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mcdonald’s contents why mcd what is mcd what is strategy implications
why mcdonald’s ?
why mcdonald’s
what is mcdonald’s ?
history
in 1937 , the story of mcdonald’s was started
history in 1954, ray negotiated a franchise deal
in 1955, raymond kroc became the founder of mcdonald’s and changed the name of the company to mcdonald’s corporation.
history in 1955, desplaines,chicago history in 1963 “ronald mcdonald” history
today, mcdonald’s is the california world’s largest fast food chain serving 47million customers daily.
history
oversea expansion!
history swot
.
strengths superior financial performance excellent public relations brand recognition business stability and security co-branding weaknesses low quality and cheap image junk food image high employee training costs health conscious society growth potential in developing areas new line(mc cafe) new market threats opportunity
media is not kind to mcd.
well-being trend many competitor opportunity opportunity new line-mccafe threat segmentaion targeting targeting positioning
what is strategy?
packaging, desirability, looks, etc.
adapted to meet customer needs and wants (e. g
india,hawaii, germany, philippine).
yet, the menu remains essentially uniform the world over.
french fries 4p-product 4p-product 4p-price pricing strategy-> localization value pricing and bundling strategies customer’s perception competitors 4p-place
distribution channels and outlets.
products must be available to the customer at the right place, at the right time, and in the right quantity.
over xxxx.xx.xx restaurants in 116 countries across the world
enter the market even when there is no potential competitors. (이하 생략)
