餐饮运营餐厅开店资料 麦当劳 全球门店发展简介P56.ppt

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1、Headquarters:Oak Brook,Illinois,USAThe number of locations is more than 31000 worldwide.McDonalds Global Marketing Strategies成员：成员：谭娅谭娅 来晴翠来晴翠 张淼张淼 陈玮陈玮 张文洁张文洁 孟繁旺孟繁旺 蒋晓蒋晓 张威张威2010.3.112010.3.11Annual Conference On Promoting StrategiesAnnual Conference On Promoting StrategiesAnnual Conference On Pro

2、moting StrategiesAnnual Conference On Promoting StrategiesThemeTheme:McDonaldsglobalmarketingstrategiesThe story of HamburgerThe story of Hamburger:BecomingMcDonalds(video)BecomingMcDonalds(video)HostHost:MengFanwang:MengFanwangGuestsGuests:Tanya,ZhangWenjie,ChenWei.:Tanya,ZhangWenjie,ChenWei.McDona

3、lds.USAThemarketingmixproductplacepricepromotionFinancial PerformanceFinancial Performance(cont.)The marketing mix4 PsThe marketing mix4 PsProduct Product 70years70years70years70years100%100%100%100%3.5min 3.5min 3.5min 3.5min 117kinds 117kinds 117kinds 117kinds The marketing mix4 PsThe marketing mi

4、x4 PsPlaceLocationdeterminationTargetmarket20yearsunchanged!StrikingShop-in-shopFacilitiesKidszone24-houtletsFreeWi-FiThe marketing mix4 PsThe marketing mix4 PsPriceCostsavingPricingdecisionCustomerPerceivedValuePricingCompetitivepricingLow-pricestrategyThe marketing mix4 PsThe marketing mix4 PsProm

5、otionAdvertisingstandardizingbrandnamelocalizingadvertisingInfoCasterSportssponsorship NBANBA(NationalBasketballAssociation)NASCARNASCARracing(NationalAssociationforStockCarAutoRacing)Otherinformalcooperation:NationLeagueNationLeagueBaseballBaseballPromotion(cont.)Co-marketingCocacolaMedia&Amusement

6、Communityrelations RMHCRMHC(RonaldMcDonaldHouseCharities)The marketing mix4 PsThe marketing mix4 PsRMCHsharegivehopeThe marketing mix of McDonalds in EuropeThe marketing mix of McDonalds in EuropepricepromotionproductplaceMcDonalds in EuropeLargestresourceofrevenueBytheendof2009,totalnumberofoutlets

7、is6785,with1361inGermany,1193inUKand1160inFrance.Next:briefreviewonMcDonaldsfinancialperformanceintheEuropeanMarketFinancial PerformanceFinancial Performance(cont)The marketing mix4 PsProductDo in Europe as the Europeans do.CoreproductpGermanyBeerOBeerpFranceCheeseassunshinepNorwayMcLakswithfishPack

8、ingpMcFancy:HERMES,GUCCI,BURBERRY,etcThe marketing mix4 PsPlaceAbundant cultural connotationVenice,ItalyPlace(cont.)Barcelona,SpainThe marketing mix4 PsPromotionThe end justifies the means.AdvertisingNewmethodspNAVTEQsdigitalmapswithtrafficandlocationdataforin-vehicle,portable,wirelessandenterprises

9、olutionsTVAdsLetuswatchatypicalpiece!The marketing mix4 PsAdvertisingAdvertisingAdvertisingAdvertisingPromotion(cont.)PublicrelationshipsGreenlogo&GreenconceptThe marketing mix4 PsA Thorny Road in EuropeMadcowdisease(1999)&Jaws-hoofepidemicdisease(2001)CriticismfromsomeenvironmentalconcerngroupsAnti

10、-AmericanizationoftheEuropeansCrisisofMcDonalds.Iceland(2009)The marketing mix of McDonalds in Asia/PacificpricepromotionproductplaceMcDonalds.Japan TheFirstStationinAsiaMarketing&CartoonsMcDonalds.ChinaProductsNewproductsforChinaExceptionalTastesQuality&NutritionProducts(cont.)Disadvantagescompared

11、withKFCMcDonalds.ChinaMcDonalds.ChinaMcDonalds.ChinaMcDonalds.ChinaPlacewheretheresroomforhamburgers,therestheMcDonaldsStandardizationbeforelocalizationCoreprinciple:placeasitisMainstepsMcDonalds.ChinaHeadoffice in Beijing PricePricingstrategyPackagemealsCouponsLuxurygoodsforruralcitizensMcDonalds.C

12、hinaMcDonalds.ChinaMcDonalds.ChinaPromotionAccordingtoKotlersmodel(1995),promotionincludes：AdvertisingDirectmarketingSalespromotionPublicrelationsandpublicityPersonalsellingAdvertisingMcDonaldssloganinmainlandChinal“美好时光美好时光美味共享美味共享”19902000l“更多选择更多欢笑，就在麦当劳更多选择更多欢笑，就在麦当劳”20002003l“我就喜欢！我就喜欢！”“Imlovi

13、nit”2003-2009l“为快乐腾一点空间为快乐腾一点空间”2009tillpresentAdvertising麦当劳广告之麦当劳广告之东方红，东方红，“麦阳麦阳”升升麦当劳广告之麦当劳广告之龙的传人龙的传人AdvertisingPRdouble M,double winM-zonegoeshandinhandwiththeMcDonaldsSports SponsoringTheMcDonaldswithYaoMingin2006TheMcDonaldswithGuoJinjinin2008l2006:McDonaldsMcBeefBurgerwithNBAandtheOlympics.

14、lPower,energy,confidenceSports SponsoringCharity SponsoringDonate10millionRMBtotheWenchuanEarthquakeChildrenfromWenchuanget-togetherintheMcDonalds1freemealforthosewhodonatebloodtotheWenchuanEarthquakePromotion of Chinese StyleThe McDonalds Crisis PR“Chinesegetontheirkneestoaskformorediscount”Chengli

15、nYangWrongspokeswomanforMcDonalds.ChinaMcDonalds.IndiaReligionandMcDonaldsSWOT AnalysisStandardrunningmodelLowcostduetolocalprocurementAwellrecognizedleadershipandreputationAttractcustomersfromotherbrandduetosubstitutioneffectWorshipfortheAmericancultureinthedevelopingcountriescanincreaseitssales.Ab

16、undantfinancialconditionSWOTStrengthTheproductscantsatisfythelocaltasteandthediversifyingneedsPricegapfromthelocalprovidersandnarrowcustomergrouppreventitextendingbusinesstothesecondlinecitiesSlowinproductsinnovationwhichwouldcausecustomerstochangetheirpreferenceSummaryandOutloOk:aSWOTFrameworkAnaly

17、sisSWOTWeaknessMarketopennessinthedevelopingcountriesprovidesnewmarket.IncomeincreaseintheemergingmarketpullupthedemandSWOTOpportunity LowbarriertoentryandwidesubstitutionscausefiercecompetitioninthisindustryCostincreaseduetobetterworkconditionandwelfareoftheworkerrequiredbythelaw.Healthawarenesswil

18、lpulldowntheconsumptionbecauseofitsjunkfoodcharacter.Boycottduetocultureconflictandcultureinvasion.SWOTThreaten1.Changetheimageoftheirjunkfood,Tostepuppublicityandfrequencyaboutthehealthoffood.2.Enhancetheactionoflocalization,inventnewproductandtaste.3.Contendfortraditionalmarket,suchasMid-autumnDayinChina.Suggestions