麦当劳的市场分析

2经济分析：

货币供应量(Money Supply)，

Our country the money supply partition is three levels:

a)M0: Physical currency. A measure of the money supply which

combines any liquid or cash assets held within a central bank and

the amount of physical currency circulating in the economy.

b)M1: M0 + demand deposits, which are checking accounts.

c)M2: M1+small time deposits, savings deposits, and

non-institutional money-market funds。

The three levels，usually we said money supply, mainly refers to M2.

2012年

M2：2月份：867177.63 环比增长:1.32%

M1: 270312.89 环比增长：0.11%

M2：一月份：855898.89 环比增长：0.51%

M1： 27100040.40 环比增长：-6.84%

2011年

M2：12月份:851590.90 环比增长:3.16 %

M1： 289847.70 环比增长：3.00%

M2: 11月份：825493.94 环比增长:1.06%

M1: 281416.37 环比增长：1.76%

At the end of 2011 ， M2 is 85.2trillion Yuan，growth 13.6％，

The speed-up is compared to last year low 6.1%

GDP holds the fast growth first condition is the sufficient money supply，Contraction monetary policy will limit GDP the growth

In the next few years, China still holds GDP the fast growth，Therefore

will continue to adopt the loose monetary policy, in the market has the

sufficient money supply.

通货膨胀（Inflation）

Inflation is a rise in the general level of prices of goods and services in an economy over a period of time.Inflation's effects on an economy are various and can be simultaneously positive and negative.

Common calculate method：PPI ,CPI,CLI,PCEPI,GDP deflator.

This report we are use CPI calculate inflation。

In general，when CPI>3% ,we call INFLATION；when CPI>5% we call SERIOUS INFLATION。

From table we may see that China has extricated from the serious inflation, indicates market even more health.

三，业内分析

Business cycle(or economic cycle) refers to economy-wide fluctuations in production or economic activity over several months or years. These fluctuations occur around a long-term growth trend, and typically involve shifts over time between periods of relatively rapid economic growth, and periods of relative stagnation or decline .

In here we described with four parts of Business cycle：Prosperous, decline, depression and recovery.

Business cycle is the capitalist economics research question，As a result of socialist countries has formidable State organ，The government has very big controlling force, therefore does not have this view。But I think china Business cycle is prosperous。

Because China has fast growth GDP, relatively stable political environment, the world fund invests here, biggest customer segment in world，Moreover the Chinese national's psychology changes self-confident.

行业生命周期理论(Industry Life Cycle)

I ndustry Life Cycle refers to industry from appearing to exits the social economic activities experience time。Industry Life Cycle mainly includes：cubhood, growth period, mature period, winter.

Recognition industry life cycle the phase's major targets or quotas have：The market rate of increment, the demand rate of increment, the product variety and competitor quantity，Enters the barrier and exit barrier and technological change, the user purchase behavior and so on。

2011年在华成功开设200家新餐厅，缔造了麦当劳在中国年度开店的新纪录。截至目前，麦当劳在华门店数量超过1400家，中国跃升为麦当劳全球第三大市场。麦当劳方面表示，为加速在中国的发展态势，公司将继续加大在华投资，预计2012年在华投资总额将比去年增长50%。投资主要用于开设新餐厅，对现有餐厅进行形象升级，以及拓展更多的便利服务。公司计划在2012年开设225-250家新餐厅。

This paragraph of writing displays MacDonald's some major targets or quotas：

The market rate of increment： looking for new MacDonald’s quantity is still very high。

Investment demand：Continues to increase the investment, grew 50% compared to last year。

Company strategy：The marketing takes the key, increases the market expansion

These are the growth period‘s represent, But looking form another targets or quotas has the difference。

Customer: Have giant market，Repeat purchase，Obvious brand selection。

produce：Among various departments standardized product.

Profit rate：price fall，gross profit and profit drop。

Competitors： Quantity is stable，Carries on the price competition。

These are the mature period representations。 So I think MacDonald by growth period to mature period transitional stage.

4波特五力分析模型(Michael Porter's Five Forces Model)

Porter's five forces analysis is a framework for industry analysis and business strategy development。Five forces includes:Bargaining Power of Suppliers, Bargaining Power of Buyers, threat of New Entrants, Substitutes, Rivalry.

1．供应商的议价能力（Bargaining Power of Suppliers）

At present，MacDonald’s suppliers are unitary，But because the quantity purchased is huge，Cooperates for many years with the supplier，So Bargaining Power of Suppliers is weak.

2．购买者的议价能力(Bargaining Power of Buyers)

MacDonald's customer segment is very broad in china，But the health problem is also getting more and more important，also consumers realized hamburger, fries and Cola and so on fast-food is the junk food，Will affect person's health, So Bargaining Power of Buyers is strong.

3．新进入者的威胁（Threat of New Entrants）

MacDonald d on’t have Threat of New Entrants in china。

4．替代品的威胁(Substitutes)

In china MacDonald's replacers are King of Yong He ，But it mainly tries for the mid and l ow earning customer service，MacDonald's customers are in income the high-end family。Because goal consumer is different，So ,Substitutes is weak 5．同业竞争者的竞争程度(Rivalry)

MacDonald has many competitors. In china, The main competitor is KFC。Although KFC foll ows up MacDonald's price strategy, but its l ocalization strategy has formed very big threat to MacDonald，So Rivalry is strong.

Summary：

Analysis money supply and inflation, we prove China's market is the vitality，still had big d evelopment opportunities.

Analysis business cycle, industry life cycl e and peter’s five forces mod el, we think that MacDonald unusual has competitive power and profession l ead er.