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2011-2013,[object Object],Strategic Management,[object Object],Group 6,[object Object]
Introduction-1,[object Object],McDonald's Crisis: 1998-2003,[object Object],Ray Kroc 1955-1973,[object Object],Realized McDonald’s formula of ,[object Object],	self-service, paper-service, ,[object Object],	quick-service,[object Object],1962 McDonald’s introduce the ,[object Object],	world famous Golden Arches logo,[object Object]
Introduction-2,[object Object],Fred Turner 1973-1987,[object Object], Management Science: established quality control measures, Turner’s manual  ,[object Object], Training: Hamburger University,[object Object],Supervising franchisees: Field visit report,[object Object],Management style: Expanded the authority of,[object Object],	 regional manager,[object Object],Advertising: “Ronald McDonald”,[object Object],McDonald’s under  attack: Franchisees’ Rights ,[object Object],McDonald’s under  attack: Union Rights ,[object Object]
Introduction-3,[object Object],[object Object]
 Customer service: McDonald’s service enhancement program
Cost Cutting: redesign restaurant, efficient construction method, Open franchisee to choose insurance company,  mini-McDonalds’ and expand small-size non-traditional site
International expansion: Joint venture with the local partners (Start with “Big six” country)
1992 open the first restaurant in Beijing, China
McDonald’s in Crisis: No new success menu,	 Shop similar hurting each customer,  ,[object Object],	McDonald’s loosing market share,[object Object]
Introduction-4,[object Object],[object Object]
Recasting the image of McDonald’s
New menu: Made for you project
Acquisition and attacks on McDonald’s: Selling unhealthy 	food, exploiting Children, mistreating worker, destroy ,[object Object],	rain forests and torturing animals,[object Object]
Introduction-5,[object Object],[object Object]
Improving stores’ operations
Substituted healthier food choices
Launched a Balance Lifestyle (Smart eating)	and fitness program,[object Object],[object Object]
McCafes,[object Object]
External Analysis: Environment Analysis,[object Object]
External Analysis: Environment Analysis,[object Object]
External Analysis: Environment Analysis,[object Object]
External Analysis: Environment Analysis,[object Object]
External Analysis: Industry Competitiveness Analysis,[object Object]
External Analysis: Industry Competitiveness Analysis,[object Object]
External Analysis: Industry Competitiveness Analysis,[object Object]
External Analysis: Industry Competitiveness Analysis,[object Object]
External Analysis: Industry Competitiveness Analysis,[object Object]
External Analysis: Industry Competitiveness Analysis,[object Object]
External Analysis: EFAS + ICFAS,[object Object]
Internal Factors Analysis,[object Object]
Internal Factors Analysis,[object Object]
Internal Factors Analysis,[object Object]
Internal Factors Analysis,[object Object]
Internal Factors Analysis,[object Object]
Internal Factors Analysis,[object Object]
SWOT Analysis,[object Object],S – Strength,[object Object],[object Object]
Strong Brand name, Image and Reputation.
Location & No. of Branches
McDonald’s Standard
Capability of CEO
Economies of Scale
Listed Company,[object Object]
McDonald’s Standard – no innovation.
Attack from a variety of public interest groups.
 Unhealthy, fatty foods
McJob,[object Object]
Lifestyle – Fast, Work outside
World’s  Economic  Rebound
Strong Brand Loyalty,[object Object]
Many direct/indirect no. of competitors
Mad Cow Disease, H1N1, Swine flu outbreak
Tendency to have additional tax on unhealthy food,[object Object]
Mission,[object Object],เราจะเป็นสถานที่อันดับหนึ่งในใจของลูกค้า ด้วยการพัฒนากระบวนการและนำเสนออาหารที่ตรงกับความต้องการของลูกค้า ด้วยพันธกิจดังต่อไปนี้,[object Object],[object Object]
พัฒนาเมนูอาหารที่หลากหลาย เพื่อตอบสนองต่อความต้องการของลูกค้าและกลมกลืนไปกับวัฒนธรรมท้องถิ่น
สร้างวัฒนธรรมองค์กร รับรู้และเข้าใจถึงปรัชญาของบริษัท QSCV,[object Object]
Corporate Goal,[object Object],[object Object]
Customer visit       2% / year
     franchise operated to be 85% of all
ROIIC >45% by 2013
Remain cost structure,[object Object]
Corporate Strategy,[object Object],GE McKinsey Matrix,[object Object]
Corporate Strategy,[object Object],BCG Model,[object Object]
Corporate Strategy,[object Object],ADL Portfolio-Planning Matrix,[object Object]
Corporate Strategy,[object Object],Ansoff Growth Strategy Matrix,[object Object]
Corporate Strategy,[object Object],TOWS Matrix,[object Object],S-O Strategies,[object Object],[object Object]
  Add Value to ProductW-O Strategies,[object Object],[object Object],[object Object]
  Strengthened MCD’s Standard
  Set up Legal TeamW-T Strategies,[object Object],[object Object]
Launch campaign that Encourage people to exercise
Sponsorship in Sport Program,[object Object]
Business Strategy,[object Object],SBU1:  U.S.,[object Object]
Business Strategy,[object Object],SBU2:  Europe,[object Object]
Business Strategy,[object Object],SBU3:  Asia Pacific, Middle East, Africa (APMEA),[object Object]
Business Strategy,[object Object],China,[object Object],Operated in China since 1990,[object Object],World’s fastest growing emerging market,[object Object],No. 1 growth market for McDonald's,[object Object],Goal by 2013,[object Object],ROA      10%,[object Object],Sale growth      20%,[object Object],Sales (company & franchise)      50%,[object Object],Operating Cost      5%,[object Object],Increase to 2,000 branches,[object Object]
Functional Strategy,[object Object]
Marketing Strategy: Segmentation,[object Object], Segmented by “Usage Type”,[object Object],  Focus on “Usage Rate”,[object Object],Reduce ‘coz Nutrition, Fat and Standard Menu ,[object Object],Time,[object Object],Taste,[object Object],Trendy,[object Object]
Marketing Strategy : Target Market,[object Object],[object Object],Repeat Purchase,[object Object],Diversify,[object Object],Valued-added,[object Object],Potential Customers,[object Object]
เมนูให้เลือกหลากหลาย,[object Object],และ Localize,[object Object],จำนวนสาขา,[object Object],ครอบคลุม,[object Object],Marketing Strategy : Positioning,[object Object]
Marketing Strategy : Product,[object Object],Menu,[object Object],Nutrition added ,[object Object],  ex. Vitamin, calcium,[object Object],and selected oil,[object Object],New localized,[object Object],Menu,[object Object]
Marketing Strategy : Product,[object Object],McDonalds’ Menu,[object Object]
Marketing Strategy : Price,[object Object],More Quality, but Same Price,[object Object],Depend on Income per Capita,[object Object]
Marketing Strategy : Place,[object Object],Existing ,[object Object],Renovation,[object Object],New Branches,[object Object],Expansion,[object Object],Drive Thru,[object Object],Delivery,[object Object]
Marketing Strategy : Promotion,[object Object],Above the line (TV Ads theme),[object Object],Family Time : confident,[object Object],Teenagers : get more,[object Object],Child to Parent :,[object Object], Let’s try,[object Object]
Marketing Strategy : Promotion,[object Object],Below the line,[object Object],Localized Menu,[object Object],In-Store Ads.,[object Object],Nutrition Labels,[object Object],Mobile Kitchen,[object Object]
Marketing Strategy,[object Object]
Marketing Strategy:  People,[object Object],Service people ,[object Object],Training: Operation man, ,[object Object],	Countermen,[object Object],Quality Control: ,[object Object],	Field Service report  (service, quality, cleanliness andoverall performance),[object Object],McDonald’s Best Practice: Restaurant,  Country and Region,[object Object],McDonald’s staff: Competency in carrier,[object Object],McDonald’s culture: Each of employee should have McDonald’s culture mindset,[object Object]
Marketing Strategy:  Process,[object Object],Service blueprint,[object Object],McDonald’s code of conduct,[object Object]
Marketing Strategy:  Physical Evidence,[object Object],Standard Restaurant,[object Object]
Marketing Strategy:  Physical Evidence,[object Object],Standard Cleanliness,[object Object],Standard dressing,[object Object]
McDonald’s  CRM,[object Object],Ronald Club,[object Object]
McDonald’s  CRM,[object Object],Social Network,[object Object]
McDonald’s  CRM,[object Object],Moms’ quality respondents program,[object Object]
McDonald’s  CRM,[object Object],McDonald’sRecall the good old day,[object Object]
McDonald’s  CSR,[object Object],Ronald McDonald house charities ,[object Object]
McDonald’s  CSR,[object Object],Greener than ever ,[object Object]
McDonald’s  CSR,[object Object],I’m lovin’ it’ I’m lovin’ China,[object Object]
McDonald’s  CSR,[object Object],McDonald’s Community,[object Object]
Operation Strategy,[object Object],Franchise Management,[object Object],Quality Control,[object Object],R&D,[object Object],Supply Chain Management,[object Object]

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