商务英语实践报告new

1、哈尔滨商业大学外语学院行业参观与调研实习报告 专 业： 英语（商务方向） 班 级： 商务二班 姓 名： 姜阿英 学 号： 200911320232 行业调研与参观实习报告1、 行业调研与参观的意义In order to make us understand the McDonalds production and management pattern better, the teacher took us on a tour of the one of the McDonalds restaurant in Harbin. Mainly is to make us get more perso

2、nal experience of McDonalds production process and service quality. In order to grasp the basic knowledge of enterprises production, so as to what weve learned business knowledge can have a deeper understanding.二、行业调研与参观的内容 1. 行业介绍 Fast food is the term given to food that can be prepared and served

3、very quickly. While any meal with low preparation time can be considered to be fast food, typically the term refers to food sold in a restaurant or store with preheated or precooked ingredients, and served to the customer in a packaged form for take-out/take-away. The term fast food was recognized i

4、n a dictionary by MerriamWebster in 1951.Outlets may be stands or kiosks, which may provide no shelter or seating, or fast food restaurants (also known as quick service restaurants). Franchise operations which are part of restaurant chains have standardized foodstuffs shipped to each restaurant from

5、 central locations.Nearly from its inception, fast food has been designed to be eaten on the go, often does not require traditional cutlery, and is eaten as a finger food. Common menu items at fast food outlets include fish and chips, sandwiches, pitas, hamburgers, fried chicken, french fries, chick

6、en nuggets, tacos, pizza, hot dogs, and ice cream, although many fast food restaurants offer slower foods like chili, mashed potatoes, and salads.2 公司介绍 McDonalds Corporation (NYSE: MCD) is the worlds largest chain of fast-food restaurants, primarily selling hamburgers, chicken, french fries, milksh

7、akes and soft drinks. More recently, it also offers salads, fruit and carrot sticks. The business began in 1940, with a restaurant opened by siblings Dick and Mac McDonald in San Bernardino, California. Their introduction of the Speedee Service System in 1948 established the principles of the modern

8、 fast-food restaurant. The present corporation dates its founding to the opening of a franchised restaurant by Ray Kroc, in Des Plaines, Illinois on April 15, 1955, the ninth McDonalds restaurant overall. Kroc later purchased the McDonald brothers equity in the company and led its worldwide expansio

9、n. With the successful expansion of McDonalds into many international markets, the company became a symbol of globalization and the spread of the American way of life. Its prominence also made it a frequent subject of public debates about obesity, corporate ethics and consumer responsibility.3. 参观 W

10、hen we step into a McDonalds restaurant door, tangy scent, clean the floor and tidy desks and chairs. The class collection after two sittings visit. In my first among. Wear special visit disposable clothes, a waiter led us begin to enter a McDonalds backstage production areas. First she showed us a

11、McDonalds for customers to make the product in the health shut. Hand washing standard, put how many XiYiYe, washing and drying how long a few seconds to have strict regulations. And allowed us personally operation. The more careful have a barrel points of different color to undertake different funct

12、ion and what kind of dishcloth which part.Then enters the raw material storage areas, including freezer and cold. Cold storage stored mainly bread, freezer entities vegetables temperature is below zero. Then we went into the employee lounge, space small but very warm.it is very neat, organized and t

13、he employees attendance register and reward and the daily star were hanged on the wall which give a person the feeling of home. Out of the employee lounge, Miss Tian let us watch service chicken row, French fries and burger production process. Especially of French fries minimal very short, it is req

14、uired to McDonalds restaurant passengers an accurate estimate. At what time does prepared to take a snack to minimize the number of waste. And the food once had minimal will no longer sell, even if the customer perceived wont come out. The time of tour passed quickly, imperceptible came to export. T

15、he last was Miss Tian had told us more information about McDonalds and answer our questions as well.4 操作 We had done one thing just like McDonalds employees must wash their hands with special antiseptic soap sanitizers 20 seconds, then rinse and dry them.5 讲座 The lecture was gave by Miss Tian which

16、was mainly about McDonalds development ,management , human resources and corporate culture .三、总结一终端市场分析1 CORPORATE CULTURE Corporate culture is described as the personality of an organization, or simply ashow things are done around here. It guides how employees think, act and feel. Corporate culture

17、 is a broad term used to define the unique personality or character of a particular company or organization, and includes such elements as core values and beliefs, corporate ethics, and rules of behaviour. After visited the Mcdonalds , i know more about this companys corporate culture.McDonalds Corp

18、oration is the largest and most recognized global foodservice provider. McDonalds boasts a team of experienced managers, one of the best recognized brand names in the world, superior operating systems, and a global infrastructure. McDonalds is all about corporate culture. McDonalds corporate culture

19、 consist of : 1 From its Hamburger University (where managers and assistant managers are trained) to its vision statement of Quality, Service, Convenience, and Value (QSCV), McDonalds corporate culture is a shared value system that forms the basis of all company decisions.Q (quality) For ensuring fo

20、od unique flavor and freshness, McDonalds has formulated a series of almost harsh index. All the raw materials into the store before accepting many quality inspection, including flipping need to accept the inspection indexes reach more than 40, Milk pulp of picking up temperature does not exceed 4 ;

21、 Cheese storehouse warranted for 40 days, shelves time is 2 hours, water hair Onions for four hours, more than these indicators will be abandoned, Products and time card together in insulation ark, French fries for more than seven minutes, Hamburg more than 10 minutes will be thrown away.S(service)M

22、cDonalds advocate fast, friendly and thoughtful service. McDonalds restaurant waiter courtesy costs nothing, dining-room of advanced equipment is convenient, customer waiting for a very short time, including all kinds of disinfection of take-away food package, clean, convenient. Dining-room decorate

23、 elegance, appropriate put some paintings wonderful flower, playing relaxing music, customer in have dinner of remaining still can get beautiful audio-visual enjoyment. Some restaurants for the convenience of children, specially equipped with child desk and chair, established the McDonalds uncle chi

24、ldren world, even considered for kids diapers problem. McDonalds restaurants with staff card, behind with Q, S, C, each is divided into three scoresheets good, general and sent three kinds, customers can give its scale dining-room the regular employees performance gives evaluation.C(cleanliness) Ste

25、p into a McDonalds restaurant, you will feel where the environment is quiet and tastefully laid out and pure and fresh, clean and tidy. McDonalds has formulated strict health standards, such as staff before mount guard must with special antiseptic soap sanitizers 20 seconds, then rinse, drying. McDo

26、nalds attention dining-room and kitchen is not only the health, but also note restaurant around and ancillary facilities clean, and even the toilet all provisions hygiene standards. McDonalds boss think, if a customer in have dinner after, walked into a dingy bathroom, it is hard to imagine his next

27、 visit this restaurant again.V(value)So-called value, it is the reasonable price, good value for money. McDonalds food of be particular about taste, color, nutrition, price and the services provided by the agreement, let customers after you take it felt really worth it. Meanwhile, the company also t

28、ry to provide customers with a pleasant environment, let the customer dine over get spirit culture of enjoyment, this is the intangible value.2 McDonalds style : Customer first ,efficient, fast, Strict management3 Inter-cultural Management Mode: McDonalds has absorbed the Chinese cultural elements o

29、f showing respect, recognition, understanding, assimilation and amalgamation, while maintaining the substance of the Western culture of efficiency, freedom, democracy, equality and humanity. This inter-cultural management mode, with American business culture at the core, supplemented by Chinese trad

30、itional culture, provides reference for international enterprises which need to adjust, enrich and reconstruct their corporate culture to enhance local market flexibility.There are, however, certain conditions essential to inter-cultural management mode. On the objective side, there must be similari

31、ties in environment in order for the two cultures to connect and synchronize. KFC and McDonalds embody an accommodation of the fast tempo of modern life: a product of development and a market economy. Their resultant speed and efficiency are only meaningful in countries with a market economy. Chinas

32、 rapid economic development offered the environmental conditions corresponding to fast food culture. Services offered by fast food chains express their full respect for freedom, an American value, as well as the psychological statement of Chinese open-mindedness that yearns to understand and experie

33、nce the Western lifestyle. Two cultures proactively crashed, connected, and assimilated. KFC and McDonalds use the localization strategy to re-express American business culture, with profound traditional Chinese cultural emblems, catering to local customs on the basis of standardized management.McDo

34、nalds and the popular cultures that support this multinational corporation. Everything from testimony from a McLibel trial witness to quotes from Mikahil Gorbachev on why McDonalds is wonderful.2 FRANCHISESMcDonalds is an example of brand franchising. McDonals , the franchiser ,grants the right to s

35、ell McDonalds branded goods to someone wishing to set up their own business ,the franchisee . The license agreement allows McDonalds to insist on manufacturing or operating methods and quality of the product . This is an arrangement that can suit both parties overy well. Under a McDonalds franchise

36、,McDonalds owns or leases the site and the restaurant building. The franchisee buys the fittings ,the equipment and the right to operate the franchise for 20 years . To ensure uniformity throughout the world ,all franchisees must use standardized McDonalds branding , menus , design layouts and admin

37、istration systems.FRANCHISE UNITSYearU.S. FranchisesCanadian FranchisesForeign FranchisesCompany Owned201012,3921,12412,6936,257200912,2211,07012,5106,357200812,1361,04612,2836,502200711,67492710,4988,078200611,60889010,0568,269WHERE SEEKING FRANCHISEESNationwideWorldwide McDonalds recognizes the be

38、nefits of a franchised operation. Franchises bring entrepreneurs ,full of determination and ideas, into the organization .Franchising enonals McDonalds to enjoy considerably faster growth and the creation of a truly global brand identity. The more restaurants there are , the more McDonalds can benef

39、it from economies of scale. On the financial side, McDonalds receives a monthly rent which is calculated on a sliding scale based on the restaurants scales,i.e. The higher the scales, the higher the percentage and vice versa. There is also a service fee of 5 percent of scales in addition to the cont

40、ribution to marketing. The purchase price of a restaurant is based on cashflow and is generally about 150,000 pounds upwards. The new franchisee is expected to fund a minimum of 25 percent of this from their own unencumbered funds.二.分析Strengthsv McDonalds has been a thriving business since 1955 and

41、20 of the top 50 corporate staff employees started as a restaurant level employee. In addition, 67,000 McDonalds restaurant managers and assistant managers were promoted from restaurant staff. Fortune Magazine 2005 listed McDonalds as the Best Place to Work for Minorities. McDonalds invests more tha

42、n $1 billion annually in training its staff, and every year more than 250,000 employees graduate from McDonalds training facility, Hamburger University.v The business is ranked number one in Fortune Magazines 2008 list of most admired food service companies.v One of the worlds most recognizable logo

43、s (the Golden Arches) and spokes character (Ronald McDonald the clown). According to the Packard Childrens Hospitals Center for Healthy Weight children age 3 to 5 were given food in the McDonalds packaging and then given the same food without the packaging, and they preferred the food in the McDonal

44、ds packaging every single time.v McDonalds is a community oriented, socially responsible company. They run Ronald McDonald House facilities, which provide room and board, food and sibling support at a cost of only $10 a day for families with children needing extensive hospital care. Ronald McDonald

45、Houses are located in more than 259 local communities worldwide, and Ronald McDonald Care Mobile programs offers cost effective medical, dental and education services to children. They also sponsor Olympic athletes.v They are a global company operating more than 23,500 restaurants in 109 countries.

46、By being spread out in different regions, this gives them the ability to weather economic fluctuations which are localized by country. They can also operate effectively in an economic downturn due to the social need to seek out comfort foods.v They successfully and easily adapt their global restaura

47、nts to appeal to the cultural differences. For example, they serve lamb burgers in India and in the Middle East, they provide separate entrances for families and single women.v Approximately 85% of McDonalds restaurant businesses world-wide are owned and operated by franchisees. All franchisees are

48、independent, full-time operators and McDonalds was named Entrepreneurs number-one franchise in 1997. They have global locations in all major airports, and cities, along the highways, tourist locations, theme parks and inside Wal-Mart.v They have an efficient, assembly line style of food preparation.

49、 In addition they have a systemization and duplication of all their food prep processes in every restaurant.v McDonalds uses only 100% pure USDA inspected beef, no fillers or additives. Additionally the produce is farm fresh. McDonalds serves 100% farm raised chicken no fillers or additives and only

50、 grade-A eggs. McDonalds foods are purchased from only certified and inspected suppliers. McDonalds works closely with ranchers, growers and suppliers to ensure food quality and freshness.v McDonalds only serves name brand processed items such as Dannon Yogurt, Kraft Cheese, Nestle Chocolate, Dasani

51、 Water, Newmans Own Salad Dressings, Heinz Ketchup, Minute Maid Juice.v McDonalds takes food safety very seriously. More than 2000 inspections checks are performed at every stage of the food process. McDonalds are required to run through 72 safety protocols every day to ensure the food is maintained

52、 in a clean contaminate free environment.v . McDonalds was the first restaurant of its type to provide consumers with nutrition information. Nutrition information is printed on all packaging and more recently added to the McDonalds Internet site. McDonalds offers salads, fruit, roasted chicken, bott

53、led water and other low fat and calorie conscious alternatives.v McDonalds has built up huge brand equity. It is the No. 1 fast-food company by sales, with more than 31,000 restaurants serving burgers and fries in almost 120 countries. Sales, 2007 (11,4009 million), 5.6% sales growth1.v Good innovat

54、ion and product development. It continually innovates to retain customers in the business.v The McDonalds brand offers consumers choice, reasonable value and great servicev Large amounts of investment have gone into supporting its franchise network, 75% of stores are franchises.v Loyal staff and str

55、ong management team.Weaknesses Their test marketing for pizza failed to yield a substantial product. Leaving them much less able to compete with fast food pizza chains. High employee turnover in their restaurants leads to more money being spent on training. They have yet to capitalize on the trend t

56、owards organic foods. McDonalds have problems with fluctuations in operating and net profits which ultimately impact investor relations. Operating profit was $3,984 million (2005) $4,433 million (2006) and $3,879 million (2007). Net profits were $2,602 million (2005), $3,544 million (2006) and $2,39

57、5 million (2007) Core product line out of line with the trend towards healthier lifestyles for adults and children. Product line heavily focused towards hot food and burgers3. Seasonal Quality issues across the franchise network.Opportunities In todays health conscious societies the introduction of a healthy hamburger is a great opportunity. They would be the first QSR (Quick Service Restaurant) to have FDA approval on marketing a low fat low calorie hamburger with low calorie combo alternatives. Currently McDonalds and its competition health choice items