'Adaptation Mcdonalds\r'

'McDonalds Going world-wide International trade Mag. K. Roth Group 2 Florian Antos Vladimir Slon Christoph Gluszko 1 Christian Schromm ALL YOU WANTED TO KNOW about McDonalds 2 History • McDonalds Corporation †is the worlds largest chain of fastfood have places, in the beginning selling hamburgers, chicken, French fries, milkshakes and soft drinks. More recently, it likewise posts salads, harvesting and carrot sticks. The chore began in 1940, with a restaurant opened by Dick and macintosh McDonald in San Bernardino, California.Their introduction of the â€Å"Speedee Service System” in 1948 established the principles of the modern fast-food restaurant. The present corporation dates its founding to the opening of a licenced restaurant by re Kroc, in Illinois on April 15, 1955, the ninth McDonalds restaurant overall. Kroc later(prenominal) purchased the McDonald brothers equity in the company and lead its general intricacy. 3 • • • • What atomic number 18 the advantages and disadvantages of adaptation dodge employ by McDonald’s? 4 1.Advantages and Disadvantages of adaptation outline Advantages: • Diffe acquire cultures have different consumer needs and tastes • policy-making and legal environment of the international groceryplace that they aim to enter • Differences among nations in terms of cultures, religious believes, political and legal arrangements, customer values and modus vivendis, and stages of economic and market development • Differences in the advancement of technology • disceptation put-ons a major role in ascertain if a company entrust adopt a intersection adaptation scheme 1. Advantages and Disadvantages of adaptation strategy Disadvantages: • The hails associated with adaptation send packing also play a major role in ascertain whether or not a firm chooses to regularize their ingathering 6 1. Advantages and Disadvantages of adapt ation strategy • • • breed any boarder and you will find treble variations from price to product, starting with the presentation. Misconception that McDonalds is the same everywhere.Country teams have right smart autonomy to develop and market revolutionary product lines. menu differences: Netherlands and Austria†Beer Germany †Chinese Week Canada †Mc pizza pie India †Goat and lamb burgers half of menu vegetarian japan †ingredients such as cabbage and Teriyaki USA †grill bacon Burgers, sausage breakfast burritos 7 be in that location examples of truly global imperfections that never customized? 8 Are there examples of truly global brands that never customized? real global Brands : • In general we can grade that straight extension (=standardization) has been implemented and already been favored with photographic cameras, consumer electronics, and many machine tools. Stihl ( machinery and chainsaw producer) Nikon Olym pus, Canon ( camera producers) Kitchen Aid (consumer electronics ) Caterpillar (trucks, bulldozers) • • • • 9 What have been the bring out factors that have led to McDonald’s global triumph? 10 2. What have been the key factors that have led McDonalds to global success? • • • Fast receipts en subjectd by a limited menu, focus on cleanliness, family intimate facilities, good value for money Emergence of cash-rich, time-poor lifestyle Societal acceptance of a more fooling approach to eating on the run underscored the maturation of McDonalds Innovations in food preparation technology and service delivery providing a fast- service format that customers esteem as sound as a cost base that competitors found hard to match server labor cost savings passed on forthwith to the consumers through lower prices McDonalds was the leader to introduce franchising in the global marketplace, augmenting the organic restaurant growth by harnessin g the management, cultural and entrepreneurial capabilities and capital of local anesthetic profession people around the world.Expanding across the globe Increasing restaurant penetration in already existing markets • • • 11 2. What have been the key factors that have led McDonalds to global success? Key Faktors: • • • • • • Economies of scale in w ar and distribution Power and scope Brand understand was country suited Ability to leverage ideas quick and efficiently Uniformity of marketing practices Pervasiveness of McDonalds brand 12 2. What have been the key factors that have led McDonalds to global success? • • • • • McDonalds is seen as the number one exercise of the all American lifestyle, which at the time when the refinement began was very popular. In some countries it is still a status symbol to go and have a meal at McDonalds.Generally the cooperation is at pains to offer a selection of standardized core products ( whacking Mac, Soft drinks, French Fries) in addition to topically accepted alternatives. Giving the multinational cooperation a local Face (thinking of Salzburgs restaurant) In order to use synergies on the one hand and reduce national competences on the other a supranational administrative discussion section had been set up in Europe. McDonalds. has alship canal been back up by US foreign policy Sources : http://de. wikipedia. org/wiki/McDonald’s; Kotler/Keller Marketing Management 13 What are the risks and benefits of choosing the franchising dodging for franchisor? 14 3. Risks and Benefits of exemption formation Benefits for franchisor: The franchisor profits from the strongly motivated franchisee as a self-dependent entrepreneur • The franchising as a way to overcome the resource scarcity through the direct market access • The cogency to overcome the high costs of arranging the new distribution network through utilize t he well tailored network of franchisor • Low capital investments for the product placement and region marketing through the franchisee • The benefits from using a recognized brand name and flock marks through the reputation of the franchisor • Extended expansion possibility through franchising 15 3. Risks and Benefits of franchise system Risks for franchisor: • The existence of multiple, geographically dispersed owner-managers makes the control uncorrectable • Possible high costs of training development, promotional and support activities of franchisee • Service delivery may be inconsistent because of geographically dispersed franchisees 16 What are the key issues by setting up a McDonald’s Franchisee? 17 4. Risks and Benefits of franchise system Benefits for the franchisee: • Your business is based on a proven idea.You can check how successful other franchises are sooner committing yourself. • You can use a recognized brand name and trade marks. You benefit from any publicize or promotion by the owner of the franchise †the â€Å"franchisor”. • The franchisor gives you support †usually including training, help setting up the business, a manual telling you how to run the business and ongoing advice. • Financing the business may be easier. Banks are sometimes more likely to tote up money to buy a franchise with a good reputation. • Risk is reduced and is shared by the franchisor. • If you have an existing customer base you will not have to invest time toppleling to set one up. Relationships with suppliers have already been established. • The qualification to overcome the resource constrains. 18 4. Risks and Benefits of franchise system Risks for franchisee: • Costs may be higher than you expect. As well as the initial costs of buying the franchise, you pay continuing royalties and you may have to agree to buy products from the franchisor. • T he franchise agreement usually includes restrictions on how you run the business. You might not be able to make changes to suit your local market. • The franchisor might go out of business, or change the way they do things. • Other franchisees could give the brand a mentally ill reputation. You may find it difficult to sell your franchise †you can only sell it to someone sanctioned by the franchisor. 19 4. Costs and Restrictions Costs: financial Requirements/Down Payment : Initial down defrayment for opening (40% of the total cost) or an existing restaurant (25% of the total cost) about 200. 000 $ nonborrowed resources Financing: McDonald’s does not offer financing; McDonald’s Owner/Operators jazz the benefits of our established relationships with many national lending institutions 20 4. Costs and Restrictions Restrictions: During the term of the franchise, you pay McDonald’s the chase fees: • Service fee: a monthly fee based upon the restaurant’s sales deed (currently a service fee of 4. 0% of monthly sales). Rent: a monthly based rent or helping rent that is a percentage of monthly sales. • Application: Personal, non-borrowed resources to be invested in a McDonalds restaurant business. • Business experience in the market where they are seeking a franchise 21 What strategy would you adopt to ensure a enceinte exposure for McDonald’s to a growing bowel movement towards healthier eating? 22 5. better eating at McDonald’s Currently: • • Low copious products in UK outlet Canadian light choices of Menu with a Soya bean McVeggie Burger, salads with a plank free dressing and a granola topped fruit yoghurt On packaging calorie and gamey content information for the first time as it tries to counter the obesity lobby • 23 5.Healthier eating at McDonald’s Future perspectives: • • • • • • Using biologically grown resources Fat reduced meals Healthier ways of processing the food (eg. : don’t electric razor chips but bake them, less white earnings burgers, regular vegetarian dishes,) Healthy, freshly squeezed Mc Shakes etc. Healthier Drinks not only Sodas To ensure high-quality, fresh ingredients, farms are set up in order to return restaurants 24 Sources: • • • • • www. McDonalds. com www. freeforessays. com/show_essay/55461. html D. Jobber â€Å"Principles and Practice of Marketing” Sources : http://de. wikipedia. org/wiki/McDonald’s Kotler/Keller Marketing Management 25 thank YOU FOR YOUR ATTENTION 26\r\n'