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市场学课程作业:麦当劳在印度市场发展分析

时间:2015-09-01 11:37来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien

市场学课程作业:麦当劳在印度市场发展分析


全球有超过5800万人和31000家当地麦当劳餐厅,麦当劳是是世界上最大的食品服务零售商。全球超过75%的麦当劳餐厅由当地人独立经营着。
 
麦当劳出售各种快速食品,像鸡肉汉堡,冰激凌,薯条等等。许多麦当劳餐厅里都有一个儿童游乐场和专门为孩子做的广告,有的已经重新设计了一个更加“自然”的风格,特别强调舒适:有休息区和壁炉,去掉硬塑料的椅子和桌子。创始人克劳科先生开创了麦当劳的悠久历史。他的远见至今为麦当劳创建了坚实的基础,他们的管理人员也将继续传承麦当劳多年来持续的荣耀。麦当劳已经成为世界上最著名的快餐品牌。继可口可乐之后,汉堡是传播到世界各地的最著名的美国食品。
 
无论是生产食物的人还是吃食物的人,他们的生活都离不开麦当劳的影响。世界第一家麦当劳在1955年6月在德斯普兰斯,伊利诺斯开业。在短短五年里,那儿就一共开了200家麦当劳。十年后,麦当劳公司上市,股价翻了一倍,在第一个月就达到了50美元。到1995年,世界各地已经遍布18000家麦当劳。
 
More than 58 million people and 31000 local restaurants are engaged in McDonald's as it is the world;s largest food service retailer. More than 75% of McDonald's restaurants worldwide are owned and operated by independent local men and women.
 
McDonald’s sells various fast food items like chicken,burgers,ice-cream,fries etc. Many McDonald's restaurants have included a playground for children and advertising geared toward children, and some have been redesigned in a more 'natural' style, with a particular emphasis on comfort: introducing lounge areas and fireplaces, and eliminating hard plastic chairs and tables. McDonald's long history began with founder, Ray Kroc. The strong foundation that he built continues today with McDonald's vision and the commitment of their executives to keep the shine on McDonald's Arches for years to come. McDonald’s has become the best-known fast food brand in the world. And after Coca-Cola, the hamburger is the best-known American food invention to spread around the world.
 
The lives both of the people who produce food and the people who eat it is affected by the Mc Donald’s food industry.The first McDonald’s opened in Des Plaines, Illinois in June 1955. In five years there were 200 restaurants. After ten years the company went public, and the share price doubled to $50.00 in the first month. By 1995 there were over 18,000 restaurants worldwide.
In 1996, McDonalds signed a ten year global marketing agreement with the Walt Disney Company to promote and help each other. Coincidentally, Ray Kroc and Walt Disney first met in an Army camp in Connecticut in 1918, when both were unknown visionaries. Xerox took 63 years to make its first billion dollars; IBM took 46 years. But the McDonald’s Corporation managed to surpass one billion dollars in total revenue in just 22 years.
 
* To investigate and analyze the data on the globalization of McDonald's operations in india and the home country.
* To analyze global issues like entry mode, social and cultural issues economic and political conditions, impact of globalization, benefits and problems associated with it.
* To provide recommendations and analyze the findings.
 
Reasons for selecting McDonalds:
 
McDonald's is the largest fast-food restaurants chain in the world that specializes in hamburgers, French fries, and soft drinks. McDonald's is nearly 50 million customers and more than 120 countries worldwide.there are various reasons for selecting the Mc Donald’s. It is a well-known brand name.The other multinationals and its success story is the main reason for selecting the Mc Donald’s.McDonald's has become emblematic of globalization, sometimes referred to as the "McDonaldization" of society. The economist magazine has used the word mac in his index for comparing the living standards and purchasing power around the world.by providing the standardization the company is being credited and high quality service globally. The adaption of local approach and values alongside social, cultural and environmental issues leads to the success of Mc Donald’s globalization.Its success thrives on adapting to consumer demands. What makes McDonald's stand out from the rest of the fast food industry is its creation of a set of standardized procedures and its changes in order to satisfy consumer needs.

The methods which McDonald's uses entering foreign market is lead to the company’s international success.“Think global, act local” describes the goal which McDonald's follows in foreign countrie. Introducing American culture to the world the company raises its success, profitability, and compatibility. McDonald's globalization model serves as an example for many other franchises. McDonald's uses the in-country production mode entering foreign countries. International restaurants are either company-owned, joint ventures, or operated by franchisees
The forces that affect the ability to serve its customers and are close to the company are reffered to as micro environment.it comprises of competitors, publics,suppliers,cutomer markets etc..
The internal environment of the company refer to as the the company aspect of microenvironment.It comprises of the departments such as department of purchasing,accounting,finance,operations etc.. Each of these departments has an impact on marketing decisions. For example, research and development have input as to the features a product can perform and accounting approves the financial side of marketing plans and budgets.
 
The suppliers of a company are also an important aspect of the microenvironment because even the slightest delay in receiving supplies can result in customer dissatisfaction. Marketing managers must watch supply availability and other trends dealing with suppliers to ensure that product will be delivered to customers in the time frame required in order to maintain a strong customer relationship.(责任编辑:BUG)


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