麦当劳进入印度市场

Abstract:

When fast food is mentioned, most people will immediately think of McDonald's. There is no doubt that it is the world's leading food service corporation. In more than 100 countries, on six continents, it operates over 30,000 restaurants and in sales it creates more than $40 billion. Its challenge is to use its strengths to more ways and more often profitably serve more customers. It owns one of the world's most recognized and complied with brands. It is in an unparalleled global infrastructure and competencies in real estate, marketing restaurant operations, retailing, and franchising.

Introduction

McDonald’s is the large-scale transnational chain restaurant around the world. It was set up in 1940 in America. Around the world, It owns over 30 thousand subbranches. Hamburgers, fried chicken, French fries, soft drink, ice-cream, fruit, salad and so much fast food are the typical food that McDonald’s serves. It’s composed in 1955 and developed gradually, it has literally changed both Americans' eating habits and people all around the world as well. On an average day, more than 46 million people have a meal at McDonald’s in more than 31,000 restaurants, which are situated in 119 countries. About 9,000 of the restaurants are run by company; the remainders are run either by franchisees or through joint ventures with local businesspeople (Jolly& David 2011 p.7). Now McDonald’s is given the opportunity to advance towards Thailand market. It has both advantages and disadvantages. But in the long term, it will do more good than bad.

Background

Logo

The Golden Arches are the archetypal symbol of McDonald's. The arches were enacted in 1953. Architect Stanley Meston designed a walk-up hamburger stand with red and white tiles and a distinctive sloped roof. In the end,

sign-maker George Dexter was hired to complete the arches. The Golden Arches have become the company’s image and symbol (https://www.360docs.net/doc/4e13639755.html,).

History

In 1948, San Bernardino, Mac McDonald and Calif Dick opened their eponymous burger stand. In 1976, over a six-month period, Golden Arches cropped up on three new continents. A Brazilian McDonald's opened up in 1979, for the first time, it bringing Ronald McDonald to South America. In 1992, McDonald's achieved its sixth continent. The company predicted the expansion into its 100th nation. And it claimed setting up a new restaurant somewhere in the world every three hours four years later (Jolly& David 2011 p.7).

Direct Competitors

As is generally known that the most famous and direct competitor of McDonald’s is Kentucky Fried Chicken. But in c ontrast, there are numerous differences between the two companies. Kentucky Fried Chicken was discovered 10 years before McDonald's. Major menu item in KFC is the chicken. As over 80% of the foods is fried or grilled chicken. In contrast to McDonald's, KFC provides various utensils like folks and spoons. KFC's kitchen is very different from McDonald's. The soft drink suppliers of the two restaurants are equally diverse with Pepsi for KFC and Coca Cola for McDonald's.

Indirect competitor:

Over the last few years, Thai food has emerged from complete obscurity into the mainstream of western culture. Immediately being part of the most popular cuisine types. But the climate in the Southeast Asia region is scorching heat. It has certainly difficult to preserve food so fast food becomes the major way that the local people will decide to dispose of. Being dependent on the prediction, from the research institution in Thailand, the market capitalization of the food service industry in Thailand reached up to 669 billion THB this year. Among which the market capitalization of chain catering industry expected to be

97.431billion THB. (Evans 2004) Nevertheless, equally important is the case that the regional fast food brands give aboriginal people more cordial feeling such as the ‘D’ cost seafood snack’ from Indonesia which calls itself offering high quality service and costs the lowest. McDonald’s should learn the strong points to better adapt to the local market and the demand for indigenous people.

Conclusion

This report has mentioned the outline of McDonald’s and also Thailand’s political, economic, legal, and socio-cultural. It has told Thailand fast-food industry analysis, McDonald’s SWOT analysis. As its strength is lucrative business value, its brand image, good suppliers and the supply chain and a unique advertisement. Although it has caused many problems and needed in order to solve various threats, nowadays, more and more people in Thailand are familiar with western culture and can accept fast-food. McDonald's has, so far, weathered its problems, and continued to expand into more and more countries. No doubt, barring any major set-backs, the McDonald's Corporation will continue to grow (Evans 2004). It will definitely find more remote locations to place franchises. Only time will say whether they continue to insist Ray Kroc's four guiding service, principles of quality, cleanliness and value.

Regardless of whether you like McDonald’s food or policies, McDonald's is still widely regarded as one of the true vanguards of peaceful globalization.

Reference

"Downey, CA - World's Oldest Operating McDonald's". https://www.360docs.net/doc/4e13639755.html,. Accessed May 9th 2015.

Evans, S (April 20, 2004). "McDonald's: The journey to health". BBC News. Accessed May 2, 2011.

Jolly, David (9 June 2011). "McDonald's to market eco-friendly fish to Europeans". International Herald Tribune (Paris). p. 7.

Jeffrey, S. Oak Brook history in caring hands society president is part of village's changing heritage". Chicago Tribune. July 29, 1998. Page 88.