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1、McDonalds Member:Stone,Silence,Charly,Pisces,CONTENT History Brand&Slogan Products Consumers Profits Competition Management&Future,HISTORY,Headquarters:Oak Brook,Illinois,USA,Richard McDonalds and Morris McDonalds,Dick and Mac McDonald restaurant,California 1940,prototype Fast speed system,1948 Rena
2、med 1960 Ray Crocker,2.7 million dollars,1961,HISTORY,1962 1,000,000,000th hamburger 1967 Canada,first international restaurant 1972 Property,1 billion dollars 1977 1000th international restaurant,HongKong,HISTORY,1984 the 50,000,000,000th hamburger in,Ray Crocker 1990 first McDonalds restaurant of
3、China,Shenzheng Set up many restaurant in China;1992 Beijing,1993 Guangzhou,1998 Changsha 2010 Offer visitors free Wi-Fi,HISTORY,The first sign of McDonalds,Slogan,Mark of McDonalds from 1968 to 2006,Slogan,Mark of McDonalds since 2006,Slogan,Uncle McDonalds was the mascot of McDonalds restaurant.Fr
4、iendly,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 peoples taste.,Product,We mainly sell hamburgers,sandwiches,French f
5、ries,salads and so forth.,PRODUCTS,Hamburgers,PRODUCTS,Mcflurry,PRODUCTS,French Fries,Salad,Pie,Product,We pay more attention to the internationalization and localization.regional food taboosregional markets,A beer from a McDonalds in Dortmund,Germany.,Soup,We are always care about the quality of fo
6、od and customers service.We have always upheld our products on highest standard.,Chicken from McDonalds 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 u
7、rbanization 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,Profit,1、Dietary change:pe
8、ople 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.,McDonalds adhere to the“Q,S,C+V”spirit.The unique adver
9、tising: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,McDonalds sales(2011),From 3.8%to 5.6%,APMEA,Competition,MacDonald Th
10、e number one in the world,KFCThe number one in China,Competitive advantages,Globalization strategyMcDonalds stores 30,000-100,000 Countries 100-224,“Q,S,C+V”spiritQ,S,Free Wi-Fi,Gift card,Childrens Paradise,C,ComfortableConvenient,Special advertising,For children For adult,Although in the Chinese ma
11、rket,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 ruleA very strict inspection and supervision system.Employees are paid more importance,Future,1000 McDonalds in China in the next 3 years Provide more local dishes Donate money to charity Provide more chances to college studentsYou wont feel regret!,Thank you for watching!,
