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CASE STUDY : 

CASE STUDY SERVING FAST FOOD AROUND THE WORLD PRESENTED BY GROUP 04

Introduction : 

Introduction McDonald’s: opened in 1955 by Ray Kroc, in US. Fast food outlet of American- style, with the motto QSC&V (Quality, Service, Cleanliness and Value). Gradually expanded and by 1983 it had over 6000 restaurant in US. In 1967 started international chain affiliations, clicking off from Canada. A well recognised in every continent in their own fashion with more than 18 million people in over 40 countries eating at their outlets.

Strengths : 

Strengths Rapid establishment of brand name. Concentrated on limited menu of high quality, moder0ately priced and a good ambiance Motto: QSC& V (Quality, Service, Cleanliness and Value) Well established chain affiliations. Immense planning and best controlling techniques

weakness : 

weakness Had had to make some concessions on unavailable inputs which made their fame brand. i.e., it was difficult to produce Idaho potatoes in Europe which was the main input of french fries. Failure in Far Eastern countries where the restaurants are joint ventures with local entrepreneurs who owns more than 50% of the restaurants. Same product served though out the time with only small alterations.

opportunities : 

opportunities Great opportunities in the growth of chain affiliations. American fast food style was whole heartedly taken by other countries, helped in rapid growth and springing up of more franchisees . Through introduction of products in to various markets. Appreciation of products in Moscow. Burgers being snacks in Japan, the ‘fast sushi’ Japanese restaurants stand their rivals.

Threats : 

Threats Handling of franchisees in several countries like France, Japan, Germany; operated by local managers and owners Addition of new products can affect the existing systems and operations. Tough competitors like Burger King, Wendy’s, KFC and Pizza Hut. Coming up of semi- cooked fast food stuffs in super markets and convenience stores.

Questions ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- : 

Questions ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- & ANSWERS

What opportunities and threats did McDonald’s face? How did they handle them? What alternatives could they choose? : 

What opportunities and threats did McDonald’s face? How did they handle them? What alternatives could they choose? OPPORTUNITIES Growth of franchisees – was streed by the motto QSC&V. Appreciation of growth in Moscow- well planned was the approach to the market. Franchisees were allowed to make experiments on their menu- adjusted more to the local market resulting in popularity.

Slide 9: 

THREATS Handling of franchisees in various nations that are operated by local managers and owners- they are meant to attend the Hamburg University to learn how to operate a McDonald’s restaurant. Addition of new products may affect the existing operations- controlled distribution. Emerging of semi- cooked fast food packs available at super markets and convenience stores- more boosting of market.

2. Why do you think about McDonald’s succeeded in Europe? What strategies did they follow? How did it differ its strategies in Asia? : 

2. Why do you think about McDonald’s succeeded in Europe? What strategies did they follow? How did it differ its strategies in Asia? Fast family oriented services, more weightage to cleanliness and service of value. Children were welcomed more warmly. Entertained in their own fashion. They were the main targets. Excellent product handling, cooking procedures and smarter kitchen layouts of set standards with stricter controlling. Same basic menu in every restaurant.

3. How did McDonald’s enforce its basic philosophy to adapt to different environments? : 

3. How did McDonald’s enforce its basic philosophy to adapt to different environments? Basic philosophy of McDonald’s is QSC&V. Best quality, best service, cleanliness or aesthetics and service of value are the most important basic principles in the hospitality industry. These principles contributes to the care of customers which is most important of all. The neat combination of these principles can set any where in this world where it is duely accepted by every one.

4. Should McDonald’s expand its menu? IF yes, what kind of products should it add? : 

4. Should McDonald’s expand its menu? IF yes, what kind of products should it add? Yes, the menus should be modified. Other than its fixed menu, McDonald’s can crisscross various delicacies different cuisines. The menus may also add classic recepies of fast foods which are being left forgotten in the racks.

5. Why was McDonald’s successful in Moscow? : 

5. Why was McDonald’s successful in Moscow? A thorough planning of 14 years. Massive advertisements in news papers. Job offerings with a high salary to the public. Advertisement campaigns based on their surroundings were conducted ensuring public participation to kick off product sales

THANK YOU : 

THANK YOU

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