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案例：馅饼之战在1984年，仅麦当劳一家在广告方面的开支就达2．5亿美元以上，几乎相当于一天花68．5万美元，1小时花2．9万美元。
要想收回这笔钱，就必须售出大量的汉堡包。
这样的巨型企业是如何起步的呢?故事还得从咖啡店说起，这种咖啡店在美国每一个村庄和城镇都很受欢迎。
一般而言，家庭经营的小店。
仅有一张柜台，六七把凳子，咖啡店只是一个名称而已，在那里不仅提供一般的食物和饮料，也可以吃到火腿和鸡蛋、烟熏猪肉和莴苣三明治，还有冰淇淋等。
自然也少不了汉堡包或乳酪面包和法式炸鸡。
且每一个城市、地区都有各自的特色。
在费城，有乳酪牛排三明治；在波士顿，有蛤肉杂烩；在南部，有粗燕麦粉。
这是一场争夺市场的战争。
在这里，所有参战的都是游击者，他们警惕地防卫着各自的地盘(游击原则之一是：寻找一块小的自己足以防卫的市场部分)。
1．并入麦当劳商号雷·克罗克在伊利诺斯州的迪斯平原开始了他的第一家麦当劳快餐店的经营，几年后，快餐店的生意发生了巨大变化。
克罗克的成功之处是对当地的咖啡馆发起了进攻，然后迅速把经营规模扩大到全国。
在那个时代，咖啡馆经营的品种几乎无所不包，其特点是简单、方便、省钱。
但从军事角度来说，这种经营方式使战线拉得太长，NNNN--击。
克罗克做出了明智的抉择。
他选择其中一部分发起进攻(在咖啡馆的菜单上，什么是最受欢迎的品种?是汉堡包和乳酪汉堡包)。
馅饼连锁商号诞生了。
在不存在竞争的情况下(只有些经营-167-很差的咖啡店)，加上他本人的勃勃雄心，克罗克很快扩大了他的连锁商店。
为实现其梦想，他甚至不惜去借高利贷。
更为重要的是，这种早期扩张确保了麦当劳的成功，确立了它在发展中的汉堡包行业的优势。
今天，麦当劳的销售额超过了伯格·金、温迪以及肯塔基炸鸡店3家的总和。
在解释麦当劳的成功时，市场营销专家们都热衷于描述公司严格的标准和程序，它对清洁的狂热追求，以及对特许经营者的严格训练等(它在伊利诺斯州埃克格威设立了麦当劳汉堡包大学，所有的特许经营者都要在这里接受强化训练，并给每一毕业生授予汉堡包学位)。
麦当劳被曝光过期食品事件的伦理分析麦当劳被曝光过期食品事件的伦理问题分析一、事件回放【ppt摘要】在食品安全方面，今年3.15晚会的第一炮就打穿了我们熟识的快餐企业：麦当劳。
晚会表示，麦当劳存有出售过期食品、“废旧”已污染食品的乱象。
报导表示，在北京三里屯一家麦当劳门店，过期的香芋派遣再次外包装或者修正到期时间；过期腿肉稳步加工；将掉下来在地上的半成品再度加工流向餐桌。
对于过期食品事件，麦当劳的歉意顾得上时，但值得注意的就是，消费者须要的不仅仅就是致歉，须要的就是安全、质量可信的食品。
麦当劳号称对食品的制作流程进行严格的操作规范，但北京三里屯麦当劳店，却将已经过期的食品再次重复计时保存，保存时间本为30分钟的盐焗鸡翅竟超时近3倍。
员工竟还将掉在地上的食品未经任何处理继续加工。
在北京三里屯的一家麦当劳店，食品制作流水线上存有两个保温箱，上面各存有一个表格，写下着相同种类植物油食品的留存时间。
肉制品经过油炸和蒸煮做成后，工作人员可以将其放入这两个保温箱中留存，同时按暗放置边线前面的计时器。
当少于规定留存时间时，计时器可以自动报警提示信息。
但当保温箱收到警报后，当值员工却并没将里面的肉品抽出拿走，而是再次按暗了计时器，再次已经开始计时。
3月1日12点35分后，员工赤豆了一盘盐焗鸡翅，6分钟后被放进了保温箱中。
按照操作方式规范，盐焗鸡翅的留存时间为30分钟。
但13点55分后，这盘鸡翅还在保温箱中放置着。
一直至14点35分后，保温箱中的鸡翅仍然在待售，此时已经少于保存期1小时24分钟。
根据麦当劳的规定，麦当劳的各类甜品派自炸制后90分钟内售出。
每个甜品派外面都有纸质包装，包装时员工会在包装一端标注上最晚需要售出的时间。
但记者发现，这些包装上的时间竟然被更改过。
一批原本22点20分就该到期的香芋派，经过员工简单的一笔，保质期就又向后“推迟”了一个小时，变成了23点20分。
有时，员工甚至干脆直接将甜品派的包装更换成新的，重新写上时间待售。
商业连锁行业的最佳实践成功案例研究近年来，商业连锁行业在全球范围内迅速发展并取得了巨大成功。
这类行业的成功离不开企业们的最佳实践策略。
为了更好地了解商业连锁行业的最佳实践，本文将通过对一些成功案例的研究，探索其成功的原因及经验教训。
1. 案例一：麦当劳麦当劳是全球最成功的连锁快餐品牌之一。
其成功的原因之一是高度标准化的经营模式。
麦当劳在全球范围内保持着一致的产品质量、卫生标准和服务水平。
这种标准化的经营模式使得消费者无论身在何处，都能在麦当劳店中品尝到相同的美食，这也是他们建立起全球品牌形象的重要原因。
另外，麦当劳还注重创新。
他们不断推出新品，满足消费者的变化需求。
例如，麦当劳推出了无肉产品，以迎合素食主义者的需求，并在全球范围内获得了成功。
2. 案例二：星巴克星巴克是全球最大的咖啡连锁品牌之一。
他们的成功与其独特的品牌体验密不可分。
星巴克提供了舒适的环境、高品质的咖啡和个性化的服务，使得消费者喜欢在星巴克度过闲暇时光。
另外，星巴克对于咖啡豆的采购和烘焙过程严格把关，确保了咖啡的品质。
他们通过与咖啡豆供应商的合作，确保所使用的咖啡豆源自可持续发展的农场。
3. 案例三：沃尔玛沃尔玛是全球最大的零售连锁超市之一。
他们的成功源于“低价优势”。
沃尔玛以大规模采购和供应链管理为基础，能够以较低的成本提供商品。
这种低价优势吸引了大量消费者，并使得沃尔玛在竞争激烈的零售市场中脱颖而出。
此外，沃尔玛还注重在战略位置上建立超市，以方便消费者。
他们会根据不同地区的特点和需求，选择合适的位置开设超市，确保能够吸引大量消费者到店购物。
4. 案例四：宜家宜家是全球最大的家居连锁零售商之一。
他们的成功离不开其独特的产品设计和购物体验。
宜家的产品注重功能性和简约设计，以合理的价格提供给消费者，吸引了广大消费者的关注。
此外，宜家还提供了愉悦的购物体验。
他们在店内提供了舒适的休息区、儿童游乐区等，让消费者在购物的同时也能享受到放松和愉悦的感觉。
第1篇一、引言麦当劳作为全球知名的快餐连锁品牌，在我国市场也拥有庞大的消费者群体。
然而，随着市场竞争的加剧，麦当劳在我国也遭遇了诸多法律纠纷。
本文将针对麦当劳在我国市场的一个法律案例进行解析，以期为我国企业在市场竞争中依法维权提供借鉴。
二、案例背景2016年，某消费者在麦当劳餐厅就餐时，发现其购买的薯条中存在异物。
消费者认为麦当劳的产品存在质量问题，遂向当地消费者协会投诉。
经调查，消费者协会确认麦当劳餐厅存在食品安全问题，并要求麦当劳赔偿消费者损失。
然而，麦当劳不服消费者协会的处理决定，将消费者协会诉至法院。
三、案例解析1. 麦当劳的食品安全责任根据《中华人民共和国食品安全法》第四十三条规定：“食品生产经营者应当保证食品安全，防止食品污染，确保食品符合食品安全标准。
”本案中，麦当劳作为食品生产经营者，有义务保证食品安全。
消费者在麦当劳餐厅购买的薯条中存在异物，说明麦当劳未能履行食品安全责任，侵犯了消费者的合法权益。
2. 消费者协会的处理决定消费者协会作为消费者权益保护组织，有权对消费者投诉进行调解。
在本案中，消费者协会经调查确认麦当劳餐厅存在食品安全问题，要求麦当劳赔偿消费者损失，是依法行使调解权的体现。
然而，麦当劳不服消费者协会的处理决定，将消费者协会诉至法院。
3. 法院判决法院审理后认为，消费者协会作为消费者权益保护组织，有权对消费者投诉进行调解。
麦当劳餐厅存在食品安全问题，侵犯了消费者的合法权益，消费者协会要求麦当劳赔偿消费者损失的处理决定合法。
因此，法院驳回了麦当劳的诉讼请求。
四、案例分析1. 麦当劳在食品安全方面的法律风险本案中，麦当劳因食品安全问题被消费者协会处罚，反映了企业在食品安全方面的法律风险。
企业在生产经营过程中，应严格遵守食品安全法律法规，确保产品质量，保障消费者权益。
2. 消费者权益保护的重要性消费者权益保护是我国法律体系的重要组成部分。
本案中，消费者通过投诉、调解、诉讼等途径维护了自己的合法权益，体现了我国消费者权益保护制度的完善。
麦当劳案例分析第一篇：麦当劳案例分析通过对《麦当劳的标准化控制》的案例进行分析，我们得出以下几点内容：一、麦当劳公司能不断发展壮大的成功因素是: 首先，得益于其规范的流程管理。
其次，麦当劳公司所拥有的品牌声誉是一项无形的宝贵财富。
二、麦当劳的成功很大的程度上取决于它对其连锁店的经营、管理、运作和控制。
第一，麦当劳要求其各连锁店做到标准化的经营。
第二，要做到经营专业化。
第三，要求连锁店中的各个工序、岗位、环节在进行商业运作时，尽可能做到简单化、模式化。
第四，强调经营统一化。
三、麦当劳手册中“Q、S、C、V”这四个英文字母缩写是对麦当劳经营方针、管理观念、运作要求、企业精神的高度概括和浓缩，是麦当劳多年在世界快餐业长期立于不败之地的制胜法宝和成功秘籍，也是麦当劳连锁店必须严格遵守的基本要求。
四、麦当劳的四个基本要求: ①控制品质质量，规范操作流程质量是麦当劳店规中的首要原则和核心内容，一方面，重视进货，严把进货关。
另一方面，麦当劳对于供应商的严格约束还表现在对违约行为绝不姑息迁就。
②强调服务，永远把顾客看做“上帝”麦当劳的服务特点是速度快和注重其对外形象。
然后，麦当劳通过多年的市场营销认识到，除了注重服务的速度和创造美好形象外，能够有礼貌地、高效率地为顾客提供优质的服务是最应该突出的重点:首先，麦当劳注意营造一种家庭气氛，其次，麦当劳努力营造一种娱乐气氛。
③注意保持就餐环境整齐清洁整齐清洁是麦当劳的一种无形产品。
麦当劳在十分讲究环境卫生的同时，更是特别注意食品卫生和餐厅的卫生标准。
麦当劳狠抓清洁卫生，在十分强调人的因素的同时，也特别注意餐厅设备的更新改造。
④严格控制食品价格，体现物有所值的理念首先，麦当劳倡导薄利多销，它主要是面向工薪阶层的消费者，以廉取胜。
其次，麦当劳倡导“钱要一点一点地赚，价要一点一点地涨”，它的价格变化的幅度是根据通胀率而定的。
第二篇：麦当劳——案例分析雷·克罗克与麦当劳雷·克罗克面临着严重的窘境。
.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 existingU.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-store sales. 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 worldafter 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 of restaurant. It has some unique food that other fast food restaurants don’t have. Thin flat bread filled with meat, cheese, particularraw 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 the 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.。
