Hospitality mc donald
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Anthony Tang Elton Kong Larry Shum Sum Fung Windy Tsoi Winky Choi
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INTRODUCTION
Unique
Successful Advertiseme
nt
Great Partnership
Concern to Kids Quality of
Staff
Target Marketing
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1971
• Offer beer(Germany)
1977
• Breakfast line
1987
• Healthier product, fresh salad
1997
• chicken sandwich
2003
• I’m lovin it
2006
• Voice of McDonald’s contest
MCDONALD - GLOBAL
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KFC1930
• Founded, chicken as core product
2009
• Healthier product
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BURGER KING1989
• Cartoon characters including Kid Vid™, IQ™, Jaws™ & Jazz™
2004
• Subservient Chicken
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PIZZA HUT1970
• Offers beer
1986
• Delivery service provided
1992
• Lunch buffet introduced in 1,800 units
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MCDONALD– HONG KONG1984
• Full breakfast menu
1994
•The Senior Citizen Welfare Scheme
1998
• McDonald’s Youth Football Scheme
2003
• "i'm lovin' it"
2004
• Fresh Choices Menu
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MCDONALD’S YOUTH FOOTBALL SCHEME 1998 Largest and Longest Aged: 8 - 16
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Most successful & longest-running campaign
Rebuild customer relevance
I'M LOVIN' IT
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UNIQUE DESIGN IN THE WORLD
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1. MCDONALD’S AIRPLANE IN TAUPO, NEW ZEALAND One of the strangest Not open during night hours It is a decommissioned DC-3 Complete with a cockpit, wings and
propeller, the plane sticks out from the main restaurant
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2. MCDONALD’S RIVER BOAT ON THE MISSISSIPPI RIVER, ST. LOUIS, MO
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3. OLYMPIC PARK IN LONDON, ENGLAND The World’s Biggest McDonald Area : 3,000 square meters Offers 1500 seats
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Happy fun act birthday party Decorate the place Exciting and interesting games Having a joyful and surprised birthday
party with friends
McDonald’s
theme
Barbie’s theme
HotWheels’
theme
ADDITIONAL FUNCTION
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ADDITIONAL FUNCTION McDonald's Wedding party Marry, engage or married anniversary
ceremony Designing sweet party Loved game
Gift Cards Pre-paid card Convenient for paying As a gift
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COMPARISON
Birthday party
Gift card
Mos Buger √ (Tai Wan)
Subway
KFC √
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UNIQUENESS
Ordered food
Display
Prepare the
sandwich
Complete the order
Serve the
customer
Made for you
Advanced equipment
Hot, fresh ,tasty McDonald’s foods provide
Yet speedy
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UNIQUENESS Customer Service Ambassador As a communication bridge between McDonald's and the customer's- Promotion- Customer feel friendly and welcoming from
Customer Service Ambassador
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ADVERTISING Build a long term image Translated to nearly 20 titles with 13
languages Let customer know the latest product More frequent during family hours (6-9), so to reach the target market, children easily
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PUBLIC RELATIONS Attract youth attention and build
desireseg. Eason Chan, Joey Yung
Public activitiesBuild positive image of McDonald
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PUBLIC RELATIONS Children Virtual Characters Symbolization
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SALES PROMOTIONMcDonald Attract customer's attention Give incentive Stimulate quick sales For example:
- Monopoly (Sales in America increased 8% each year)
- Shake Shake Fries (Mix it! Shake it! Enjoy it! )
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Burger king Use less public relations Target 18-34 years old men who eat fast
food more than 9 times per month
KFC Target chicken lovers Less diversified products
SALES PROMOTION
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FOOD DISTRIBUTOR
Golden State Food
Gateway Distributi
on
McDonald
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Golden State Food
Largest Diversified Supplier
350 McDonald Restaurant
50 Countries
6 Billion
FOOD DISTRIBUTOR
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POSITIONING
Children
•Toys•Delicious Meal
Youth
•Club McDonald•Affordable•Speed
Family
•Birthday party•A treat to children
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McDonald
Coca-Cola
Barbie Toy
Hot Wheels
Walt Disney
Cadbury
CO-BRANDING
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FAMILY AND CHILDREN
Happy
Meal
Barbie
DisneyHot
Wheels
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CO-BRANDING COMPARISON
KFC
Yum! Bran
d
Rib Crib
Pepsi
Taco Bell
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McDonald KFC Burger King
Company restaurant revenues(at the year of 2012)
$ 6.952 Billions
$ 13633 Millions
$ 1169 Millions
Net income (at the year of 2012)
$ 1.396 Billions
$ 1597 Millions $ 1177 Millions
Staff 1800000 455000 38840
Total number of restaurant
33000 17000 7800
Fast food industry: Market share
19% 9% 2%
Country 119 120 79
Outlets 33000 18000 13000
Global brand 2013
NO.7 $41992 Millions
NO.66$6192 Millions
Out of 100
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RECOMMENDATION
Extent buffet marketChickenSaladBeer
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REFERENCE
http://www.prnewswire.com/news-releases/golden-state-foods-acquires-mcdonalds-distribution-center-in-lebanon-ill-200921981.html
http://www.rmhcstl.com/Document.Doc?id=12
http://www.slideshare.net/pridhavale/mcdonalds-marketing-strategies
http://en.wikipedia.org/wiki/McDonald%27s
https://sites.google.com/site/mcdonaldsfranchisestrategy/home/mcdonald-s-competitive-advantage
http://fagansusanto.wordpress.com/2012/11/22/value-chain-and-competitive-advantage-of-mcdonalds/
http://www.forbes.com/sites/panosmourdoukoutas/2013/09/11/is-mcdonalds-losing-its-competitive-edge/
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Thank YouQ&A