管理素质与能力课件 (11).pdf

Five Disciplines of Management Quality and AbilityCase Study:How Macdonalds Entered Chinese Market 1.3 How Macdonalds Entered Chinese Market？Case DiscussionProblem 1：high price In 1990s,McDonalds just opened its market in Changsha.A hamburger cost more than ten yuan.Can such a high price be accepted by Chinese people at that time?It made McDonalds fall into hesitation.Case DiscussionProblem 2：Western Food McDonalds food is pure western food while Chinese are used to having Chinese food.Therefore,whether Chinese people could accept this typical western food wavered McDonald at that time.Case Discussion Chinas national condition is unique in the world:the only child policy Using the only child condition as a breakthrough to enter Chinese market.Case DiscussionFisrtColorful decorationsThe cartoon figure at the entranceCase DiscussionSecondFree mini amusement parkCase DiscussionThirdSquare gameCase Discussion Colorful decorations the cartoon figure at the entrance Free mini amusement park Square gameOnly for ChinaCase DiscussionMain clients：office workersCase DiscussionFouthtoysCase Discussion What the biggest changes McDonalds has made in China?It changed the eating habits of one generation in China.Case DiscussionHave a Think：McDonalds found the breakthrough to enter the Chinese market by analyzing and observing Chinese market.Case DiscussionNo one market is monolithic.The key is how to find the entry point by analyzing marketing climate.Case DiscussionQuestion:What observation and analysis methods McDonalds and KFC have used in choosing store location?Have A TryKey to the question,please see Exchange and Discussion.THANK YOU!