Caseanalysis；I)McDonald’sCorporationi；?Majorcompetitorsintheha；II)ThestrategyofMcDonald；10工商六班；背景分析：韩淑宇黄宽谷昌坤李颜夕凌玉雪问题分析：；McDonald’sCorporationint；1.Background:；Dynamicmarketexpansio
Case analysis
I) McDonald’s Corporation in the New Millennium ? Background ? Major competitors in the hamburger and non-hamburger segment II) The strategy of McDonald’s III) The strategy of competitors IV)Question Analysis
10工商六班 背景分析：韩淑宇 黄宽 谷昌坤 李颜夕 凌玉雪 问题分析：李颜夕 黄宽 谷昌坤 赵亮 制作报告：庞路畅 黄宽
McDonald’s Corporation in the New Millennium 1. Background: Dynamic market expansion, new products, and special promotional strategies had made McDonald’s Corporation a leader of the fast-food industry. However, sales growth in the United States had slowed to below the industry average in recent years. Major competitors in the hamburger segment of the fast-food industry in order of annual sales are McDonalds, Burger King, Wendy’s and Hardees. Three of the major competitors offering non-hamburger fast foods are Pizza Hut, Kentucky Fried Chicken and Taco Bell. In the fast-food industry, years of profit drains and flat sales are driving fast-food chains to find new marketing strategies to compete In a mature market. There are some industry features appearing in recent years. 1) They are trying to increase the speed of drive-through delivery. Strategies include using timers to encourage employees to prepare and deliver food faster, training employees in faster food preparation methods, having separate kitchens and food preparation facilities for drive-through customers, and even wind-shield responders that automatically bill customers. 2) A growing trend is the move by customers to non-hamburger sandwiches. Prepared meals and sandwiches available in supermarkets, convenience stores, and gas stations are competitors to the variety of microwave meals. 3) Another trend is the recognition of the importance of heavy users of fast-food restaurants. They are defined by some features and loyal to the fast food. Their spend occupies a lot in the sales. 4) A major change in the fast-food industry is the increase in the fast-casual segment. Some chains offer deli sandwiches and meals that are more upscale than traditional restaurant 5) Americans are eating out less often compared to previous years a s.nd eating habits are changing. On the one hand, the recession is a reason that cut the cost of people’s daily life. On the other hand, many younger consumers are getting tired of fast food and are thinking about their health.
McDonald’s has three major competitors in the hamburger segment.
1) BURGER KING CORP.: It is developing a more permanent marketing strategy and moving away from its previous tactical approach, which revolved around the monthly changes in menu items and deals. It offered a new salad line and a permanent array of value-priced offerings. 2) HARDEE’S: The industry’s No.4 burger chain, had dominated management’s attention in its conversion of Hardee’s to a format called “star Hardee’s”. The company attempted to reverse sliding sales by introducing new items on the menu and joining the price- promotion burger wars.
3) WENDY’S INTERNATIONAL: At least part of the growth is attributed to Wendy’s line of four upscale salads called “Garden Sensations”. Wendy’s planned 30 percent boost in media outlays and in-store operations.
McDonald’s has major competition in the Non-hamburger segment. 1) PIZZA HUT: It scored a major success with its P’Zone , a portable, calzone-like item that company officials called “the pizza that actually sold out in test market.” 2) KFC: Its recent strategies included a “Kids Lap Top Pack” meal program, to attract more kids and families to its food offerings. 3) TACO BELL: The dramatic rebound in sales were due to a strategy shift to higher-priced products.
The strategies of McDonald’s 1) While McDonald’s and most other hamburger chains continue discounting and offering a variety of new products to attract customers, they also seek to shed their “cheap and greasy” image with new store designs. McDonald’s accelerated plans for “New Taste Menu” items. Different kinds of food were created like Italian-style burger. McDonald’s advertising message focused on tasty and nutritious food, friendly folks, and fun.
2) drive-through
To increase the speed of drive-through delivery, the company use
timers to encourage employees to prepare and deliver food faster, training employees in faster food preparation methods, having separate kitchens and food preparation facilities for drive-through customers, and even windshield responders that automatically bill customers. Drive-through sales are expected to increase the sales of McDonald’s. 3) The company invested heavily in improving its public image. McDonald’s annual Charity Christmas Parade and its Ronald McDonald’s House charity provide the company with a positive image. 4) McDonald’s opened McCafe with expectation that the gourmet coffee shop would move it closer to its goal of doubling sales at existing U.S. restaurants. The menu features a selection of specialty drinks, aiming to appeal more upscale people. The strategies of competitors 1) non-hamburger Sales in a number of non-hamburger fast-food restaurants like KFC have grown faster. A growing trend is the move by customers to non-hamburger sandwiches. Supermarkets, convenience stores, and gas stations are competitors’ markets. 2) fast-casual
Restaurants like Boston Market offer deli sandwiches and meals that are more upscale than traditional fast food, served in nicer restaurants with more comfortable surroundings, but faster than in traditional restaurants. This market share is growing faster and fast-casual seems to satisfy all customers. Question Analysis
1）How are customers’ tastes changing in the fast food industry? What impact do these changes have on McDonald's? Customer tastes change has been a part of Hamburg to other products, because the other competitors ( part in Hamburg ) has introduced innovative products, such as Burger King provided a new salad line, more than 10 new products unveiled. Hardee's company to lower its price replaces the new menu, with French fries and soft drinks. Wendy's product s includes salads, chicken sandwiches. Macdonald mainly for Hamburg, competition the company's new products to attract customer’s consumption thus reduced to the Macdonald Burger’s purchase. In non-Hamburg, competitor itself has a large advantage such as pizza hut, occupies most of the market share, this is Macdonald can't match. KFC introduced child meal. All these will lead to Macdonald's sales will decrease
2） How well are these changes in customer tastes and preferences being reflected in competitive strategies in the industry?
Since the consumer tastes and preferences change affecting the industry competitive strategy, is mainly the difference strategy, industry and non-Hamburg Hamburg industry should launch for different groups of products, such as Hardee Company for the French choice of restaurant out of French fries and soft drinks. KFC aimed at children package design. Differentiation strategy is: customer demand for the product and application requirements are varied, whereby customers have di technical change quickly, the competition on the market is mainly concentrated in the constant introduction of new products, a strong
various sales channels, strong cooperation.
3)What are Macdonalds strengths and weakness and what conclusions do you draw about its future?
The strengths and weakness of the strategy 1) The strategy to reverse the image of “cheap and greasy” is important and necessary to meet the trend of the general public. Because more and more people pursue a high quality life style, they need a healthier eating habit. The “New Taste Menu” provides not only the delicious food but also the balanced diet. With the help of ads focusing on nutritious, McDonald’s can do better in the future.
2) Increasing the speed of the drive-through delivery may be good to the sale in the U.S. In the market in the developing countries, the drive-through delivery is not that popular, so McDonald’s should seek other solutions. 3) Since 1984, Ronald McDonald House Charities of El Paso has been providing ‘a home away from home’ for hundreds of families with seriously ill children who are undergoing treatment in nearby hospitals. In addition to providing lodging and love, RMHC of El Paso has also been a steward of goodwill in the border region, helping to develop and support programs/services that directly improve the health of children in this community. The charity activities in china may leave a positive image to the public. 4) The stretch to the MacCafe is a good choice. It can help McDonald’s get rid of the “traditional fast food” image. Although McDonald’s want to enhance an upscale coffee shop, MacCafe shares the same entrance with McDonald’s. It don’t separate the higher and the lower clearly, which may cause the decline of the upscale customers.
4)Should Macdonald’s develop a separate strategy for the heavy user segment of fast food industry?
I think we should give excessive heavy users develop additional strategies. Heavy users have their own brand loyalty, and nowadays, heavy user group is growing, to retain these customers are useful for Macdonald’s. Macdonald’s only needs to develop a series of nutritious lunch for matching, on basis of right price, expanded the consumption, It might be a good lunch choice for heavy users.
5)What should Jack Greenberg do to grow sales, profits, and market share at macdonald's ?
To expand sales, increase business either from the following three aspects: 1 looki 2 increase each trans 3 to existing customers more opportunities, so that they come with increased frequency. Any of the above improvements will increase sales. However, once planned to systematically improve all of the above three aspects, then your business will be increasing by the day. Even if the Macdonald know exists in industry of new competition foundation, still need to have the original find in these new areas for competition in the best way. That is to say, the Macdonald should know in these stages listed sites needed product design, product positioning and product characteristics, in order to better competition. In brief, Macdonald should do these : Short term can depend on sales promotion, Long term needs of products from the development, production, control and the personnel of the Macdonald, the aspects to improve the system 1) Invest in health menu In order to solve the unhealthy meal issue, we suggest McDonald’s invest more capital in health menu development, exploit new product like 0 grams Trans fat burgers and provide them in worldwide McDonald's outlets.McDonald’s should launch a healthy fast food revolution, including selection of low-fat ingredients, balancing nutrients in its products and testing those new menus before promotion.
2) Expand in Asia and Latin America markets We suggest McDonald’s expand in Asia and Latin America market . It is high time for McDonald’s to transit its concentration to Asia and Latin America where it has little scale but great potential for a bigger profit. For example, McDonald’s should explore new franchise models that would give the company the ability to license restaurants within entire provinces in China, rather than city-by-city, which will cut down the cost of franchising and then promote the expansion. 3) Update menus with local eating habits and cultural conventions McDonald’s has invested overseas market.
In those overseas market, even a tiny ignorant of diversified eating habits and culture conventions may pose a negative effects on McDonald’s reputation. As a result, both the local franchisees and the headquarters should pay more attention on local eating habits and cultural conventions. 4)
Differentiation and Upscale Different themes or styles in different outlets will attract more customers and leave them distinct eating experiences. Providing more upscale and high quality food featured by high profit margin. The best example can be seen in Starbucks business. A cup of premium coffee can be sold at $4, profits from the single one cup of coffee can double its cost. The same principle can be applied in McDonald’s business. After providing McCafe, McDonald’s saw great profits increase. So, other products like hamburgers and juice can also boost McDonald’s future profits.
三亿文库包含各类专业文献、应用写作文书、幼儿教育、小学教育、中学教育、文学作品欣赏、70麦当劳与其竞争者肯德基汉堡王赛百味必胜客战略分析前景发展等内容。　
　肯德基、必胜客、麦当劳、棒约翰、赛百味、汉堡王是当前发展态势比较好的连锁快 餐...要密切关注其强有力的竞争对手肯德基的营运动向,为其长远 的发展奠定竞争战略... 　快餐巨头麦当劳在中国当前的行业现状及发展前景分析_...中国范围内的竞争对手主要是肯德基、 华莱士、必胜客...西式快餐领域已经形成肯德基、麦当劳、汉堡王三足鼎立... 　产业竞争格局 行业发展现状 发展前景趋势 一份专业的...肯德基、 麦当劳、必胜客等洋快餐深受年轻人的青睐。...肯德基新增 700 家左右,麦当劳为 300 家左右,汉堡王... 　产业竞争格局 行业发展现状 发展前景趋势 一份专业的...肯德基与麦当劳的启迪 第三节
年西式快餐...汉堡王分析 了解更多,欢迎访问:中国产业调研网 http:... 　赛百味营销战略分析_工作总结/汇报_总结/汇报_实用文档...的快餐有麦当劳、肯德基、吉野 家、必胜客、真功夫、...来说,中式快餐也在快 速发展,所以种类繁多,竞争... 　麦当劳的启迪 第三节 2013 年西式快餐的发展策略 ...肯德基市场竞争力分析 四、肯德基市场盈利状况 第四...第二节汉堡王分析 一、汉堡王进入中国历史 二、... 　发展动态、规模结构、竞争格局以及综合 经济信息等,为企业自身发展或行业投资者等...肯德基与麦当劳的启迪 第三节
年西式快餐的发展策略 一、洋快餐的... 　麦当劳的启迪 第三节 2013 年西式快餐的发展策略 ...肯德基市场竞争力分析 四、肯德基市场盈利状况 第四...第二节汉堡王分析 一、汉堡王进入中国历史 二、...【汉堡王怎么样】店长：HOME OF THE WOPPER 一个较真的汉堡。-看准网
公司地址 上海市虹梅路1535号星联科研大厦3座7楼公司介绍
汉堡王点评详情
【汉堡王】怎么样？店长HOME OF THE WOPPER 一个较真的汉堡。
来汉堡王三年时间，让自己学会了很多东西，也成长了很多，虽然汉...
或，让我们更懂你，就能更多帮到你
我愿意推荐朋友来
我看好公司前景
我支持CEO卢永臣
同行业相似公司点评
面试主要问题就是问你为什么选择麦当劳 然后会略微提示下工资不
问说说你在公司的工作经历对你产生了哪些影响？
福利待遇差 薪资一般工作时间 不稳定 没有上升空间。而且工作
问你的岗位晋升路线是怎样的？需要达到什么标准能够获得晋升？公司晋升机制你觉得是否合理？
踏实肯干能够获得平台提供的晋升机会，机会比较多，企业内部环境
问你是否愿意推荐朋友来这里工作？原因是什么？
愿意，可以学到东西吧。
问你是否愿意推荐朋友来这里工作？原因是什么？
愿意。毕竟是外企，特别是针对刚毕业的大专生来说，是一个很好的
在汉堡王工作过么？
给TA打个分吧！
来自工作1年-前员工的点评
来自工作1年-前员工的点评
来自工作1年-前员工的点评
来自工作1年-在职员工的点评
来自工作3年-前员工的点评
来自工作1年-前员工的点评
来自工作4年-前员工的点评
来自工作1年-前员工的点评
来自工作1年-前员工的点评
来自工作1年-前员工的点评
来自工作1年-前员工的点评
￥3300月平均工资
低于同行业
来自 65职业，133员工分享
平均￥3300
来自10员工分享
平均￥4820
来自5员工分享
平均￥6198
来自5员工分享
来自5员工分享
来自4员工分享
来自4员工分享
来自4员工分享
来自3员工分享
来自3员工分享
来自3员工分享
向该公司老鸟提问
2回答 · 3关注
1回答 · 1关注
2回答 · 3关注
2回答 · 2关注
1回答 · 1关注
2回答 · 2关注
2回答 · 2关注
0回答 · 1关注
0回答 · 1关注
0回答 · 0关注
看了该公司的还看了
汉堡王点评：想知道汉堡王怎么样？看准网()免费提供汉堡王招聘、汉堡王工资、汉堡王面试、评价、工作环境招聘及员工等汉堡王（中国）投资有限公司的信息。
关注看准官方微信
下载看准官方APP
关注看准官方微信
下载看准官方APP
爆料数十万公司信息爆料
互助职场人在线互动
工资公司实际工资查看
改简历专人改简历提高工资
老鸟私聊求助能挣钱
输入手机号，下载看准APP
扫码下载看准APP或各大应用商店搜索：看准
小贴士：问题描述的越清楚，越能吸引老鸟来回答哟~
请输入问题
订阅公司信息
订阅成功！
向老鸟咨询
把你关于汉堡王的问题大胆的提出来，这里的111位老鸟很乐意为你解答～
写下问题吧~
提交成功！请静静等待老鸟们回答~
扫描二维码分享到朋友圈，邀请微信好友帮忙解答
下载看准APP
立享畅读全站爆料中国餐饮未来发展大趋势，你做好准备了吗？
据数据显示，2017年1-7月全国餐饮业总值为2万多亿元，增长速度为11.2%，说明整个餐饮行业未来还是有搞头的。但是业内竞争非常激烈，每月都有大量的餐厅关门，新的餐厅开张。餐企想要在这块大蛋糕中分一杯羹，必须要转变经营方式，用先进的理念武装自己
，旗鱼点餐小编在这里整理了2017年餐饮行业发展的十大趋势，希望各位可从中汲取灵感。
一、单品店将持续走俏
单品店指的是以某类食材制作的菜品或者某一款菜品为主打，只搭配少量配菜、甜品或饮品餐饮店，单品店这种餐饮模式将越来越受到中国餐饮人的青睐。归根结底还是在于它有5大经营优势：
NO.1菜肴制作更专业
传统餐饮模式，一家酒店中至少要配备上百款菜品。菜品种类多了，厨师的关注点就会被分散，而单品店则不同，主打菜就是一款或者几款，所有厨师都围绕这几款菜肴下功夫，因而更专业!
NO.2备料过程更简单
菜品种类减少了，备货过程也就变得极其简单了。管理者可以把目光更多地锁定在拳头产品的食材采购上，并形成大宗采购，这样还可以降低采购的成本。
NO.3菜肴复制更方便
单品店的拳头产品大多只有一款。为了实现烹调的标准化，很多关键的烹调步骤，比如调味、腌制都在加工中心统一完成，所以后期烹调就变得非常简单了，便于菜肴的复制。
NO.4厨房人效更高
单品店的厨房中专业厨师极少，很多菜品制作完全可以由一些非专业人士来操作。这在很大程度上，起到了降低人工成本的作用。NO.5企业扩张更便捷。在企业扩张和连锁方面，单品店更具优势，因为绝大多数的单品店经营面积都不大，所以开店资金也不高，再加上对单一产品的专注，所以开分店就变得非常容易了。
二、餐饮O2O依然强劲
餐饮O2O君在过去的2016年已经叱诧风云一整年，而2017年他依然势不可挡。新年，一些热极一时的模式如团购、餐饮外卖等，仍将继续盛行，餐饮预订、美食交友等也将继续“生根发芽”，同时，有不少餐饮企业开始开发自己的线上平台。
三、餐厅智能化进一步发展
除了此前普遍使用的iPad、微信点餐，以及已经出现的机械人餐厅等，2015年的餐厅智能化将进一步发展。预计可能出现以下餐饮行业发展趋势：电子屏代替迎宾员，自动显示餐厅会员的姓名、积分、可获折扣等，并自动为其安排餐位或排队;自助点餐机投入使用，客人点菜不需要等半天，自己就能搞定;新研发的厨余垃圾处理器能够将油脂直接分解为水，而固体垃圾将被直接压缩为一块块“垃圾砖”，因此，中餐厅的厨房有望告别脏乱差;机械人餐厅也将升级，除了机械人服务员，还会出现机械人大厨、机械人点菜员、机械人洗碗工、机械人收银员、机械人送餐员……同时，以机械人大厨为例，能炒的菜品更多，“刀工”和“厨艺”都将更强大。
四、休闲餐饮发展空间大
两年，受宏观经济环境及政策影响，国内餐饮行业整体告别快速增长时代，部分高端餐饮企业的生意更是出现“断崖式”下跌。与高端餐饮焦头烂额疲于应付相对照的是，主打大众市场的快速休闲餐饮却一枝独秀，行业发展十分喜人。同样是来自咨询机构的调查显示，中国快速休闲餐饮市场从2008年的45亿元增至去年的127亿元，复合年增长率达23%，未来仍将保持此等增速，到2018年，市场规模可扩大至372亿元，占中国整个快餐市场的3.2%。随着生活水平的提升，人们对餐厅的环境氛围有了更多的要求，一批以营造浪漫情调、突出文化氛围的休闲餐厅开始受到白领一族的青睐。悠闲的环境、轻松的氛围、精致的简餐、人性化的服务满足顾客的深层心理需求。
五、更多的品牌餐厅将加入电商营销
2015年，各大餐饮品牌纷纷加快了电商营销的步伐。仅以饿了么为例，几乎每月都传出餐饮巨头入驻饿了么的消息。3月美国快餐品牌汉堡王与饿了么达成独家战略合作，并推出9.9元汉堡活动，遭全城疯抢。4月，百胜旗下的著名餐饮品牌必胜客欢乐餐厅与饿了么正式达成在线外卖合作，随后百胜餐饮集团决定旗下的肯德基、必胜宅急送、东方既白等知名餐饮品牌陆续与饿了么达成外卖业务领域的正式合作。望湘园、金百万、避风塘、一茶一坐、川人百味等国内知名餐饮品牌也在饿了么上陆续上线。
据悉，饿了么旗下高端餐饮发展部已与5000多家品牌餐饮企业展开合作，易观智库预测，未来餐饮外卖将是万亿以上规模市场。据统计饿了么、美团外卖、淘点点、百度外卖四家就占据近80%的市场份额。餐饮品牌入驻电商促进营销已经成为潮流。
六、餐厅智能化服务开始显现
美国德国已出现多家高度智能化服务的餐厅，从点餐、买单、取餐全部实现了自动化。国内也出现多家机器人的送菜服务，很多餐厅开始用高科技武装餐厅，从点餐、下单、送菜实现了自动化。并完成电子支付。智能化机器人服务不仅将减少人工成本，也对吸引顾客，提高营销很有益处。可以预见，中国餐厅的智能化服务将有更大的普及。
七、品牌效应加大，更多资本介入
有餐饮行家表示，2015年，品牌力将成为餐饮市场激烈竞争的制胜法宝。随着人们在就餐环境、体验等方面的要求越来越高，名气大、品牌响的餐厅将越做越大。餐饮市场的竞争，必将回归到品牌间的竞争。同时，资本扩张将成为2015年的年度大戏。知名中餐连锁店开始提炼经营技术、积淀品牌价值、整合上下资源，融资扩张成了餐饮业加速发展的新模式。新一年将有更多资本看中餐饮发展快的模式，兼并介入餐饮行业。
八、线下餐线上卖将成为行业趋势
据最新数据显示：去年中国互联网用户网上订餐比例接近40%，网上订餐逐渐成为外卖主流，预计到2016年，其市场规模将达700亿。今年，国内中端餐饮品牌麻辣诱惑也开始在北京推出微信外卖，用户只要通过麻辣诱惑的官方微信下单，即可实现送餐上门，线下餐线上卖俨然已成业内趋势。
九、绿色健康食材受欢迎
地沟油、添加剂、农药蔬菜等问题不断曝光，食客对于菜品安全问题更为关注。烹制菜品除了要掌握好的技术外，最重要的还是要选择好的食材。什么是好的食材?肯定是那些不经过化肥催熟、农药灭虫、除草剂除草的、不使用抗生素抗病的、没有被化学物质污染过或接触过的食材。我们把这种食材称为绿色健康食材。
十、快餐经营连锁化
连锁经营是快餐业的发展趋势。连锁经营不仅可以提高效率、降低成本，更能帮助餐企突破发展中的管理瓶颈。连锁经营具有成本优势、价格优势、品牌优势，应该是餐饮业经营模式的主要发展方向，新的一年这一趋势也将加强。
以上就是旗鱼点餐小编分享的中国餐饮未来发展的十大趋势，希望对大家有所帮助。想要了解更多有关餐饮行业资讯或点餐软件相关内容的，可以去旗鱼点餐官网进一步了解。
本文由编辑提供
已投稿到：
以上网友发言只代表其个人观点，不代表新浪网的观点或立场。}