersofcustomervisits.In2009McDonaldssawthefullbenefit

28、sofaventureintobeverages.ThreatsTheyhavebeensuedmultipletimesforhavingunhealthyfood,allegedlywithaddictiveadditives,contributingtotheobesityepidemicinAmerica.In2004,MichaelSpulockfilmedthedocumentarySuperSizeMe,wherehewentonanallMcDonaldsdietfor30daysandwoundupgettingcirrhosisoftheliver.ThisdocumentarywasadirectattackontheQSRindustryasawholeandblamedthemforAmericasobesityepidemic.Dueinparttothedocumentary,McDonaldsnolon