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1、,Can you imagine a world without the Big Mac?Or Happy Meals?Luckily,back in 1954,a man named Ray Kroc discovered a small burger restaurant in California,and wrote the first page of their history.From that humble start as a small restaurant,They have become one of the worlds leading food service reta
2、iler in 121 countries,with more than 34,000 restaurants serving nearly 69 million people every day.,is a term referring to the spreading ofMcDonaldsrestaurants throughout the world as the result ofglobalization,and more generally to the effects of international McDonaldization of services andcommerc
3、ializationof goods as an element of globalization as a whole.,McWorld,Directory,The history Food of McdonaldOperation stratagyThe reason of Mcdonalds successThe influence of Mcdonald,History,Ray Kroc,A restaurant empireAn overnight success at the age of 52.,“I was overnight success all right,but 30
4、years is a long,long night.”,The company began in 1940 as a barbecue restaurant operated by The McDonald Brothers(Richard and Maurice McDonald),Their introduction of the Speedee Service System in 1948 furthered the principles of the modernfast-food restaurant.,Ray Krocs first(April 1955)franchised(特
5、许经营）restaurant in the chain,similar in style to the McDonald brothers 1953 franchised restaurants in Phoenix,Arizona and Downey,California),Des Plaines,Illinois,USA.,In 1961 Kroc bought out the McDonald brothers for$2.7 million,aiming at making McDonalds the number one fast-food chain in the country
6、.,Thiscorporate university was designed to instruct personnel employed by McDonalds in the various aspects ofrestaurant management.More than 80,000 restaurant managers,mid-managers and owner/operators have graduated from this facility,1970:Having changed hands in 1968,the original Big M restaurant c
7、loses.It is demolished two years later,with only part of the sign remaining;this has since been restored.1971:The first Asian McDonalds opens in July inJapan,inTokyosGinzadistrict.1971:On August 21,the firstEuropeanMcDonalds outlet opens,inZaandam(nearAmsterdam)in theNetherlands.The franchisee isAho
8、ld.1971:The firstAustralianMcDonalds opens in theSydneysuburb ofYagoonain May.,1990:In October,the first McDonalds opens in mainland China,in the city andSpecial Economic Zone(SEZ)of Shenzhen,Guangdong province.1992:On April 23,the worlds largest McDonalds opens inBeijing,China(over 700 seats).Along
9、 with adjacent buildings,it is later demolished.1992:The fried apple pie is replaced with a baked apple pie.Fried pies can still be found today in some locations,seethe Fried Apple Pie Locator.,Logo,The McDonalds Golden Arches logo was introduced in 1962.It was created by Jim Schindler to resemble n
10、ew arch shaped signs on the sides of the restaurants.He merged the two golden arches together to form the famous M now recognized throughout the world.Schindlers work was a development of the stylized v logo sketched by Fred TurnerThe McDonalds name was added to the logo in 1968.,Road sign,Drive-Thr
11、u Logo,McCaf Logo,In 1962,McDonalds introduced its now world-famous Golden Arches logo.,A year later,the company sold its billionth hamburger and introducedRonald McDonald,a red-haired clown designed to appeal to children.,1968:The 1000th McDonalds restaurant opens inDes Plaines,Illinois.,Im lovin i
12、t,美好时光，美味共享（19902001）,更多选择更多欢笑，就在麦当劳（2000-2003）,我就喜欢！(I Lovin It！)(2003-2009),为快乐腾点儿空间！（2009-now）,FOOD,Products of Big,Burgers&Sandwiches,Double cheese burger,Big Mac,McChicken,Bacon Buffalo Ranch McChicken,Filet-O-Fish,BBQ Ranch Burger,Desserts&Shakes,Beverages,Chicken&Fish,Mighty Wings,Premium Gri
13、lled Chicken Classic Sandwich,Premium Grilled Chicken Club Sandwich,McCaf,Operation strategy,Management Philosophy:QSCV,Q-Quality S-Service C-Cleanliness V-Value,Operation Principle,Quality:McDonald has developed a very strict standard to ensure food quality.Service:McDonald provide warm,thoughtful,
14、efficient service according to the care and love priciple.Cleanliness:McDonald has developed a clean working standard that must be strictly observed.Value:In order to convey the McDonald s concept to provide customers with more valuable high-quality,add this idea later after careful consuderation,SW
15、OT Analysis-Strengths,Brand Equityworld-wide42%of US fast-food hamburger businessConsistency of foodSuccessful items:Fries,Happy Meal,Big Mac,Egg McMuffin,PromotionsOverseas marketBalance sheet position,Whose food do Americans really like best?,Best-tasting food?Wendys 36%*Burger King32%McDonalds21%
16、,Best-tasting burgers?Burger King42%Wendys32%McDonalds17%,*Percent of respondents,SWOT Analysis-Weaknesses,Declining market shareWeak product developmentDisgruntled franchiseesQuality and taste of productsSlowed revenue and income growth,International expansionOnly serving 1%of the worlds population
17、Growing dining-out market,SWOT Analysis-Opportunities,Mature/overstored industryStrength of competitionMore health-conscious consumersChanging demographicsFluctuation of foreign exchange rates;Economies,SWOT Analysis-Threats,The reason of success,1.Children really love,this is not the fault of a chi
18、ld stemming from a childs nature and ignorance.Misleading error is to adults.2.When people think that foreign goods are good,our ancestors passed down is that,for example,the last thing to what foreign country,are known as foreign word,forexample,洋火(that matches),sea surface(flour),洋钱(foreign curren
19、cy)and so on,people had inherited the gene you,what are the foreign good.Yang M and KFC meal is,therefore,foreign food is good!3.One day at a local watch,time is not,Wai Fed up with a large group of people and to look on the first day looking at the people,in fact,nothing in heaven,fix,which the bir
20、ds We will get over the look of guano!Ha ha(Chinese characteristics).,The reason of success,4.Parroting a good Everybody says that good,that is,KFC and M is spam,but also as a foreign food to eat foreign food proud moment as if music is the body in a foreign country,the Lok Weizai,Le Kenya,The sadde
21、st thing is even by foreigners to sell McDonalds food calories,and which led to their obesity,so as to McDonalds to court,be considered junk food,the people are to proud to eat KFC or M,pathetic,sad,ignorance,I often see,public holidays,the childs parents or grandfather,grandmother,led a small grand
22、son,granddaughter,came to M,or KFC,silent,Need to know,M and abroad KFC fast food is just an ordinary,as we have people every day buy a deep-fried dough sticks dipped in a little temporary tofu breakfast as the most simple.,美国芝加哥橡树溪汉堡大学成立于1961年,“要走的更远，我们必须拥有人才。所以我乐于在人才培养方面投资。”,日本东京汉堡大学成立于1971年,英国伦敦汉
23、堡大学成立于1984年,澳大利亚悉尼汉堡大学成立于1989年,德国慕尼黑汉堡大学成立于1991年,中国上海汉堡大学成立于2010年,The process of McDonaldization is the way in which“the principles of fast-food restaurant”-efficiency,calculability,predictability standardized control are coming to dominate more and more sectors of American society as well as the rest of the world.Mcdonaldization is now already a reality,not a choice!,Thank You,小组成员：侯雪许丽莎 郭荣荣 戚业敏 李佳辉 张广友,
