First, the situation of Marketing
This part should provide the market with products, competition, distribution, and other relevant and objective information, table 3-1 shows the company's sales in recent years.
McDonald's sales history: 100,000,000 U.S. dollars
McDonald's facing the market are as follows:
Fast food market is growing slowly. Traditional neighborhoods and suburbs of the market has been saturated, most of the current sales growth came from sales of non-traditional outlets, such as airports, railway stations, the location of the office building.
Naturally focused on the fast food hamburger, chicken and tomato sauce sales. Some of the opening of a new specialized fast-food outlets selling food products, such as Tai Lai Tesi • to provide adults with more recipes to choose, Starr rod Vampa these sales outlets for McDonald's is a potential threat, they are concentrated in a single fast food Adults and children in the market rather than the market, this is precisely the adult market segments and customer loyalty is the lack of McDonald's weak link.
The event is more positive: success in the market to put in a variety of salads and sandwiches麦克德尔特; children on a variety of well-being of the demand for fast food and enduring the continuous development of the trend evident; in the playground successfully expanded Sales. Right now, McDonald's is faced with two main issues. First, McDonald's does not change in the children's market, attaches great importance to the traditional features of the premise conditions, the adults on how to improve McDonald's loyalty; Second, the development of new sales outlets when the site becomes more and more difficult, how to maintain it Market growth.
In addition, more than competitors in advertising and promotion spend more, McDonald's was able to maintain market share, McDonald's each year to spend large 700,000,000 U.S. dollars, while Berger took king only 200,000,000 U.S. dollars.
However, McDonald's is one of the factors favorable to deal with competitors in the development and expansion of profit encountered little trouble. When the expansion of their development, it is difficult to maintain profitability. However, each new sales outlets competition given the steady growth of McDonald's sales have a major dilemma.
McDonald's has successfully carried out the expansion of overseas development, but the United States of the growing competition in sales, those sales are overseas does not help McDonald's in the United States to maintain growth momentum.
McDonald's faced a number of opponents following the strong competition:
Berg. In recent years, Berger is quite heavy falls. It's very effective advertising, and there is no development of any particular new product, the only positive factor is the well-being of McDonald's fast food's footsteps, the imitation products and to increase its fast-food breakfast food varieties.
Wen. It is a struggle in the fast food company, when the Emperor suspended effective "Where is the steak" activities, suddenly lost its marketing momentum.
Kentucky Fried Chicken. It is in progress to increase its sales outlets on the road, it will add the sandwiches to its menu, its ads "only if we can cook the chicken on the right," the slogan of this very effective. It is estimated that it will continue to increase sales of tennis, and it will take a bigger advertising campaign, will not be satisfied with the results achieved.
• Tai Lai Tesi. Even though it is far from being a major competitor, but a representative of the thinking, and thinking that is harmful to the McDonald's. It increases rod Vampa Starr's salad recipe to attract adults, especially when popular lunch. • Tai Lai Tesi Get also to the adults that they provided more nutritional value of fast-food menus. Despite its liquidity problems, but it's a lot of fast food restaurants are operating very well
A marketing situation
This part should be provided with the market, products, competition, distribution and other relevant objective information, table 3-1 shows in recent years, McDonald's sales.
McDonald's sales materials unit: 100 million U.S. dollars
McDonald's facing market conditions are as follows:
Fast food market is growing slowly. Traditional neighborhoods and suburbs market is already saturated, the current majority of the sales growth came from non-traditional sales outlets, such as airports, railway stations, office location.
Naturally focused on fast food hamburgers, chicken and tomato sauce sales. The professionalism of some newly opened fast food sales outlets, such as Dili •莱特斯to adults with more recipes to choose, Pago Stassen Stick these sales outlets of McDonald's a potential threat, they are concentrated in a single fast food and adults rather than children's market, the market is precisely the adults in this market segment is the lack of customer loyalty McDonald's weak links.
More positive events are: the successful operation to the market a variety of salads and sandwiches麦克德尔特; children on a variety of well-being of the demand for fast food and in the continuous development of enduring, trends obvious; in the playground successfully expanded sales. Right now, McDonald's is faced with two main issues. First, McDonald's does not change in the children's market, attaches great importance to the premise of the traditional characteristics of conditions, how to improve the McDonald's loyalty adults; Second, when the development of new sales outlets is becoming increasingly difficult to site and how to continue to maintain it market growth.
In addition, more than competitors in advertising and promotions more money, McDonald's was able to maintain market share, McDonald's annual cost of 700 million U.S. dollars, while Berger Wang spent only 200 million U.S. dollars.
However, McDonald's favorable factor is the expansion of competitors in dealing with development and maintain its profit encountered little trouble. When they expand development, it is difficult to maintain profitability. However, a new competition every sales outlets of McDonald's sales had been steady growth in a major dilemma.
McDonald's has successfully carried out the expansion of overseas development, but the United States competitive sales growing, those overseas sales but does not help McDonald's in the United States to maintain growth momentum.
McDonald's faced a number of opponents following strong competition:
Berg. In recent years, Berg is not a light falls. Its advertising is very effective, and there is no development of any particular new product, the only positive factor is the McDonald's fast food happiness's footsteps, to imitate the product and increase its fast-food breakfast food varieties.
Wen. It is a struggle in the fast food company, when the Emperor interrupted effective "steak where" the activities, suddenly lost its marketing momentum of development.
Kentucky Fried Chicken. It is progress in increasing its sales outlets on the road, it will add its sandwich recipes, and its advertising "Only we are cooking chicken is the correct" the slogan very effective. Estimated that it will continue to increase its sales of tennis point, and it will take a bigger advertising campaign will not be satisfied with the results achieved.
Dili •莱特斯. Although it is far from being a major competitor, they do represent a kind of thinking, thinking of the McDonald's which is harmful. It Pago Stassen salad bar plus recipes to attract adults, in particular, has been welcomed by lunch. Dili • Peter莱特斯also to the adults in their opinion, more nutritional value of fast-food menus. Despite its liquidity problems, but it's a lot of fast food shops are operating very well.
Too much to translate. Just offering some terminologies:
fast food chain restaurant names:
帝•莱特斯 = Delites
Berg. = Berger King
Wen = Wendy
The line“牛排在哪里” = "Where is the beef". It was out of an old Wendy’s commercial showing an old lady at other fast food restaurant asking “where is the beef”. It meant that hamburgers in other restaurants were not made out of beef. Only Wendy’s hamburgers were pure beef. (McDonald’s hamburgers contain large percentages of non-meat ingredients such as soy bean, may be 45%, for the sake of being healthy). That line had boosted Wendy's sales for quite few years.
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