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.McDonald's Corporation CompanyTable of Contents●Executive Summary●Introduction Industry Analysis●Competitor Analysis●SWOT AnalysisFuture and RecommendationExecutive SummaryMcDonald's restaurant is a large chain fast food group and it has approximately thirty thousand shops in the world, the main selling is hamburgers, French fries, Fried chicken, soda, ice product, salad, fruit. After the financial crisis, most companies are experiencing a situation of fund shortage, how to get more profit has become the problem which the fast food industry must be facing with. Of course, the advantage of efficiency and convenience will be the important Opportunity to help the fast food industry to solve the problem. Now, McDonald's management is very good, but it still needs to improve in some places.IntroductionMcDonald's restaurant is a large chain fast food group and it has approximately thirty thousand shops in the world, the main selling is hamburgers, French fries, Fried chicken, soda, ice product, salad, fruit. McDonald's restaurants spread all over the world six continents in over countries. In many countries McDonald's represents of a kind of American way of life.In 2001, the net income of McDonald shrunk 17 percent to $1.64 billion. Though McDonald’s U.S. market share remained above that of competitors, it grew more slowly. Because of the “Big Mac Attack”, McDonald accelerated plans for “New Tastes Menu”items. What’s more, McDonald’s opened McCafe in order to double sales at existing U.S. restaurants over the next decade. The gourmet coffee concept was created to be placed within or adjacent to existing McDonald’s restaurants. McDonald’s estimates that the new concept will boost sales by 15 percent.McDonald invested heavily in advertising its product and improving its public image. The advertising message of McDonald focused on tasty and nutritious food, friendly folks, and fun. Industry AnalysisNowadays, customers are tastes changing in the fast-food industry. Customers are eating out less often compared to previous years and eating habits are changing. Many younger customers are getting tired of fast food and are thinking about their health. A growing trend is the move by customers to non-hamburger sandwiches.In allusion to these changes, McDonald’s face to profit drains and earnings declines, so they must innovate and keep their quality in the market and special promotional strategies. McDonald’s continue discounting and offering a variety of new products to attract customers, they also seek to shed their “cheap and greasy” image with new shore design. They are trying to increase the speed of drive-though delivery. McDonald’s trend is the recognition of the importance of heavy users of fast-food restaurants. Because customers do not want to sacrifice the convenience of fast food industry, they pay attention to meals that more upscale than traditional fast food, served in nicer restaurants with more comfortable surroundings, but faster than in traditional restaurants. Competitor Analysis1. Major competitors in the hamburger segmentMcDonald’s has three major competitors in the hamburger segment. These include Burger King, Hardee’s and Wendy’s. Both Burger King and Wendy’s have had small gains in market share while Hardee’s lost share.●Burger King Corp.The menu overhaul is one part of a major turnaround strategy engineered by Burger King’s chairman and chief executive, John Dasburg, who joined the chain in 2000. Its ongoing effort to increase sales and market share, offered a new salad line and a permanent array of value-priced offerings, endeavors already under way at its fast-food competitors.●Hardee’sThe chain posted year-to-year quarterly declines of 4.8 percent in company-owned same-storesales. The effort to reverse slowing but continuing sales erosion at Hardee’s, the industry’s No.4 burger chain, had dominated management’s attention in its conversion of Hardee’s to a format called “Star Hardee’s.”The company attempted to reverse sliding sales by introducing new items on the menu and joining the price-promotion burger wars. The company tested individual item discounts at most of Hardee’s company-owned units.●Wendy’s internationalWendy’s has had the strongest same-sales gains of the major burger chains in recent years. Chain officials and Wall Street analysts attributed at least part of the growth to Wendy’s line of four upscale salads called “Garden Sensations.” The nation’s No.3 burger chain holds an enviable position—analysts consistently rank it ahead of chief rival in quality, customer satisfaction, innovation, and unit-level sales. Wendy’s product line includes four core menu items: burger, chicken sandwiches, its value menu, and its Garden Sensations salads. The salad line is designed to provide custom taste comparable to salads offered by casual-dining chains2. Major competitors in the non-hamburger segment●Pizza Hut, “pizza and more “Pizza Hut is one of the biggest and best-known pizza restaurants in the world after fifty years of development. One of their main strategies that they still follow today is the diversification of the products they offer. Pizza Hut is always adding something new to their menu, trying to reach new markets. They were trying to offer many different food items for customers who didn't necessarily want pizza. Another opportunity that Pizza Hut has is their new ordering online system. Anyone with Internet access can order whatever they wish and get it delivered to their house without even speaking to someone. Lastly, Pizza Hut has always valued customer service and satisfaction. In 1995, Pizza Hut began two customer satisfaction programs: a 1-800 number customer hotline, and a customer call-back program. These were implemented to make sure their customers were happy, and always wanted to return.●KFCKFC, also known as Kentucky Fried Chicken, is a chain of fast food restaurants based in Louisville, Kentucky. KFC is currently one of the largest businesses of the global food service industry and is widely known around the world as the face of Colonel Sanders. The Colonel has spread his industry currently to more than eighty countries globally. Every day, nearly eight million customers are served around the world. KFC's menu includes Original Recipe chicken -- made with the same great taste Colonel Harland Sanders created more than a half-century ago. KFC primarily sells chicken in form of pieces, wraps, salads and sandwiches. While its primary focus is fried chicken, KFC also offers a line of roasted chicken products, side dishes and desserts. Outside North America, KFC offers beef based products such as hamburgers or kebabs, pork based products such as ribs and other regional fare.●Taco bellTaco Bell is the No.1 Mexican fast-food chain in the U.S, with more than 5,600 locations, and it serves more than 36.8 million consumers each week .In China, only Shanghai and Shenzhen have such kind o f restaurant. It has some unique food that other fast food restaurants don’t have. Thin flat bread filled with meat, cheese, particular raw vegetables and hot spicy sauce. A type of Mexican food made by folding a thin round piece of bread and putting meat, beans and cheese inside it. Small pieces of thin dry bread made from corn flour and eaten with melted cheese and a spicy sauce that usually contains beans.Because of its unique, the price of its food is usually high. SWOT Analysis McDonald'sStrengths● They successfully and easily adapt their global restaurants to appeal to the cultural differences. For example, they serve lamb burgers in India and in the Middle East, they provide separate entrances for families and single women.● They have an efficient, assembly line style of food preparation. In addition they have a systemization and duplication of all their food prep processes in every restaurant.● McDonald's takes food safety very seriously. More than 2000 inspections checks are performed at every stage of the food process. McDonalds are required to run through 72 safety protocols every day to ensure the food is maintained in a clean contaminate free environment.● McDonald's was the first restaurant of its type to provide consumers with nutrition information. Nutrition information is printed on all packaging and more recently added to the McDonald's Internet site. McDonalds offers salads, fruit, roasted chicken, bottled water and other low fat and calorie conscious alternatives.Weaknesses● Their test marketing for pizza failed to yield a substantial product. Leaving them much less able to compete with fast food pizza chains.● High employee turnover in their restaurants leads to more money being spent on training.● They have yet to capitalize on the trend towards organic foods.● McDonald's have problems with fluctuations in operating and net profits which ultimately impact investor relations. Operating profit was $3,984 million (2005) $4,433 million (2006) and $3,879 million (2007). Net profits were $2,602 million (2005), $3,544 million (2006) and $2,395 million (2007).Opportunities● They have industrial, Formica restaurant settings; they could provide more upscale restaurant settings, like the one they have in New York City on Broadway, to appeal to a more upscale target market.● Provide optional allergen free food items, such as gluten free and peanut free.● In 2008 the business directed efforts at the breakfast, chicken, beverage and convenience categories. For example, hot specialist coffees not only secure sales, but also mean that restaurants get increasing numbers of customer visits. In 2009 McDonald's saw the full benefits of a venture into beverages.Threats● They have been sued multiple times for having "unhealthy" food, allegedly with addictive additives, contributing to the obesity epidemic in America. In 2004, Michael Spulock filmed the documentary Super Size Me, where he went on an all McDonalds’ diet for 30 days and wound up getting cirrhosis of the liver. This documentary was a direct attack on the QSR industry as a whole and blamed them for America's obesity epidemic. Due in part to the documentary, McDonalds no longer pushes the super size option at the dive thru window.● Any contamination of the food supply, especially e-coli.● Major competitors, like Pizza Hut, Taco Bell, Wendy's, KFC and any mid-range sit-down restaurants.Future and RecommendationAfter our group’s analysis, it is necessary for McDonald’s to use th e Porter's five forces model in the production and operation to win the other competitors and get good development in the future. McDonald's know the strengths of competitors in the burger segment. McDonald's should analyses this point about their own enterprises, and make adjustments and improvements in the future. First, we should improve the process of making Hamburg, and improve the output efficiency of hamburgers. Second, at the same time, McDonald’s must also require food nutrition combination, only healthy food can attract customer. Finally, if the above two do it, we will be in the price improvement. Based on cost leadership strategy, we should reduce the cost of production, under the premise of ensuring the quality of products and services, to gain the largest market share in the competitive strategy.。
分析“麦当劳”与“肯德基”的市场定位和营销策略摘要：全球范围看，麦当劳和肯德基尚不属于一个重量级，麦当劳的“量体裁衣”式营销建立核心竞争优势重文化、重品质、重服务，加强品牌核心竞争力。
肯德基的“水涨船高”式营销，人员本土化、职业化；注重培训，志存高远。
麦当劳和肯德基各自有各自的营销理念，各自有各自的想法，不然怎会分出伯仲呢？Abstract：Global perspective, the McDonald's and KFC is not a heavyweight; McDonald's "tailor" the establishment of the core competitive edge marketing-culture, re-quality, andheavy service and enhance brand core competitiveness. KFC's "things" - style marketing,end localization, professional; focus on training, cherish lofty aspirations. McDonald's andKFC each have their own marketing idea, each have their own ideas, or separation of howto compete ？关键词：市场文化重质量崇高愿望市场定位KeyWords：Marketing-culture Re-quality Market localization Marketing strategy在中国的快餐行业中，麦当劳与肯德基从一开始就是一对“欢喜冤家”，当进入中国市场就展开竞争，随着产品结构日趋同质，行销手段日益雷同。
麦当劳广告分析中英文Consistency of advertising can emphasis the brand glory in the dazzling array advertising. That means it’s very important to keep consistency in the advertising to build up the brand’s character. Consistency of advertising consists of all aspects including the media, form, theme and advertising agency.Here I want to take the McDonald's advertising for example. In the first place,in the spreading of the information, McDonaldadheres to the BBF principle that is bigger information, bolder information and fewer information. McDonald always takes itself for a communication media. There are decorative outdoor lightings, banners and posters in the outer wall of the McDonald’s store,which has only purpose to make their customers understand the meaning of massages within the 3 or 5 seconds. The period of time is very very short. Because in the opinion of the media, the shorter the time use to understand, the more successful the advertising is.Secondly, McDonald always follow the American style in the form of the advertising because the American advertising is very special in the idea, background music and dynamic image. Their purpose is not spreading the detail but the value of brand. Thirdly, McDonald’s advertising always express the same idea——happiness. Their slogan is everytime is a good time.Finally, McDonald only cooperate with two advertising agency Leo Burnett Worldwide and Eden Advertising Company. Maybe you will feel puzzled. Why? This is because McDonald want to spread the consistent information. This is the consistency of the advertising and this is the character of the McDonald.在目前广告干扰的环境之下，「一致性」是比较容易突显品牌的方式。
CASE STUDYThe main experience the success of the McDonald's restaurants(1)- QSCV marketing idea;(2) a strong new product development work, to innovate, to maximize meetthe new requirements of the customers, enhance competitiveness;(3) increase advertising costs greatly, there is no doubt that McDonald'shuge advertising expenses is it continue to the effective measures to maintain the leading position in the food industry;(4) standardized management;(5) - the franchise and chain operation management mode, namely thecompany sale branch franchise of 20 years, strictly for S, Q, C standardization, high dispersion of branch can be independent management mode.Q (Quality) represent the Quality of the product.Bread is not round and uneven without incision;Milk plasma receiving temperature below 4 ℃, high once return;A piece of burgers to pass more than 40 quality control inspection.S (Service) on behalf of the Service, including shop building fast is comfortable, the operating time of convenience, Service attitude of sales staff, etc.Smile is a feature of McDonald's, all training member show smiling face, lively, bright and customer talk, work, make customers feel satisfied.C (Cleanliness) on behalf of the clean.McDonald's employees in the specification, there is a provision which is "rather than against the wall to rest, got up and clean", ten thousand thousands of stores around the world all employees must comply with this provision.Employees before mount guard operation must be strictly with hand sanitizer disinfection sterilization, hands knead for at least 20 seconds and then rinse.V (Value) represent the Value.McDonald's food nutrition through scientific ratio, nutrition is rich, the price is reasonable.Let the customer enjoy fast food nutrition in the clean environment, this is called "value".McDonald's is the most successful fast food chain in the world today, in 72 countries at present set up more than 14000, 28 million customers a day, and with an average of 7.3 hours each new open a restaurant with the speed of development.And customers walk into any place, any a McDonald's restaurant, you will find that the building exterior, interior, food here to specifications and the attendant manners, clothing apparel, and many other aspects are strikingly similar, can give customers the enjoyment of the same standard.The corresponding countermeasures(1)McDonald's ordinary staff wages are lower, turnover rate of nearly 50%,this has to do with the pace of the McDonald's global expansion has an inevitable relationship too fast, employees, and a lot of money for business expansion, employee welfare treatment can reduce obviously, based on this, McDonald's should be appropriately raise welfare treatment of ordinary staff, at the same time, strengthen the construction of enterprise culture, strengthen the company's humanistic care to employees.(2)for a single McDonald's direction, the problem of risk, the nextMcDonald's should be keep in the fast-food industry established on the basis of the first to peripheral industry into the fast food industry, gradually transition, cross-industry investment again, can be in the hotel, real estate, toys and other industries, spread risk, will be built into a McDonald's fast food as the core of integrated companies.(3) as the McDonald's store, the more the expansion soon, other competitors pace of expansion is not slow, and fast food market capacity is limited, this leads to the increasing competition, and even some countries and regions have hots up, in the face of such situation, McDonald's should be good to strengthen their own competitive advantage and market position on the basis of steady, planned expansion, at the same time, constant product innovation and marketing innovation to attract customers, enhance market competitiveness.In addition to intensify advertising delivery, strengthen the company's internal management system innovation.(4) has repeatedly by Revelations of McDonald's food is not healthy, obviously now McDonald's more or less in the trust crisis, for this kind of situation, on the one hand, McDonald's should strengthen the supervision of food safety and quality, forming a set of complete quality supervision system, from the source to eliminate harmful food, on the other hand, McDonald's should roll out has a high nutritional value of food, the amount of fat, salt less of certain foods. CUSTOMERIs not only in China, McDonald's (project) in the United States has lost more and more customers, especially the young people.Disaster will never walk alone.Fu xi (project) events of July to the performance of McDonald's China has brought the huge impact, McDonald's now faces a much more profound problem - the United States are fewer and fewer young people to visit McDonald's.Technomic food industry research institutions,according to new data since early 2011, the number of monthly dinner at McDonald's, 19 to 21 consumers fell by 12.9%.As the world's largest restaurant chain institutions, the core of McDonald's customers has always been in their 20 s and 30 s of the consumers.Young customers reduce performance influence has brought obvious to McDonald's.In July, McDonald's global same-store sales 2.5% decline, this is the biggest drop since 2003.In the United States, the opening time to meet and exceed 13 months of McDonald's store's sales have been falling since the beginning of the year.For McDonald's, it is a bigger problem than fu xi events.Young customers reduce, not because they no longer like fast food.Is also a Technomic data, in the same period, consumers are turning to other leisure food, monthly visits to customers, 19 to 21, consumers have increased by 2.3%, 22 to consumers, 37, increased by 5.2%.Then why do more and more young people no longer like McDonald's?innovationThe core of McDonald's products has always been a burger, such as the big MAC and fries, accounted for 40% of total sales.But in recent years, the company's product innovation to a wrong direction: launched a wide variety of new products, but there are few successful innovative products.This is typical of big corporate innovation, and is invalid.So it is easy to understand why young people tired of McDonald's.trendAs a young man of the brand,McDonald's has lead, but not now.See now young people fascinated by those things: mobile phones, social networking, online shopping, games, McDonald's more often is a lively.Want to think you go to a McDonald's can do?Slowly, need to register, limited wi-fi, and more and more long waiting time.marketingSame as a consumer brand, win business network McDonald's (project) is not a good use of mobile phones and mobile Internet brings opportunity.McDonald's can do is to provide order of App, but for greater understanding and connection of consumers inadequate investment opportunity.Even in traditional marketing, McDonald's also behave isn't good enough, it is hard to imagine the "Chinese good voice" and "where dad" the mainstream program can't see the McDonald's in the main sponsor of this brand.Prior to the events in the fu xi (project), McDonald's China still enjoy high-growth benefits brought by the market.McDonald's set up shop in China last year, 275, its global McDonald's at the same time open a shop the record for the fastest growing, McDonald's China store plans for 300 this year.For any enjoy market benefits of company, ignore the change of the market will be the largest cost in the future.Both the Chinese market, and the global market, and now is a period of market environment changes.Even McDonald's stability better fast food company, also need to make a great adjustment to adapt to market changes.In thepast few years, McDonald's has made a bold attempt on the product.Since 2006, successively introduced the snack wrap, McAfee, fresh fruit smoothie and iced coffee and other st year, McDonald's attempts to reached a climax, launched a series of new products.Only in China, McDonald's has 17 kinds of Hamburg, 15 kinds of drinks.Too many products to McDonald's has brought many problems, including supply chain become more complex, customer waiting time is longer, but the most important thing is to make McDonald's lost focus.McDonald's chief operating officer Fang Zhenyu said publicly in January this year, the company "frequency of too much, to launch new products quickly, so many new products bring more complexity, lead to the development of our (in 2013)."To know in the 1940 s, McDonald's on the menu is only 9 kinds of food, including hamburgers, cheeseburgers, soft drinks, milk, coffee, chips and pie.For any company, product innovation does not mean that the number of accumulation, also is not just to join the localization of the element.A good product is to let the user feel excited and impulsive, food should do this.But for McDonald's, the need to change is not just a product.Deeper problems facing the company is how to reshape their brand, let yourself to become a friendly and attractive destination for the young.This social change too fast, and the young man happens to be the most sensitive that a group of people.If youcan't understand their customers and make a change, then a strong brand will be collapsed.Business is like that.不仅是在中国，麦当劳（专题阅读）在美国本土也流失了越来越多的顾客，尤其是年轻人。
McDonald’s Marketing Strategies in China姓名：班级：学号：AbstractIn recent years, Chinese fast food companies are developing rapidly, but the market share and profit level are far below that of the western fast food corporations like McDonalds and KFC. From the aspect of average sales turnover of one single store, McDonalds is 160 times of that of Chinese fast food companies. Currently, the turnover of western fast food corporations occupies more than 1/3 of the whole Chinese fast food industry. The causes are various, yet we could not neglect the problems in service marketing such as service quality, service process, service price and physical evidence, also the daily schedule in Northern China and Southern China is different, thus the service patterns differ. In order to make the proposal more specific, I choose McDonald’s stores within a region as the objects, to analyzed its marketing strategies in China. This essay analyzes the successful McDonald’s marketing strategies in China from “4P” (product, price, place, promotion)Key words: McDonald; marketing strategies; Chinese fast food1. IntroductionMcDonald’s is a chain of fast food restaurant that specializes in fried chicken. It was in 1940 that McDonald’s first started their op erations. The pioneer of many things, the Speed Service System introduced in their very first restaurant is being followed in modern day fast food chains to this very day. Their very first mascot was a man with a head of a hamburger wearing a chef’s hat, which was replaced by McDonald’s ever popular clown man. It is estimated that McDonald’s currently serves 58 million customers each day in 119 countries. Their restaurants differ in their settings and facilities as some offer drive thru services, and some have play areas for kids while some offer counter service a lone. McDonald’s signature colors are red and yellow while their most popular products are their famous hamburgers, breakfast offers, desserts, chicken sandwiches and French fries. McDonald’s also f eature products for vegetarian customers, as well. When it comes to regional branches, McDonald’s are known to offer certain products customized to suit the food cultures of the respective regions.McDonald’s pay attention to the development of diversified and create differentiated product.2. The product strategies in China2.1 The product localizationThe first sign of success to an enterprise is that it can provide products to meet consumer demand. McDonald’s was so successful not by accident but have a lot by the constantly product innovation according to the taste of the Chinese people. McDonald’s has continually adapted to the customer’s tastes, value systems, lifestyle, l anguage and perception. McDonald’s was known for its hambu rgers, beef and pork burgers. But most Chinese like toeat rice and something variety. To follow the local taste, M cDonald’s came up with Pork Chop Curry Rice and Preserved Egg Chicken Porridge to suite the Chinese palate. This way fitting customers ’requirement and has been widely recognized by Chinese consumers. Therefore, the unification of food in McDonald’s has very strict standards, covering two aspects of qualitative and quantitative provisions.2.2 The product standardizationCore product stands at the center of the total product. It consists of the core, problem-solving benefits that consumers seek when they buy a product or service. As the world’s larg est fast food chain enterprises--- McDonald’s, in the whole process of its development, to provide customers with food, although there are regional differences for the customer, but the same is the sales all over the world of hamburgers, French fries, ice cream and soft drinks. Even if there is any change in the main product, it is only a small change. Others like Fillet-o-fish，Big Mac hamburgers are as the actual product. McDonald’s mix product to maximize sale opportunities with the limitations of its resources. Although there are big differences in eating habits and cultures in different countries, McDonald's is still committed to reducing the differences, providing a very similar product for global consumers. This management concept originated in the internationalization of chain management, the unified management mode included: unified trademark and name, unified interior design, standardization of the food supply and sales, unified national price.3. The price strategies in ChinaSuccessful pricing is a key element in marketing, ranked only next to product strategies in importance among the concerns of marketers. The specific pricing strategies that firms useto price goods and services grow out of the marketing strategies they formulate to accomplish overall organizational objectives. To establish a suitable price range, the target market of the enterprise and the target market positioning have very big concern.3.1 Identify target customersMcDonald’s caught Chinese homesick psychological needs, divide its target market segmentation for families as the unit group, and focus on the teenagers who have strong ability to accept foreign culture and new things. In addition, they have targeted design for all food, service and environment. Therefore, other family members, under the influence of young people, in order to stimulate demand, will slowly love the relaxed, pleasant dining environment in McDonald’s. Children is also an important service for McDonald’s. Every store has a baby chair and a small cart, and a variety of hanging picture, cartoon park, are all deeply favored by children.3.2 Determine the price rangeMcDo nald’s price range within the scope of the ordinary families can afford, but overall price is higher than the general price, because it adopts competitive pricing strategies. These strategies are designed to deemphasize price as a competitive variable by pricing a product or service at the general level of comparable offerings. McDonald’s mainly take the following two ways to stimulate consumer demand: the first is the psychological pricing. On the one hand, by the way of improving the dining environment to provide customers a satisfying first-rate service. That create an additional value to customers. On the other hand, the price is accurate to angle and unified throughout the country, so that’s all as to give customers a feeling of benefits. The second is through the compound fixing prices. McDonald’s mainmeals and combination of a variety of food such as toys, cola and the appropriate package price and timeless payment coupons way. A big Mac as the example, has become one of the world’s economists do comment on all income of the pointer, McDonald’s use of price survey method as the selling price of the product standard. Not only all these speed up the ordering rate, increase sales, but also offers and attract consumers, creating a win-win situation of enterprises and consumers.4. The place strategies in ChinaThe place mainly consists of the distribution channels. The distribution channel is an organized system of marketing institution and their interrelationship that enhances the physical flow of ownership of goods and service from producer to consumer or business user. It is important so that the product is available to the customer at the right place, at the right time and in the right quantity. McDonald’s from the product source, supply, sales and other links, in the premise of ensuring product safety, make better service to consumers.4.1 Strengthen the supplier managementFirst of all, in China, McDonald’s suppliers implement localization strategy, not only to ensure the quality of fresh ingredients, effectively saves transportation costs and procurement costs, but also reduce the outsourcing because of the weather, transport, customs, government policy can not predict the risk factors about. At present, McDonald’s all chicken ingredients and 85% of food packaging materials are to the Chinese local manufacturers to purchase, its overseas manufacturers to purchase only a small amount of fixed assets equipment. Secondly, star evaluation of suppliers, in order to standardize the supervision and management of suppliers, so there is a pop ular saying among suppliers: "Pass McDonald’s rating systemmanufacturers, can smoothly and easily obtain national IS09002 quality certification accreditation."4.2 Scientific and accurate locationMcDonald’s has the standardization of distribution. For businesses such as McDonald's reliance on giant adult traffic in order to increase sales, the store location will undoubtedly have an important impact on the realization of its marketing objectives. Therefore, each openi ng McDonald’s have to undergo a rigorous selection process. As usual, the first step of McDonald’s location is in planning a general busines s scope, in this part, McDonald’s to collect a lot of information, decision must base on its own market positioning and business stability and maturity of the comprehensive consideration of the enterprise is entering the region. The second is to estimate and selection traffic generation. In the established business scope, further accurate specific shop address. McDonald’s stipulate that a chain store must be built in a busy commercial area, such as a large shopping mall, supermarket, school, or government office.5. The promotion strategies in China5.1Strong advertisingThe various promotion channels being used by McDonald’s to effectively communicate the product information are given above. A clear understanding of the customer value helps decided whether the cost of promotion is worth spending. There are three main objectives of advertising for McDonald’s are to make people aware of an item, feel positive about it and remember it. The right message has to be communicated to the right audience through the right media. McDonald’s does its promotion through television, hoardings and bus shelters.They use print ads and the television programmers are also an important marketing medium for promotion. The creative way of advertising is often the use of the existing brand visual elements--corporate logo M shape. The advertising is full of human touch, and the protagonist of the ads are ordinary Chinese people. Besides, in the part of graphic advertising design, McDonald’s focus on delicious food, through the display of the appearance of delicious food to the customers attractive to catch their eye, stimulate their desire to buy.Posters and television advertisements are often used to promote the new product promotion form, its advantages lie in: first, the product is directly displayed in front of consumers, succinctly communicate to the consumer the information enterprises want to express, so that people firmly remember the brand. Second, it touches consumers taste nerve through visual stimulation, brings back the appetite of the customer, thus causes the customer’s desire, so as to achieve the purpose of sales promotion.5.2Good public relationsGood public relations are intangible assets. McDonald's to build healthy food for the idea, carried out a series of marketing public relations activities. First of all, as the leader of Chinese fast food enterprises, McDonald's have full of enthusiasm to China’s public welfare undertakings. It helps children who in remote mountainous areas through various forms, such as donations to the "Hope Project", gifts the book album, held a variety of public cultural activities. Through these series of activities, McDonald’s show Chinese consumers a responsible, caring and good enterprise image, enhance the customer's recognition of the product, and forming a virtuous circle. In addition, every McDonald’s will held birthday party to children. The party not only has a special person in charge of site and facilities, but alsoprepare birthday gifts and arrange the game interesting for the child. The original purpose of "birthday party" held by McDonald’s is not profit, but from the point of view of customers to think, in hope for reducing the pressure of the busy parents. At the same time, can also create a warm entertainment environment for children, and let children spend their wonderful childhood. It is McDonald’s people-oriented attitude, narrowing the distance with consumers, improve customer loyalty to their brand.ReferencesWebsite Sources100 Best Global Brands 2009. Retrieved 2010-01-23.Marketing Mix (bite size 4P's) British Broadcasting Corporation (BBC) Schools. Retrieved 2010-01-23.“McDonald's history. Retrieved 2010-01-23.Related to the internationalization of business like McDonald’sBookInternational Marketing; Sun Nin, Zhang Aiming; Published in 2001.6。
STP战略分析——麦当劳一 STP战略STP战略中的S、T、P分别是Segmenting、Targeting、Positioning三个英文单词的缩写，即市场细分、目标市场和市场定位。
第一，市场细分（Segmenting），根据购买者对产品或营销组合的不同需要，将市场分为若干不同的顾客群体，并勾勒出细分市场的轮廓。
第二，确定目标市场（Targeting），选择要进入的一个或多个细分市场。
第三，定位（Positioning），建立与在市场上传播该产品的关键特征与利益。
二麦当劳的STP战略分析（一）市场细分麦当劳准确合理的细分市场，是麦当劳成功的一大因素。
麦当劳公司主要根据三大要素进行市场细分的，即地理要素、人口要素和心理要素。
1．按照地理要素细分市场麦当劳在国际和国内均有市场，而各个国家有各自不同的饮食习惯和文化背景，所以麦当劳要在世界市场保持地位就必须对各个地区的市场进行细致的地理细分，麦当劳进行地理细分的主要目标在于分析各区域的差异。
对于国内市场，麦当劳以西方饮食文化为主导。
而在国外市场就没有抓住特色：它以品牌效应抵消了它本应该去适应的各个地区的特色：地理细分要求把市场细分为不同的地理单位进行经营活动，例如，美国东部人爱喝清淡的咖啡，西部人爱喝较浓的咖啡。
2．人口要素细分与定位(1)人口要素细分：人口因素是细分消费者群的最流行的依据。
要根据年龄、性别、家庭人口、家庭生命周期、收入、职业、教育、宗教、种族、国籍等相关变量，把市场分割成群体。
麦当劳主要从年龄及生命周期阶段对人口市场进行细分，其中，将不到开车年龄的划定为少年市场，将20－40岁之间的年轻人界定为青年市场，理解他们的生活方式，知道他们时间有限，要求吃得又快又好；而对于年老者市场，麦当劳公司对其宣传中将经济实惠作为重点。
(2)不同市场特征与定位：麦当劳针对上述细分市场采用不同广告宣传方式，对如青少年市场做的广告是以摇摆舞曲音乐，而对老年人市场的广告宣传则突出柔和并附有情调。
