麦当劳 案例分析 英文
麦当劳转基因事件英文发言稿(修改版)
英文发言稿：1. Honorable guests, friends from the media,Good morning!First of all, on behalf of McDonald's headquarter, I would like to extend my warm welcome to the honorable guests and friends from the domestic and international media attending this press conference today and thank you heartily for support McDonald’s in the past years!2. McDonald’s Corporation is now one of the most successful global restaurant chains around the world. We have used effective management and global expansion strategies to enter new markets and gain a share of the foreign fast food market.3. McDonald’s business model, depicted by the “three-legged stool” of owner/operators, suppliers, and company employees, is its foundation; and the balance of interests among the three groups is essential to the company’s success.This business model enables McDonald’s to consistently deliver locally-relevant restaurant experiences to customers and be an integral part of the communities it serves.4. Operating in 118 countries and on six continents, the fast-food chain has no choice but to expand its options beyond the classic hamburger andfrench fries. T he franchise’s most common menu items include hamburgers, cheeseburgers, French fries, chicken, soft drinks, milk shakes, breakfast menu items, and desserts. Recently, the company has broadened its menu to include salads, fruits, wraps, and smoothies.5. With regards to animal feed, until the end of March 2014, McDonald’s required chicken suppliers to source soy meal and maize of non-GM origin for their feeds in Europe. Although the majority of our poultry meat is sourced from within Europe, the majority of soy used in the poultry feed is sourced from Brazil.6.In Brazil, less and less non-GM soy is being produced and our poultry suppliers have now confirmed that from the end of March 2014 onwards they will no longer be able to guarantee the supply of non-GM soy for chicken feed in sufficient quantities for all our European requirements。
麦当劳品牌战略分析【英文】
Forecasting and Speed of Response
McDonald’s plays a large part in its communities, and the company is constantly searching for new ways to get involved or help the environment. The company also tries to project future needs to lessen the impact that its business has on its communities. McDonald’s is able to quickly respond to its communities’ needs and wants:
Corporate Social Responsibility
McDonald’s goes green:
Since 2000, the company has opened up multiple “green” restaurants. Rebuilding restaurants with a more innovative and efficient design that will reduce the use of water and energy. Enhancing its packaging – 82% of its packaging is made from renewable resources “Closed Loop Hierarchy for Packaging and Waste”
Corporate Social Responsibility
《The Founder创始人》麦当劳英语案例汇报4
With the expansion of the number of stores,the operating costs become higher. Ray mortgaged his house to the bank, which put him almost on the verge of bankruptcy and divorce. By chance, he met Harry Sonneborn, a financial adviser who was pointed the way out to the future.
Ray was Very optimistic about the business opportunity and had the idea of getting the franchise to be promoted all over the country. After his eloquent lobbying, McDonald's brothers finally changed their original conservative management concept and gave ray the franchise. Ray soon opened his own McDonald's while convincing other wealthy friends to sign him up. But these friends are basically rich and willful lazy people, and the advantages of standardization and specialization are not reflected in these people. Then, realizing the seriousness of the problem, Ray began to change his mind, especially looking for couples who loved his business and could implement the his business philosophy.
介绍麦当劳英文作文初一
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文档下载后可定制随意修改，请根据实际需要进行相应的调整和使用，谢谢!并且，本店铺为大家提供各种各样类型的实用资料，如教育随笔、日记赏析、句子摘抄、古诗大全、经典美文、话题作文、工作总结、词语解析、文案摘录、其他资料等等，如想了解不同资料格式和写法，敬请关注!Download tips: This document is carefully compiled by theeditor. I hope that after you download them,they can help yousolve practical problems. The document can be customized andmodified after downloading,please adjust and use it according toactual needs, thank you!In addition, our shop provides you with various types ofpractical materials,such as educational essays, diaryappreciation,sentence excerpts,ancient poems,classic articles,topic composition,work summary,word parsing,copyexcerpts,other materials and so on,want to know different data formats andwriting methods,please pay attention!McDonald's is a popular fast food chain that is loved by people all over the world. It offers a wide variety of delicious food options that cater to different tastes and preferences. From burgers and fries to salads and wraps, McDonald's has something for everyone.One of the reasons why McDonald's is so popular is because of its convenience. You can find a McDonald's restaurant in almost every corner of the world. Whether you are in a big city or a small town, there is always a McDonald's nearby. This makes it a go-to option for people who are looking for a quick and easy meal.Another reason why McDonald's is loved by many is because of its affordability. The prices at McDonald's are relatively low compared to other restaurants, making it a budget-friendly choice for many people. You can enjoy a satisfying meal without breaking the bank.In addition to its convenience and affordability, McDonald's is also known for its consistent taste. No matter where you are in the world, a Big Mac will taste the same. This is because McDonald's has strict quality control measures in place to ensure that their food meets the same standards everywhere. This consistency is something that customers appreciate and keeps them coming back for more.Furthermore, McDonald's has also adapted to the changing dietary preferences of its customers. In recent years, there has been a growing demand for healthier food options. In response to this, McDonald's has introduced salads, wraps, and other healthier alternatives to their menu. This shows that McDonald's is not only focused on providing tasty food but also on catering to the changing needs of its customers.In conclusion, McDonald's is a popular fast food chain that offers convenience, affordability, and consistent taste. It has become a favorite choice for people all over the world who are looking for a quick and satisfying meal. With its wide range of food options and ability to adapt tochanging dietary preferences, McDonald's continues to be a go-to option for many.。
麦当劳的英文SWOT分析-1
A business report for TESCOSWOT is good method to analyze the running of company clearly, now, we will use the SWOT analysis to find out TESCO’S strength, weakness, opportunity and threat .We believe that the analysis will help US find the reason of TESCO’nightmare in America more completely.StrengthFaced the challenge of conquering American market, TESCO have their own advantages:1.They have Intensively researched for two years.2.They were Fully reinforced and good competition (UK’s largest groc er and the second largest in the world).3.They Entered US through the west coast, a region which did not have the dominance of Wal-Mart.4. They have won the competition with Wal-Mart insome markets.5. Huge fund support TESCO’running from financial market.6.They Opened an hour early in the morningWeaknessThere are a lot of reasons led Tesco to fail in America, and we point out these reasons as follow:1.They have too much the "British Style" shops, for example they chose using pre-packed food, small packing and too much self-service, all of these was not American customer’s habit who prefer. In addition, they did not sale a lot of local food and American brand, so, TESCO was not popular in American market.2.For choosing store locations, their store was not closer to warehouses and less warehouses linked together. So, they could not concentrate around hubs and form the network.3. Bad business numbers (especially how to react to them) start with less shops -> make them work -> then open more shops (2012 was too late)- -> budget management- do research on why the competitors failed4.The Brand (including positioning Tesco in the market) positioning as a convenience store "locality's neighbourhood market"- more advertising (TV)- new Brand name (something without obvious meaning)OpportunityAdmittedly, TESCO actually have their opportunities to win, although, these opportunities were not too much.1.At beginning they had chance to take on Wal-Mart in it own backyard, indeed, because they have very good reputation and strength to make them so competitive.2.In the middle period, they tried to revive their sales and reposition their plan to increase their stores, but they faced too much external pressure, for example, the local economic situation.ThreatsTo analyze this part, we divide it into two parts and point out this kind reason clearly.1.The outside threatIndeed, they faced the US economic crisis in 2007 and the economic downturn of 2009 in California, at the same time, failure in other place increased the pressure they ran in America.2.The inside threatPoor strategy, poor execution and too much confidence (Hyped research and planning) made theyrunning appear too many errors and go against American customer’s habit, so, they face the threat which make them worse and worse.In addition, loosing too much profit let TESCO bear too much pressure from their shareholder and decreased the growth rate of their development in America.。
《The Founder创始人》麦当劳英语案例汇报1
03
给我们的启示
Some inspiration for us
01 Some inspiration
The vision of the entrepreneur decides the future of the enterprise.
Quality is the life of an enterprise.
01 The plot introduction.
4
影片讲述奶昔搅拌机推销员雷·克洛克在上世纪50年代遇到了经营汉堡快 餐的麦当劳兄弟后嗅到商机。随后他买下了麦当劳兄弟的汉堡连锁，将其打造 成了全球最大的快餐王国。
The movie tells the story of the founder of McDonald's, Ray Kroc. He was a milkshake mixer salesman. While he found a business opportunity in the 1950s when he met the McDonald brothers, who ran a fast food burger. And then he turned the McDonald brothers' innovative fast food eatery into the biggest restaurant business in the world.
麦当劳 案例分析 英文
CASE STUDYThe main experience the success of the McDonald's restaurants(1)- QSCV marketing idea;(2) a strong new product development work, to innovate, to maximize meetthe new requirements of the customers, enhance competitiveness;(3) increase advertising costs greatly, there is no doubt that McDonald'shuge advertising expenses is it continue to the effective measures to maintain the leading position in the food industry;(4) standardized management;(5) - the franchise and chain operation management mode, namely thecompany sale branch franchise of 20 years, strictly for S, Q, C standardization, high dispersion of branch can be independent management mode.Q (Quality) represent the Quality of the product.Bread is not round and uneven without incision;Milk plasma receiving temperature below 4 ℃, high once return;A piece of burgers to pass more than 40 quality control inspection.S (Service) on behalf of the Service, including shop building fast is comfortable, the operating time of convenience, Service attitude of sales staff, etc.Smile is a feature of McDonald's, all training member show smiling face, lively, bright and customer talk, work, make customers feel satisfied.C (Cleanliness) on behalf of the clean.McDonald's employees in the specification, there is a provision which is "rather than against the wall to rest, got up and clean", ten thousand thousands of stores around the world all employees must comply with this provision.Employees before mount guard operation must be strictly with hand sanitizer disinfection sterilization, hands knead for at least 20 seconds and then rinse.V (Value) represent the Value.McDonald's food nutrition through scientific ratio, nutrition is rich, the price is reasonable.Let the customer enjoy fast food nutrition in the clean environment, this is called "value".McDonald's is the most successful fast food chain in the world today, in 72 countries at present set up more than 14000, 28 million customers a day, and with an average of 7.3 hours each new open a restaurant with the speed of development.And customers walk into any place, any a McDonald's restaurant, you will find that the building exterior, interior, food here to specifications and the attendant manners, clothing apparel, and many other aspects are strikingly similar, can give customers the enjoyment of the same standard.The corresponding countermeasures(1)McDonald's ordinary staff wages are lower, turnover rate of nearly 50%,this has to do with the pace of the McDonald's global expansion has an inevitable relationship too fast, employees, and a lot of money for business expansion, employee welfare treatment can reduce obviously, based on this, McDonald's should be appropriately raise welfare treatment of ordinary staff, at the same time, strengthen the construction of enterprise culture, strengthen the company's humanistic care to employees.(2)for a single McDonald's direction, the problem of risk, the nextMcDonald's should be keep in the fast-food industry established on the basis of the first to peripheral industry into the fast food industry, gradually transition, cross-industry investment again, can be in the hotel, real estate, toys and other industries, spread risk, will be built into a McDonald's fast food as the core of integrated companies.(3) as the McDonald's store, the more the expansion soon, other competitors pace of expansion is not slow, and fast food market capacity is limited, this leads to the increasing competition, and even some countries and regions have hots up, in the face of such situation, McDonald's should be good to strengthen their own competitive advantage and market position on the basis of steady, planned expansion, at the same time, constant product innovation and marketing innovation to attract customers, enhance market competitiveness.In addition to intensify advertising delivery, strengthen the company's internal management system innovation.(4) has repeatedly by Revelations of McDonald's food is not healthy, obviously now McDonald's more or less in the trust crisis, for this kind of situation, on the one hand, McDonald's should strengthen the supervision of food safety and quality, forming a set of complete quality supervision system, from the source to eliminate harmful food, on the other hand, McDonald's should roll out has a high nutritional value of food, the amount of fat, salt less of certain foods. CUSTOMERIs not only in China, McDonald's (project) in the United States has lost more and more customers, especially the young people.Disaster will never walk alone.Fu xi (project) events of July to the performance of McDonald's China has brought the huge impact, McDonald's now faces a much more profound problem - the United States are fewer and fewer young people to visit McDonald's.Technomic food industry research institutions,according to new data since early 2011, the number of monthly dinner at McDonald's, 19 to 21 consumers fell by 12.9%.As the world's largest restaurant chain institutions, the core of McDonald's customers has always been in their 20 s and 30 s of the consumers.Young customers reduce performance influence has brought obvious to McDonald's.In July, McDonald's global same-store sales 2.5% decline, this is the biggest drop since 2003.In the United States, the opening time to meet and exceed 13 months of McDonald's store's sales have been falling since the beginning of the year.For McDonald's, it is a bigger problem than fu xi events.Young customers reduce, not because they no longer like fast food.Is also a Technomic data, in the same period, consumers are turning to other leisure food, monthly visits to customers, 19 to 21, consumers have increased by 2.3%, 22 to consumers, 37, increased by 5.2%.Then why do more and more young people no longer like McDonald's?innovationThe core of McDonald's products has always been a burger, such as the big MAC and fries, accounted for 40% of total sales.But in recent years, the company's product innovation to a wrong direction: launched a wide variety of new products, but there are few successful innovative products.This is typical of big corporate innovation, and is invalid.So it is easy to understand why young people tired of McDonald's.trendAs a young man of the brand,McDonald's has lead, but not now.See now young people fascinated by those things: mobile phones, social networking, online shopping, games, McDonald's more often is a lively.Want to think you go to a McDonald's can do?Slowly, need to register, limited wi-fi, and more and more long waiting time.marketingSame as a consumer brand, win business network McDonald's (project) is not a good use of mobile phones and mobile Internet brings opportunity.McDonald's can do is to provide order of App, but for greater understanding and connection of consumers inadequate investment opportunity.Even in traditional marketing, McDonald's also behave isn't good enough, it is hard to imagine the "Chinese good voice" and "where dad" the mainstream program can't see the McDonald's in the main sponsor of this brand.Prior to the events in the fu xi (project), McDonald's China still enjoy high-growth benefits brought by the market.McDonald's set up shop in China last year, 275, its global McDonald's at the same time open a shop the record for the fastest growing, McDonald's China store plans for 300 this year.For any enjoy market benefits of company, ignore the change of the market will be the largest cost in the future.Both the Chinese market, and the global market, and now is a period of market environment changes.Even McDonald's stability better fast food company, also need to make a great adjustment to adapt to market changes.In thepast few years, McDonald's has made a bold attempt on the product.Since 2006, successively introduced the snack wrap, McAfee, fresh fruit smoothie and iced coffee and other st year, McDonald's attempts to reached a climax, launched a series of new products.Only in China, McDonald's has 17 kinds of Hamburg, 15 kinds of drinks.Too many products to McDonald's has brought many problems, including supply chain become more complex, customer waiting time is longer, but the most important thing is to make McDonald's lost focus.McDonald's chief operating officer Fang Zhenyu said publicly in January this year, the company "frequency of too much, to launch new products quickly, so many new products bring more complexity, lead to the development of our (in 2013)."To know in the 1940 s, McDonald's on the menu is only 9 kinds of food, including hamburgers, cheeseburgers, soft drinks, milk, coffee, chips and pie.For any company, product innovation does not mean that the number of accumulation, also is not just to join the localization of the element.A good product is to let the user feel excited and impulsive, food should do this.But for McDonald's, the need to change is not just a product.Deeper problems facing the company is how to reshape their brand, let yourself to become a friendly and attractive destination for the young.This social change too fast, and the young man happens to be the most sensitive that a group of people.If youcan't understand their customers and make a change, then a strong brand will be collapsed.Business is like that.不仅是在中国，麦当劳（专题阅读）在美国本土也流失了越来越多的顾客，尤其是年轻人。
麦当劳案例分析-英文版
.McDonald's Corporation CompanyTable of Contents●Executive Summary●Introduction Industry Analysis●Competitor Analysis●SWOT AnalysisFuture and RecommendationExecutive SummaryMcDonald's restaurant is a large chain fast food group and it has approximately thirty thousand shops in the world, the main selling is hamburgers, French fries, Fried chicken, soda, ice product, salad, fruit. After the financial crisis, most companies are experiencing a situation of fund shortage, how to get more profit has become the problem which the fast food industry must be facing with. Of course, the advantage of efficiency and convenience will be the important Opportunity to help the fast food industry to solve the problem. Now, McDonald's management is very good, but it still needs to improve in some places.IntroductionMcDonald's restaurant is a large chain fast food group and it has approximately thirty thousand shops in the world, the main selling is hamburgers, French fries, Fried chicken, soda, ice product, salad, fruit. McDonald's restaurants spread all over the world six continents in over countries. In many countries McDonald's represents of a kind of American way of life.In 2001, the net income of McDonald shrunk 17 percent to $1.64 billion. Though McDonald’s U.S. market share remained above that of competitors, it grew more slowly. Because of the “Big Mac Attack”, McDonald accelerated plans for “New Tastes Menu”items. What’s more, McDonald’s opened McCafe in order to double sales at existingU.S. restaurants over the next decade. The gourmet coffee concept was created to be placed within or adjacent to existing McDonald’s restaurants. McDonald’s estimates that the new concept will boost sales by 15 percent.McDonald invested heavily in advertising its product and improving its public image. The advertising message of McDonald focused on tasty and nutritious food, friendly folks, and fun.Industry AnalysisNowadays, customers are tastes changing in the fast-food industry. Customers are eating out less often compared to previous years and eating habits are changing. Many younger customers are getting tired of fast food and are thinking about their health.A growing trend is the move by customers to non-hamburger sandwiches.In allusion to these changes, McDonald’s face to profit drains and earnings declines, so they must innovate and keep their quality in the market and special promotional strategies. McDonald’s continue discounting and offering a variety of new products to attract customers, they also seek to shed their “cheap and greasy”image with new shore design. They are trying to increase the speed of drive-though delivery. McDonald’s trend is the recognition of the importance of heavy users of fast-food restaurants. Because customers do not want to sacrifice the convenience of fast food industry, they pay attention to meals that more upscale than traditional fast food, served in nicer restaurants with more comfortable surroundings, but faster than in traditional restaurants.Competitor Analysis1. Major competitors in the hamburger segmentMcDonald’s has three major competitors in the hamburger segment. These include Burger King, Hardee’s and Wendy’s. Both Burger King and Wendy’s have had small gains in market share while Hardee’s lost share.●Burger King Corp.The menu overhaul is one part of a major turnaround strategy engineered by Burger King’s chairman and chief executive, John Dasburg, who joined the chain in 2000. Its ongoing effort to increase sales and market share, offered a new salad line and a permanent array of value-priced offerings, endeavors already under way at its fast-food competitors.●Hardee’sThe chain posted year-to-year quarterly declines of 4.8 percent in company-owned same-store sales. The effort to reverse slowing but continuing sales erosion at Hardee’s, the industry’s No.4 burger chain, had dominated management’s attention in its conversion of Hardee’s to a format called “Star Hardee’s.” The company attempted to reverse sliding sales by introducing new items on the menu and joining the price-promotion burger wars. The company tested individual item discounts at most of Hardee’s company-owned units.●Wendy’s internationalWendy’s has had the strongest same-sales gains of the major burger chains in recent years. Chain officials and Wall Street analysts attributed at least part of the growth to Wendy’s line of four upscale salads called “Garden Sensations.” The nation’s No.3 burger chain holds an enviable position—analysts consistently rank it ahead of chief rival in quality, customer satisfaction, innovation, and unit-level sales. Wendy’s product line includes four core menu items: burger, chicken sandwiches, its value menu, and its Garden Sensations salads. The salad line is designed to provide custom taste comparable to salads offered by casual-dining chains2. Major competitors in the non-hamburger segment●Pizza Hut, “pizza and more “Pizza Hut is one of the biggest and best-known pizza restaurants in the worldafter fifty years of development. One of their main strategies that they still follow today is the diversification of the products they offer. Pizza Hut is always adding something new to their menu, trying to reach new markets. They were trying to offer many different food items for customers who didn't necessarily want pizza. Another opportunity that Pizza Hut has is their new ordering online system. Anyone with Internet access can order whatever they wish and get it delivered to their house without even speaking to someone. Lastly, Pizza Hut has always valued customer service and satisfaction. In 1995, Pizza Hut began two customer satisfaction programs: a 1-800 number customer hotline, and a customer call-back program. These were implemented to make sure their customers were happy, and always wanted to return.●KFCKFC, also known as Kentucky Fried Chicken, is a chain of fast food restaurants based in Louisville, Kentucky. KFC is currently one of the largest businesses of the global food service industry and is widely known around the world as the face of Colonel Sanders. The Colonel has spread his industry currently to more than eighty countries globally. Every day, nearly eight million customers are served around the world. KFC's menu includes Original Recipe chicken -- made with the same great taste Colonel Harland Sanders created more than a half-century ago. KFC primarily sells chicken in form of pieces, wraps, salads and sandwiches. While its primary focus is fried chicken, KFC also offers a line of roasted chicken products, side dishes and desserts. Outside North America, KFC offers beef based products such as hamburgers or kebabs, pork based products such as ribs and other regional fare.●Taco bellTaco Bell is the No.1 Mexican fast-food chain in the U.S, with more than 5,600 locations, and it serves more than 36.8 million consumers each week .In China, only Shanghai and Shenzhen have such kind of restaurant. It has some unique food that other fast food restaurants don’t have. Thin flat bread filled with meat, cheese, particularraw vegetables and hot spicy sauce. A type of Mexican food made by folding a thin round piece of bread and putting meat, beans and cheese inside it. Small pieces of thin dry bread made from corn flour and eaten with melted cheese and a spicy sauce that usually contains beans.Because of its unique, the price of its food is usually high.SWOT Analysis McDonald'sStrengths● They successfully and easily adapt their global restaurants 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.● They have an efficient, assembly line style of food preparation. In addition they have a systemization and duplication of all their food prep processes in every restaurant.● McDonald's 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 in a clean contaminate free environment.● McDonald's 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 McDonald's Internet site. McDonalds offers salads, fruit, roasted chicken, bottled water and other low fat and calorie conscious alternatives. 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 towards organic foods.● McDonald's 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 $2,395 million (2007).Opportunities● They have industrial, Formica restaurant settings; they could provide more upscale restaurant settings, like the one they have in New York City on Broadway, to appeal to a more upscale target market.● Provide optional allergen free food items, such as gluten free and peanut free.● In 2008 the business directed efforts at the breakfast, chicken, beverage and convenience categories. For example, hot specialist coffees not only secure sales, but also mean that restaurants get increasing numbers of customer visits. In 2009 McDonald's saw the full benefits of a venture into beverages.Threats● They have been sued multiple times for having "unhealthy" food, allegedly with addictive additives, contributing to the obesity epidemic in America. In 2004, Michael Spulock filmed the documentary Super Size Me, where he went on an all McDonalds’ diet for 30 days and wound up getting cirrhosis of the liver. This documentary was a direct attack on the QSR industry as a whole and blamed them for America's obesity epidemic. Due in part to the documentary, McDonalds no longer pushes the super size option at the dive thru window.● Any contamination of the food supply, especially e-coli.● Major competitors, like Pizza Hut, Taco Bell, Wendy's, KFC and any mid-range sit-down restaurants.Future and RecommendationAfter our group’s analysis, it is necessary for McDonald’s to use the Porter's five forces model in the production and operation to win the other competitors and get good development in the future. McDonald's know the strengths of competitors in the burger segment. McDonald's should analyses this point about their own enterprises, and make adjustments and improvements in the future. First, we should improve the process of making Hamburg, and improve the output efficiency of hamburgers. Second, at the same time, McDonald’s must also require food nutrition combination, only healthy food can attract customer. Finally, if the above two do it, we will be in the price improvement. Based on cost leadership strategy, we should reduce the cost of production, under the premise of ensuring the quality of products and services, to gain the largest market share in the competitive strategy.。
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CASE STUDYThe main experience the success of the McDonald's restaurants(1)- QSCV marketing idea;(2) a strong new product development work, to innovate, to maximize meetthe new requirements of the customers, enhance competitiveness;(3) increase advertising costs greatly, there is no doubt that McDonald'shuge advertising expenses is it continue to the effective measures to maintain the leading position in the food industry;(4) standardized management;(5) - the franchise and chain operation management mode, namely thecompany sale branch franchise of 20 years, strictly for S, Q, C standardization, high dispersion of branch can be independent management mode.Q (Quality) represent the Quality of the product.Bread is not round and uneven without incision;Milk plasma receiving temperature below 4 ℃, high once return;A piece of burgers to pass more than 40 quality control inspection.S (Service) on behalf of the Service, including shop building fast is comfortable, the operating time of convenience, Service attitude of sales staff, etc.Smile is a feature of McDonald's, all training member show smiling face, lively, bright and customer talk, work, make customers feel satisfied.C (Cleanliness) on behalf of the clean.McDonald's employees in the specification, there is a provision which is "rather than against the wall to rest, got up and clean", ten thousand thousands of stores around the world all employees must comply with this provision.Employees before mount guard operation must be strictly with hand sanitizer disinfection sterilization, hands knead for at least 20 seconds and then rinse.V (Value) represent the Value.McDonald's food nutrition through scientific ratio, nutrition is rich, the price is reasonable.Let the customer enjoy fast food nutrition in the clean environment, this is called "value".McDonald's is the most successful fast food chain in the world today, in 72 countries at present set up more than 14000, 28 million customers a day, and with an average of 7.3 hours each new open a restaurant with the speed of development.And customers walk into any place, any a McDonald's restaurant, you will find that the building exterior, interior, food here to specifications and the attendant manners, clothing apparel, and many other aspects are strikingly similar, can give customers the enjoyment of the same standard.The corresponding countermeasures(1)McDonald's ordinary staff wages are lower, turnover rate of nearly 50%,this has to do with the pace of the McDonald's global expansion has an inevitable relationship too fast, employees, and a lot of money for business expansion, employee welfare treatment can reduce obviously, based on this, McDonald's should be appropriately raise welfare treatment of ordinary staff, at the same time, strengthen the construction of enterprise culture, strengthen the company's humanistic care to employees.(2)for a single McDonald's direction, the problem of risk, the nextMcDonald's should be keep in the fast-food industry established on the basis of the first to peripheral industry into the fast food industry, gradually transition, cross-industry investment again, can be in the hotel, real estate, toys and other industries, spread risk, will be built into a McDonald's fast food as the core of integrated companies.(3) as the McDonald's store, the more the expansion soon, other competitors pace of expansion is not slow, and fast food market capacity is limited, this leads to the increasing competition, and even some countries and regions have hots up, in the face of such situation, McDonald's should be good to strengthen their own competitive advantage and market position on the basis of steady, planned expansion, at the same time, constant product innovation and marketing innovation to attract customers, enhance market competitiveness.In addition to intensify advertising delivery, strengthen the company's internal management system innovation.(4) has repeatedly by Revelations of McDonald's food is not healthy, obviously now McDonald's more or less in the trust crisis, for this kind of situation, on the one hand, McDonald's should strengthen the supervision of food safety and quality, forming a set of complete quality supervision system, from the source to eliminate harmful food, on the other hand, McDonald's should roll out has a high nutritional value of food, the amount of fat, salt less of certain foods. CUSTOMERIs not only in China, McDonald's (project) in the United States has lost more and more customers, especially the young people.Disaster will never walk alone.Fu xi (project) events of July to the performance of McDonald's China has brought the huge impact, McDonald's now faces a much more profound problem - the United States are fewer and fewer young people to visit McDonald's.Technomic food industry research institutions,according to new data since early 2011, the number of monthly dinner at McDonald's, 19 to 21 consumers fell by 12.9%.As the world's largest restaurant chain institutions, the core of McDonald's customers has always been in their 20 s and 30 s of the consumers.Young customers reduce performance influence has brought obvious to McDonald's.In July, McDonald's global same-store sales 2.5% decline, this is the biggest drop since 2003.In the United States, the opening time to meet and exceed 13 months of McDonald's store's sales have been falling since the beginning of the year.For McDonald's, it is a bigger problem than fu xi events.Young customers reduce, not because they no longer like fast food.Is also a Technomic data, in the same period, consumers are turning to other leisure food, monthly visits to customers, 19 to 21, consumers have increased by 2.3%, 22 to consumers, 37, increased by 5.2%.Then why do more and more young people no longer like McDonald's?innovationThe core of McDonald's products has always been a burger, such as the big MAC and fries, accounted for 40% of total sales.But in recent years, the company's product innovation to a wrong direction: launched a wide variety of new products, but there are few successful innovative products.This is typical of big corporate innovation, and is invalid.So it is easy to understand why young people tired of McDonald's.trendAs a young man of the brand,McDonald's has lead, but not now.See now young people fascinated by those things: mobile phones, social networking, online shopping, games, McDonald's more often is a lively.Want to think you go to a McDonald's can do?Slowly, need to register, limited wi-fi, and more and more long waiting time.marketingSame as a consumer brand, win business network McDonald's (project) is not a good use of mobile phones and mobile Internet brings opportunity.McDonald's can do is to provide order of App, but for greater understanding and connection of consumers inadequate investment opportunity.Even in traditional marketing, McDonald's also behave isn't good enough, it is hard to imagine the "Chinese good voice" and "where dad" the mainstream program can't see the McDonald's in the main sponsor of this brand.Prior to the events in the fu xi (project), McDonald's China still enjoy high-growth benefits brought by the market.McDonald's set up shop in China last year, 275, its global McDonald's at the same time open a shop the record for the fastest growing, McDonald's China store plans for 300 this year.For any enjoy market benefits of company, ignore the change of the market will be the largest cost in the future.Both the Chinese market, and the global market, and now is a period of market environment changes.Even McDonald's stability better fast food company, also need to make a great adjustment to adapt to market changes.In thepast few years, McDonald's has made a bold attempt on the product.Since 2006, successively introduced the snack wrap, McAfee, fresh fruit smoothie and iced coffee and other st year, McDonald's attempts to reached a climax, launched a series of new products.Only in China, McDonald's has 17 kinds of Hamburg, 15 kinds of drinks.Too many products to McDonald's has brought many problems, including supply chain become more complex, customer waiting time is longer, but the most important thing is to make McDonald's lost focus.McDonald's chief operating officer Fang Zhenyu said publicly in January this year, the company "frequency of too much, to launch new products quickly, so many new products bring more complexity, lead to the development of our (in 2013)."To know in the 1940 s, McDonald's on the menu is only 9 kinds of food, including hamburgers, cheeseburgers, soft drinks, milk, coffee, chips and pie.For any company, product innovation does not mean that the number of accumulation, also is not just to join the localization of the element.A good product is to let the user feel excited and impulsive, food should do this.But for McDonald's, the need to change is not just a product.Deeper problems facing the company is how to reshape their brand, let yourself to become a friendly and attractive destination for the young.This social change too fast, and the young man happens to be the most sensitive that a group of people.If youcan't understand their customers and make a change, then a strong brand will be collapsed.Business is like that.不仅是在中国，麦当劳（专题阅读）在美国本土也流失了越来越多的顾客，尤其是年轻人。