• 20年专注海外留学生essay代写

  • 50000+留学生essay代写首选品牌

  • 正规教育机构教你怎么写essay范文

当前位置: essay代写网 > ESSAY >

时间:2021-10-29 19:37 来源: Essay代写

摘要:本文主要通过对麦当劳的发展历史的介绍,简单分析了麦当劳是如何一步步进入国际市场,被全世界的人们所喜爱。......

麦当劳公司国际策略研究essay


如今,在一项业务中,最重要的就是它的策略规划,公司采取一个正确的战略规划,就能收获高额的利润和销售额,一个好的战略管理会引导高效,良好运行环境,在这种环境下,有相对较高的利润收获和客户忠诚度。
 

企业正努力试图通过他们的管理,广告和良好的服务质量在来获取尽可能多的利润。
 

在这项研究中,讨论的主题是麦当劳食品链,以及主要的关注点是麦当劳成为一个成功的跨国公司。
 

麦当劳是全世界最著名的商标之一,几乎每一个人都认识。
 

在1940年代,麦当劳的总部设在美国,刚开始的时候只是一间很小的店面,主营烧烤。创始人是理查德和麦当劳。8年后,他们决定重组业务,把麦当劳作为一个汉堡包站专门生产汉堡包。

在1995年,一名名叫雷·克洛克(Ray Kroc)的商人,作为一个特许代理加入公司。最初,麦当劳的标志是一个头戴汉堡包帽子的厨师形象,他的名字叫“speedee”。之后在1967年,“speedee”成为麦当劳的标志性被全世界的人们所熟悉。
 

International Entry Strategy Of Mcdonalds Company Marketing Essay
 

Nowadays, the most important aspect of a business is its strategies. High profits and sales are the result of successful strategies adopted by a company. A good strategic management can lead to a well running business with high profits and sales and a great customer loyalty.

 

Businesses are trying to get as much profit as they can through hard work of management, advertisement and a good quality of service on what they are specialised to produce.

 

In this study, the subject discussed is the McDonald’s food chain and the main issue is the company’s entry strategy in becoming a successful multi-national company.

 

MC Donald’s, is a chain that is more than well-known among almost every continent and one of the most famous trademarks all over the world.

 

In the 1940’s, McDonald’s started as a small business based in the United States. It began as a barbeque restaurant operated by Richard and Maurine McDonald. After 8 years they reorganised their business as a hamburger stand using production line principles.

 

In 1995, a businessman named Ray Kroc joined the company as a franchise agent. Mc Donald’s original ‘mascot’ was a man with a chef’s hat on top of a hamburger whose name was “speedee”. Then “speedee” was replaced in 1967 with the now well known to us all mascot, Ronald McDonald.

 

Throughout the years, the expansion of Mc Donald’s internationally, has become a symbol of globalisation and the spread of the American way of life. We may say that Mc Donald’s own trademark design, the big ‘M’, is now the most famous trademark all around the world, reminding us from long distances each time of the company’s goods, which is in fact mainly burgers and chips.

 

Year by year McDonalds improved its menu and increased the number of options and meals, hamburgers, cheeseburgers, french-fries, chicken sandwiches, salads, milkshakes, ice creams and deserts. Some of the most famous burgers are the Big Mac, the Filet-o-fish and of course the MC Chicken.

 

Some of the branches that are located approximately in every corner of countless countries around the world give you the chance to enjoy a breakfast with Egg Muffins or sausage Mc muffins at 6:00 o’clock in the morning before on your way to work. Some of the branches also are 24 hours a day open and some others even offer a ‘drive-through’ system giving you the option to buy your lunch without even getting out of your car. This started some years ago and it is among some of the best movements that they made, in order to help people order from their cars waiting less than 3-5 minutes for their food and leave immediately through a specially made car park which includes the ordering machines and tills, making McDonald’s restaurants one of the pioneers that offer both counter service and drive-through service.

 

The most famous chain of fast food, McDonalds, operates over 34.000 restaurants worldwide, employing approximately 1.7 million people. These fast food restaurants can be found in 119 countries, which serve 58 million customers each day.

 

McDonald’s customer target group are usually children and young people who are more likely to buy this kind of food. In the fiscal of 2003 the profits were about £17.1 billion. That was an increase of 11% from the profits of the company in 2002.

 

McDonalds, nowadays, has become the ultimate symbol of globalization, sometimes even referred to as the ‘MC Donalization’ of society. When the chain first began operating in Hong Kong in 1975, it was the first restaurant that was offering clean restrooms. In China, it took advantage of the country’s growing use of personal vehicles by opening numerous drive-thru restaurants.

 

Furthermore, going deeper into the industry even in artistic and cultural sites, McDonalds opened a McDonald’s restaurant and MC Café on the lower level of the French Fine Arts Museum, the Louvre.

 

McDonalds in 2006 introduced a brand named “Forever Young” in order to redesign all of its restaurants. The investment for the redesigning of the 14,000 restaurants was £1 billion. The aim was to make their restaurants transforming them more into coffee shops and creating a warmer environment for the costumer to relax while enjoying a meal. Many restaurants now also offer free a Wi-Fi service.

 

The company also expanded its product range by offering various combinations for all ages. Furthermore, McDonalds every now and then adds some products to their menu that are inspired by the traditions and the eating habits of each country. For example in India the consumption of beef is not allowed they serve other types of meat. Also in Indonesia they are trying to serve foods that Indonesians are more familiar with, with the sale of MC Rice, and similarly in Germany with the sale of beer.

 

McDonald’s corporation’s business model differs slightly from that of most fast food chains. McDonald’s corporation earns revenue as a franchiser of restaurants. The company owns and operates directly approximately the 15%. The rest are operated through a variety of franchiser agreements and joint ventures. In most cases, the franchise does not own the location of its restaurants.

 

Moreover as a matter of policy, McDonalds does not make direct sales of food or materials to franchisees, but instead it organizes the supply of food and materials to restaurants through approved third party logistic operators.

 

As we can see from the book ‘Fast Food Nation’ written by Eric Schlosser (2001) MC Donald’s is the largest purchaser of beef, pork, potatoes and apples.

 

As far as advertising is concerned, Mc Donald’s company makes significant use of bill boards and signage, sponsors sporting events ranging from the Little League to the Olympic Games.

 

Through the decades Mc Donald’s has used 23 different slogans in United States for advertising and at times it has run into troubles with its campaigns.

 

Mc Donald’s has been able to use various strategies to uplift and sustain their competitive advantage in the market and it has increased its sales despite some issues that were raised against the company. A part of its business strategy is its plan to phase out its Super-size French fries and soft drinks as it tries to create a healthier image for itself. The company tries to make some changes in the menu in order to provide a range of choices that support a balanced lifestyle and diet and all these became part of its strategy.

 

The company has other strategies. The three wheeled vehicle that is used to collect the rubbish, used cups and burger wrappings all over the neighbourhood around the restaurant. They also encourage the staff to smile, to be optimistic and to treat its customers with respect.

 

Mc Donald’s has developed three strategies for sustaining its competitive advantage. These are : customer convenience , customer value , and optimal operations. They improved the suite of its manufacturing systems like inventory control, production planning, financial control, and point of sale that supports the store. The fact that the company put Wi-Fi technology in their stores for instance has also become one of the attractive forces for customers. Mc Donald’s is a highly flexible corporation and this has been evidenced by its vast product differentiation. This differentiation is one of their major strategies in order to enter foreign markets. They are able to change the variety of products that they sell to every country depending on the culture, their habits and their religion, when it has to do with food restrictions. For example, in Japan they created the ‘teriyaki burgers’, in Indonesia they created the ‘Mc pork burgers’ and ‘MC tempeh’. In Philippines the ‘MC spaghetti’ and in Norway the ‘Mc lox’ which is made with salmon. McDonald’s, in order to gain entry into the British market they had to change their menu in order to provide healthier menus for the British people, for example, chicken and salads.

本文标签: Mcdonalds

[wharton essay]麦当劳公司国际策略研究essayhttps://www.0592w.com/ESSAY/16645.html

essay辅导替代essay代写-正规代写机构教你怎么写essays范文-Essay写作格式网官方推荐

99.99%的用户同时也查看了:

[留学essay要自我介绍吗]代...... 2021-10-29

本文主要介绍了几种在市场营销策略中常见的沟通渠道,每一个沟通渠道对于公司都有不同的影响,公司应结合自身......

标签:沟通渠道 市场营 

[美高 英语essay分不高]关于...... 2021-10-28

私募股权基金是一种在新经济形势下的金融创新。这篇文章将说明私人股本基金的定义和特点。然后分析私募股权基......

标签:Private Equity Funds Australia 

[essay paypal]公司质量管理的...... 2021-10-28

公司管理质量的重要性已被许多研究所强调,本章提供了一些在马来西亚,公司质量管理以及银行业的相关研究。......

标签:Quality Corporate Governance 

[essay为什么要出国留学]信...... 2021-10-28

主要来源是被认为是最可靠的研究和验证的信息来源。本文,将详细讨论主要来源和通过比较主要来源的例子来解释它......

标签:primary sources 数据 参数 信息 

[留学生网课代考]Persuasi...... 2021-10-28

本文主要阐述了关于如何写好一篇Persuasive Essay 的introduction一些规则,共有五点,分别从五个方面讲述了写Persuasive......

标签:Persuasive E introduction 

[essay议论文的开头结尾]电...... 2021-10-28

本文主要介绍了当下电子商务的概念以及现在的发展状况。同时还附上了一些对于行业营销的建议。......

标签:电子商务 

[牛津essay格式]耐克公司的...... 2021-10-28

本文主要从对于耐克公司的SWOT战略分析和其战略能力分析两方面来阐述在市场营销中的一些战略技巧,帮助一些企业......

标签:SWOT analysi 

[essay引用文献如何标注]定...... 2021-10-28

本文讨论的定量研究是指在金融领域使用数值或定量技术的工作。但是随着时间的推移这个词的含义扩大了,包括了那......

标签:定量研究 Quantitative 微积分 Economy 

[outline写essay]市场营销中行...... 2021-10-28

本文主要介绍了莫里森超市的发展历程,在对莫里森的市场营销做出一个分析的同时,也追出当前行业发展的趋势,......

标签:Industry Tre 

[数学essay怎么写]留学生关...... 2021-10-28

在2007 - 2009年的金融危机中影子银行体系起到了至关重要的作用。本研究的主要目的是:研究在2007 - 2009年金融危机期间......

标签:Shadow Banki System financia 

[essay相似度多少算抄袭]信...... 2021-10-28

本文关注随着日益增长的全球经济衰退,哪个国家在承受长期的危机时会做得更好成为一个问题。上海和孟买的经济体......

标签:印度 中国 信贷紧缩 金融危机 Credit 

[招代写essay]留学生essay代...... 2021-10-27

本论文介绍了近几年全球女性在高管阶层取得很大的地位提升,但是成就并没有很明显。从而阐述了这一现象的原因......

标签:management sex discrimi 

[essay怎么写知乎]资本结构...... 2021-10-27

本文叙述的是资本结构的决定因素与速度的调整英国论文。......

标签:Capital Stru Adjustment 

[外国essay怎么写]美国col...... 2021-10-27

本论文详细地介绍了盈利机构与非盈利机构的区别。通过机构的目的、资金来源、控制与管理权等几个方面来区分盈......

标签:非营利机构 Profit Distr 

[Ap美国历史essay范文]MBA ...... 2021-10-27

战略管理在公司的市场经营中扮演着重要的角色,它是确认公司的使命、发展愿景和目标的策略。本文采用波特五力......

标签:Market 市场 Business 商业 Strategy 

[英国怎么写essay]加拿大...... 2021-10-27

本文是一篇加拿大大学经济学essay。本文主要围绕机构与经济发展之间的关系作出不同的解析,机构质量的好坏在大部......

标签:institution机 development发 

[国外大学essay10000]影响人...... 2021-10-27

印度法律的基础被认为是刑法的精华 - 詹姆斯·菲茨詹姆斯·斯蒂芬爵士。大多数对人体的罪行,比如标题是“对于人......

标签:修正案 law essay 刑法定量 

[英语的essay有什么要求]代...... 2021-10-27

影响公共的公共不法行为 无论是扬声器发出的噪声还是挖倔道路的噪声[1],公共妨害的发生是多方面的。从不必要的......

标签:公共管理 public law 公共不法行为 

[豆瓣招聘essay]债券市场与...... 2021-10-27

本文将关注债券市场与最近的金融危机,作者将披露华尔街银行窃取客户的技术并将这种技术应用到他们的客户身上......

标签:Bond Market Financial Cr 

[海外essay写作精英写手]秘...... 2021-10-27

枫丹白露酒店财产继承人的死亡在受害者的妻子和他的继女相互指责对方谋杀时便引发了一场责任扭曲游戏.这场谋杀......

标签:Miami Murder Mystery 枫丹白露酒店  

[爱丁堡大学语言班essay]怎...... 2021-10-25

argument essay也是国外高校常见的essay类型,但是很多同学对于argument essay的写作很不熟悉,希望本篇文章可以帮到大家......

标签:argument ess essay指导 写作要领 

[新加坡申请要交essay吗]英...... 2021-10-25

本文是一篇英国作业。本文通过剖析英国石油公司发生的一起严重事故来阐述战略管理对于组织或公司的重要性,并......

标签:战略管理 项目管理 

[ubc研究生申请的essay]英国...... 2021-10-25

本文是一篇英国assignment essay。主要谈论对外直接投资对经济的增长会有怎么样的影响。本文首先介绍何为对外直接投......

标签:英国essay Literature R FDI 

[essay的 thesis]英国留学es...... 2021-10-25

留学英国,免不了要写assignment,assignment是英国留学比较常见的一种作业方式,但是很多留学生却不知道该如何下手,......

标签:assignment assignment代写 留学assi 

[留学生essay怎么写]留学...... 2021-10-25

本文是一篇英国课程作业。本文阐述了多维绩效模型相较于单一绩效模型的优势,并介绍了全面质量管理(TQM)的定......

标签:TQM Quality Management Perform 

[essay写手招聘]代写essay:...... 2021-10-25

本篇论文是以美国的医疗卫生和保健事业为例,分析了财务管理对于一个公司运作与发展的作用和意义。论文先介绍......

标签:Financial Ma 财务管理 医疗卫生 

Get in Touch

微信在线咨询

微信在线咨询

添加微信:
支持语音、图文实时沟通

Email实时沟通

Email实时沟通

您也可以通过Email联系我们
邮箱:

自助提交订单

自助提交订单

登陆ESSAY写作官网
在线自助提交订单

essay代写网专注【海外留学生essay代写20年】essay辅导代写正规品牌【留学生代写essay靠谱机构】提供英文essay代写、英国代写essay、美国代写Assignment、澳洲report代写、加拿大代写paper、essay范文格式讲解、Assignment代写、代写report、paper代写、essay代写一般多少钱、essay代写招聘、essay代写靠谱吗、英国研究生essay代写、留学生代写平台等辅导代写服务