英语论文网

留学生硕士论文 英国论文 日语论文 澳洲论文 Turnitin剽窃检测 英语论文发表 留学中国 欧美文学特区 论文寄售中心 论文翻译中心 我要定制

Bussiness ManagementMBAstrategyHuman ResourceMarketingHospitalityE-commerceInternational Tradingproject managementmedia managementLogisticsFinanceAccountingadvertisingLawBusiness LawEducationEconomicsBusiness Reportbusiness planresearch proposal

英语论文题目英语教学英语论文商务英语英语论文格式商务英语翻译广告英语商务英语商务英语教学英语翻译论文英美文学英语语言学文化交流中西方文化差异英语论文范文英语论文开题报告初中英语教学英语论文文献综述英语论文参考文献

ResumeRecommendation LetterMotivation LetterPSapplication letterMBA essayBusiness Letteradmission letter Offer letter

澳大利亚论文英国论文加拿大论文芬兰论文瑞典论文澳洲论文新西兰论文法国论文香港论文挪威论文美国论文泰国论文马来西亚论文台湾论文新加坡论文荷兰论文南非论文西班牙论文爱尔兰论文

小学英语教学初中英语教学英语语法高中英语教学大学英语教学听力口语英语阅读英语词汇学英语素质教育英语教育毕业英语教学法

英语论文开题报告英语毕业论文写作指导英语论文写作笔记handbook英语论文提纲英语论文参考文献英语论文文献综述Research Proposal代写留学论文代写留学作业代写Essay论文英语摘要英语论文任务书英语论文格式专业名词turnitin抄袭检查

temcet听力雅思考试托福考试GMATGRE职称英语理工卫生职称英语综合职称英语职称英语

经贸英语论文题目旅游英语论文题目大学英语论文题目中学英语论文题目小学英语论文题目英语文学论文题目英语教学论文题目英语语言学论文题目委婉语论文题目商务英语论文题目最新英语论文题目英语翻译论文题目英语跨文化论文题目

日本文学日本语言学商务日语日本历史日本经济怎样写日语论文日语论文写作格式日语教学日本社会文化日语开题报告日语论文选题

职称英语理工完形填空历年试题模拟试题补全短文概括大意词汇指导阅读理解例题习题卫生职称英语词汇指导完形填空概括大意历年试题阅读理解补全短文模拟试题例题习题综合职称英语完形填空历年试题模拟试题例题习题词汇指导阅读理解补全短文概括大意

商务英语翻译论文广告英语商务英语商务英语教学

无忧论文网

联系方式

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:9434

论文字数:2000论文编号:org201707312007526778语种:英语 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。

共 1/5 页首页上一页12345下一页尾页

英国英国 澳大利亚澳大利亚 美国美国 加拿大加拿大 新西兰新西兰 新加坡新加坡 香港香港 日本日本 韩国韩国 法国法国 德国德国 爱尔兰爱尔兰 瑞士瑞士 荷兰荷兰 俄罗斯俄罗斯 西班牙西班牙 马来西亚马来西亚 南非南非