麦当劳与其竞争者肯德基汉堡王赛百味必胜客战略分析前景发展.docVIP

Case analysis McDonald’s Corporation in the New Millennium Background Major competitors in the hamburger and non-hamburger segment The strategy of McDonald’s The strategy of competitors Question Analysis 10工商六班 背景分析：韩淑宇 黄宽 谷昌坤 李颜夕 凌玉雪 问题分析：李颜夕 黄宽 谷昌坤 赵亮 制作报告：庞路畅 黄宽 McDonald’s Corporation in the New Millennium Background: Dynamic market expansion, new products, and special promotional strategies had made McDonald’s Corporation a leader of the fast-food industry. However, sales growth in the United States had slowed to below the industry average in recent years. Major competitors in the hamburger segment of the fast-food industry in order of annual sales are McDonalds, Burger King, Wendy’ In the fast-food industry, years of profit drains and flat sales are driving fast-food chains to find new marketing strategies to compete In a mature market. There are some industry features appearing in recent years. They are trying to increase the speed of drive-through delivery. Strategies include using timers to encourage employees to prepare and deliver food faster, training employees in faster food preparation methods, having separate kitchens and food preparation facilities for drive-through customers, and even wind-shield responders that automatically bill customers. A growing trend is the move by customers to non-hamburger sandwiches. Prepared meals and sandwiches available in supermarkets, convenience stores, and gas stations are competitors to the variety of microwave meals. Another trend is the recognition of the importance of heavy users of fast-food restaurants. They are defined by some features and loyal to the fast food. Their spend occupies a lot in the sales. A major change in the fast-food industry is the increase in the fast-casual segment. Some chains offer deli sandwiches and meals that are more upscale than traditional restaurant Americans are eating out less often compared to previous years a s.nd eating habits are changing. On the one hand, the recession is