商务英语视听说-麦当劳市场分析ppt课件

.,.,Preface,Name:McDonaldsCorporationLocationofHeadOffice:EauBrook,IllinoisFoundingTime:1954MajorBusiness:FastfoodDesserts&ShakesCharacteroftheCompany:ListedCompanySlogan:“Imlovinit”,.,.,.,PartOne,MarketingAnalysis,.,1.Marketinganalysis(1)ThemarketingopportunitiesTherearealotofpeopleliveinthecitywithhighspeed.Everyonewantstosavetheirtimeandlivehealthlife.SoMcDonaldsdevotesitselftooffermoreconvenientserviceandcheaperpricestoattractcustomersattentions.(2)ThemarketingthreatsTherearetoomanyfastfoodrestaurantsintheworld.,.,(3)AdvantagesEverybigcityhasmanychainstoresofMcDonalds.McDonaldsfocusesonhealth,deliciousandnutritionalfood.Ithassomeloyalcustomers,andthemostimportantisthatthepriceisnotsohigh.(4)DisadvantagesMostchainstoresareinthebusinesscentersofthecities,itisnotveryconvenienttobuy,anditisverydifficulttobenative,soitcannotgetmoremarketingshare.,.,2.ConsumeranalysisTheconsumersrequirementsofmealsFastandconvenientmaybethemostimportantrequirements.(2)TheconsiderationsofconsumersThisissomethingaboutthesafetyandhealthofthefood.Formostconsumers,theenoughquantitiesofthemealisveryimportant.,.,3.CompetitorsanalysisA15YuanExtravaluemealischeaperthanmanyotherfastfood,soitisverycompetitive.4.McDonaldsitselfanalysis(1)OpportunitiesMcDonaldspaysitattentiontosafety,nutritionanddelicacy,soitattractsmostconsumersattention.(2)ProblemsMostChinesepeoplewantstogotoChineserestaurantswhentheygooffwork.,.,PartTwo,TacticsofAdvertising,.,1.AimofAdvertisingAccordingtoadvertisingchampion,risinguptheselloftheExtraValueMeals.Therefore,McDonaldscangetmorebenefitsfromtheheatedcompetition,andsetupgoodimage.2.TargetmarketStudentsWhite-collarsSomeotherpeoplesuchasotakus,.,PositioningoftheExtraValueMealsMoresuitableforthehighspeedofthemodernlife.ExpressofpositioningTheExtraValueMealsofMcDonaldsischeaperandfaster,soitcanhelppeopletosavebothmoneyandtime.,.,4.Tacticsofexpression(1)ThemeofadvertisingTheExtraValueMealsofMcDonaldscanofferthefashionhigh-qualityandconvenientlife,atthesametime,itisthebestmixedproductofdelicacy,nutritionandextravalue.(2)SellingpointUselessmoneytobuymorefood.,.,(3)PropagandaofadvertisingatearlierstageThroughTV,Newspapers,LEDandoutdoorstolettheconsumersknowthesellingpointofitandthetimeofoffer(becausethiskindoflunchjustofferfrom11:00a.m.to2:00p.m.).(4)ThewaytoshowThroughtheeffectsofvisualsense,.,(5)Mediaofadve