市場學Essay格式：Business Strategies Of McDonalds
本文是市場學專業的Essay范例，題目是“Business Strategies Of McDonalds（麥當勞的經營策略）”，商業戰略的主要目標是為公司提供卓越的價值、差異化和核心競爭力，公司有明確的使命、目標和目標，這對公司的戰略制定是重要的和必要的。使命是對公司是誰以及公司期望完成什么任務的質量定義，進一步由目標和目的定義。
The main objective of a business strategy is to provide superior value, differentiation, and core competencies for a company that has clear missions, goals and objectives that are important and necessary to the strategic formulation of a company.
The mission is a quality definition of who the company is and what it expects to accomplish, further defined by goals and objectives.
Goals are directly linked with the mission and are general statements of desirable outcomes.
Objectives are goals or purpose with specific targets and time periods.
We will further discuss in detail of how these missions, goals and objectives are so important in the formulation of Business strategy.
Strategic management戰略管理
The way in which employees are managed to maximize the potential of achieving business objectives is called Strategic Management. It has a very positive impact on a business and can significantly improve its growth only if Strategic management is effectively used. It is all about formulating strategies and the key to making it work for the business.
員工被管理的方式，以最大限度地實現商業目標的潛力被稱為戰略管理。戰略管理對企業有非常積極的影響，只有有效使用戰略管理才能顯著提高企業的增長。這一切都是關于制定戰略，以及使其為業務工作的關鍵。
McDonalds
McDonald’s is the leading global foodservice retailer with more than 31,000 local restaurants serving more than 58 million people in 118 countries each day. More than 75% of McDonald’s restaurants worldwide are owned and operated by independent local men and women primarily selling the world some of its favorite foods – World Famous Fries, Hamburgers (Big Mac, Quarter Pounder, etc), Chicken McNuggets, Egg McMuffin, milkshakes, hot drinks, desserts and most recently also offer salads and fruits.
Their rich history began with our founder, Ray Kroc. The strong foundation that he built continues today with McDonald’s vision and the commitment of our talented executives to keep the shine on McDonald’s Arches for years to come.
The History of McDonalds麥當勞的歷史
The McDonald’s restaurant chain of today began its humble beginnings in a renovated barbecue car-hop restaurant in San Bernardino, California by two brothers, Richard and Maurice McDonald. Dick and Mac left their Manchester, New Hampshire home and headed to California for work after graduating from high school. Mac and Dick borrowed $5000.00 and opened a barbecue drive-in close to a high school in 1940. They hired attractive carhops and offered a menu of 29 items. Business boomed. Families came for the low prices and teens came to check out the carhops. By 1947, the restaurant was losing business. Families were getting more concerned about their finances and the teens seemed to be more interested in hanging out than in purchasing food. Dick and Mac took notice of these changes in clientele and noticed hamburgers made up 80% of all food sales. They decided to close the restaurant and reorganize.
今天的麥當勞連鎖餐廳在加州圣貝納迪諾由理查德·麥當勞和莫里斯·麥當勞兄弟在一家裝修過的燒烤汽車餐廳開始了它卑微的起步。迪克和麥克高中畢業后離開了他們在新罕布什爾州曼徹斯特的家，前往加州工作。1940年，麥克和迪克借了5000美元，在一所高中附近開了一家露天燒烤店。他們租了有吸引力的汽車，并提供了29種食物的菜單。業務蓬勃發展。許多家庭來這里是為了低價，十幾歲的孩子來這里查看車棚。到1947年，這家餐廳的生意開始下滑。家庭越來越關心他們的財務狀況，十幾歲的孩子似乎對出去玩比買食物更感興趣。迪克和麥克注意到顧客的這些變化，并注意到漢堡包占所有食品銷售額的80%。他們決定關閉餐館進行改組。
The restaurant was reopened in mid December of 1948 as the first self-service, assembly line, and drive-in offering 15 cent hamburgers, 19 cent cheeseburgers, 20 cent malts and 10 cent fries. By 1952 the business was booming. The brothers had purchased 8 mixers for their milkshake production and ordered two more. This purchase caught the attention of the owner of the Multi-mixer, Ray Kroc and changed the history of McDonald’s.
1948年12月中旬，這家餐廳重新開張，成為第一家自助服務、流水線和汽車餐廳，提供15美分的漢堡、19美分的芝士漢堡、20美分的麥芽酒和10美分的薯條。到1952年，生意興隆起來。兄弟倆買了8臺攪拌機來生產奶昔，又訂購了兩臺。這次收購引起了Multi-mixer所有者雷·克羅克(Ray Kroc)的注意，并改變了麥當勞的歷史。
Ray noticed that this hamburger stand continued purchasing from him and he decided to go check it out. Ray was very impressed with the McDonald brothers self service concept and their booming business that now included a few franchises. He made a proposal to expand their business across the country with himself supplying the Multi-mixers. The brothers were not interested in becoming so large but did agree to give him exclusive rights to the McDonald system.
雷注意到這個漢堡攤一直在他那里買東西，于是他決定去看看。雷對麥當勞兄弟的自助服務概念和他們蓬勃發展的業務印象深刻，現在包括一些連鎖店。他提議將他們的業務擴展到全國各地，自己供應多混合器。兄弟倆對擴大規模不感興趣，但同意給他麥當勞系統的專有權。
Kroc opened his first franchise in Des Plaines, Chicago in 1955 and subsequently sold 18 more in the first year. He collected 1.9% of gross sales and turned in 0.5% of that to the McDonald brothers. He was barely breaking even in this arrangement, until he met Harry Sonnenborne, who encouraged him to lease or purchase the property for all future McDonald franchises. The operators would pay him either a monthly rent or percentage of their gross sales, whichever was greater. Kroc created a 75 page manual outlining the specifics of running a McDonald’s to ensure all restaurants had the same cleanliness standards, the same amount of meat in each hamburger, the specifics for cutting and preparing French fries. The McDonald brothers resisted these changes and many arguments ensued.
In 1960, Ray Kroc convinced Dick and Mac McDonald to sell the legal rights to him for 2.7 million dollars. At the time of this transaction, the chain had more than 200 restaurants. In 1990, after public outcry concerning cholesterol, McDonald’s switched from beef tallow to pure vegetable oil in their french-fries.
1960年，雷·克羅克說服迪克和麥克·麥當勞以270萬美元的價格將合法版權賣給他。在這筆交易進行時，這家連鎖店擁有200多家餐廳。1990年，在公眾對膽固醇問題的強烈抗議之后，麥當勞在薯條中從牛油改為純植物油。
In 2006, McDonald’s began a design “Forever Young” in all their restaurants using the traditional yellow and red colors and adding olive and sage, using more brick and wood with less plastic.
With the vision of two brothers and the marketing strategy of one high school drop out, McDonald Corporation has grown to be the favorite fast food restaurant to millions of customers in more than 100 countries around the world.
Business Goals, Objectives and Mission
McDonalds S.M.A.R.T objectives:
Market share objectives – Market share can be achieved within a specified period of time if objectives are set accurately
Increasing profits – objective is to increase profits or percentage of sales for a certain period of time.
Survive – Current/present hard times the business is in.
Growth – Business objectives may state growth by 15% year on year for the next 5 years ahead.
Increasing brand awareness over a certain period of time.
Mission Statement
A mission statement is a brief and to point representation of a company or organizations purpose for existence. It is a formal document that states the objectives of a company or organization addressing concept like moral/ethical position of the company, public image, target market, etc.
McDonalds – Aims and Objectives
Having great concerns bout the organizations customers.
Being socially responsible for the company’s welfare.
Serving high standard and quality food with quick and outstanding service all along with great value for money.
Maintain a good and friendly environment.
“McDonald’s vision is to be the world’s best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile.”
McDonald’s is known through out the world for their commitment to inclusion and diversity not only with their employees but with their franchises and suppliers.
Core Objectives of McDonalds麥當勞的核心目標
The core objective and mission of McDonalds is to be the world’s premier consumer product organization mainly focusing on convenient fast foods. They practice producing financial rewards to their investors hence providing opportunities for growth and enrichment for their employees, business partners and for the communities in which they operate. They strive for Honesty, Fairness and integrity in everything they do.
麥當勞的核心目標和使命是成為世界上首屈一指的消費品組織，主要經營方便的快餐食品。他們的做法是為投資者提供財務回報，從而為員工、商業伙伴和他們經營的社區提供成長和致富的機會。他們所做的每一件事都追求誠實、公平和正直。
“McDonalds responsibility is to continually improve all aspects of the world in which they operate – environment, social, economic – creating a better tomorrow than today.”
Their main vision is put into action by a series of programs focusing on environmental stewardship, activities to benefit society and their commitment to building shareholder value by making McDonalds a truly sustainable company.
Values and Principles of McDonalds.
Core value is customer experience – McDonalds is alive because of their customers and they demonstrate their appreciation by providing them with high quality products and services in a clean and welcoming environment, with great value for their money.
Commitment to their people – the key to their continuous success is them providing opportunity, nurture talent, developing leaders and reward achievement. Through their experience they believe that a team of well trained individuals with diverse backgrounds and experiences, working together in an environment that fosters respect and drives high levels of engagement.
對員工的承諾——他們持續成功的關鍵是提供機會、培養人才、培養領導者和獎勵成就。通過他們的經驗，他們相信一個由不同背景和經驗、訓練有素的個人組成的團隊，在一個能夠培養尊重和推動高水平參與的環境中一起工作。
Believing in the McDonald’s system – their foundation is based on their business model depicted by the “three-legged stool” of owner/operators, suppliers and the employees and their balance of interest among the three group is key.
Operation of business ethically – At McDonalds, business is run to high standards of fairness, honesty and integrity, individually being accountable and collectively responsible.
Giving back to their communities – They help their customers build better communities, support Ronald McDonald House Charities, scope and resources to help make the world a better place.
Growing the business profitably – As McDonalds is a publicly traded company, they work continuously to provide sustained profitable growth for their shareholders.
Continuously striving to improve – Through constant evolution and innovation, McDonalds aims to anticipate and respond to changing customer, employee and system needs.
Stakeholder Analysis利益相關者分析
It is a technique adopted by organizations, used to identify and assess the importance of key people, groups of people, or institutions that may significantly influence the success of their activities or projects. This technique can either be used alone or with team members involved.
它是組織采用的一種技術，用于確定和評估可能對其活動或項目的成功產生重大影響的關鍵人員、人員群體或機構的重要性。這種技術可以單獨使用，也可以與團隊成員一起使用。
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