Mcdonalds

McDonald’s I. Introduction According to McDonald's official website, McDonald’ is a leading global foodservice retailer with more than 30,000 local restaurants serving nearly 65 million people in more than 119 countries each day. It is one of the world's most famous and valuable brands, offering various foods and convenient services. For example, Drive-Thru and McDelivery. McDonald's primarily sells hamburgers, cheeseburgers, chicken, french fries, breakfast items, soft drinks, shakes and desserts. In response to changing consumer tastes, the company has expanded its menu to include salads, wraps, smoothies and fruit. II. History The business began in 1940, with a restaurant opened by brothers Richard and Maurice McDonald in San Bernardino, California. In 1948, Richard and Maurice McDonald introduced the "Speedee Service System", which helped to further the principles of the modern fast-food restaurant. McDonald’s headquarter is in the United States, the present corporation dates its founding to the opening of a franchised restaurant by Ray Kroc, in Des Plaines, Illinois, on April 15, 1955, after he purchased the rights to a small hamburger chain operated by the eponymous Richard and Maurice McDonald. And currently, the site of the first McDonald's to be franchised by Ray Kroc is now a museum in Des Plaines, Illinois. The building is a replica of the original, which was the ninth McDonald's restaurant opened. * 1940 -First McDonald’s * 1952 -Started franchising * 1965 -First public stock offering at $22.5 per share * Ray Kroc purchased the McDonald brothers' equity in the company and led its worldwide expansion, and the company became listed on the public stock markets in 1965 * 1966 -First television commercial * 1975 -First Drive-Thru * The first Drive-Thru is opened in Sierra Vista, Arizona. Soldiers from near by Fort Huachuca were forbidden to get out of their cars in army fatigues. McDonald’s solved the problem by installing a drive-thru. * 1984-First McDonald’s in Taiwan McDonald's Group officially stationed in Taiwan, on January 28, 1984, and laid the foundation until today. Because its philosophy and widespread. It is still a leading brand which the other competitors are far behind. McDonald's currently has 354 branches in Taiwan. * 1988 -10,000 McDonald’s Restaurants * 2002 - 30,000 locations - 2000 new restaurants - World Wide Web - McDonald’s became a recognized Brand Name McDonald's now in 121 countries on six continents around the world, with more than 30,000 restaurants With the expansion of McDonald's into many international markets, the company has become a symbol of globalization and the spread of the American way of life. Its prominence has also made it a frequent topic of public debates about obesity, corporate ethics and consumer responsibility. III. Philosophy Why McDonalds is successful' Why it can stand out from so many fast food restaurants' This definitely related to McDonald's Basic policy. McDonald's will be successful, mainly because they have good Philosophy and training. (a)Success factors The key of McDonald’s success is depend of its consistency, not just provide food, but also taste the same all over the world. And promise the same service, these commitments are exactly the same. Consistency · Central planning system · Central production · Configure automatic machine (automatic) In addition, almost all of the services undertaking, has a basic policy of service to their customers. McDonald's focus on these four points Q, S, C, V (b)Basic policy :Q、S、C、V McDonald's business philosophy is the same in the world, to pursuit QSCV and three demands; it is the way McDonald's win more customers than others fast food restaurant. Q (Quality) = tasty and high quality food S (Service) = courteous and prompt service C (Cleanliness) = maintain a clean environment. V (Value) = provide customers the most valuable product (c)Three Demands In order to maintain globally consistent standard of service and product, McDonald's made three demands, as a basic requirement for McDonald's common around the world. F (Fast): services customer in the shortest time. *McDonald’s also hopes to highlight this point to distinguish with other fast food industries. A (Accurate): serve the correct food to customers. F (Friendly): friendly and cordial hospitality. IV. SERVICES When consumer enters the McDonald’s restaurants, consumers began receiving the McDonald's service and also entered the McDonald's efficient service system. (a) Nutritional Indication McDonald's fast food culture is represented by accused have an adverse effect on public health, such as: high calories contribute to obesity, and lack of adequate balanced nutrition, a lot of people criticized it as "junk food". Evidence: Super Size Me, a documentary film which starring and produced by the Mogen•shibailuke, content with his experience in February 2003 for 28 days only eat McDonald's food, to provide that eat McDonald’s food will cause negative impact not only on the health but also mental health. McDonald's introduced a wrapping paper that contains nutrients description, which clearly marked nutrients and Calories description to facilitate consumer understanding, how many calories they have eaten' What did you eat' We can find both nutritional values and GDA (Guideline Daily Amount) information on product packaging. Guideline Daily Amounts (GDAs) can be used as a guideline to help you see how a particular food contributes to your daily diet. Information: The nutrition data on the packaging is based on the average of scientific tests in May 2007 Food pyramid McDonald's® customers are encouraged to plan meals according to the food pyramid, which stipulates a range of recommended servings from each of the five food groups. | This picture is released by the Department of Health.Information:The Department of health recommended daily nutrient intakes for adults: Calories: 2000 cal, protein: 60 grams, FAT: 55 grams, carbohydrate: 320 grams and sodium: 2,400 mg. | (b) Drive-thru In order to help customers saving times without parking and getting out of the cars, McDonald's released the Drive-through purchasing service. Most of people love this convenient purchase system, this is the primary factor why the profit that "Drive-through" made were up to 50% of McDonald's total revenue. In some countries, "McDrive" locations near highways offer no counter service or seating. (e) The 24 hour McDelivery "Lazy consumption" has become a new trend, and McDonald's happens to take advantage of this phenomenon, offering The McDelivery service, which creates unlimited business opportunities. Slogan: McDonald's 24 hour McDelivery, on-call service from early morning to late night There's a 24-hour delivery in McDonald’s. The McDelivery is a convenient consumption pattern to provide the specific metropolis customers to order meals by phone, and McDonald’s will send the meals to the customer’s designated location. V. Marketing McDonald's has for decades maintained an extensive advertising campaign. McDonald's into the advertising market, beginning to use the popular artists to endorsement product. They don’t have it for other fast-food industry. McDonald's is reliability to consumers’ awareness. McDonald's emphasized about music, rhythm, the route of warm, and savor of person’s heart. More importantly, is adaptation and localization. McDonald's always walks acme of the fashion culture. Before consumers discovered what they need, it created consumers’ need. And McDonald's walks the way of the price policy. Flushes the high achievement by the low prices. McDonald's built brand image of slogan was 「the McDonald's is joyful together every moment」. Besides above-mentioned the McDonald's slogans has 「MacDonald’s is always for you」before. And now「I’m lovin’ it」I just like. To harmony with idols, let us impressiveness with McDonald's advertisement. Ronald McDonald is McDonald's mascot. Also was a marketing strategy. McDonald's hopes Conquers consumer's heart by Ronald McDonald’s smile. A. Television advertisement McDonald's advertised by television, use advertising, package, promotion … etc. And has uniform of promotion strategies. Successful turned their brand into a symbol of young and lively, achieve to convince the consumers, Image-building, and to attract consumers. Developing the amazing opportunities of run up to hundreds millions a year. McDonald's TV advertisement is mainly aimed at children and young people, to a young child, using TV ads to promote happy meal and free toys, dolls, and use these gifts to attract kids, prompting children to buy McDonald's; as regards young people, take advantage of some popular artists to endorse McDonald 's products, attracted fanes to buy their idol’s endorsement product. McDonald's advertising does not fancy but very creative, "it may just show the fact or phenomenon by an advertisement.” (a) Artist endorsement Since the 90 's, McDonald's started to produce by advertising artist. Due to a popular artist or celebrity concept of advertising is the best way to attract teenagers. Because of these reasons, in 2003 year McDonald's invited the popular singer Jolin to endorse the "shake shake fries"-themed advertisements in media under the brute force air, several times the sales results far exceeded expectations. And in 2007 year, invited Leehom Wang to endorse the ‘’ which do you want, yellow, green or red'’’. No matter what is the advertisement’s nature, or the product are different, all above them take appreciable benefits for McDonald's. (b) Happy Meal with free toys This is the most successful in the one of McDonald's strategies, as well as the most popular in numerous sales promotions. Order the Happy meal and you’ll get a free toy, and the premium vary with the current activity. The promotion is very attractive to the children who like toys. For example, in August for 1999 in Taiwan, McDonald’s released to series activities for Hello kitty. Consumers rushed to buy Hello kitty, and widely reported by the media. Continued to sell out Hello kitty over twelve millions. It almost like a people’s sport in Taiwan. And released to Snoopy in 2005. Though it didn’t like Hello kitty which so hot, but it also caused another upsurge. McDonald’s Happy Meal not only satisfy the tastes of children, also satisfy the needs of children who love toys. B. Sales Promotion Special sales or package sales is the general promotion, also fit consumer s’ mindset. There are many ways of promotion, and vary with consumers. Generally speaking, there are personnel promotion, direct marketing, public relations, sale promotion. McDonald’s promotions are kind of package sales, the following is MacDonald's sales and packages: 1. Order the meals at lunch time only cost $79 dollars. 2. Breakfast is $49 dollars for every morning. The Drive Through Card can choose a savor pie, a split, and a small cup of drink just only ten dollars more. 3. Coupon: MacDonald's nonscheduled to send coupon. The coupons’ content are very widely. It’s about a la caret to set menu. 4. Honey Card: MacDonald's released the honey card, you can buy A get B in MacDonald's. C. The MONOPOLY Game The "2011 MONOPOLY Game at McDonald's" is a new promotion activity. As long as to buy any package, you can get a set of stickers about MONOPOLY. It has two ways to winning: 「collect and win」to collect Specified stickers, don’t need to lottery, you can get the prize. 「win right now」just only stickers has the word or prize, you can get the prize. The prizes of activity has a million dollars cash, Nissan Leaf electric cars, a lifetime's worth of EA Sports games, $100,000 cash, free McDonald's food prizes, and much more. VI. Conclusion * According to this all presentation, we can know that first McDonald’s in Taiwan was found in 1984. * Until today, McDonald’s have already own 30,000 restaurants in 121 countries on six continents around the world * The reason why McDonald’s is successful because of 3S Speed, Service and System , the other reason is QSCV Quality, Service, Cleanliness and Value * The three demands of service in McDonald’s is FAF , Fast, Accurate and Friendly * According to the promotion parts that we can know the artist endorsement Influence customers a lot. * And last one, McDonald's promotional activities can attract people. McDonald’s promotional skill is not only make product soling well the image of the enterprise itself is important too. Although we know a lot of the negative truth about this business, For example: High-calorie fried foods, Unhealthy raw material and exploitation of workers. Even though people still accepted McDonald’s. The reason is that McDonald’s also shows the success efficiency of management that made people identify and accepted all of McDonald’s. This marketing approach make McDonald’s into whole world.