Paper代写范例：Barriers to McDonald's Growth

Paper代写范例-麦当劳成长的障碍。本文是一篇留学生paper写作范文，主要内容是讲述在世界上任何一个大都市都能找到麦当劳。麦当劳在全球的成功可以归功于公司的目标。当消费者意识到麦当劳的目标时，他们会更好地理解这样一个庞大的全球特许经营在帮助人们找到工作和向消费者提供廉价、可持续的产品方面的价值。下面就一起来看一下这篇Paper代写范例的具体内容。

Be the best employer for our people in each community around the world. Deliver operational excellence to our customers in each of our restaurants and achieve enduring profitable growth by expanding the brand and leveraging the strengths of the McDonald’s system through innovation and technology. Try to fulfill our customer, automatically our profit will improve. Our customers’ favorite place and way to eat with inspired people who delight each customer with unmatched quality, service, cleanliness and value every time.

成为世界各地每个社区员工的最佳雇主。通过创新和技术扩大品牌并利用麦当劳系统的优势，为我们每一家餐厅的客户提供卓越的运营，并实现持久的盈利增长。努力满足我们的客户，我们的利润会自动提高。我们的顾客最喜欢的地方和用餐方式都是由富有灵感的人提供的，他们每次都以无与伦比的质量、服务、清洁度和价值取悦每一位顾客。

Objective of McDonald’s 麦当劳的目标

Most people can find a McDonald’s in any metropolitan city anywhere in the world. McDonald’s global success can be attributed to company objectives. When consumers are aware of McDonald’s objectives, they better understood the value of such a large, global franchise in helping people find employment and in offering a cheap, sustainable product to their consumers.

大多数人在世界上任何一个大都市都能找到麦当劳。麦当劳在全球的成功可以归功于公司的目标。当消费者意识到麦当劳的目标时，他们会更好地理解这样一个庞大的全球特许经营在帮助人们找到工作和向消费者提供廉价、可持续的产品方面的价值。

Future goals of McDonald’s 麦当劳的未来目标

In the next few years, McDonald aim to advance their balanced, active lifestyle efforts by, continuing to develop new menu offerings that provide their customer with range of choices that correspond to their needs and preferences and fit into a balanced diet, develop more happy meal choices, including new entrée offerings and non-carbonated beverages without added sugar and sticking to their timetable for phasing in their new nutrition information initiative for core packaging items, continuing to assess, listen, learn and evolve their policies and marketing and communication practices so that they can continue their special regard for young people .

在接下来的几年里，麦当劳的目标是推进他们平衡、积极的生活方式，继续开发新的菜单，为客户提供符合他们需求和偏好的一系列选择，并适应均衡的饮食，开发更多快乐的膳食选择，包括新的主菜和不加糖的非碳酸饮料，并坚持其分阶段实施核心包装项目新营养信息倡议的时间表，继续评估、倾听、，学习和发展他们的政策、营销和沟通实践，以便他们能够继续对年轻人给予特殊照顾。

The first original McDonald’s opened up in 1940, a restaurant created by Richard and Maurice McDonald, in San Bernardino, California. The first franchised McDonald’s was opened up on April 15, 1955, by Ray Kroc, in Des Plaines, Illinois, the 9th McDonald’s overall.

1940年，第一家原创麦当劳在加利福尼亚州圣贝纳迪诺开业，这是一家由Richard和Maurice McDonald创建的餐厅。1955年4月15日，雷·克罗克在伊利诺伊州的德斯普兰斯开设了第一家特许经营的麦当劳，这是第九家麦当劳。

Miami entrepreneurs James McLamore and David Edgerton founded Burger King Corporation in 1954.

迈阿密企业家詹姆斯·麦克拉摩尔和大卫·埃杰顿于1954年创立了汉堡王公司。

The Challenge 挑战

With more than 30,000 restaurants in 118 countries -many of them serving menu items that appeal to local tastes and cultural preferences – we face a major challenge in gathering, organizing and communicating the nutrition values of foods and beverages servedaround the world every day. We are therefore developing a new global database to maintain detailed information about our offerings.

我们在118个国家拥有30000多家餐厅，其中许多餐厅提供的菜单符合当地口味和文化偏好，在收集、组织和传播每天在世界各地提供的食品和饮料的营养价值方面，我们面临着重大挑战。因此，我们正在开发一个新的全球数据库，以维护有关我们产品的详细信息。

When it comes to the pitfalls of operating a fast-food chain, Burger King (BKC) has experienced them all: falling profits and sales, angry franchise owners, mediocre innovation, growing competition.

当谈到经营快餐连锁店的陷阱时，汉堡王（BKC）经历了所有这些：利润和销售额下降，愤怒的特许经营权所有者，平庸的创新，日益激烈的竞争。

What happened

怎么搞的？

McDonald had to face with high employee turn over. Some people say McDonald’s are entitled to sell junk food in exactly the same way that chocolate or cream cake manufacturers do: if people want to buy it that’s their decision. Nutritionists, for example, argue that the type of high fat, low fiber diet promoted by McDonald’s is linked to serious diseases such as cancer, heart disease, obesity and diabetes.

麦当劳不得不面对员工的高回头率。有人说，麦当劳有权像巧克力或奶油蛋糕制造商一样销售垃圾食品：如果人们想买，那是他们的决定。例如，营养学家认为，麦当劳提倡的高脂肪、低纤维饮食与癌症、心脏病、肥胖和糖尿病等严重疾病有关。

several parties, including the government have argued that Burger King has contributed to obesity and unhealthy eating behaviors in Western nations by producing products that contain large amounts of salt, fat, trans-fat and calories.

包括政府在内的几个政党认为，汉堡王生产的产品含有大量的盐、脂肪、反式脂肪和卡路里，导致了西方国家的肥胖和不健康饮食行为。

Over come 过来

Editorial focuses on a series of endeavors launched by McDonald’s Corp. designed to reshape the chain into a more contemporary and versatile competitor. Views on the initiatives; Criticisms on the changes; Design of the chain’s kitchen systems.

社论聚焦于麦当劳公司发起的一系列努力，旨在将该连锁店重塑为一个更现代、更多元化的竞争对手。对倡议的看法；对变化的批评；连锁店厨房系统的设计。

Burger King has done none of that and is facing a difficult reality in this new world. As consumers demand higher standards, Burger King is going to have to invest billions of dollars in capital over a period of years to get its brand perception to where it needs to be.

汉堡王没有做到这一点，在这个新世界里面临着一个艰难的现实。随着消费者要求更高的标准，汉堡王将不得不在几年内投资数十亿美元的资本，以使其品牌认知达到应有的水平。

Task 2 任务2

Employee.Mcdonald only hire employees with a good sets of personal skills. Personal skills like Communicate intelligently, Communicate intelligently, Deal with confrontation, Team work,Know when to speak up and many more. McDonald target the employee first, in order to have good sale. McDonald need to analysis the internal employee in order to have good performance. They are two types of employee which are skill employee and unskilled employee. Skill employee has good sets of personal skill whereas unskilled employee needs training from senior employee that works in McDonald.

受雇者麦当劳只雇佣具备良好个人技能的员工。个人技能，如智能沟通、智能沟通、应对对抗、团队合作、知道何时说话等等。麦当劳的目标首先是员工，这样才能有好的销售业绩。麦当劳需要分析内部员工才能有好的表现。他们是两种类型的雇员，即技术雇员和非技术雇员。有技能的员工拥有良好的个人技能，而不熟练的员工需要接受麦当劳高级员工的培训。

Stakeholder .McDonald’s also plans to include in it contributions from a number of campaigning groups and organizations to highlight what it calls “some of McDonald’s more surprising connections – from The Marine Stewardship Council to animal welfare charity Compassion in World Farming.”

利益相关者麦当劳还计划将一些竞选团体和组织的捐款纳入其中，以突出其所称的“麦当劳的一些更令人惊讶的联系——从海洋管理委员会到动物福利慈善机构“世界农业同情”。”

Competitors. The world’s biggest fast-food chain is battling more than the bleak global economy that is curbing appetites for purchases of its hamburgers, salads and smoothies. Restaurant chains like Burger King Worldwide Inc (BKW.N) and Yum Brand Inc’s (YUM.N) Taco Bell now are challenging McDonald’s in the United States with revamped menus, celebrity endorsers and a renewed focus on low-priced food. Burger king competitors with McDonald because it has to do with how they prepare their hamburgers. McDonald’s fries their hamburgers while Burger King Flame broils their hamburgers. In one sense, McDonald’s doesn’t have any real competitors, as they are the largest restaurant chain worldwide. But some of the other restaurant chains large enough to cut into its market share include Burger King Corporation,

竞争对手。这家全球最大的快餐连锁店正在与惨淡的全球经济作斗争，而全球经济正在抑制人们对其汉堡、沙拉和奶昔的购买欲望。汉堡王（Burger King Worldwide Inc）和百胜（Yum Brand Inc）旗下的塔可钟（Taco Bell）等连锁餐厅目前正在挑战美国的麦当劳，推出改良的菜单、名人代言人，并重新关注低价食品。汉堡王与麦当劳竞争，因为这与他们如何准备汉堡有关。麦当劳炸汉堡，汉堡王火焰烤汉堡。从某种意义上说，麦当劳没有任何真正的竞争对手，因为他们是全球最大的连锁餐厅。但其他一些足以削减其市场份额的连锁餐厅包括汉堡王公司，

Subway, Starbucks, Wendy’s/Arby’s Group, and YUM Foods(owners of Taco Bell, Pizza Hut, KFC, Long John Silver’s, and A&W, among others).

赛百味、星巴克、Wendy’s/Arby's Group和YUM Foods（塔可钟、必胜客、肯德基、Long John Silver's和A&W等公司的所有者）。

Supplier. McDonald’s supply chain is unique. Our supply chain model is based on a culture of partnership and collaboration which makes it possible for us to serve consistently safe and high quality food. It is important to us that our suppliers operate sustainable and profitable businesses and benefit from their partnership with McDonald’s Australia. It is equally important to us that we source our products in a responsible and ethical manner that contributes to the development of sustainable agriculture and food manufacturing processes. McDonald’s Canada works closely with more than 100 leading Canadian suppliers, striving to source quality products and supplies. Together, suppliers, the company and franchisees create new products, help reduce costs and ensure our customers get the same great McDonald’s taste in every community across Canada. McDonald invests in Canada’s agricultural sector by sourcing quality food products domestically, including the annual purchase of more than $760 million in food and materials from more than 100 suppliers in Canada. McDonald shop where our customers shop – our basket is just a bit bigger! McDonald’s buys and serves the same wholesome foods our customers use at home, supplied by brand name companies Canadians know and trust. McDonald’s suppliers include leading Canadian companies such as Coca-Cola, DANONE, Heinz, McCain, Minute Maid, Mother Parkers, Nestle, Renée’s, Quaker and Saputo.

供应商麦当劳的供应链是独一无二的。我们的供应链模式建立在伙伴关系和协作文化的基础上，这使我们能够始终如一地提供安全优质的食品。对我们来说，重要的是，我们的供应商经营可持续和盈利的业务，并从与澳大利亚麦当劳的合作中受益。对我们来说，同样重要的是，我们以负责任和合乎道德的方式采购产品，有助于可持续农业和食品制造过程的发展。加拿大麦当劳与100多家加拿大领先供应商密切合作，努力采购高质量的产品和用品。供应商、公司和特许经营商共同创造新产品，帮助降低成本，并确保我们的客户在加拿大的每个社区都能品尝到同样美味的麦当劳。麦当劳通过在国内采购优质食品来投资加拿大农业部门，包括每年从加拿大100多家供应商购买超过7.6亿美元的食品和材料。我们的顾客购物的麦当劳商店——我们的篮子只是大了一点！麦当劳购买和供应与我们的顾客在家使用的健康食品相同的食品，这些食品由加拿大人熟悉和信任的品牌公司供应。麦当劳的供应商包括加拿大领先的公司，如可口可乐、达诺内、亨氏、麦凯恩、美爵、Mother Parkers、雀巢、Renée's、贵格会和Saputo。

Customers. Internal Analysis once of the major problems faced by McDonalds and can clearly be seen in Internal Analysis McDonalds Value Chain, is the lack of recruiters and led to a dramatic falloff in the skills of it employees. As we can see on Competitive Advantage Building Blocks, McDonalds is very efficient. An organization is the analysis of strengths and weaknesses, which focus on internal factors that give an organization certain advantages and disadvantages in meeting the needs of its target market. Strengths of McDonald’s are successful Advertisement (I’m loving it), Great Partnership (Coca Cola), Clean Environment and playgrounds for Kids, Professional Training for employees (Hamburger).

客户。内部分析麦当劳曾经面临的主要问题之一，在内部分析麦当劳的价值链中可以清楚地看到，就是招聘人员的缺乏，导致it员工的技能急剧下降。正如我们在“竞争优势构建块”中看到的，麦当劳的效率非常高。组织是对优势和劣势的分析，重点是内部因素，这些因素使组织在满足目标市场需求方面具有一定的优势和劣势。麦当劳的优势是成功的广告（我很喜欢它）、伟大的合作伙伴关系（可口可乐）、儿童清洁环境和游乐场、员工专业培训（汉堡）。

External Analysis there is two conditions that are most significant in McDonald’s external environment that are: The new trend in which customers are changing fast -food restaurants to healthier ones. The arising competition to achieve growth in this industry. The fast-food industry is very complex and saturated. The key success factors in show that in order to be able to compete there is a need for research and developments, achieve differentiation with your competition, create quality with your products, and be price competitive. Large capital is needed to be able to develop new products in order to differentiate among competitors. The creation of quality is very important because the switching costs majorly in this industry are very low. This explanation is supported in Five forces of competition. Although the environment is very competitive it is very difficult to enter because of the need of capital, the regulation faced by the government, and especially because of the customers loyalty towards other restaurants.

外部分析在麦当劳的外部环境中，有两个最重要的条件是：顾客将快餐店转向更健康的快餐店的新趋势。这一行业为实现增长而产生的竞争。快餐业非常复杂和饱和。中的关键成功因素表明，为了能够竞争，需要进行研发，实现与竞争对手的差异化，用产品创造质量，并具有价格竞争力。为了在竞争对手中脱颖而出，开发新产品需要大量资金。质量的创造非常重要，因为这个行业的转换成本大多很低。这一解释在《竞争的五种力量》中得到了支持。尽管环境竞争激烈，但由于资金的需要、政府面临的监管，尤其是顾客对其他餐馆的忠诚度，很难进入。

Distributors. Radhakrishna Foodland (P) Ltd. [“Foodland”] is a part of the Radhakrishna Group, which is engaged in food and related service businesses. Also one of the distributor for McDonald. From July 1993, much before McDonald’s started its operations in India; sincere efforts were made by Foodland to carefully understand McDonald’s operations and requirements for the Indian market. Better facilities and infrastructures were created and new systems were adopted to satisfy McDonald’s demands. Finally, all those efforts put in by Foodland culminated into a handshake agreement with McDonald’s India, to serve as Distribution Centres for their restaurants in Mumbai.

分销商。Radhakrishna Foodland（P）有限公司[“Foodland”]是Radhakrish na集团的一部分，该集团从事食品和相关服务业务。也是麦当劳的经销商之一。从1993年7月开始，早在麦当劳开始在印度运营之前；Foodland真诚地努力仔细了解麦当劳在印度市场的运营和要求。建立了更好的设施和基础设施，并采用了新的系统来满足麦当劳的需求。最后，Foodland的所有努力最终达成了与麦当劳印度公司的握手协议，作为其在孟买的餐厅的配送中心。

The division has focused all its resources to meet McDonald’s expectation of ‘Cold, Clean and On-time Delivery’. This in turn, evolved their mission statement, “To ensure that all McDonald’s restaurants are supplied without interruption, products conforming to acceptable standards at lowest local costs to the system.” The Distribution Centre (DC) is responsible for procurement, quality inspection programmed, storage, inventory management, deliveries to the restaurants, data collection, recording and reporting. Value added services like repacking of promotional items are also carried out at the DC. The DC plays a very vital role in maintaining the integrity of the products throughout the entire ‘cold chain’ – the distribution system that ensures the products, which arrive at McDonald’s restaurants from suppliers all over India, are absolutely fresh and as per McDonald’s Quality Standards. All these operations need to be managed in the most cost- effective manner. The operations and accountings are totally transparent and are subject to regular audit.

该部门已将所有资源集中在满足麦当劳对“冷、清洁、准时配送”的期望上。这反过来又发展了他们的使命宣言，“确保所有麦当劳餐厅的供应不中断，产品符合可接受的标准，系统的本地成本最低。”配送中心负责采购、质量检查程序、储存、库存管理、向餐厅配送、数据收集、记录和报告。DC还提供增值服务，如重新包装促销品。DC在维护整个“冷链”产品的完整性方面发挥着非常重要的作用，这是一个确保从印度各地的供应商那里到达麦当劳餐厅的产品绝对新鲜并符合麦当劳质量标准的分销系统。所有这些操作都需要以最具成本效益的方式进行管理。业务和会计是完全透明的，并接受定期审计。

Marketing strategies of McDonald’s are demographic segmentation, psychographic segmentation and behavioral segmentation.

麦当劳的营销策略包括人口细分、心理细分和行为细分。

Demographic Segmentation is McDonalds offers different products like Happy Meal which includes a free toy for kids. For families it has made different outlets and meals which are suitable for takeaways and drive-thru. McDonalds has made its environment which is suitable for students of school to hang out with their friends and can get their lunch at McDonalds. Psychographic segmentation is McDonalds has adopted itself according to the convenience and lifestyle of the consumers. Malaysians has different culture people so McDonalds came up with a different and new product line which includes items like McChicken, double beef chicken and etc. They also made McDonalds as a place to relax and even for entertainment. Behavioral segmentation is McDonald’s offers occasions like certain family’s select McDonald’s on various occasion like birthday party, treat to their children, wedding anniversary and etc.

人口细分是麦当劳提供不同的产品，如快乐餐，其中包括一个免费的儿童玩具。对于家庭来说，它制作了适合外卖和免下车的不同门店和餐点。麦当劳创造了一个适合在校学生与朋友闲逛的环境，并可以在麦当劳吃午饭。心理细分是麦当劳根据消费者的便利性和生活方式而采用的。马来西亚人有不同的文化背景，因此麦当劳推出了一条不同的新产品线，其中包括麦希肯、双牛肉鸡等。他们还将麦当劳打造成一个放松甚至娱乐的地方。行为细分是指麦当劳为某些家庭提供各种场合，如生日派对、给孩子的款待、结婚纪念日等。

Targeting, from the market segments discovered, the most profitable target market segment seems to be the working adults market. The working community segment is considered the largest group of consumer of McDonald compared to children and youth. There are more sensitive to trends and lifestyles in today’s culture and in almost everywhere. In addition, working adults has their own income thus able to make their own choice without too much constrain. Hence they have the tendency to determine their eating habits. Also, the McDonald provides fast services thus suit those working adults who are also always on a go and fast moving especially those in the capital cities. Positioning, in order to position itself successfully, McDonalds need to establish criteria that may allow it to differentiate itself from other competitors (Schiffman, et.al, 2008). In the fast food industry, McDonalds has positioned itself as the market leader in the sense of pricing and services. Its 24 hour services in almost all of the outlet nationwide makes them a place to look for food even it is in the middle of a night. However, it is hard for McDonalds to position itself far away from the competitors as others are also following the trend.

从发现的细分市场来看，最有利可图的目标细分市场似乎是在职成年人市场。与儿童和青少年相比，职场群体被认为是麦当劳最大的消费者群体。在当今文化和几乎所有地方，人们对趋势和生活方式都更加敏感。此外，有工作的成年人有自己的收入，因此能够在没有太多约束的情况下做出自己的选择。因此，他们有决定饮食习惯的倾向。此外，麦当劳提供快速服务，因此适合那些总是在旅途中快速行动的在职成年人，尤其是那些在首都的人。定位，为了成功定位自己，麦当劳需要制定标准，使其能够与其他竞争对手区分开来（Schiffman等人，2008）。在快餐行业，麦当劳将自己定位为定价和服务方面的市场领导者。它在全国几乎所有的门店提供24小时服务，这使他们即使在半夜也能找到食物。然而，麦当劳很难将自己定位为远离竞争对手，因为其他麦当劳也在追随这一趋势。

There have 4 market mixes in McDonald’s 麦当劳有4种市场组合

Product: McDonald’s takes into account cultural factors in serving the Malaysian consumers. The food serve is halal and servers local taste as well. They have wide range choice of menu similar with burger king. Seasonally they serve the ‘prosperity burger’ for Chinese New Year. McDonald’s also serves healthy food but this will effect on the taste and consumers eating experience. Product is the physical product or services offered by the company to its customers.

产品：麦当劳在服务马来西亚消费者时考虑到了文化因素。这里的食物是清真的，也提供当地的味道。他们的菜单种类繁多，与汉堡王相似。在中国的新年里，他们会按季节供应“繁荣汉堡”。麦当劳也提供健康食品，但这会影响口味和消费者的饮食体验。产品是指公司向客户提供的实物产品或服务。

McDonalds include certain aspects of its product such as packaging, desirability, looks etc.

麦当劳包括其产品的某些方面，如包装、吸引力、外观等。

Price: McDonald’s have more price reduction compared to KFC and Burger King. They offer a very competitive food prices. They have the “Value Mc Savers” and the “Mc Value Meal”. KFC do have their value meal called “Jom Jimat Everyday” and Burger King but in term of their price, McDonald offers the best price for fast Food. However, McDonalds, they offered only during certain period of time there-for rise the question of its availability. McDonald s has certain value pricing and bundling strategies such as happy meal, combo meal, family meal, happy price menu etc to increase overall sales of the product.

价格：与肯德基和汉堡王相比，麦当劳的降价幅度更大。他们提供极具竞争力的食品价格。他们有“麦值储蓄”和“麦值餐”。肯德基确实有他们的价值餐“Jom Jimat Everyday”和汉堡王，但就价格而言，麦当劳提供的快餐价格是最好的。然而，麦当劳，他们只在一定的时间内提供，以提高其可用性的问题。麦当劳有一定的价值定价和捆绑策略，如快乐餐、组合餐、家庭餐、快乐价格菜单等，以提高产品的整体销售额。

Place: They are built or open in retail areas like shopping malls due to a trend of all Malaysian who loves to shop in malls. They also open in some rural area’s however KFC has more restaurants in the rural area. In some strategic places, McDonalds also opens in several local gas stations such as PETRONAS Mesra. They open an express café that serve some popular products. There are also games for children the one example is Children play games till the time there parents spend quality time in McDonalds.

地点：由于所有喜欢在购物中心购物的马来西亚人的趋势，它们在购物中心等零售区建造或开业。他们也在一些农村地区开业，但肯德基在农村地区有更多的餐厅。在一些战略要地，麦当劳还开设了一些当地加油站，如马石油梅斯拉。他们开了一家快餐店，供应一些受欢迎的产品。也有儿童游戏，一个例子是儿童玩游戏，直到父母在麦当劳度过美好的时光。

Promotion: McDonald’s television advertisement is place on a seasonal basis which they only advertise during festive seasons and movie. Normally, their ads attract children rather than adult consumers. McDonald’s in Malaysia primarily focus of it marketing campaign by sending flyers to houses and attach coupon in newspapers. McDonald’s also advertise their product using billboard. They place their latest advertisement on “McDonald’s Mc Value Meal” at major roads that indeed attract attention.

促销：麦当劳的电视广告是季节性的，他们只在节日和电影期间做广告。通常情况下，他们的广告吸引的是儿童消费者，而不是成人消费者。马来西亚的麦当劳主要通过向各家公司发送传单和在报纸上附上优惠券来进行it营销活动。麦当劳也使用广告牌为他们的产品做广告。他们把最新的广告放在“麦当劳麦值餐”上，放在确实吸引眼球的主要道路上。

Task 3 任务3

There are a few factors that affect this non-organizational based on microenvironment. Among the factors are Political, environmental, economic, technological, social-culture and legistration. Below is the explanation of each factors.

有几个因素会影响这种基于微环境的非组织性。这些因素包括政治、环境、经济、技术、社会文化和立法。以下是对每个因素的解释。

Political factors 政治因素

The international operations of McDonald’s are extreme under influence of a policy of the separate state put into practice by each government. For example, there are certain groups in Europe and the United States which demand the acts of governmental power concerning medical values of meal of fast food. They have specified that harmful elements as cholesterol and negative influences as fatness are concerning consumption of products of fast food.

麦当劳的国际业务在各国政府实施的独立国家政策的影响下是极端的。例如，在欧洲和美国，有一些团体要求政府在快餐餐的医疗价值方面采取行动。他们明确指出，胆固醇等有害元素和肥胖等负面影响与快餐产品的消费有关。

On the other hand, the company operates the separate policy and instructions of operations. The certain markets concentrate on various areas of anxiety, such as various area of health, protection of the worker, and environment. All these elements are noticed in the state control of licensing of restaurants in the corresponding states.

另一方面，公司实行单独的经营方针和经营指示。某些市场集中在焦虑的各个领域，如健康、工人保护和环境的各个领域。所有这些因素都在相应州对餐馆许可证的州控制中得到了注意。

Economic factors 经济因素

The organizations in the fast food industry aren’t excused from any disputes and problems. Definitely, they really have the separate problems involving business factors. Branches and privileges of networks of the enterprises of fast service as McDonald’s has a tendency to experience difficulty in cases where the economy of the corresponding states is amazed by inflation and changes in exchange rates. Clients hence face a survey stalemate through their separate budgets, whether they should spend more on these foreign networks of the enterprises of fast food. Hence, to these chains, possibly, it is necessary to take out problems of effects of economic environment. Especially, their problem depends on the answer of consumers to these main principles and how it could influence their general sales. In an estimation of operations of the company, food chains as McDonald’s tend to import the biggest part of the raw materials to certain territory if there is a delivery lack. Exchange rate fluctuations will also play an essential role in company’s operations.

快餐行业的组织不能回避任何争议和问题。毫无疑问，他们确实存在涉及商业因素的单独问题。在相应州的经济对通货膨胀和汇率变化感到惊讶的情况下，麦当劳等快速服务企业的分支机构和网络特权往往会遇到困难。因此，客户在各自的预算中面临着调查僵局，他们是否应该在这些快餐企业的外国网络上投入更多资金。因此，对于这些链条，可能有必要消除经济环境影响的问题。尤其是，他们的问题取决于消费者对这些主要原则的回答，以及它如何影响他们的整体销售。根据对该公司运营的估计，如果缺乏配送，像麦当劳这样的食品连锁店往往会将大部分原材料进口到某些地区。汇率波动也将在公司运营中发挥重要作用。

Socio-Cultural factors 社会文化因素

Articles about the international strategy of McDonald’s, apparently, function on several areas to guarantee profitable returns for the organization. To illustrate, the organization changes to the best an establishment of positive thinking from their basic consumers. McDonald’s indulges a special variety of consumers with certain types of persons. Also it has been noticed that the company has given the markets, such as the United Kingdom, a choice concerning their lunch requirements. Specified that McDonald’s beginnings considerably valued set of meal which offers a reliable degree of quality for the corresponding market where it works. In addition, those who are elderly only below a bracket of thirty five as said are the most frequent consumers of McDonald’s privileges.

关于麦当劳国际战略的文章，显然在几个领域起到了保证组织盈利回报的作用。为了说明这一点，该组织从其基本消费者那里转变为一个建立积极思维的最佳组织。麦当劳对特定类型的人纵容了各种特殊的消费者。此外，人们还注意到，该公司为英国等市场提供了午餐需求的选择。具体指出，麦当劳一开始就非常重视这套饭，它为其所在的相应市场提供了可靠的质量。此外，那些年龄仅在35岁以下的老年人是麦当劳特权的最常见消费者。

Many-sided character of business is reflected now in sharp value of the information about the existing market. This procedure is essentially identified in area as market research. Information concerning the reference and potential areas of the market would double as a barrier to success of the company if this area of operations neglected. In case of McDonald’s they establish good system in determining of requirements of the market. The company uses concept of consumer individuality of a product of behaviour and decisions on purchase to its advantage.

商业的多面性现在反映在现有市场信息的尖锐价值上。这一程序基本上被认定为市场研究领域。如果忽略了这一业务领域，有关市场参考和潜在领域的信息将成为公司成功的障碍。以麦当劳为例，他们在确定市场需求方面建立了良好的体系。该公司利用消费者个性的概念，对产品的行为和购买决策进行优化。

Technological factors 技术因素

McDonald’s makes a demand for their organizations own products. The key tool of the company for marketing is by means of TV advertisings. There are some requirements that McDonald’s is inclined to interest the younger population more. Existence of game stains also toys in the meal offered by the company shows this validity. Other demonstration of such marketing strategy is obvious in advertising they use. They use recovered descriptions of the characters as Grimace and Hamburglar. Other advertising operations employ popular celebrities to promote their products. Similar became endorsees for McDonald’s all over the world “loving’ it” campaign. Besides, operations of McDonald’s have considerably been infused with new technology. Elements as the system of stock and management of the value chain of company’s creation consider easy payments for the suppliers and other sellers with which the person supplies in the corresponding agreement on the markets. Technology integration into operations of McDonald’s tends to increase cost of their products. Basically it is shown in improvements on its chain of creation of value

麦当劳对其组织自己的产品提出了要求。这家公司的主要营销手段是电视广告。有一些要求是，麦当劳更倾向于吸引年轻人。该公司提供的餐点中也存在游戏污渍和玩具，这表明了这一有效性。这种营销策略的其他表现在他们使用的广告中是显而易见的。他们使用恢复的描述人物如格里姆斯和哈姆窃贼。其他广告公司则雇佣受欢迎的名人来宣传他们的产品。类似的事情也成为麦当劳在全世界“爱它”运动的代言人。此外，麦当劳的运营也大量注入了新技术。公司创建的价值链的库存和管理系统等要素考虑了供应商和其他卖家在市场上的相应协议中的轻松付款。技术融入麦当劳的运营往往会增加其产品的成本。基本上，它表现为价值创造链的改进

Legal factors/ Legistration 法律因素/立法

There was a current roar against the fast food industry. It has forced McDonald’s to apply more close examination on their corporate social responsibility. As a whole it has addressed to requirement of the company to generate its corporate reputation to more positive and the more socially responsible company. The reputation of McDonald’s is obviously a huge question. Noticed on company’s web site, seems, that they have got steps to take in hand the key social condemnation that they abused them in the last decades. The company gave to their clients the corresponding data in which they need the relation of food essence of their products. It is connected with socio-cultural market signs which they influence. For example, operations in predominantly Muslim countries demand, that their meat corresponded to Halal requirements of the law. In the same regard, those that operate in countries in the European Union should correspond to the existing laws forbidding usage of genetically modified meat products in their meal. Other legal concepts as tax obligations, employment standards, and requirements to a degree of quality are only a few of important elements on which the company should consider. Otherwise, smooth operations should be difficult to reach.

当时有一股反对快餐业的风潮。这迫使麦当劳对其企业社会责任进行更严格的审查。总的来说，它满足了公司的要求，即将公司声誉打造成更积极、更负社会责任的公司。麦当劳的声誉显然是一个巨大的问题。在该公司的网站上，他们似乎已经采取措施，对过去几十年中虐待他们的主要社会谴责进行处理。该公司向客户提供了他们需要的产品的食品本质关系的相应数据。这与他们影响的社会文化市场迹象有关。例如，在以穆斯林为主的国家开展的业务要求他们的肉类符合法律的清真要求。在同一方面，那些在欧洲联盟国家经营的公司应符合现行法律，禁止在其膳食中使用转基因肉制品。其他法律概念，如纳税义务、就业标准和一定程度的质量要求，只是公司应该考虑的几个重要因素。否则，很难实现平稳运行。

Environmental factor 环境因素

Social responsibility of McDonald’s on the state influences to company operations. They involve charges of harm to environment. Among the reasons why they are accused of such requirements, is that the work of substances is not decomposed by microorganisms for their drinks glasses and treasury of expanded polystyrene for meal. Some civil groups in Hong Kong have made actions to make McDonald’s privileges in Hong Kong aware of the rather copious use of containers of expanded polystyrene and resulting abusing by environment. Further, has specified that in 1995, McDonald’s Hong Kong ran through the expanded polystyrene used by both Australia and the incorporated United States.

麦当劳的社会责任对国家对公司经营的影响。它们涉及危害环境的指控。他们被指控有这样的要求的原因之一是，物质的工作不会被微生物分解，用于他们的饮料杯和膳食的膨胀聚苯乙烯库。香港的一些民间团体已采取行动，使香港的麦当劳特权意识到大量使用发泡聚苯乙烯容器，导致环境滥用。此外，已指明香港麦当劳在一九九五年曾使用澳大利亚及美国所使用的发泡聚苯乙烯。

Task 4 and Task 5 任务4和任务5

Agriculture -potatoes 农业-土豆

In 2007, with the share of 19,3%, the EU-27 was the second largest producer of potatoes in the World (China occupying the first place). Despite the relative and absolute decline in production observed over the recent years, which was mainly due to structural transformations of the potato sector in the new member states, potatoes for human consumption belong to the most competitive segments of EU agriculture. The sector shows also a competitive edge in international markets, especially in the sub-sectors of seed potatoes and processed products.

2007年，欧盟27国以19.3%的份额成为世界第二大土豆生产国（中国位居第一）。尽管近年来产量出现了相对和绝对的下降，这主要是由于新成员国土豆部门的结构转型，但供人类消费的土豆属于欧盟农业中最具竞争力的部分。该行业在国际市场上也显示出竞争优势，尤其是在马铃薯种子和加工产品的子行业。

Potatoes for human consumption are not covered by the Single Common Market Organization, except for the standard rules on state aids. Since 2008 all the potato areas in the EU can be potentially eligible to receive direct payments. Moreover, potato operators may benefit from the CAP promotion and quality schemes.

供人类食用的土豆不在单一共同市场组织的范围内，但国家援助的标准规则除外。自2008年以来，欧盟所有马铃薯产区都有可能获得直接付款。此外，马铃薯经营者可能会从CAP推广和质量计划中受益。

Business – Competitors 业务–竞争对手

The competition authorities inform each other of proposed decisions and take on board comments from the other competition authorities. In this way, the ECN allows the competition authorities to pool their experience and identify best practices. It should ensure an efficient division of work and an effective and consistent application of EC competition rules. The EU Commission and competition authorities from EU member states cooperate with each other through the ECN by, informing each other of new cases and envisaged enforcement decisions, coordinating investigations, where necessary, helping each other with investigations, exchanging evidence and other information and discussing various issues of common interest.

竞争主管部门相互通报拟议的决定，并采纳其他竞争主管部门的意见。通过这种方式，ECN允许竞争主管部门汇集经验并确定最佳做法。它应确保有效的工作分工以及有效和一致地适用欧共体竞争规则。欧盟委员会和欧盟成员国竞争主管部门通过欧洲竞争网络相互合作，相互通报新案件和设想的执法决定，必要时协调调查，相互帮助进行调查，交换证据和其他信息，讨论共同关心的各种问题。

Climate – environment

气候-环境

The EU’s role:

欧盟的作用：

Spreading knowledge on climate change impacts and risks;

传播有关气候变化影响和风险的知识；

Providing guidance on best approaches;

就最佳方法提供指导；

Coordinating national activities, particularly when impacts cross borders such as in river basins;

协调国家活动，特别是当影响跨越国界时，如在河流流域；

Adopting legislation and targets; and

通过立法和目标；和

Providing funding.

提供资金。

Employment and social right

就业和社会权利

Health and safety at work is one of the areas where the EU has had the biggest impact – with a solid legal framework covering the maximum number of risks with the minimum number of regulations. The Commission also works with the European Agency for Health and Safety at Work and the Conditions to disseminate information, offer guidance and promote healthy working environments – particularly in small businesses. Legal basis: encourages improvements in occupational health and safety in all sectors of activity, both public and private, Promotes workers’ rights to make proposals relating to health and safety, to appeal to the competent authority and to stop work in the event of serious danger, Seeks to adequately protect workers and ensure that they return home in good health at the end of the working day. Statistics: European Statistics on Accidents at Work (ESAW) – case-by-case data on occupational accidents with more than 3 days of absence from work and fatal accidents and European Occupational Diseases Statistics (EODS) – harmonized data on occupational diseases from 2001 onwards, Labor Force Survey ad hoc modules on accidents at work and work-related health problems. Committees: Committees of national experts contribute to developing, implementing and monitoring EU legislation on health and safety at work, Advisory Committee on Safety and Health at Work (ACSH), Scientific Committee on Occupational Exposure Limits (SCOEL) and Senior Labor Inspectors Committee (SLIC).

工作中的健康和安全是欧盟影响最大的领域之一，它有一个坚实的法律框架，涵盖了最大数量的风险和最小数量的法规。委员会还与欧洲工作健康与安全与条件署合作，传播信息、提供指导并促进健康的工作环境，尤其是在小企业中。法律依据：鼓励改善公共和私营部门所有活动部门的职业健康和安全，促进工人提出与健康和安全有关的建议、向主管当局申诉和在发生严重危险时停止工作的权利，寻求充分保护工人，并确保他们在工作日结束时健康回家。统计数据：欧洲工作事故统计数据（ESAW）——缺勤3天以上的职业事故和致命事故的个案数据，以及欧洲职业病统计数据（EODS）——2001年以来的职业病统一数据，劳动力调查关于工作事故和与工作有关的健康问题的特设单元。委员会：国家专家委员会有助于制定、实施和监测欧盟关于工作健康和安全的立法，工作安全和健康咨询委员会（ACSH），职业接触限值科学委员会（SCOEL）和高级劳工检查员委员会（SLIC）。

Task 5 任务5

Economic Factors 经济因素

Definitely turbulence in economy also plays vital shift of demands of the market segment. Recent world economy is shaken by the Credit crunch issue, citizen has less disposable income, and there is wild redundancy and less GDP in almost every economy. The major geographic markets of McDonalds are also affected by higher interest rate and inflation. So, cost of doing business has increased and a sale is generally decreased. This has affected also the sales of McDonalds like all other businesses throughout the world. McDonalds has recognized this issue & reduced their menu to a reasonable prices and also offering a wide range of foods.

毫无疑问，经济的动荡也对细分市场的需求产生了至关重要的转变。最近的世界经济受到信贷紧缩问题的冲击，公民的可支配收入减少，几乎每个经济体都存在巨大的冗余和GDP减少。麦当劳的主要地理市场也受到更高利率和通货膨胀的影响。所以，做生意的成本增加了，而销售额普遍减少了。这也影响了麦当劳的销售额，就像世界各地的其他企业一样。麦当劳已经意识到了这一问题，并将菜单降低到合理的价格，同时提供各种各样的食物。

Environmental factors 环境因素

Green issues, renewing energy sources, recycling of rubbish or waste disposal all are a matter of concern. But these are less of significance for McDonald for the moment.

绿色问题、可再生能源、垃圾回收或废物处理都是一个令人担忧的问题。但这些目前对麦当劳来说意义不大。

Environment is the biggest challenge due to its commitment towards the environment; it has adopted Rain Forest Policy. This state’s its assurance for beef purchasing practices that do not cause tropical de-forestation by any means. It fully aware of the fact that enormous utilization of the natural resources can imbalance the eco system. That is why, it is recycling vegetable oil, grease etc. by converting them as fuel for their diesel trucks.

由于其对环境的承诺，环境是最大的挑战；它采取了雨林政策。该州保证购买牛肉的做法不会以任何方式导致热带森林砍伐。它充分意识到，对自然资源的巨大利用会使生态系统失衡。这就是为什么，它正在回收植物油、油脂等，将其转化为柴油卡车的燃料。

Demographic factor 人口因素

The world’s age is changing. In some areas, mostly in developed countries such as the United States, Japan and many in Western Europe, the median age of the population is growing older, due to slowing birth rates and longer life expectancy. In the newer, emerging countries, such as those in Asia or Africa, the median age is getting younger mostly due to higher birth rates. These different trends require different marketing approaches. McDonald’s caters to both segments of the population, domestically and globally by targeting each segment individually. It is not unusual to see television commercials showcasing older generations enjoying a McDonald’s meal. A viewer is just as likely to see another commercial aimed at the younger generation, characterized by progressive music or urban attractions. In McDonald’s stores, customers will see “Happy Meals” complete with an advertisement for the latest Hollywood action movie as well as coffee offered to senior citizens for 49 cents.

世界的时代正在改变。在一些地区，主要是美国、日本等发达国家和许多西欧国家，由于出生率下降和预期寿命延长，人口的中位年龄正在变老。在较新的新兴国家，如亚洲或非洲国家，中位年龄越来越小，主要是由于出生率较高。这些不同的趋势需要不同的营销方法。麦当劳通过针对每一个细分市场，满足国内和全球两个细分市场的需求。电视广告展示老一辈享用麦当劳大餐的画面并不罕见。观众同样有可能看到另一个针对年轻一代的广告，其特点是进步音乐或城市景点。在麦当劳的商店里，顾客将看到“快乐餐”，其中包括最新好莱坞动作电影的广告，以及49美分的老年人咖啡。

Technological factor 技术因素

Till now, the market trend does not reveal high impact on fast food restaurant for technologies. However, the general equipments, temperature regulators, control devices, point-of-sales(POS) systems, inventory management, financial information and communications are all linked to different technologies. Any improvement of integrating better technologies for better purposes will give an edge of operations and can also help it better marketing strategies.

到目前为止，市场趋势并没有显示出技术对快餐店的高影响。然而，通用设备、温度调节器、控制设备、销售点（POS）系统、库存管理、财务信息和通信都与不同的技术相连。为了更好的目的而整合更好的技术的任何改进都将给运营带来优势，也可以帮助其更好的营销策略。

For example, recently McDonald has installed facility for free access to internet at their restaurants through Wi-Fi systems. This has increased the value of brand & market positioning.

例如，最近麦当劳在其餐厅安装了通过Wi-Fi系统免费上网的设施。这增加了品牌和市场定位的价值。

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