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Internationalization of Businesses Like Mcdonald's

In: Business and Management

Submitted By uibezyq2007
Words 546
Pages 3
McDonald's Corporation is the world's largest chain of hamburger fast food resrestaurant. Its headquartered in the United States. McDonald's primarily sells hamburgers, cheeseburgers, chicken, french fries, breakfast items, soft drinks, shakes and desserts. In response to changing consumer tastes, the company has expanded its menu to include salads, wraps, smoothies and fruit.So this eaasy try to analyse and idetify McDonald’s internationalization. For McDonald’s resources and capabilities, McDonald's itself has the brand and the enterprise image, but add-valuing resources can lead to competitive advantage. So through the advantage of opening dessert station, focusing on staffs training and franchise are to have the competitive advantage so as to reduce the cost and increase enterprise profits. McDonald’s is not rarely. Because there are KFC,Dicos similar with McDonald’s, but it is not imitable. The unique historical conditions and patent restrictions are hardly to imitate. Production of foods is a secret. Above these because there is a good organization which have organization structure and management system.

McDonald’s have various entry mode. To begin with, McDonald’s choose the model of franchise. Franchisors sells the rights to intellectual property to the franchisees for a royalty fee lead to the international market of rapid expansion and rapid development. In addition, the McDonald's Corporation in the fund does not need to input foreign branch. Although will have to personnel, sales and distribution, management or control in the hands of authorized dealer. Authorized to McDonald's company for technical and sales guidance on the products and services to the global standardization.

Standardized product of McDonald's is Western-style fast-food in the world, as well as the service form and management strategy. its meals include hamburgers, French fries, cola, coffee, soup and so on. The McDonald's current consumer loyalty is very high. McDonald's for the localization of products in order to standardize services at the same time to adapt to different needs of various regions. Like in china, we will provide Chinese breakfast. McDonald's pricing basic unity and Relative low. In the United States, McDonald's is as work meal appears, its aims are to facilitate the work of tension in the rhythm of ordinary workers, so in the United States of America McDonald's, have no customers waiting in the queue for dining scene; but in China, McDonald's has become a leisure and entertainment place. We can often be seen riding wait for others to finish and then dish dining scene, it would be a very long time the local mode of operation and did not affect the McDonald's Corporation standardization production management mode. In addition, in china McDonald’s build up the dessert station because of much population. It increases the distribution channels.

Comparing with starbucks, McDonald’s adapt to ordinary people.Starbucks adapt to people who have high consumption and high salary. China runs leisure coffee area McDonald’s restaurants.Coffee is named after Mccafe in the McDonald’s. Mccafe is about half of the average price of Starbucks

A shareholder of McDonald’s is performance of CSR.Environmental groups provide comfortable and safe environment. Employees need a specific skill and high quantified to service customers of consumptions. Suppliers provide raw material.
So to my mind, I suggest that McDonald’s need diversity because of restriction of brand image, develop quality of foods and confirm the salary of employee.…...

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