以McDonalds公司为例谈创业分析

在商业发展历史后期，创业是经济发展的最重要的方面。纵观世界，新经济时代的英雄们改变了商业环境，而他们的公司对全球经济越来越重要。小企业家以超人的步伐超越旧科技所创造的产品，展现新的产品和服务，开拓新的市场。现在开始创业越来越吸引人了。
 

Dick和Mac McDonald于1940年以汽车和汽车服务的形式在加州圣伯纳蒂诺县成立了麦当劳公司。麦当劳主要销售汉堡包、芝士堡、薯条、早餐、软饮料以及果冻甜品，于近年来开拓新商务。他在2012年以Jerry’s McDonalds加入餐饮行业或得到麦当劳公司的特许经营权。
 

2.0创业基本要素分析

2.1任务1介绍
 

Dick和Mac McDonald于1940年以汽车和汽车服务的形式在加州圣伯纳蒂诺县成立了麦当劳公司。麦当劳主要销售汉堡包、芝士堡、薯条、早餐、软饮料以及果冻甜品，于近年来开拓新商务。他在2012年以Jerry’s McDonalds加入餐饮行业或得到麦当劳公司的特许经营权。约2 30亿的营业收入和全球过160万员工使得McDonalds成为快捷餐饮业的领头者。该公司包括餐饮小吃业。这些品牌在将近115个国家拥有超过24,500间提供24小时服务的餐厅。
 

2.1.1评审业绩
 

由于其卓越的产品，McDonalds发展得十分成功，具有高标准的业绩、富有特色的竞争策略以及高的人群参与度。McDonalds正持续拓展并为市场引入新的饮品供消费者选择。

 

Entrepreneurship is the most important aspect of economic development in the last period of business history. Worldwide, these heroes of the new economy changed the business environment and their companies play an increasingly important role in the global economy. In an almost unbelievable pace, small business entrepreneurs have show new products and services surpassed the old frontiers of the old technologies have created new jobs, opened new markets. It has never been greater interest in knowing that now to start entrepreneurship.

 

McDonalds Corporation has started the company in 1940 as a barbecue restaurant by the Dick and Mac McDonald in San Bernadino, california with drive-in and car hop serv ice. McDonalds mainly selling the hamburgers, cheeseburgers, French fries, breakfast meal, soft drinks and desserts.Jerry is a young graduate and has just started a new business in the recent years; he has joined the foods and beverages industry in 2012 as Jerry’s McDonalds Enterprise or company with franchise that had taken from McDonalds.

 

2.0 创业基本要素分析——Analysis Fundamentals of Entrepreneurship:
 

2.1 任务1介绍——Introduction to Task 1:
 

McDonalds Corporation has started the company in 1940 as a barbecue restaurant by the Dick and Mac McDonald in San Bernadino, california with drive-in and car hop serv ice. McDonalds mainly selling the hamburgers, cheeseburgers, French fries, breakfast meal, soft drinks and desserts.Jerry is a young graduate and has just started a new business in the recent years; he has joined the foods and beverages industry in 2012 as Jerry’s McDonalds Enterprise or company with franchise that had taken from McDonalds. McDonalds is a leader in convenient foods and beverages, with revenues of about $23 billion and over 1.6 million employees serving the customer’s worldwide. The company consists of the snack business of Beverages and Foods. These brands are available in nearly 115 countries having more than 24,500 restaurants in the world that provide of 24hour service.

 

2.1.1 Review Performance:

 

McDonalds is so success because of the superior products, high standards of performance, distinctive competitive strategies and the high integrity of our people. McDonalds is continuing to expand and introduce new alternative beverages in the market. There are a lot of alternative for McDonalds meal like McChicken, Spicy Chicken McDeluxe and others can let the customers had more favourite to choose. Approximately 85% of McDonalds’s restaurant business worldwide are owned and operated by franchisees. All franchises are independent, full-time operators and McDonalds was naming Entrepreneur’s Number-one franchise for 1997.

 

Our performance is driven by two factors. The first is our ongoing commitment to the plan to win, which has served as our operations roadmap for the past nine years. The plan focuses on the core drivers of the business that is people, products, place, price, and promotion, or the five “P’s”.

 

The Second is the collaboration of the system partners. From the world-class franchisees, who are dedicated to running great restaurants and being leaders in the communities; to the unparalleled global suppliers, who provide us with safe and high quality products each and every day; to our talented company employees led by the President and Chief Operating Officer Don Thompson and our exceptional global leadership team.

 

“McDonald’s brand mission is to” be or customers’ favourite place and way to eat. “Our worldwide operations have been aligned around a global strategy called the Plan to Win centring on five basic of an exceptional customer experience that is people, products, place, price and promotion. We are committed to improving our operations and enhancing our customers’ experience.”

 

The mission includes becoming the best employer for people in each local community independently in location. To provide the excellent service to all customers and of course achieve growth with a profit through strengths such as McDonalds system innovation and technology.

 

The vision of McDonalds is to be the best quick service restaurant in the whole world. It refers to outstanding quality, cleanliness, high quality service and high value food in order to make every customer smile.

 

Product:

 

The importance thing to remember when offering menu items to potential customers is that there is a huge amount of choice available to those potential customers with regard to how and where they spend their money. Therefore, McDonalds places considerable emphasis on developing a menu which customers want. However, customers require changing over time. What is fashionable and attractive today may be discarded tomorrow. Marketing continuously monitors customers’ preferences. In order to meet these changes, McDonalds has introduced new products and phased out old ones over time, and will continue to do so.

 

Price:

 

The customer’s perception value is an important to determine the price changes. Customers draw their own mental picture of what a product is worth. A product is more than a physical term; it also has psychological connotations for the customer. The danger of using low price as a marketing tool is that the customer may feel that a low price is indicative of compromised quality. It is important when deciding on the price to be fully aware of the brand and its integrity.

 

A further potentially adverse consequence of price reduction is that competitors match the lower prices resulting in no extra demand. This means the profit margin has been reduced without increasing the sales.

 

Promotions:

 

The promotions aspect of the marketing mix covers all types of marketing communications. One of the methods employed is advertising, sometimes known as ‘above the line’ activity. Advetising is conducted on TV, radio, in cinema, online, using poster sites and in the press for example in newspapers and magazines. The skill in marketing communications is to develop a campaign which uses several of these methods in a way that provides the most effective results. For example, TV advertising makes people aware of a food item and press advertising provides more detail. This may be supported by in-store promotions to get people to try the product and a collectable promotional device to encourage them to keep on buying the item.

 

Place:

 

Place as an element of the marketing mix, is not just about the physical location or distribution points for products. It encompasses the management of a range of processes involved in bringing products to the end consumer.

 

Process

 

Output

 

InputMcDonalds Production System:

 

Employees. 1. Cook and Package ≥Satisfied customers.

 

Customers. foods. ≥Customers favorite

 

Restaurants. 2. Assemble meals to place and way to eat.

 

Food Prep/ Assembly line. customers order. ≥Provide a relaxed and

 

Produce . fun environment to eat.

 

Company image.

 

Frozen foods (fries,

 

nuggets, and etc.).

 

Strengths and weaknesses of Jerry’s McDonalds Enterprise:

 

2.2 任务2介绍——Introduction to Task 2:

 

Strengths can be positive tangible and intangible attributes, and it is internal to an organization. They are within the organization’s control. Weakness is the factors that are within an organization’s control that detract from its ability to attain the desired goal.

 

2.2.1 The Strengths of Jerry’s Company:

 

Brand Recognition:

 

Many restaurants may have a name, but because there are so many restaurants to choose from, as consumers, we may not even be bothered finding out or remembering the name. We buy simply on the restaurant’s convenience at the time, the look, feel, and presentation of the restaurant, as we perceive it. We may also decide to enter or not based on a menu displayed on the outside, and on the basis that there are people inside, so “it must be good”. All of these factors will influence our decision to enter. These are all parts of the identity, and therefore part of the brand image that is being presented to us, even though we are not interested in finding out the name itself.

 

Once a brand name is accepted, it starts to take on different values, which are established by people using the brand. This will also be enhanced or exagerated by people selling the brand, who recognize that certain sales features have a ‘consumer’ appeal. What that consumer appeal is may well be different in different countries, and it will also change as time goes on. The brand name of the company had been accepted by the people and the company had franchies all over the world and it is the first retail fast food industry and had been recognize by evryone in the world.

 

Just-in-time order & delivery:

 

The customers that came to jerry’s company can straight away order their meal or set on the menu in the restaurant and will be delivery to customer’s just-in-time, it mean that the customers no need to wait for a long time for their meal bacuse it is a fast food restaurant. Besides that, the delivery service is also fast or just-in-time because everything that order by the customers by phone or online order to cart is also simple and fast and the foods or meal will be delivery right to your door step.

 

Financial Power:

 

The McDonalds spends more on advertising on a single brand than any other organization. In 1986 a clossal $789 million, or 6.3% of system wide sales, went to advertising. It is one of the five largest television advertisers in the US, with children as its prime target.

 

Franchise:

 

Conventional franchise arrangments generally include a lease and a license and provide for payment of initial fees, as well as continuing rent and royalties to the company based on upon a percent of sales within minimum rent payments that parallel the Company’s underlying leases and escalations (on porperties that are leased). Under the arrangment, franchisees are granted the right to operate a restaurant using the McDonald’s system and, in the most cases, the use of a restaurant facility, generally for a period of 20 years. These franchisees pay related occupancy costs including property taxes, insurance and maintenance. Affiliates and developmental licensees operating under license agreements pay a royalty to the company based upon a percent of sales, and may pay initial fees. Jerry must get the franchise under McDonalds and start the business and need to pay the fees of the franchise of the company.

 

Quality Control:

 

Quality management at McDonalds is one of the maor factors that make the corporation of the most successful fast food restraunts in the world. The corporation uses computerized information systems and strict corporate quality standards to maintain quality at their restaurants. To enforce the standards, the corporation undertakes exhaustive inspections on each restaurant two times per year. Also, through training processes ensure that all McDonalds employees have the proper knowledge to meet the corporation’s standards, which will in turn make their customers happy. Jerry’s company staff or employee will be training for the quality control to provide better service and quality of the prodcuts to the customers.

 

Quality Inspections:

 

Food safety is one of McDonald’s top prorities. Every restraunt is require to check food temperatures, expiration dates, and other food safety hazards several times throughout each day of operation. The corporation sends a Standardized Food Safety book to every store which includes a comprehensive list of every item that needs to be measured. Cooked food temperatures are measured to ensure that all food is cooked properly before served. Refrigerated and frozen foods are also checked to make certain that they do not get too warm and not spoiled. Expiration dates are checked on foods frequently, if the item is expired than it is discarded. Equiptment is also measured to ensure that it is functioning properly. Also included in the safety checks is the water temperature in the restroom sinks, workers must be caution because water that is too hot can burn customers. Food safety checks are performed several times throughout the day by jerry’s company to avoid the customer being hurt and serve the customer without any trouble.

 

2.2.2 Weakness of jerry’s Company:

 

High Employee Turnover:

 

In the fast food chain like McDonalds needs to have more staff to run the fast food business, but normally the worker at the McDonalds is part-time worker whom work for certain day and time, it is also one of the reason of turnover rate of employee is higher, because the part-time worker will work for certain period but not like the full-time worker that came on time will the higher salary given but the part-time worker work based on hours that the worker work or even the salary for per hours start at RM5 Malaysian ringgit. Jerry’s company may go through this incident because the salary for pat-time worker is much cheaper than the full-time worker and it will affect the turnover rate of the employee to be high.

 

Packaging:

 

The packaging of McDonalds is still the same as the old packaging being use in the pass product, or the packaging of their foods is not attracted by the people. In few years ago the McDonalds pack the fish burger packaging is almost the same as the chicken burger packaging and the packaging did not mention which one is the chicken and the fish burger and it also the problem or weakness of the company.

 

Lawsuit:

 

One of the major weaknesses of McDonalds is its continued increase litigation around the world. McDonalds continues to be part in many lawsuits such as violation of state consumer fraud acts, unfair competition or deceptive trade, practices acts, strict liability, failure to warn, negligence, breach of express and implied warranties, fraud and fraudulent concealment, negligent misrepresentation and concealment, unjust enrichment, and false advertisement. Litigation continues to be significant unnecessary cost for McDonalds.

 

2.2.3 Conclusion for Task 2:

 

It is a way of summarizing the current state of a company and helping to devise a plan for the future, one that employs the existing strengths, redresses existing weaknesses.

 

2.3 任务3介绍——Introduction to Task 3:

 

Strengths is ways that to overcome the weakness that to provide better or good performance by the company to be cut down the failure or the weakness of the company to perform better in the future or in other places.

 

2.3.1 Plan of Action to improve Performance:

 

Nowadays, McDonalds company had develop a new product that is the seasonal meal that based on the season, the seasonal meal is being sell as well as the normal meals because the customers will feel boring about the products like the normal meal like McChicken, French fries, McFlurry and others, By creating a new product can attract more customers to purchase the products like Twister Fries, McFlurry Cornette and prosperity Burger and others kind of burger than based on seasonal only the customers can purchase it.

 

Next, the high turnover of the employees can be solve by employed the full-time worker to work in the company will higher salary given to the worker and the company need to pay the EPF, SOSCO, and other to the government to avoid the problem between the employee or while working, because the company that employed the part-time worker normally, the company did buy insurance to the worker and the part-time worker did not get as good as full-time worker like EPF and SOSCO that had to give by the company to the government to protect the employees.

 

Besides that, the packaging is very important for the food and beverage industry because the customers that came to shop or the restaurant to buy the product based on the packaging that had been made by the company; is the product packaging attractive to the customers or not. The packaging must be shown the product properly like this is beef or chicken burger with outside wrap the burger and the customers will know that it is the burger that order by the customers and will not have problem among them.

 

2.3.2 Conclusion for Task 3:

 

2.4 任务4介绍——Introduction to Task 4:

 

Jerry had bought me one-week, return ticket to his holiday home in penang; and jerry wants me to help him to investigate the ways to expand the business which the business existing performance could be maintained and strengthened. The business can be expanded in the few ways, the business is being expanded because of few reasons why the company is growing bigger because the company needs to earn more profits.

 

2.4.1 The ways to expand the business by the following:

 

Marketing Research:

 

Marketing research is a critical part of such a marketing intelligence system; it helps to improve management decision making by providing relevant, accurate, and timely information. Every decision poses unique needs for information, are relevant strategies can be developed based on the information gathered through marketing research in action. Marketing research is considered narrowly as the gathering and analyzing of data for someone else to use. Firms can achieve and sustain a competitive advantage through the creative use of market information. Hence, marketing research is defined as information input to decisions, not simply the evaluation of decisions that have been made. There are four steps in marketing research:

 

In steps one: Defining the purpose or objectives

 

It means the purpose and the aim of the business and the mission of the business. It makes a list of the information that will be needed to prepare the marketing plan.

 

In steps two: Gathering Data from Secondary Sources

 

Secondary data are already available, because they were collected for some purpose other than solving the present problem. Secondary sources can include trade magazines, newspaper articles, libraries, government agencies, the internet, and commercial data. It is simple, fast and less expensive and cut down the cost.

 

In Steps three: Gathering Information from Primary Sources

 

Primary data are collected especially to address a specific research objective. Data collection procedures by observation, networking, interviewing, focus groups, and experimentation. Data Collection instrument by questionnaire just asking the question or survey in group.

 

In Steps four: Analyzing and Interpreting the Results

 

The result can be tabulated by hand or on a computer by using Microsoft excel to tabulate the data. Next, evaluated and interpreted should be based on research objectives. The cross-tabulated data can provide more focused results.

 

By using the research methods the jerry’s McDonalds can know whether which kind of customers being served and the ages of the customers at the area and what kind of the foods should be served by the company and the company may move to there to earn more profit with more outlets.

 

Survey:

 

Survey is a systematic method for gathering information from a sample of individuals for the purposes of describing the attributes of the larger population of which the individuals are members. The information is gathered by asking people question like the gender, age, and others to tabulate the data. Next, information is collected either by having interviewers ask question and record answers or by having people read or hear questions and record their answers for the company purpose. The information is collected from only a subset of the population to be described (a sample) rather than from all members.

 

2.4.2 Conclusion for Task 4:

 

By survey, the Jerry’s McDonalds Enterprise will the target population that is going to target by the company, the age, and gender of the customers that buying things from McDonalds and which kind of foods is being to the customers because penang is state from Malaysia and the company should had a Halal lessen from the state of government to attract more Malay customers and other customers from different place, and the company should expand the business at penang because there are many foreigner go there to have their summer break at the place and it is a strategic place to have an outlet at there.