麦当劳案例分析-英文版.doc

McDonalds Corporation Company Table of Contents Executive Summary Introduction Industry Analysis Competitor Analysis SWOT Analysis Future and Recommendation Executive Summary McDonalds 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. 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. Now, McDonalds management is very good, but it still needs to improve in some places. Introduction McDonalds 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. McDonalds restaurants spread all over the world six continents in over countries. In many countries McDonalds represents of a kind of American way of life. In 2001, the net income of McDonald shrunk 17 percent to $1.64 billion. Though McDonald’s U.S. market share remained above that of competitors, it grew more slowly. Because of the “Big Mac Attack”, McDonald accelerated plans for “New Tastes Menu” items. What’s more, McDonald’s opened McCafe in order to double sales at existing U.S. restaurants over the next decade. The gourmet coffee concept was created to be placed within or adjacent to existing McDonald’s restaurants. McDonald’s estimates that the new concept will boost sales by 15 percent. McDonald invested heavily in advertising its product and improving its public image. The advertising message of McDonald focused on tasty and nutritious food, friendly folks, and fun. Industry Analysis Nowadays, customers are tastes changing in the fast-food industry. Custo