1. Introduction
As requested, this report is based on a market research on the consumer satisfaction of the services of McDonald's in China.
This report shows McDonald's background , history, an introduction of its services and reveals the benefits and the drawbacks of the services of McDonald's in China, in the increasing restaurants in China, for McDonald's in China itself and also the customers. Also, there are some recommendations for McDonald's.
2. Procedures
The information shown in this report was gathered from:
http://www McDonald's com/
http://www.bokee.net/newcirclemodule/article_viewEntry.do?id=464256&circleId=111136
http://www.mcdonalds.com.tw/
http://en.wikipedia.org/wiki/McDonald's http://www.customerservicemanager.com/dealing-with-customers-complaints.htm
3. Findings
a) Background of McDonald's
McDonald's founders Dick and Mac McDonald started with their little drive-in restaurant in San Bernardion, California in the late 1940s. But McDonald's today serves 38 million customers each day, 20 million of them in the USA. It's about 23000 restaurants in more than 100 countries around the world. It's one of the world's great entrepreneurial organizations, with most restaurants worldwide run by a franchisee or affiliate partner of the company. It's one of the two most recognized and powerful brands in the world, the other being Coca-Cola, the only soft drink supplier to McDonald's today. It's a growing company, adding more than2000 new restaurants to their system each year. This means a new McDonald's will open somewhere in the world every five hours of every day. It generates sales of more than $31 billion a year and earns net income of more than $1.5 billion annually.
McDonald's opened its first restau...
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...rate service-and fun.
8、It is better if the price would be brought down a little.
9、Most standalone McDonald's restaurants offer both counter and drive-through service, with indoor and sometimes outdoor seating on broad. So, McDonald's in changsha should offer this service
10 、In 2006, McDonald's introduced its "Forever Young" brand by redesigning all of their restaurants in England. McDonald's in Changsha can also be changed a little. The new restaurants can feather these areas:
1) The "lenger" zone can offer armchairs, sofas, and Wi-Fi connections.
2) The "grab and go" zone can feather tall counters with bar stools for customers who eat alone; plasma TVs can offer them news and weather reports.
3) The "flexible" zone can be targeted toward families and can have booths featuring fabric cushions with colorful patterns and flexible seating.
From just one restaurant in San Bernadino, California, run by two brothers, McDonald’s has grown to become the best known and most popular fast food restaurant chain in the world.
As a company, McDonald’s was first introduced in Des Plaines, Illinois in 1955. This was the very first McDonald’s restaurant, which all started in San Bernardino, California in 1954 when Ray Kroc approached the McDonald brothers with a business proposition to start a new company. In 1965 McDonald’s went public and was later, in 1985 added to the Dow Jones Industrial Average. (www.mcdonalds.com) The company has gone through quite a few changes with its changing CEO’s over the years, but the company seems to be on track with CEO Jim Skinner, named in 2004. Skinner was named the new CEO just in time to clean up after McDonald’s first ever quarterly loss. He succeeded by showing that McDonald’s revenue had climbed 11% during 2006 and net profits had climbed 36%. (Dess, Case 40 Pg. 1)
According to Royle (1999) McDonald’s is a very large multinational enterprise (MNE) and the largest food service operation in the world. Currently the company has 1.5 million workers with 23,500 stores in over 110 countries with the United Kingdom and Germany amongst the corporation’s six biggest markets, and over 12,000 restaurants in the United States. In 1974 the United Kingdom corporation was established and in 1971 the Germany corporation was established, currently the combined corporation has over 900 restaurants and close to 50,000 employees in each of these countries (Royle, 1999).
McDonald's Corporation is the largest fast-food operator in the World and was originally formed in 1955 after Ray Kroc pitched the idea of opening up several restaurants based on the original owned by Dick and Mac McDonald. McDonald's went public in 1965 and introduced its flagship product, the Big Mac, in 1968. Today, McDonald's operates more than 30,000 restaurants in over 100 countries and have one of the world's most widely known brand names. McDonald's sales hit $57 billion company-wide and over $25 billion in the United States in 2006 (S&P).
The McDonald's Corporation is the largest chain of fast food restaurants in the world. It is franchised in over 119 countries and serves an average of 68 million customers daily. The company started in 1940 as a barbecue restaurant operated by Richard and Maurice McDonald in the United States. They reorganized their business as a hamburger stand in 1948. In 1955, Businessman Ray Kroc joined the company as a franchise agent. He purchased the chain from the McDonald brothers and oversaw its global-wide growth (McDonald’s 2014).
Have you ever wondered how the business empire of McDonalds was started? With over ninety nine billion served, it was started in 1940 in San Bernardino, California. It was started off as just a Bar-B-Q that served just twenty items. Its first mascot was named “Speedee” They eventually realized that by setting up their kitchen like an assembly line that they could be much more productive and get their food done faster, with every employee doing a specified job; the restaurants production rate became much higher. A milkshake machine vendor came into their small restaurant one day, his name was Ray Kroc. He saw how much potential the restaurant has, so he bought it out and opened one of the first franchises. Within the first year of Ray Kroc buying it, there were one hundred and two locations all around the world. McDonalds currently is one of the largest fast food restaurants in the world and currently has served over sixty four million customers through one of their thirty two thousand sites. It has almost become a way of life for America. Though, McDonalds started off as a small business between two brothers, it grew into one of the largest restaurant franchises in the world and greatly affects our society and how we eat our food.
McDonald's Corporation, an American company, is the world's leading food service retailer, with more than 30,000 franchise restaurants in more than 100 countries (McDonald cooperation, 2010).McDonald’s entered the China market in October 1990 and it becomes a popular restaurant which owns 960 restaurants and over 60,000 employees in China at the present day (Liu, 2008). According to the service gap model (Zeithaml, 2009), the problems existing in the servicescape which is the physical environment where the service is delivered (Bitner, 1992) will lead to provider gap 2 (the service design and standards gap) in the gaps model of service quality (see appendix one). In China, although McDonald’s’ acts locally in building the restaurant’s service environment to some extent, there are still some issues existing in its servicecape design. However, have studied customers’ discussions about the service environment in McDonald’s’, the issues existing in its servicescape include the shortage of the ambient condition (such as the inadequate use of music), the insufficiency of the spatial layout design (such as the lake of Self-help sauce pavilion), and the use of symbols and...
Fast food restaurants are popular among the consumers nowadays. Many fast food restaurants are trying to serve the needs in the market as people seek for quick and convenient place to eat. Due to the fact that there are a huge amount of fast food chains available in the global market, fast food companies have to strive for success. Just by providing quick and convenient style of eating for the customers is not sufficient to stay competitive. This is why it is interesting to study and learn about a fast food company that stands out in such a competitive environment. What has KFC China been doing to become successful? What marketing strategies did they use to dominate the market? We shall find out in the following sections.
McDonald’s target market is conscious of budget and is made up of those who is looking to stretch a dollar while still getting the quality food in clean environment. One of the main market segment of McDonald’s is the youth and the family with young children. Most of McDonald’s locations have indoor playground to attract the families with young children. It offers economic way to spend quality family time without stretching their budget. McDonald’s failed attempt at Angus burger is a prime example that McDonald’s target market is not the high end premium dining but the value driven, simple, and convenient food
The McDonald's Corporation is one of the world’s largest chain fast food restaurant, which is headquartered in the United States. It has expanded its business in 119 countries, including Hong Kong. The company mainly provides fast food such as hamburgers, french fries, chickens and soft drinks. McDonald’s started its business in Hong Kong in 1975. Now, the company already has 218 branches in Hong Kong. Our group would like to analyze how McDonald's Restaurants (HK) Ltd(McDonald's) maintained its sustainability of business in the past 38 years since it had already influenced lifestyle of most Hong Kong people and become part of the local culture of Hong Kong.
McDonalds also uses diversification in its global marketing. McDonalds recognizes that different countries have different values, customs, and tastes. Therefore, McDonalds satisfies these diverse global tastes by diversifying the menu according to each country’s unique preferences. This added diversification tactic, allows McDonalds to stay competitive in a global market. Examples of McDonalds globally diversified menu would be that McDonalds offers an exclusive beefless menu to its customers who live in India. This is because eating beef in India is sacrilegious. To meet the tastes of customers in India, McDonalds created new offerings such as the “Pizza McPuff” and the “McVeggie.” McDonalds considers the cultural tastes in every country it opens its doors
McDonalds believe that good customer service is the responsibility of everybody in the company. Every employee has a part to play in providing with a service with best practise found anywhere in the trade.
McDonalds should focus greatly on building good customer relationship and uphold customer retention. This is done by allocating time and budget in improving their resources and making changes that actually cater to their customers’ needs and comfort.
McDonalds is a strong company that has been around a long time and is ingrained into the memories of many people. They have indisputably strong brand recognition and loyalty. However, it may be time for McDonalds to undergo a makeover, especially in the areas of quality and their link to health concerns. It is pretty clear that McDonalds isn’t going bankrupt anytime soon. McDonalds has the ability to do good things for the world if they exchange some of their money saving ways more socially responsible practices.
McDonald’s restaurant was founded by two brothers, Richard and Maurice (Dick and Mac) McDonald, in 1940. They initially opened the restaurant under the name McDonald’s Barbeque which was located in San Bernardino, California. The McDonald brothers had a vision of a drive-in restaurant that focused on quality food and good service. They served a simple menu consisting of 20-25, mainly barbeque, items. In 1948 after eight years of operations the McDonald 's brothers discovered that the majority of their revenue was coming from hamburgers. With this in mind, they decided to change the menu and set their focus mainly on hamburgers. They also changed the name of the restaurant to simply “McDonald’s” and adopted an assembly line approach in the production process. After continued