McDonald’s Corp. Earnings

这是一篇关于麦当劳公司盈利及营销策略的报道。快餐供应链，麦当劳的特征是本身价格低，快速服务模型，目标群体是年轻消费者。为了满足消费者不断变化的需求，麦当劳正在通过扩大菜单，改变产品组合来赢得他们的青睐。

McDonald’s Corp. Earnings: What to Watch from Wall Street Journal  Earnings page on
Jan 21, 2015

As a fast food supply chain, McDonald’s features itself low-price, quick-service model, and targets at young consumers, but now, the so-called millennials, increasingly have turned their interest in healthier, fresher options. In order to meet their changing needs, McDonald’s is working on winning them back by broadening the menu, changing the offering mix.

This kind of situation is related to the concept of the Offering Mix. Offering decisions concern the width, depth, and consistency of the offering portfolio. Accordingly, the marketing manager must continually monitor target markets and offerings to determine when new offerings should be introduced and existing offerings modified or eliminated. The senior executive  of McDonald’s is acting exactly like what it said in the textbook.

Low price, quick service, these are not any more McDonald’s exclusive labels. Many other new corporations now learn from it and add extra strength to their business model. Under such circumstances, McDonald’s have to update its core competitiveness according to specific situations, otherwise it won’t stand out in the intense competitive market. In other words, we have to be sensitive enough to observe the changes happened in the changing market and seize the opportunity to make change. But what we should consider when modifying offing mix? How consistent is the new offering with existing offerings? Does the organization have the resources to introduce and sustain the offering? Is there a viable market for the offering? As for McDonald’s, the broadening menu may affect the service speed. More food, more time to prepare, and more waste of materials it may cause, more supplier you have to find , more important of the quality control of the supply chain. And whether the younger customers will accept that when McDonald’s does not look like McDonald’s any more. These are all risks they may encounter when modifying the offing mix.

From my point view, changing is an eternal topic. Although you may have some problems when modify your marketing strategy. But stay where you are is impossible to win the race in nowadays. If you do not change, you are doomed to die, and if you want make changes, you may survive. The critical point here is to capture the right time and right place to make changes.

Another problem is that supplier scandal occurred in Asia. How to cope with crisis to recover the business performance is also a big question when modifying the offering mix.

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