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市场营销留学作业:麦当劳全球扩张 McDonald's Global Expansion

论文作者:www.51lunwen.org论文属性:作业 Assignment登出时间:2017-07-31编辑:cinq点击率:572

论文字数:2000论文编号:org201707312007526778语种:英语论文 English地区:美国价格:免费论文

关键词:全球扩张市场营销麦当劳

摘要:本文是市场营销留学作业范文,主要内容是以麦当劳作为成功案例,分析研究全球扩张的相关内容和战略性问题。

世界各地的公司都在寻找进入新的市场,通过不同的进入模式扩张和盈利方式。经理人看不同的策略可用于国际扩张。企业走向世界或海外扩张的原因有很多。同样的原因是被动的和主动的。全球竞争的加剧、客户需求的增加、潜在机会的减少、对外贸易壁垒的减少、国内市场费用的增加,都是企业走向全球的原因之一。为了实现规模经济,扩大对增长和利润的基础,节约成本,获取不同的资源,有一些企业走出去积极的原因。麦当劳作为一个案例,它是成功地暗示国际战略的最成功的公司之一。
麦当劳,全世界最著名的快餐连锁店,1955年开始由一个有远见的名叫Raymond Kroc。Kroc发挥了重要作用,使快餐业在美国迅速发展,目前麦当劳的服务超过6000万客户在超过117个国家的日常基础上。公司拥有全球品牌价值和全球知名度。它是快餐业中被广泛认可的世界偶像之一。

Companies all over the globe are looking for expansion and ways of entering new markets which are profitable through different entry modes (Deresky, 2006). Managers look at different strategies that can be used to expand internationally (Deresky, 2006). There are many reasons for companies to go global or expand overseas. There are reactive and proactive reasons for the same. Increased global competition, customer needs, potential opportunities, declining foreign trade barriers, increasing expenses in domestic markets are some of the reactive reasons for companies going global. To achieve economies of scale, expanding base for growth and profits, cost savings, access to different resources are some of the proactive reasons for companies going global (Deresky, 2006). An example of a company which looked to expand beyond its borders is McDonalds, one of the most successful companies in terms of implying international strategies successfully.

2.0 Company Overview 公司概况
McDonald's, the most renowned fast food chain of the world, started in 1955 by a visionary named Raymond Kroc (McDonalds : The Ray Kroc Story, 2010-2011). Kroc played a significant role in revolutionizing the fast food industry in America and currently Mc Donald's is serving over 60 million customers in over 117 countries on a daily basis (McDonalds : The Ray Kroc Story, 2010-2011). The company has a global brand value and worldwide recognition. It is one of the most widely recognized icons of the world in the fast food restaurant industry.

By reaching saturation levels in the United States, McDonalds looked to expand internationally amidst increasing regulations. But they approached with a strategy by controlling standardized products, clean and green environments and American origin. With experience, localization started increasing and the entire model was redone to appeal the localites of the foreign country. This strategy has been a turnaround point for McDonalds but it has thed potential of losing brand equity in the future (McDonald's Fact File 2007, 2007).

Inspite of an American base, McDonalds respects the markets, cultures, beliefs and likings of other nations. Customers identify with the brand name and 'the Golden Arches' are recognized not only in America but in foreign countries as well (McDonald's Fact File 2007, 2007).

4.1 Franchise Model:特许模式:
McDonalds franchising process is that of a strategic network (Hitt, et.al 2007). Around 85% of the restaurants are operated by franchisees. McDonalds follows a standardized set of procedures across all its restaurants in terms of quality, service, cleanliness and value propositions. Basically, the central control is in its headquarters where different financial and strategic controls are used to create value for the entire network (Hitt, et.al 2007).

5.0 Expansion Strategies in Different countries 不同国家的扩张战略
1. CHINA: The strategy used by McDonalds in China is quite different from the way the restaurants are otherwise managed in the United States. The pr论文英语论文网提供整理,提供论文代写英语论文代写代写论文代写英语论文代写留学生论文代写英文论文留学生论文代写相关核心关键词搜索。

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