McDonalds Global Strategy.ppt

mcdonaldsglobalstrategy,grouponenov.2,2009,bennym987z219,nadiam987z250,rachelm987z226,sonnym987z261,christinam987z237,febbym987z248,huy,mcdonaldsglobalstrategy,briefhistoryofmcdonalds,thefirstmcdonaldswasbuiltin1940bythemcdonaldbrothers(dickandmac).startedoffasahotdogstandinca1937themcdonaldbrothersrealizedthathamburgersweretheirmostprofitablemenuitem,andchangedtheirbusinesstoservealimitedmenu.employing“carhops”themcdonaldbrothersbecamethefirstrestauranttoofferspeedyservicetopeoplewhiletheystayedintheircars.,mcdonaldsglobalstrategy,raykrocdiscoversmcdonalds1954krocbecamethefirstfranchiseeappointedbymacanddickmcdonaldinsanbernardino,california.,mcdonaldsglobalstrategy,in1955,raykrocopenedhisfirstrestaurantindesplaines,illinois(nearchicago),andthemcdonaldscorporationwascreated.,mcdonaldsglobalstrategy,mcdonaldshasover30,000localrestaurantsinmorethan120countries70percentofourrestaurantsworldwideareownedandoperatedbyindependent,localbusinessmenandbusinesswomenmcdonaldsservesnearly50millioncustomerseachdaymcdonaldshasitsownhamburgeruniversityinillinois,andthefirstbatchgraduatedin196112classesofferedathamburgeruniversityarecollegeaccreditedin1963,mcdonaldssolditsonebillionthhamburgermcdonaldsislistedonthenewyork,frankfurt,munich,parisandtokyostockexchanges,mcdonaldsglobalstrategy,thefirstmcdonaldsdrive-thruopenedinsierravista,arizonain1975happymealswereaddedtomcdonaldsmenuin1979mcdonaldslaunchedthenewworldwidebalancedactivelifestylespublicawarenesscampaignin2005mcdonaldscelebratedits50thanniversaryonapril15,2005,mcdonaldsglobalstrategy,1971mcdonaldsreallystartsgoingglobalasian:tokyoginzadistrict,japaneuropean:netherland,munich,germany1967-canada,mcdonaldschangeditsimagevastlybyevaluatingthecurrentmenuandmakingchangestoitfromusingorganicproductstorevisingthewholemenuentirelybyofferingsaladsandvegetarianburgers.mcdonaldsservesarangeofhigh-qualityfoodsthatcanfitintoabalanceddiet.theaccurateandaccessiblenutritioninformationhelpguestsmakeinformedmenuchoices.,socialconsiderations,emphasisonfoodsafety:,mcdonaldssuppliershavefoodsafetymanagementsystemsinplace,includinggoodmanufacturingpractices(gmp),averifiedhazardanalysiscriticalcontrolpoint(haccp)planandcrisismanagement,foodsecurityandotherapplicableprograms,technologicaladvantages,mcdonaldshastakenadvantageoftechnologytostreamlinetheirprocessesandimproveefficiency.,throughtechnologyenhancementssuchasfpishelpdeskservice,networkandapplicationconsolidation,andothertechnologyimplementations,operationsofthecompanyaregreatlyimproved.,technologicaladvantages,touchorderallowsyoutoplaceorderatmcdonaldsviahandset,technologicaladvantages,thecustomerscanplacetheirorderdirectlyfromtheirtables,dubbedas“touchorder”.itsthefirstself-orderingsystemintheworldtouserfid*,technologyspotlight:mcdonaldstestsspeedpasscashlesspaymentsystem,technologicaladvantages,mcdonaldshasalsoimplementedtechnologytoimprovesupplychainmanagement,andallowscustomerstoaccessthisinformationtomakemoreinformeddecisionsaboutwhattheyeat.,strategyrecommendations,recommendationsformcdonalds,morehealthychoicesmcdonaldsshoulddevelopmenuchoicesthatarehealthyandsociallyacceptable.itispossibletodevelopamenuthatpeoplewillenjoyandthatalsofitsintotheoriginal“speedyservice”modelthecompanyintroducedinthe1950s.uselocalfoodsourceswherepossible.usinglocalsourcesdecreasesthetimetomarket,andalsodecreasestheuseoffueltotransportgoods.,recommendations,locallyfocusedmenuchoicesmcdonaldsinindiahasspecificmenuitemsforthevegetarianmarket;,recommendations,increasepresenceinasiancountries,mcdonaldshasmostcertainlyhadaprofoundeffectonchina.whenthefirstmcdonaldsopenedinbeijingmorethanadozenyearsago,40,000peoplelineduptoobserveabigmacandgettheirpicturetakenwiththeinfamousronaldmcdonald.mcdonaldsisgrowingfasterinchinathanintheunitedstates.mcdonaldsownspolitical,social,andeconomic.often,thebestchoiceistosimplybuyasimilarcompanyandreduceoverlapwherepossible.competitiveadvantagecanberealizedwhenmergingwithasuccessfulcompanyinasimilarbusiness.,discussionquestions,whatarethecriticalsuccessfactorsindevelopingaglobalbrand?whatadditionalfactorswouldyouconsidertobenecessaryindevelopingasuccessfulglobale-businessbrand?,aglobalbrandmustbe“universal”inthatitappealstobasichumanwantsandneedswithoutbeingspecifictoacountryorculture.someexceptionsexist,butinouropinion,asuccessfulglobalbrandneedstobeidentifiablewithoutidentifyingwhereitoriginatedfrom.forane-business,acompanymustdisplayvaluetoallconsumers.example:e-bay,discussionquestions,whatarethemainchallengesthatarefacedbyinternationalmanagersinmanagingandcontrollingaglobalmarketingstrategy?whatadvicewouldyougivetoamanagerwiththisresponsibility?,globalmarketingstrategiesrequirein-depthknowledgeofthecommunitiestheyaretryingtoreach.thebettertheunderstandingofthedemographicsofthemarket,thebetterchanceyouhaveofunderstandingtheirspecificwantsandneeds.advice:getlocalhelp!youcannotexpecttodothisfromadistanceusinggoogle.findpeopleyoucantrustintheareaandutilizetheirknowledgeandconnections.,conclusion,mcdonaldsshouldcontinuetoexpandinternationally,butbemindfulofthelocaldietaryneedsanddesireofpeopletoeatahealthybalanceddiet.,thecompetitionfromsubwayisimportanttoconsider,butthereisstillalargegapbetweenstoreearnings.mcdonaldsstoresearnaround$2millioneach,whilesubwaystoresearnaround$445,000.aspeoplebegintounderstandthatthe“healthy”alternativeofferedatsubwaycanbehadatmcdonalds,therearefewreasonstogoelsewhere.,questionsfortheclass,doyoufeelthatmcdonald