关于麦当劳的市场营销研究

一般麦当劳餐厅雇佣约60人。大多数雇员都是按时薪付酬，成为餐厅的一员。他们主要的责任是高效地准备食物、服务客户以及完成任务。

 

本个案研究观察世界上发展最大、最快的连锁餐饮机构---麦当劳如何招聘员工及如何通过其培训政策为餐厅吸引、确定、发展、维持高水平员工。

 

当提及质量时，大多数人认为是满足我们期望的优秀产品或服务。

 

麦当劳严格执行产品质量保障。质量保障能够可靠地监测麦当劳餐厅和仓库的食物质量。

 

麦当劳公司面临几个挑战，包括较低的客户服务评级、消费者偏好健康膳食以及市场饱和。然而，步入21试机以来，由于土地所有权政策，全球市场占有率以及稳定的供应链管理加工，我们也拥有一些进攻和防御的机会。为了保持快餐供应商的主导地位，在国内战略和全球战略上必须做出一些进攻性的改变。这些改变包括改善顾客服务、提高响应能力、调整全球化的速度及资金，最后利用固定资产增强气势。

 

麦当劳的形势之所以不停变化，是因为客户偏好改变、渗透市场以及破坏性的技术创新。

 

A typical McDonalds restaurant employs about 60 people. Most employees are paid by the hour and are referred to as crew members. Their primary responsibility is to prepare the food, serve customers and carry out tasks for the efficient running of the restaurants.

 

This Case Study looks at how McDonalds, the worlds largest and fastest growing global restaurant chain; uses recruitment and training policies with practices that are designed to attract, identify, develop and retain the high calibre of staff its line of business requires.

 

When the expression of quality is used most think in terms of an excellent product or services that fulfill our expectations.

 

McDonalds’ has implemented quality assurance for their products. Quality assurance team is responsible for monitoring the quality McDonald’s food in restaurant and warehouses.

 

McDonalds Corporation faces several challenges including weak customer service ratings, changes in consumer preferences towards healthier diets, and market saturation. However, due to our land ownership policies, global market penetration, and stable supply chain management and processes, we also have several offensive and defensive opportunities as we move into the 21st century. In order to keep our foothold as the dominant fast food provider several offensive changes must be considered in our domestic and global strategy. These changes include better customer service, increased responsiveness and change speed, capitalization on globalization, and finally, leveraging of fixed assets for increased momentum.#p#分页标题#e#

 

McDonalds come across environment changes all the time because consumer preference changes, a soaked market and disruptive technological innovation.

Mc Donald’s has some problems in customer service. Waiting on the line might cost you to lose customers. If you lose a customer in one restaurant then you lose customer for the entire chain for life. As a result you need better training and controls. That means to spend more time to guide staff and supervisors in order to achieve customer satisfaction. Some customers are really annoyed if the came first and serve second.

 

Many people have complained that they are waiting their meals and stuck on the line so thet choose to leave from the McDonalds and go somewhere else. Mc donalds has to improve their service, they can hire more people and having two lights(red-green). The red will be for large orders and green for small orders, but this might take a lot of time and be costly for mcdonals.

 

McDonald’s menus and processes must be flexible, easy and reduce the complex meals where resources are difficult to find. This will reduce staff mistakes and give easier menu for customers.

 

Other issue is that customer preference can change year by year. McDonalds needs to alter its business model and menus to respond quickly to consumer preference changes and improve customer’s service. Mc Donald’s should reduce menu items that might change customer preference. In order to avoid this we could set an information system that has international databases and see the sales of each country, complains and recommendations in order to see customers’ preferences and change the meals quickly. Technological innovation should be integral in a business strategy.

 

Domestic market is another weak point of Mc Donald’s and it’s difficult to grow as a percent of total sales in a domestic market. The best way to grow market is to continue to be the low priced value-added provider and concentrate our efforts on expanding international operations.

 

Other issue is health initiatives that aim McDonald meals as unhealthy. McDonalds should keep develop healthy formulas to capture all sector of the market. It is possible that a domestic joint venture with a healthy products restraint chain may give us increased credibility with health conscience consumers.

 

Mc Donald’s have to focus on dome sting sales to take advantage of the international market. This could give an expansion and growth to stay number one to the restaurants and raise shareholder wealth.

 

The icon of McDonalds is that serves junk food and this is bad because it shows that serves unhealthy, bad for diet, tasteless and low quality meals. As a result customers can realize that mc Donald’s is not a deluxe cuisine restaurant in terms of quality, nutrition, multiplicity and luxurious. People that worry about their body and health life will stay away from mc Donald’s since they will have connect them as junk food.#p#分页标题#e#

 

The nutrition guide which is full of impressive icons of hamburgers, potatoes, milkshakes and coca colas try to show that they are nutrition for people.

 

Mc Donald’s can offer to customers a sandwich fries potatoes and cola at a discount when they take it together. This can bring more customers and cost will decrease but also it makes it more difficult for McDonald’s employers to have so many people together and serve them quickly.

 

Also McDonalds can improve the training procedure and be sure that the needs and wants of their employees are met and they awarded for their good work. Then they will be pleasant to do their job and we will have pleasant customers with better service and of course enjoyable customers.

 

McDonalds gives a different point of view to the development of quality systems. It is a franchise restaurant chain whose business is hamburger.

 

The areas that McDonalds Company focuses are food product development, nutrition, environment, food cost reduction through quality and efficiency improvement and training. All of these lead to customer satisfaction that mc Donald’s motivate. The main beliefs of mc Donald’s achievement are quality, service, cleanliness and value. Sometimes these concept faced problems that operating systems create.

 

McDonalds training costs per annum are about 9% of total salaries but these are savings for the people and the business.

 

People and even more customers are important for the company. 25 million people served every day and all of them concern about the taste and the quality of the mc menus, other concern about the cleanliness and service of the restaurant. Value for McDonalds means customers have a positive experience when they visit a restaurant and they leave satisfy and happy. Satisfy in terms of the food quality, the total euro they give, the service and a pleasant environment.

 

Managers should discuss issues and concerns with the staff that interact with the customers in order to have some answers for the problems. Listen and act on customers opinion might be the key word to faced problems. Also a manager should give confidence to their staff for new thoughts because people who work together might have solutions. Another important is to always think that previous energies were wrong and always exist a better way of doing things.

 

The current weaknesses of the Eurodollar McDonalds earning for the year have changed. The company has informed to drop 6 cents off their receiving projections. Many multinational companies are pain from the same problem.

 

McDonald’s big success is from children that love their sandwiches but there is an issue with grown persons that McDonalds haven’t succed to them. Mc Donald’s have made an effort with marketing campaigns to add new menus in order to attract more adults but still hasn’t succeed to attract them.#p#分页标题#e#

 

Quality at McDonald’s restaurant is different from quality at a 5star restaurant which is different from quality in a hospital. This should be measure from a manager in order to know their goals.

 

In this case, the product is recognised all over the world. A large proportion of new businesses and new products fail, often due to costs of the research and development needed. The McDonald's formula, however, has been successfully tried and tested.

 

This division of labor and the high volume turnover of a limited menu allows for considerable economies of scale. For the franchisee, this can considerably reduce the risk of setting up their business. There is no need to develop the product or do expensive market research.

 

In order to be successful, an organization must find out what the customers want, develop products to satisfy them, charge them the right price and make the existence of the products known through promotion.

 

Mc Donald’s can adopt nearby customers while still saving a blend of corporate culture. There are different restaurants in every country. The menu, staff and even the building vary per country. McDonalds can add a local feeling in every country. The franchises are given the flexibility for every manager to make e localized decisions.

 

McDonalds made a technology innovative in Brazil. It installs an internet access in order customers can order online. This minimize the time when you are wait to order and pick it up.

 

Also McDonalds create the Ronald McDonald House Charities that can find it in 34 countries. This socially aware is giving million of dollars or Euros each year to charities.

 

Finally McDonalds has good promotion strategies that focus on children which McDonalds can offer to them same menus and quality food and shops. . A huge customer capacity and its fast rotation generate a massive amount of sales in a short time.