McDonald's Corporation Company
Huang, Yida
2/28/2012
International Business
BADM 455
Table of Contents
Executive Summary .............................................................................................................1 Introduction ..........................................................................................................................2 History...................................................................................................................................3 Current & future profile........................................................................................................3 SWOT Analysis ....................................................................................................................4 Global Market Expansion .....................................................................................................7 Industry Analysis ..................................................................................................................9 Competitor Analysis ............................................................................................................10 Recommendation .................................................................................................................11 Conclusion ...........................................................................................................................12 Exhibits ..................................................................................................................... missing
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Executive Summary
McDonald's restaurant is a large chain fast food group and it has approximately thirty thousand shops in the world, the main selling is hamburgers, French fries, Fried chicken, soda, ice product, salad, fruit. McDonald's restaurants spread all over the world six continents in over countries. In many countries McDonald's represents of a kind of American way of life. international expansion
The most famous McDonald's brand of McDonald’s has more than 32000 home fast-food
restaurants, and it distribution in 121 countries. According to the taste of the local people to adjusted the McDonald's meal. In addition, McDonald's company still control some the other restaurant brand, such as the Aroma of coffee (Aroma Cafe), Boston Market, Chipotle Mexican big cornbread fast food restaurant, Donates Pizza and Pert a Manger. Industry
After the financial crisis, most companies are experiencing a situation of fund shortage, how to get more profit has become the problem which the fast food industry must be facing with. Of course, the advantage of efficiency and convenience will be the important Opportunity to help the fast food industry to solve the problem.
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Competitor
Although McDonald's is the most profitable in the industry, It also faced many challenges from thier competitors, The competitors like SUBWAY, KFC and Starbucks also have the Great strength and A potential threat to McDonald's. Recommendation
Now, McDonald's management is very good, but It still need to improve in some places. Like advertising promotion, public relations activity and Diet-health. And McDonald's also need carry out More activities to attract people
History
1954, Ray Kroc as the Agents of the franchise of McDonald, and he deal with the problem of transfer about franchise rights. And very soon Kroc already enable the McDonald to be a very excellent company. So the people already regarded him as one of the founders of McDonald. In 1961, McDonald brother make over the all company to Kroc with the price of 2.7 million dollars. In 1966 the McDonald company turn over a billion dollars. Then Kroc enable Turner to manage the company and Turner decided: expand the chain! In the first two tears Turner turn over control the company he massively increase the human being resource of real estate and construction department. Purchasing amass real estate. At the same time, he makes a surprising goal; set up stores from 100 every year increase to 500 every year.
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Current & future profile
McDonald fast food restaurant with its warm atmosphere and the franchise system, and it is recognized as one of the most famous fast-food restaurants in the world. The mainly income of McDonald's company comes from Real estate operating revenue, from Franchisee collection to get service charge and Regular Chain surplus. Because of the most of members usually do not have enough money to pay 30,000 dollars for the land and pay 40,000 for the construction, also they often powerless to fight for loans. McDonald's company is responsible for helping the alliance business to look for the address of the right stores, and then McDonald Company will hire them to the alliance business. This is the main source of income of McDonald Company. Not only this can resolve the financial difficulties of admission of open store, but improve the McDonald's income, and at the same time, through the control real estate, it is more advantageous to the McDonald's to strengthen the management of the franchisee. McDonalds once only sell fast food, but when it is summarized a set of scientific and reasonable manufacturing fast food programs and the secret to select the store location, it already transform to real estate enterprise gradually. In the future, McDonald's headquarters’ main attention should be which area is the most popular local people. After the studying, McDonald company will bought the subway and build fast food restaurant look, then looking for the Franchise partners, and hire them for their business, charging them Franchise fees and the rent of the land.
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