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Presentation of McDonalds. Case study

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Aвтор: Guliyev Ilkin Примечание:10 deqiqelik Case Study dir. Ne deyim.Xeyirli olsun. Fransa Mediterrian Univeriteti Aix-Marseille 2 2009 cu il
M
C
D
ONALDS
I’m Lovin’ it
Guliyev Ilkin
L
ET
’
S
KNOW
M
C
D
ONALD
п‚ў
History
-
From Speedy to McDonald
п‚ў
Chain of restaurants
-
31,967
п‚ў
118 countries
п‚ў
75% franchisses
-
25,465
п‚ў
25% company operated restaurants
-
6,502
п‚ў
Major market of McDonald
I
NTRODUCTION
: 6 YEARS
SUMMARY
OF
M
C
D
ONALD
$6,961 6,176
5,493
5,099
4,834
4,344
$16,561 16,611
15,402
14,018
13,055
11,810
$23,522 22,787
20,895
19,117
17,889
16,154
2008
2007
2006
2005
2004
2003
Chart
1
Franchised revenue
Company
-
operated sales
Total revenue
M
ARKET
SHARE
OF
M
C
D
ONALDS
USA M
ARKET
F
ROM
A
SMALL
HAMBURGER
TO
T
HE
G
LOBAL
CORPORATION
п‚ў
Corporate strategy: Three legged stool
п‚ў
Franchising
-
horizontal alliances
п‚ў
Suppliers –
vertical alliances
п‚ў
McDonald’s
Target Market
SWOT ANALYZE
OF
M
C
D
ONALDS
Strength
S1. Strong Brand, strong recognition
S2.Strong
global precence
S3.Supplier
S4.Strong
real estate profile
Weakness
W1. Saturated food industry
W2. Perceived lower food standards due to fast food model.
W3. Customer trends change and so does their choices.
Opportunities
O1.
New global markets continually opening.
O2. Economic downturn may force people to opt for less expensive "fast food", rather than restaurant quality.
O3
-
Entry into breakfast category
Threats
T1.Nutritional issues. People are becoming more aware of the quality of the food they eat, and more people are looking for "organic", natural and vegetarian alternatives.
T2.
Increasing competition
T3. Fast
food menu links with obesity
S
TRATEGIES
AND
OBJECTIVES
OF
M
C
D
ONALDS
FOR
2010
п‚ў
According to meeting in 12 November 2009 investors of McDonalds defined company’s objectives for 2010 as following:
п‚ў
Annual growth in sales 3
-
5 % п‚ў
Annual operating income growth 6
-
7 %
п‚ў
Increase market share (open 1000 new restaurant)
Existing
product
New product
Existing market
-
Reimaging
2300 existing location worldwide (W2,W3,T1,T2)
-
Menu innovation(W1,W3,O3,
T1)
No new product
For 2010
New Market
-
1000 new restaurant (O1)
-
Refranchising (T2)
No diversifiation
For 2010
п‚ў
http://www.qsrmagazine.com/articles/news/s
tory.phtml?id=9685
п‚ў
www.mcdonalds.com
п‚ў
http://www.mcdonalds.ca/pdfs/3_legged_stoo
l.pdf
THANK YOU
REFERENCES
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