McDonald27s Business Model lesson1

大学体验英语视听说教程 第二册 高等教育出版社 北京科技大学 UNIT1 McDonald sBusinessModel TheThree leggedStool BackgroundInformation UnitOverview Lesson1 Lesson2 SupplementaryReading Agenda Homelistening Overtheyears McDonald shasmanagedtomaintainitscompetitiveedgeinthefast foodindustryandbecomethelargestfast foodchainrestaurant Atthesametime itservesasthesymbolofglobalization showingtheworldhowtheAmericanwayoflifecanbeadaptedtolocalneeds Inthisunit McDonald sworkingbusinessmodelwillbepresented Studentswillgettoknowthesecretsofitsbusinesssuccessthroughlistening viewingandreading VariousactivitieswillinspirestudentstotalkaboutMcDonald simpactonpeople slivesbyusingthewordsandexpressionsinthisunit Andfinally theywillconductabusiness orientedprojectwiththeirpeers UnitOverview BackgroundInformation McDonald siscommittedtopartnershipwithinthesystem characterizedasathree leggedstool withfranchisees suppliersandcompanyemployeesmakingupeachofthethreelegs Franchisees ownandoperatethemajorityofrestaurantsSuppliers providefoodandpackagingandotherproductsandservicesCompanyemployees supportanddeliverrestaurantoperationsaroundtheworld THETHREE LEGGEDSTOOL MCDONALD SBUSINESSMODEL Approximately70 ofMcDonald srestaurantsareoperatedbyindependentfranchisees Undertheconventionalfranchisearrangement franchiseesprovideaportionoftherequiredcapitalbyinitiallyinvestingintheequipment signs seatinganddecoroftheirrestaurantbusinesses andbyreinvestinginthebusinessovertime Thecompanyownsthelandandthebuildingorsecureslong termleasesfortherestaurantsites Theremaining30 ofMcDonald srestaurantsareoperatedunderotherownershipstructures dependingonwhatbestservestheneedsofaparticularmarket Forexample DevelopmentalLicensee DL Underthislicenseagreement adevelopmentallicenseeprovidescapitalfortheentireMcDonald srestaurantbusiness includingtherealestateinterest andoperatesthebusiness Company operatedrestaurants TheserestaurantsareownedandoperatedbyMcDonald ssubsidiarycompanies MCDONALD SFRANCHISEES INPURSUITOFCONTINUOUSCUSTOMERSATISFACTION LessonOne Lead in Audiostudio Videostudio Speakingworkshop Projectbulletin Lead in Task1 Task2 Task3 Task1DescribingthePicture DescribethepicturesfirstandthendiscussMcDonald sBusinessSuccess WhydopeoplelikeitsomuchthattheyspendalotoftimeinMcDonald s DoyouoryourfamilyoftendineatMcDonald s WherearethetwoMcDonald sinthepicture Whatcanyouinferfromthepictures Task2ReflectingontheReading 1 Whatdoes Thestoolisonlyasstrongasthethreelegs mean ReadthroughtheSupplementaryReadingpassageonpage122 andanswerthefollowingquestions Answer Thispartnershipisalsoauniqueopportunityforanindividualtoownandoperateabusiness whileatthesametimehavingaccesstotheresourcesofamajormulti billiondollarorganization Answer Thismeansthatthecompany thefranchiseeownersandthesupplierseachsupporttheweightofMcDonald sequally Foronetoprosper theothertwomustprosperalso 2 Whatisspecialoruniqueaboutthispartnership 3 Whatdoesthecompanyemphasize Answer Thefranchisee companyrelationshipstressespersonalcommitmenttothebusinessandemphasizespeople communitycommitment financialmanagementandasharingofgoals principlesandideals 4 WhatarethestandardsofQSC V Answer Theyarequality service cleanlinessandvalue 5 HowdoestheMcDonald sCorporation MCD supportthefranchisee Answer McDonald ssupportsthefranchiseebyprovidingadvice trainingandmarketingexpertise Task3ExpandingYourVocabulary anactofincreasingormakingsth increaseinsize amountorimportanceB togotosb forinformationoradviceC toseeornoticeapersonorthingD mainlyagroupofshops storesorhotelsownedbythesamecompanyF theactorprocessofbuyingsth Readthroughthewordsintheleft handcolumn andmatcheachofthemwiththeappropriatemeaningintheright handcolumn 1 chain 2 primarily 3 purchase 4 expansion 5 sport 6 consult AudioStudio WordBank 1 corporation 大 公司2 frenchfries薯条3 milkshake奶昔4 initially最初5 hangout可以打发时间的地方6 franchise特许营销权7 equity 公司的 普通股8 prominence卓越9 obesity肥胖10 ethic道德11 barbecue烧烤12 profitable赢利的13 overall全面的14 convince说服劝说 Task1 Task2 AudioTask1IdentifyingtheGist 1 Whatisthepassagemainlyabout A SecretsofMcDonald ssuccess B BriefhistoryofMcDonald s C ChangingofMcDonald s 2 WhathasitbecomeasMcDonald sexpands A Thesymbolofglobalization B ThesymbolofthespreadoftheAmericanwayoflife C BothA B Listentotheaudioclip andchoosetherightanswerstothequestions AudioTask2CheckingtheFacts 1 McDonald sCorporation MCD isoneofthe intheworld touchingthelivesofpeopleeveryday 2 Butafter therestauranttheyservedaround whichweremostlybarbequed 3 Thepresentcorporation theopeningofafranchisedrestaurantbyRayKroconApril15 1955 4 Ineffect KrocopenedhisfirstandtheoverallninthrestaurantinChicago Illinois and McDonald sCorporation 5 Itsprominencealsomadeitafrequentsubjectofpublicdebatesaboutobesity corporateethicsand leadingfast foodrestaurantchains establishing 25items datesitsfoundingto gavebirthto consumerresponsibility Listentotheaudioclipagainandfillintheblanksaccordingtowhatyouhaveheard Repeatthesentencesafteryouhavecompletedthem Script McDonald sCorporation MCD isoneoftheleadingfast foodrestaurantchainsintheworld touchingthelivesofpeopleeveryday Astheworld slargestchainofrestaurants itprimarilysellshamburgers chicken frenchfries milkshakes softdrinks etc Thebusinessbeganin1940 witharestaurantopenedbybrothersDickandMacMcDonald Initially theyjustownedahotdogstand Butafterestablishingtherestauranttheyservedaround25items whichweremostlybarbecued Itbecameapopularandprofitableteenhangout Theirintroductionofthe SpeedServiceSystem in1948establishedtheprinciplesofthemodernfast foodrestaurant ThepresentcorporationdatesitsfoundingtotheopeningofafranchisedrestaurantbyRayKroconApril15 1955 Ineffect KrocopenedhisfirstandtheoverallninthrestaurantinChicago Illinois andgavebirthtoMcDonald sCorporation In1958 therestaurantchainsoldits100millionthhamburger In1960 Krocrenamedhiscompanyas McDonald sCorporation In1961 KrocconvincedtheMcDonaldbrotherstosellthebusinessrightstohiminthecompany Thushepurchasedthebrothers equityforasumof 2 7millionandledtoitsworldwideexpansion AsMcDonald sexpandssuccessfullyintomanyinternationalmarkets thecompanybecameasymbolofglobalizationandthespreadoftheAmericanwayoflife Itsprominencealsomadeitafrequentsubjectofpublicdebatesaboutobesity corporateethicsandconsumerresponsibility Script VideoStudio WordBank Iconic图标的executive主管人员behind the scenes幕后的Literally真正地 确实地retention保持meritocracy精英领导体制progression发展 进程crossover改变 转型 Task1 Task2 Task3 VideoTask1Matching Predicting We relookingtodayatthisall Americancompanyandwhatwecan itssuccess 2 Iunderstandthatthecompanyhas yourlife 3 Itisaboutadvancementthatis achievement 4 I llbeabletohelpthem withit sothatwasthethinkingbehindit 5 Andfromthefirstcrewpersonmoving uptoastoremanager learnfrom hadahugeimpacton basedon moveforward alltheway Completethefollowingstatementswiththephrasesgivenbelow Predictwhatwillbetalkedaboutinthevideo Thencheckyouranswersafterwatchingthevideoclip basedonallthewayhadahugeimpactonmoveforwardlearnfrom VideoTask2CheckingYourComprehension Watchthispartofthevideoclipandanswerthefollowingquestions 1 Whatisthisinterviewmainlyabout Answer ItisaboutMcDonald sbusinesslessonsrevealedbyPaul 2 WhatwasMcDonald srecentlyvotedfor Answer Itwasvotedoneofthebestplacestowork 3 Asidefrombeingtheauthorofthebook whatelsedoyouknowaboutPaulfromtheinterview Answer HewasaformerMcDonald sExecutive 4 WhydidPauldecidetowriteabookforotherbusinesspeopleandclients Answer Hewantedtoteachthembusinesslessonsbecausetheylackedbasicprinciples 5 WhatquestionisPaulconstantlyasked Answer TellmehowyoudiditinMcDonald s VideoTask3BridgingtheGap Watchthispartofthevideoclipandcompletethechart Advancement 35years CEO crewperson 14years mailroom 16 year old Script ScriptTanya It sthefastfoodchainwiththeiconicgoldenarchesthathavebeenspottedallovertheworld Yes wearetalkingaboutMcDonald s ButdidyouknowMcDonald s yearafteryear isvotedoneofthebestplacestowork We relookingtodayatthisall Americancompanyandwhatwecanlearnfromitssuccess We rejoinedbyPaulFacella authorofthebook EverythingIKnowAboutBusiness ILearnedAtMcDonald s TheSevenLeadershipPrinciplesThatDriveBreakoutSuccess PaulwasaformerMcDonald sexecutivewhohasthebehind the scenesstoryontheworld smostsuccessfulrestaurantorganization Hithere Paul Thanksforjoiningus Paul Thankyou Tanya Nicetobehere Tanya Now whileyounolongerworkforMcDonald s Iunderstandthatthecompanyhashadahugeimpactonyourlife Telluswhyyoudecidedtowriteabookonbusinesslessonsthatyoulearnedfromafastfoodchain Paul Sure Well notonlymyselfbutliterallyhundredsofthousandsofpeoplethatwenttotheMcDonald ssystemandwereguidedbyalotoftheprinciples WhenIleftMcDonald s Iwentintoconsultingand andoneofthesurprisesIhadwasmanyoftheorganizations bothlargeandsmall wasthefactthatsomeofthebasicprinciples someofthefoundationsthatgoodorganizationsneedtobesuccessful weren tthere AndIwasconstantlybeingaskedabout Well tellmehowyoudidinMcDonald s Andmythinkingwas Gee I llwriteabookaboutitandhelpmyclientbaseandI llbeabletohelpthemmoveforwardwithit Sothatwasthethinkingbehindit Tanya Well we regonnagetintosomeofthosesecretsofsuccess Iwannastartbyaskingyou youknow obviouslyalotofpeopleknowMcDonald sfortheirburgersandBigMacs But I msurealotpeoplewillbesurprisedtoknowthatithasoneofthehighestcorporateemployeeretentionratesofanycompany Imeanpeopleassume fastfoodchain peoplejustwanttogetinandgetout WhatmakesMcDonald ssosuccessful Paul Ithink Ithinkthere sanumberoffactors butIthinktheretentionpieceisaboutMcDonald s whenyouwork thereit sreallyaboutameritocracy Itisaboutadvancementthatisbasedonachievement Andfromthefirstcrewpersonmovinginallthewayuptostoremanager allthewayuptothepresentCEO JimSkinner whowasacrewperson35yearsagoandmovedinto after35years movedintotheCEOranks Soit salwaysbeenaprogressionofopportunityforpeople andIthinkthat soneofthegreatthingsthatkeepsfolksthere EveryCEOhasgonethroughtheranks Tanya Isthereanycrossoverfromthosewhoworkontheserversidetotheexecutiveside oryouhavetogobacktoschoolforthat Paul Oh no allthetime Imean Istartedasa16 year oldcrewperson MikeQuinlan who saCEOfor14yearsstartedinthemailroom sothere splentyofcrossover SpeakingWorkshop Expressions StructurestoUse 1 inpart2 bedescribedas3 becommittedtodoingsth 4 intermsof5 makeitpossiblefortodo 6 moveforward7 upto8 strivefor9 attribute to 10 inone sownright11 stresstheimportance12 playanimportantrole13 haveahugeimpacton14 alltheway15 learnfrom Task1 Task2 SpeakingTask1Summarizing Discusswithyourpeersandcompletethefollowingtipswiththeinformationyouhavelearnedinthevideoclip Thenprepareanoralpresentationwiththehelpofthetips 1 inpart9 attribute to 2 bedescribedas10 inone sownright3 becommittedtodoingsth 11 stresstheimportance4 intermsoftodo 5 makeitpossiblefor12 playanimportantrole6 moveforward13 haveahugeimpacton7 upto14 alltheway8 strivefor15 learnfrom SpeakingTask1Summarizing SpeakingTask1Summarizing SpeakingTask2Debating Motion We rejustlovin it adaptedfromtheMcDonald sinternationaladvertisingslogan Ready Go UsefulArguments Pros Cons VS Pros Pros Cons Cons Workonthefollowingreal lifeprojectwithyou