Work management of sm es
-
Upload
simone-santos -
Category
Documents
-
view
105 -
download
0
description
Transcript of Work management of sm es
[Escrever texto]
Multinational Company
McDonalds’sDepartment of
Marketing
Erasmus student
Simone Santos
Portugal
Management of SMEs
This paper intends to examine the company McDonald's
Corporation from the point of view of marketing. It will focus on
four basic points: product, price, promotion and point of sale.
The brand has become synonymous MCDONALD’S Fast Food,
or as the Americans prefers, Fast Food. The largest network of
this type of power is one of the symbols of capitalism and the
American way of life in the world. Challenged. Hated. Target of
numerous protests. None of this seems to shake its dominance in
the world. The brand became so well known that the prestigious
magazine The Economist uses its main sandwich, the Big Mac, to
make comparisons of purchasing power between countries. The
MCDONALD'S can even disappear someday, but their culture
will be forever implanted worldwide.
The History
The story of the transformation of MCDONALD'S the largest
network of fast food in the world began in 1937 when brothers
Richard (Dick) and Maurice (Mac) McDonald decided to open a
modest restaurant in the system Drive-In in the city of Arcadia,
California, for sell hot dogs. Shortly after, in 1940, they moved to
the city of San Bernardino, also in California, where he opened a
restaurant with the name of MCDONALD'S BAR-BQ on the
famous Route 66 with approximately 20 Carhops, waiters on
roller-skates gave the order customer in the car. This has become
extremely popular and very profitable. The menu contained 25
items, mostly barbecue. In 1948, after noticing that most of the
money they earned from selling the burger, which at the time cost
$ 0.15, the brothers totally renewed the restaurant.
In 2001, McDonald's Corporation owned approximately 30,000
restaurants in several countries, a total of approximately 1.5
million employees and $ 40.6 billion global revenue.
Logo The golden arches are a symbol of
McDonald's, the global fast-food chain
restaurant. Originally, royal arches were
part of the design of the restaurant. They
were incorporated into the chain logo in
1962, which resembled a stylized restaurant, and current Golden
Arches logo, introduced in 1968, similar to an "M" for
"McDonald."
ScreenCap a McDonald commercial aired in 1979.
Slogan Graphic "You deserve a break today" campaign in 1982.
Slogan Graphic "Someone said McDonald" campaign in 1997.
Slogan graphic "We like to see you smile" campaign in 2000.
Slogan Graphic "I'm lovin 'it" campaign in 2003.
Since 2003, the main slogan used by McDonald's "I'm lovin 'it", although this has been used less in recent years.
A screencap of a McDonald's commercial that aired in 2005.
The logo commonly used in windows of restaurants with mansard roof McDonald.
The new logo with the slogan since 2012.
Mission
"Providing consumers of fast food a food of high quality in the same way that is offered around the world, reasonably priced and delivered consistently in discrete decor and friendly atmosphere."
Mc Donald applies the same competitive strategy in every country: be the first to market and establish its brand as quickly as possible through intense advertising.
Key market: "Providing consumers of fast food the same food that is offered around the world."
Contribution: "A high-quality food."
Distinction: "Deliver (around the world) consistently discrete decor and friendly atmosphere."
The product
The product is the McDonald's fast food or fast food. On his
menu included sandwiches, salads, ice cream, soft drinks,
biscuits, juices, chips and other items that vary from country to
country and also the time of year, or marketing plan. The greater
dynamism of the menu, adding new items with temporary or not,
was increased several years ago, as a strategy to gain new
customers and maintain loyalty.
In addition, the restaurant chain seeks to adapt the menu to
regional culture and habits. Some items are only available in
certain countries, such as the Cheddar McMelt in Brazil, the
extensive menus for breakfast in the U.S. and Hong Kong and the
ten types of menu in India, which vary by state or region and who
bring sandwiches picturesque vegetarian or lamb (the Maharaja
Mac) instead of beef. In Israel, where there are restaurants
kosher1 not sell cheeseburgers or other dairy products. In
Uruguay, sells up a hamburger with a poached egg on top,
McHuevo, and serves up beer in restaurants chain in Germany.
You can not enjoy the taste, nutritional content or the ambience of
a restaurant like fast food, but it is unquestionable that the
standard of hygiene, service and speed of service McDonald's
become a case study of universities and today are virtually
minimal requirements for any company wishing to operate in the
same segment. The rigorous hygienic covers from production to
their handling of ingredients in the store. In the factory of burgers,
meat goes through several batteries of microbiological tests right
out of the freezer to packing. Kitchens are always visible to
customers and can be visited.
McDonald quality products and services through monitors
customer surveys constants and devotes much effort to improve
methods of production of hamburgers in order to streamline
operations, reduce costs, accelerate service and deliver greater
value to customers.
McDonalds uses a very rigid system operations. There are
specific rules for everything from set the distance between the
wall and the refrigerator and the exact temperature for frying
potatoes. All these methods are detailed in special manuals.
All these characteristics seek to establish a high standard of
quality for meals, for the type of service proposed, and also
uniformity (be sure to receive a restaurant meal identical
regardless of network or occasion), so as to form a bond with
customer: fidelity.
The price
A meal like BigMac, fries and soda supplies about half of the
daily caloric needs of a person and provides good amount of protein
and carbohydrates and also fat. The current cost to consumers of about
$ 7.00, close to the price charged by restaurants like "dish made"
consisting of rice, beans, beef or chicken and salad. Although the
latter option seems more healthy nutritional point of view, we have to
verify that the restaurants that serve these dishes are more likely to
follow hygiene rules more "flexible" than targeted by the big fast-food
chains such as McDonald's. And under the tax issue, these restaurants
often do not issue invoices, which brings no contribution to the State.
In these respects, the price charged by McDonald's in your meals,
even if not classified as very low, is affordable and is a strong power
option with a high standard of hygiene and preparation and,
especially, convenience and fast service.
Basically, the pricing strategy (which varies from restaurant to
restaurant) provides three modes:
1. Individual prices for each menu item;
2. Unique prices for meals, usually composed of a sandwich, soda
and monitoring, which are smaller than the sum of individual
prices;
3. Temporary promotions for some items, with more aggressive
prices.
A curiosity is that the penetrating power and popularity of the
brand McDonald's became the price of its main product, the Big
Mac in economic index, often used to compare cost of living
between countries and regions.
POINT OF SALE
McDonald's reserves to itself the responsibility and function of
choosing the points where commercial installs its restaurants are
owned or franchised. These are company-owned and will be
leased to franchisees for a fee on revenues ranging from 5 to 15%.
Considered very high percentage, several franchisees in the
country (about one third) were motivated to enter into litigation
against the company, and also claiming that their businesses were
being hurt by excessive opening of the chain restaurants, resulting
in cut-throat competition.
Without addressing these merits, the company usually install
the busiest stores in a city, especially in shopping centers, which
may even contain more than one store. Internally, they are quite
bright and clean look. The arrangement of spaces is easily
discernible and also became standard for competing chains: there
is a large counter where orders are made and tables for
consumption. If the store is large, it may still contain hall for
events and park with toys for children. Condiments, napkins and
straws are usually available at strategic points between tables.
On the facade, the restaurants usually follow a pattern that
makes them easily identifiable. The restaurant has typical red roof
with two slopes (one degree lower base and greater degree on top)
and white ornaments arranged periodically, following
perpendicular to the roof of the base to the top. The walls are
beige hue and containing large windows opening onto the interior
of the shop. Landscaping complete the exterior finish and the end
is the logo, made by McDonald's word written in white letters and
the "M" initial in stylized format arches, golden in color. This
logo was considered the eighth most valuable in the world by
BusinessWeek magazine in 2002, estimated at $ 26.4 billion. It is
practically an icon and gave rise to the expression "golden arches"
or golden arches, also known as McDonald's.
The facade is not fixed, however, and accommodates changes to
adapt to local conditions or special construction. Or, to take
different architectural proposals and appealing to the public. In
China, the restaurants use Chinese characters "Mai Dang Lao",
for which approximate phonetically the word "McDonald's" (see
Figure 1). In Sedona, Arizona, USA, the arches of the logo
assume the color green, as the standards of local architecture. In
the Champs Elysees in Paris, France, the interior of the restaurant
adopts a refined atmosphere.
Marquee in Chinese characters (Taipei, Taiwan)
Marquee in Hebrew
Arcos 'green'
Inside the store in paris
Interior beachy style in the Basque coast, France
Mountain style interior with solid wood tables, stone walls and
wooden beams. Briancon, France, ski area.
In keeping with the philosophy of fast food, McDonald's also
installs points in ships and trains, as well as kiosks selling ice
cream, and in Brazil - perhaps the only country to display the
service - the home delivery (McEntrega). The strategy is simple:
"surround" the customer, always putting stores closer to him.
PROMOTION
The company uses various types of retail promotion known. It may be
noted:
• Campaigns with reduced price;
• Release of different sandwiches for a specified time, as
inspired by countries (McÍndia, McAustrália, McFrança);
• sale of sandwiches differentiated at certain times of day, such
as promoting McNight, offering the Super Big Mac, a Big Mac
with three burgers;
• loyalty promotion as "chump change now is" where is
distributed tokens for purchases above a certain value at the
drive-thru, and which can later be exchanged for products, and
promoting U.S. based Monopoly game, which gives prizes to
customers who can complete sequences of chips of the same
color;
• charitable campaigns such as the Sundays where the money is
dedicated to the sale of sandwiches BigMac for a charity;
• advertising on television channels open and paid, billboards,
magazines and other publications;
• merchandising with the logo placement on plates of street
names, litter boxes and other locations;
Internally, for employees, we have:
• Awards like "employee of the month" and for stores that stood
out in sales and achievement of goals;
• setting goals for sales, service time, preparation time, and the
corresponding award;
• Promotions to positions of higher hierarchical level and constant
training (the company has training centers known as the
Hamburger University, coaching from the attendants to the
owners of franchises);
• Encouragement and support for sports.
The Propaganda
The propaganda in the media tends to be more institutional,
calling for the brand and seasonal campaigns. The advertisements
next to points of sale already tend to show consumer prices,
leading to decision making.
The institutional campaigns tend to appeal to the young and for
children (according to their own fast food chains discovered,
children holds great power of choice in families). The last global
campaign network, with the theme "I love all that much"
(adaptation of the original slogan "I'm lovin 'it"), as the
soundtrack uses a hip-hop and motifs from everyday life with
young characters. It is a new initiative for the company, as the
advertisements do not recall the product or the stores directly, but
a spirit, an attitude. This differs from traditional pieces, which
always showed images of people in the stores and products sold.
The new campaign reminds philosophy propaganda of certain
toothpastes, like Smile (former Kolynos), and the old cigarette
commercials like the Holywood with his productions and
expensive that evoked the spirit of adventure and sport, like skiing
snow and waterskiing, surfing and skydiving.
Brilliant advertising McDonald's
McDonald launches propaganda that shows how the fast food
meal can unite people.
The advertising happens when a single mother decides to take her
boyfriend (Dave) to live in his house. But the propaganda shows
how difficult it is, and accept your child become friends with her
boyfriend.
Briton Leo Burnett created the ad, "McDonald all have in
common," to bring the McDonald's brand TVs in the UK and
shows how the restaurant burgers can unite people.At first, the
woman's son is indifferent to attempts to Dave to establish a
relationship with him, but then they go to McDonald and realize
that they actually have more in common.
Here's how this brilliant advertisement for McDonald's:
http://www.youtube.com/watch?
feature=player_embedded&v=rF2lqFegHLc
Curiosities
Did you know?
● One in 10 Americans has been employed by the company. Even
so, in 1986, entered the Oxford Dictionary the term McJob,
referring to work that required few skills, offering a good
payment.
● Celebrities such as Sharon Stone, Shania Twain, Jay Leno and
Pink MCDONALD'S worked in before becoming famous. Jeff
Bezos, founder of Amazon, has also had a stint plate from the
cafeteria.
● The MCDONALD'S was in 2012 for the eighth consecutive
year the official restaurant of the Olympic Games. The estimate of
the International Olympic Committee (IOC) is that athletes make
25% of their meals in the restaurant of the network during the
wind.
● On July 16, 1984, James Oliver Huberty, attacked a restaurant
in San Ysidro network in California with a gun, killing 21 people
and wounding 19, called the McDonald's massacre.
The mark on the world
There are over 33,500 restaurants MCDONALD'S scattered in
119 countries employing 1.7 million people, serving 68 million
customers a day and generate sales in excess of $ 27 billion (2011
data). The network sells about 190 burgers per second and a new
restaurant is opened every ten hours. The breakfast items
represent approximately 15% of the sales network.
Approximately 80% of the restaurants are operated by
independent franchisees that follow the concepts of work
established by the McDonald's System, which ensures the high
quality standard of products and services on the network. The
MCDONALD'S is the largest purchaser of beef, pork, potatoes
and apples from the United States.
Conclusion
It is evident from this study that the company `s McDonald
presented and still presents a huge growth in the market for fast
food.
The worldwide recognition of the brand McDonald's is due to a
marketing program well done and designed based on scientific
research, making for almost 50 years, the company firmasse as #
1 in the business of fast food.
The company, over the years managed to create a strong image
with its customers.
Displays concern: in customer service, quality products and a
physical space where people feel welcome and comfortable.
It is also important to note that the network has a strong
organization and planning, fundamental to the success of the
company, not forgetting to mention: standardization of its
franchises both with respect to physical space, marketing services
and products.
It should also emphasize the innovation of its products is constant
and its periodic releases on the market.
Their pricing structure is carefully studied by the franchisor that
develops policies, strategies and tactics very competitive price
which, due to the inelasticity of consumer demand, not exert great
influence on sales, even when there is an increase in prices.
The location of each restaurant is based on studies done in the
region and predetermined, even if it is in distant places, it has no
effect in terms of sales.
We conclude that McDonald's cares about the whole, that makes
it what it is. Care image, products, service consumers, cleanliness,
organization and marketing.
Bibliography
http://www.mcdonalds.pt/
http://pt.wikipedia.org/wiki/McDonald's
http://pt.wikipedia.org/wiki/McDonald's