McDonald27s英文介绍.ppt

McDonald’s Member : Stone, Silence, Charly, Pisces Dec.14.2012CONTENT＊＊ History ＊＊ Brand & Slogan＊＊ Products ＊＊ Consumers ＊＊ Profits ＊＊ Competition＊＊ Management & FutureHISTORYHeadquarters:Oak Brook , Illinois , USA Richard McDonald’s and Morris McDonalds, Dick and Mac McDonald restaurant, California 1940, prototype Fast speed system, 1948 Renamed 1960 Ray Crocker, 2.7 million dollars, 1961HISTORY 1962 1,000,000,000th hamburger 1967 Canada, first international restaurant 1972 Property, 1 billion dollars 1977 1000th international restaurant, HongKongHISTORY 1984 the 50,000,000,000th hamburger in, Ray Crocker 1990 first McDonalds restaurant of China, Shenzheng Set up many restaurant in China; 1992 Beijing, 1993 Guangzhou, 1998 Changsha 2010 Offer visitors free Wi-FiHISTORY The first sign of McDonald'sSlogan Mark of McDonalds from 1968 to 2006Slogan Mark of McDonalds since 2006Slogan Uncle McDonalds was the mascot of McDonalds restaurant.Friendly,humorous.Children very like him.Uncle McDonalds——“the best friend of children” Product＊We have very long history.＊We have our own secret recipe.＊We will expand into foreign markets.＊We will create new products accroding to local people's taste.Product•We mainly sell hamburgers, sandwiches, French fries, salads and so forth. PRODUCTSHamburgersPRODUCTSMcflurryPRODUCTSFrench FriesSaladPieProduct•We pay more attention to the internationalization and localization.•→regional food taboos•→regional marketsA beer from a McDonald's in Dortmund, Germany.SoupWe are always care about the quality of food and customers service.We have always upheld our products on highest standard.Chicken from McDonald’s is a delicious choice.PRODUCTSCONSUMERS•Target consumer groups •In the past: children and young people •Now : people of all walks of life •With the development of the economy and the acceleration of urbanization process, the pace of life has become faster. Needs of people: time is money healthy food a good dining atmosphere good service We can: use the shortest time to provide the best service provide the safest and most delicious food creat a happy and relaxed atmosphere Profit1、Dietary change: people are more likely to eat fast food.2、Consumers' requirements: clean and healthy, cheap and fine, fast and convenient.3、McDonald: meets all of these requirements. Little children, youth or workers love it. Grasp customers' heart and know their demand.•McDonald's adhere to the “Q,S,C+V” spirit.•The unique advertising: amiable, lovely Ronald McDonald. It reduces the cost of advertising and brings good image.•Prepare to invest in staying relevant to customers: producing new and more healthier products and innovative taste.FINANCIAL HIGHLIGHTSMcDonald's sales(2011)From 3.8%to 5.6%APMEACompetition •MacDonald The number one in the world•KFCThe number one in ChinaCompetitive advantages •Globalization strategy•McDonald's stores 30,000 --100,000• Countries 100-- 224•“Q, S,C+V” spirit–QS•Free Wi-Fi•Gift card•Children‘s ParadiseC•Comfortable•Convenient Special advertising•For children •For adult •Although in the Chinese market, we are slightly inferior to KFC, but we will win the final victory.Management•CEO is Michael Roberts .•The franchisee does not own the location of its restaurants. •“The customers are the first forever”. ----Our golden rule•A very strict inspection and supervision system.•Employees are paid more importanceFuture•1000 McDonald’s in China in the next 3 years •Provide more local dishes •Donate money to charity •Provide more chances to college students•You won’t feel regret!。