The strategy of MC Donald’s
Table of Contents
- Introduction.
- History.
- McDonald's fucntioning.
- The franchise system.
- Standadization in view of local arkets.
- A strategy of low price and volume.
- McDonald's development strategy.
- Marketing at McDonald's.
- Target.
- Goal: Children.
- Brand image.
- Communication.
- Strategic cuisine of McDonald's.
- Situation at McDonald's.
- The Porter scheme.
- Its biggest competitors.
- SWOT analysis.
- McDonald's and men.
- Management.
- Human resources.
- McDonalds response to criticism.
- McDonald and the boycott.
- Actions of McDonald's to restore its image.
- Features of the French market.
- Importance of franchise in France.
- French competition.
- Importance of products in France.
- Conclusion.
- Sources.
SummaryFrom modest beginnings in 1954, McDonald's experienced a steady growth until the end of 1980, reaching more than 5200 units catering to the United States on 31st December of the same year. This explosive growth was the result of a combination of three ideas which distinguished McDonald's from its competitors of at that time: offering a menu type, prepared as quickly as possible according to the industrial methods of work in the chain; accelerate the rotation of customers, by restricting drivers, served soon, to leave the place as quickly as possible to eat their hamburger elsewhere; and finally, increase profitability by eliminating young people to turn around the waitresses. Thus, the first "fast food" decided to turn to a focused family clientele, more profitable than young people. The liberal acceleration in the United States aroused the real take-off of McDonald's, which now exceeds 12 000 units in the U.S. and more abroad, exceeding the wildest expectations of its founder, Ray Kroc. Michael Quinlan, president of McDonald's until 1998, dreamt of an America where "no one has more than 4 minutes of a Big Mac".
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