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1、MoDonalds,McDonalds Corporation Company,Executive Summary,McDonalds 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.McDonalds restaurants spread all over the
2、 world six continents in over countries.In many countries McDonalds represents of a kind of American way of life.,Historyinternational expansion IndustryCompetitorCurrent&future profile,History,1954,Ray Kroc as the Agents of the franchise of McDonald,and he deal with the problem of transfer about fr
3、anchise rights.And very soon Kroc already enable the McDonald to be a very excellent company.So the people already regarded him as one of the founders of McDonald.,In 1961,McDonald brother make over the all company to Kroc with the price of 2.7 million dollars.In 1966 the McDonald company turn over
4、a billion dollars.Then Kroc enable Turner to manage the company and Turner decided:expand the chain!In the first two tears Turner turn over control the company he massively increase the human being resource of real estate and construction department.Purchasing amass real estate.At the same time,he m
5、akes a surprising goal;set up stores from 100 every year increase to 500 every year.,international expansion,The most famous McDonalds brand of McDonalds has more than 32000 home fast-food restaurants,and it distribution in 121 countries.According to the taste of the local people to adjusted the McD
6、onalds meal.In addition,McDonalds company still control some the other restaurant brand,such as the Aroma of coffee(Aroma Cafe),Boston Market,Chipotle Mexican big cornbread fast food restaurant,Donates Pizza and Pert a Manger.,Industry,After the financial crisis,most companies are experiencing a sit
7、uation 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.,Competitor,Although McDonalds is the mos
8、t profitable in the industry,It also faced many challenges from thier competitors,The competitors like SUBWAY,KFC and Starbucks also have the Great strength and A potential threat to McDonalds.,Current&future profile,The mainly income of McDonalds company comes from Real estate operating revenue,fro
9、m Franchisee collection to get service charge and Regular Chain surplus.McDonalds company is responsible for helping the alliance business to look for the address of the right stores,and then McDonald Company will hire them to the alliance business.,Threat,Strength,Expansion in low cost,Expansion in
10、 low costMcDonalds has a privilege to franchise McDonalds uses this franchise to carry out large-scale low-cost expend.With the help of low-cost expend,McDonalds can gain reasonable profit,and dont refer to the high capital risk.McDonalds has settled up about thirty thousand franchise stores.These s
11、tores have a deep understand in their area,so they can find business opportunity more easily.,The brand purpose is good,McDonalds applies itself to build its good brand image and gain success.Many investors dont have so much experience in the market.Faced with an increasingly competitive market,they
12、 all in the dry tree,they all want to invest a good outstanding achievement and have a big strengths franchise.Recur to its good brand image,excellent management mode and others support system,the investors can risk reduction.So McDonalds is their right choice.McDonalds has a good brand purpose;this
13、 will attract a number of investors,then McDonalds will have huge goodness.,In many peoples eyes,McDonalds is a successful company,it has so many strong stores and so many advantages,but McDonalds also has a lot of questions.McDonald is a very good company,it has a good reputation,but it is only a f
14、ast-foodrestaurant.It should try to another direction,with McDonald reputation,plus good planning,management,can make the enterprise to go further.,Swot Analysia-Weaknesses,UnhealthyDecling market shareLack of characteristic Not enough safety at the nightNegative reports,Besides,McDonald has thirty
15、thousand franchise stores in the world.These franchise store stand in different areas.So it is different to manage these franchise stores.McDonald should pay attention to this question.Only a unified management system can make success.,Develop in the Second Tier City and remote cities.McDonalds will
16、 be more focusedon the Second Tier City and remote cities.Many Second Tier City and remote cities receive small influence McDonalds in the economic crisis.So will focus on these cities.It is a chance for these cities.And it is also a chance for McDonalds.McDonald can use this chance to enter Greater
17、 China in the round.The active cyber economy gives a lot of chances for people.,Swot AnalysiaOpportunity,Cyber economy is becoming more popular,Internet is becoming more and more popular in the recently years.Network industry also becomes more and more network industry has important.Chinese develope
18、d fast,McDonalds McDonalds invest more in cyber economy,and chooses“Corporate Yahoo!”to build its portals.The portals are used to manage McDonalds huge logistics,and it can also serve McDonalds workers all over the world.The portals support a terrace for the workers and the people who focus on McDon
19、ald.If McDonald uses these portals well,the portals will support useful information to help McDonald develop in a safe way.,Swot Analysia-Threat,1.The outside threatEconomic crisis makes a number of investors have the wait and see mind,they also have dark invest mind,so many investors dont want to s
20、pend so much money on the invest.2.The inside threat McDonalds has been accused to pay low wages for workers.Not only in China,in other countries workers also complained about it.Its also accused to sell unhealthy food.,Swot Analysia-Threat,3.The similar propertys threatMcDonalds also has threaten c
21、omes from the similar property,like KFC,Pizza hut.Many Chinese indigenous fast food properties like Wallace,Disco grab McDonalds certain extent.,As we all know,a company will always have promblems in its development process.McDonalds facing challenges mainly from the competitors and against fast adv
22、ocates,McDonald is a very good company,it has a good reputation,but it is only a fast-food restaurant.It should try to another direction,with McDonald reputation,plus good pianning,management,can make the enterprise to go further.,McDonalds has more and more opponents comes from the similar propert,
23、likeKFC.Many chinese indigenous fasr food properties make him to innovation and to improve service.,Competitor,Western fast food,Chinese fast food,As we all know,a company will always have problems in its development process.we should face these problems an use our knowledge to avoid problems.then t
24、he company will become more successfully.McDonalds also has some prombles,we use SWOT analysis to help McDonals find its questions.we believe that with the help of analysis,he will make greater success.,epilogue,Although McDonalds facing a lot of threaten and challenge.it internal also have some questions need to solved.we can clearly see that as long as McDonalds stick to their corporate culture and grasp chinese market opportunities.He must be more and more success.,THANK YOU,
