THNG HIU V CUC SNG NGI KHNG L MCDONALDS B CUC 16 nm sau khi m ca hng u tin, tp on n nhanh McDonalds quyt

yt nh ri khi Iceland (Bng o). L do ca vic tp on thuc din ng to b ln ny t b cuc bnh trng phm vi nh hng v rt khi o quc khng cn phi ni th ai cng bit, l li nhun m chui ca hng ca McDonalds trn o chng cn b bn g. Cuc b i khng kn khng trng ny tht chng tng xng cht no vi s khi u rm beng cch y 16 nm vi vic khng phi ai khc ngoi ch thn th tng nc ny ti d v n cp bnh McDonalds u tin xut xng.

Gia hai s kin y khng ch n thun l thi gian 16 nm, m cn c v khi kinh nghim thc t i vi McDonalds v cuc khng hong ti chnh mi ri. Khi quyt nh chinh phc th trng o quc, McDonalds khng tnh ht n vic mi th cn sn xut u phi nhp khu t bn ngoi. Th trng Iceland qu nh nn khng th xy dng sn xut t cung t cp cho McDonalds c trn o. Cuc khng hong ti chnh mi ri khng nhng lm t nc ny gn nh ph sn, buc Iceland phi n gia nhp EU, m cn lm McDonalds tht in bt o v ng tin y b mt gi so vi EUR n 80% khin cho gi chi ph u vo cho sn phm ca McDonalds tng ln gp i. Mt sai lm na ca McDonalds Iceland l ngi dn y, tuy cng Chu u nh mi quc gia Chu u khc, khng mn m vi n nhanh ca McDonalds. H mua hng ca McDonalds v t m v hiu k nhiu hn l v p ng nhu cu n nhanh hng ngy. H vn thin v tm ao ta hn l thng xuyn tr li ca hiu ca McDonalds. Cho nn vic tp on ln ny b cuc chi kinh doanh trn o quc khng c g l phi lgic c. Theo DDN

Khi ngoi 50 tui, ch trong hai chc nm cui i, Raymond Kroc lm nn mt k tch y tnh huyn thoi. Mt mnh ng gy dng nn tp on n nhanh ni ting v ln nht th gii. Bt ng xut hin tng v i

Raymond Kroc c tn y l Raymond Albert Kroc, ng sinh ngy 5 thng 10 nm 1902 ti Oak, bang Illinois, M. Hc xong lp 10, Ray Kroc lm li xe cu thng vi cht khiu m nhc bm sinh, ng chi n piano ti cc nh hng, cu lc b. Nm 20 tui, ng c nhn lm chn chy bn hng cho hng Lily Tulip Cup. Hn chc nm sau, Ray Kroc gp c Earl Prince, ng ch ca mt cng ty phn phi my xay sinh t. ng ny ko Ray Kroc v lm cho mnh. V Ray Kroc lm ngh bn my sinh t gn hai chc nm lin. Ray Kroc lm ch cho mt cuc sng bnh thng v hnh nh ng cng chp nhn vi nhng g mnh c. Bi Ray Kroc sang tui 52, v ng bt u c nh ngh hu. Cho n mt ngy cui nm 1954, Ray Kroc n ca hng n nhanh nh ti San Bernadino thuc bang California, min Ty nc M. ng rt i vui mng, khi anh em nh Richard v Maurice McDonald mua lin mt lc c hng chc chic my xay sinh t Prince. iu Ray Kroc c bit n tng l ca hng nh nhng khch xp hng di ti hn 20 mt. n th bnh Hamburger, Ray Kroc thy rt ngon, li n gin, gi c ph hp. Quan st k hn, Raymond thy hai anh em nh McDonald t chc ch bin v phc v rt c v cng nghip. 8 hng my xay sinh t, mi hng 5 chic c th pha sinh t sa cho 40 cc mt lc. Tht rn cng lm hng chc ming mt. Cc, a dng phc v u l bng giy nn khng mt cng ngi dn v nht l cng on ra. Khi tr v nh, mt tng bt ng nhng v i lo ln trong u ca ngi bn hng tng tri hn 50 tui. Ti sao mnh khng th hp tc cng vi anh em nh McDolnald m nhiu ca hng tng t. Ngay lp tc, Ray Kroc ngh vic bn my xay sinh t. Chng cn mt nhiu thi gian v giy bt, ng hon thnh xong mt phng n pht trin c mt h thng ca hng n nhanh trn c s ca hng ca anh em McDonald San Bernadino. Ray Kroc t nhin so snh h thng ca hng ca mnh s hot ng nh nhng dy chuyn sn xut cng nghip chng km dy chuyn sn xut t ca Henry Ford. V ng s tr thnh nh cch mng m ng cho cng nghip n nhanh nh Henry Ford m ng cho cng nghip xe hi M v th gii. Ngh l lm, Ray Kroc bt tay vo thc hin ngh mi l vi tham vng dng nh khng tng. Vi ti n ni kho lo ca mt ngi bn hng, tip th lu nm, Ray Kroc thuyt phc c hai anh em Richard v Maurice McDonald hp tc vi mnh. Theo , Ray Kroc c ton quyn s dng tn McDonalds cho h thng n nhanh s pht trin theo m hnh nhng quyn kinh doanh franchising. Richard v Maurice s c hng 1% doanh s bn hng ca cc ca hng ny. Cng ty McDonalds System Inc. do Ray Kroc iu hnh c thnh lp. Dng nh Ray Kroc nhn thy mnh cn qu t thi gian nn ng hi h lm vic. Cc tng hon thin m hnh kinh doanh franchising nh ng thi tun tro cng mt lc. Ray Kroc nhanh chng pht trin m hnh vi mt trit l kinh doanh ca ring mnh. Theo ng, hnh phc l kt qu ca m hi, cng nhiu m hi ngi ta s cng hnh phc hn.

Ray Kroc chun b rt k, bi bn v tin chc l s thnh cng. Ngy 2/3/1955, nh hng n nhanh McDolnalds u tin do Ray Kroc m c khai trng De Plaines, Illinois. ng vn ng ngi nh, h hng v bn b thn thit, mi ngi lm ch mt ca hng ng lot cho ra i nhng nh hng McDolnalds ln nh khc nhau nhng y ht nhau v cch thc t chc, sn phm, hnh thc, mu sc bin hiu. K tch kinh ngc v s ra i ca ngnh cng nghip n nhanh do McDolnalds khi xng bt u tht s t . Trong vng 5 nm c ti 200 nh hng McDonalds c m rt nhiu ni v u c n nhn nng nhit. B quyt thnh cng ca McDonalds Nm 1961, Ray Kroc c mt quyt nh to bo l mua li phn quyn li 1% doanh thu tho thun trc kia. Sau nhiu ln thng thuyt, anh em McDonald ng nhn 2,7 triu USD Ray Kroc mt mnh mt ch ci tn McDonalds v hng ton quyn li tc ca h thng ca hng McDonalds. c c s tin ny, Ray Kroc phi vay mn rt nhiu, trong c c nhiu qu u t mo him. Nu nh quyt nh trn ca Ray Kroc c coi l mt trong nhng quyt nh kinh doanh v i nht, hay c a vo gio trnh kinh doanh, th vi anh em Richard v Maurice McDonald li l sai lm. Nu khng, ngy nay h c th nhn c ti trn 200 triu USD t 1% doanh thu ca tp on McDonalds. M hnh franchising ca tp on McDonalds c li th ln l cho ngi nhn nhng quyn kinh doanh quyn ch ng rt ln. Nhng ngi ch ca hng c th t chn cho mnh cc hot ng qung co, marketing thch hp vi a bn, v tr ca mnh. Mt b quyt thnh cng c bit quan trng khc ca McDonalds l tp on ny a c vn tin thu ca hng vo hp doanh m hnh franchising. Ca hng c din tch cng ln th ngoi ph li-xng nhng quyn kinh doanh, tp on cn thu khon tin ln tng ng. Chnh nh cch lm m Ray Kroc khc phc mt cch ti tnh vic kh khn kim sot doanh thu ca ngi nhn nhng quyn. lm vic ny, McDonalds ch ng tm kim cc v tr mt bng p, thun li cho kinh doanh. Mt khc, McDonalds c chin lc hp tc kinh doanh di hn vi cc tp on i tc ln nh Coca Cola v tr thnh nh tiu th Coca Cola ln nht th gii. Ray Kroc rt quan tm n vic cng nghip ho cc cng on sn xut. ng ch hng McDonalds c bit ch n cc yu t: cht lng dch v v v sinh v khng nh l li th quan trng nh cng nghip ho. Ray Kroc cn u t c mt phng th nghim Chicago chuyn kim tra nh gi cht lng v sinh, an ton thc phm. T nm 1967, McDonalds bt u vn ra nc ngoi. thnh cng, Ray Kroc phi c nhng chin thut rt linh hot m khng lm mt i hnh nh ca cng nghip fastfood mang tn McDonalds. Vi cc nc o Hi th McDonalds b sung thm mn bnh m vi tht cu rn mang ci tn rt rp l McMaharadscha, hay McFalafel. Vi ngi n khng n tht b th li c

mn Hamburger ci bin c thay bng tht g rn. (Theo V Cc nh lnh o ti tp on kinh doanh n nhanh (fast food) McDonalds Corp ang vn rng si tay thc hin tham vng "xm lc" mi th trng.

Trc mt ca hng ca McDonalds. nh AP.

"Xm lc" th trng ung nhanh Mi y nht, trong tuyn b pht i ngy 19/11/2007, Ban lnh o McDonalds cho bit h s m rng kinh doanh ung, m c bit l c ph, nhm tng trng mnh m hn na, bn cnh mt hng truyn thng l n nhanh. Ni cch khc, sau khi thng tr ngnh cng nghip n nhanh, gi y h ang chun b thng tr nt ngnh ung nhanh. "Chng ti mun chuyn t vic bn km ung khi bn n sang vic coi ung nh mt sn phm ch cht ca mnh, bn cnh mt hng truyn thng l n nhanh", ng Don Thompson, Ch tch McDonalds ti M pht biu hm 19/11/2007. Nh vy, mt ln na c th thy, nhng g c coi l b quyt thnh cng ca McDonalds li c tip tc. B quyt kinh doanh c o B quyt thnh cng ca McDonalds chnh l kh nng hiu c nhu cu ca a s khch hng vi tnh ng nht, th hin c bn cht ca thng hiu McDonalds lun lun thch hp vi tt c cc nn vn ho khc nhau. Hin nay, trung bnh mi ngy, c bn ngi M th c mt ngi gh vo qun fastfood ca McDonalds, tp on thc n nhanh ln nht th gii. y l mt con s m bt c hng thc n no cng m c. My nm gn y, y mnh doanh thu ng thi thu ht mt lng ln khch

hng, McDonalds trang b cc loi my nghe nhc MP3, h thng ti nhc t Internet ti cc ca hng fastfood ca mnh trn ton nc M. ng ch nht l mng Blaze Net ca McDonalds cho php khch hng c th va dng thc n nhanh va download nhc, nh k thut s t Internet vo in thoi di ng hay my tnh xch tay ca mnh. i vi vic p ng cc yu cu v sc kho cho mi ngi, McDonalds cng a vo s dng mt loi du mi c coi l c li cho tim trong cc mn rn ca mnh. Trong thc n ca cc nh hng McDonalds M c thm c bia, g, c, salt v cc mn n chay, cng thm hng lot cc mn trng ming, thc ung nng v lnh vi nhiu mi v khc nhau. McDonalds l ca hng phc v n nhanh u tin cng khai a danh sch tt c thnh phn thc n v cc phn tch v gi tr dinh dng mt cch chi tit vi tt c cc sn phm ca h. Nm 2000, McDonalds cho ra i mt s sn phm mang tnh cht i mi nh McSalad, Shaker v Fruit NYogurt Parfaits (Kem sa chua tri cy), d n hn trong nhng lc bn rn. Lc , theo nhn nh ca cc nh phn tch kinh t th ch l cch nhm che mt thin h v c b tim hay khng chc ch c mi McDonalds bit c m thi. Nhng gi y, McDonalds lm cc chuyn gia kinh t phi cm thy h thn v nhng li nhn xt sai lch ca mnh khi hng khng nhng chng minh c vic p dng cng ngh cao trong kinh doanh l hon ton hp l m n cn ci thin ng k dch v chm sc khch hng qua nng cao ng k s lng khch hng trung thnh. y l thi im McDonalds vt qua c giai on kh khn nht v tip tc vng chc v tr s 1 th gii v thc n nhanh. Khng ngng thay i l mt trong nhng b quyt kinh doanh ca McDonalds. Nm ngoi, McDonalds cng cng b k hoch tm kim cc nh thit k thi trang ni ting to ra cho cc nhn vin cng gn 300.000 ca hng ca hng trn ton nc M mt phong cch thi trang mi v li cun hn.

Thng hiu McDonalds gi y xut hin hu nh mi ni trn a cu. nh AP

T trc n nay, trang phc ca cc nhn vin McDonalds ti mi chi nhnh lun khc nhau. McDonalds ch t ra yu cu cho cc nhn vin ca mnh v trang phc: o phng mu trng, c ti ngc nh c hnh chic bnh hambuger hay ch M, qun sm mu v tht lng. D n thit k thi trang tr gi 40 triu USD ny ca McDonalds l mt phn trong chin dch nng cao hnh nh nhn hiu ca hng trn ton th gii. Sau khi p dng th nghim ti M, McDonalds s p dng i vi ton b cc chi nhnh ca mnh trn th gii. Ngoi ra, McDonalds cng thuyt phc c ca s ni ting Justin Timberlake qung b hnh nh McDonalds trong gii tr trn ton th gii. Kt qu ca cc chin lc kinh doanh c o ny chnh l vic McDonalds ang thu ht ngy mt ng khch hng n vi cc ca hng thc n nhanh ca mnh trn ton cu. S i mi v sng to ng mt vai tr cc k quan trng trong s ln mnh ca thng hiu McDonalds. t ph ln nht ca McDonalds l vic khai trng nh hng Sierra Vista nm 1975 m khch hng ti mua n khng phi i xung khi xe t. Ngy nay, vic kinh doanh cc ca hng McDonalds nh tng trn chim hn mt na cng vic kinh doanh ca h. Kh nng on trc v p ng c nhu cu thc s ca khch hng chnh l thnh cng ln nht ca h. McDonalds phc v khch hng vi cht lng thc n tt nht. Cc nguyn liu th ch bin n u c t mua t cc nh cung cp trong mt thi gian di. n c chun b theo tiu chun cao v nht qun. Cc thc n ca McDonalds lun lun c xem xt v ci thin chc chn tho mn c s mong i ca khch hng.

Vy nn gi y, khi McDonalds vn rng si tay "xm lc" th trng ung nhanh, ngi ta li n on v nhng thnh cng vang di tip theo ca thng hiu lng danh th gii ny. Nht Vy (Tng hp)

Kt qu l nhiu CEO ca Burger King lin tc ra i v khng a tWal-Mart l tp on siu th ln nht th gii vi gi bn mi sn phm cc thp v khch hng cng thuc tng lp c thu nhp thp hn mt cht. V th tp on siu th Target ra i nh hng vo nhm khch hng cao cp v tp trung vo cc sn phm c thit k p, s dng khu hiu va r, va thi thng. Mc kt trong th trng ny l mt tp on siu th khc, Kmart, mt tp on ln nhng t lu sau th b ph sn. Trc tin Kmart bt chc Wal-mart bng

cch gim gi, nhng chin lc ny khng thnh cng. Th ri Kmart li ui theo Target bng cch hp ng vi cc nh thit k ni ting. C hai chin lc u tht bi bi v chin lc chnh m Kmart mun s dng l cnh tranh tt hn Wal-mart hay Target ch khng phi l k i lp. Burger King c gng tr thnh k i lp ca McDonald nhng khng thnh cng. Ti sao? McDonald l ni dnh cho gii tr, c bit l cho tr em t 2-6 tui. Th nhng Burger King s dng chin lc tng t nh Kmart tr thnh k tt hn ngi lnh o th trng ny l McDonald. p on ny thot khi suy thoi.
Tin s L ng Doanh, chuyn gia Kinh t cao cp, B K hoch v u t khi hi ngi khng l trong ngnh thc n nhanh ang ngp ngh u t vo Vit Nam Mc Donalds rng, bnh m kp tht ca h c sc cnh tranh vi ph v bn ca Vit Nam khng th h tr li: Cha th cnh tranh c !. Mc Donalds cha vo Vit Nam v nhn thy kh nng kinh doanh cha ph hp vi th trng ny. Nh vy, thng hiu made in Vietnam vn cn thi gian luyn cng t nht trong vi nm ti nhm to sc mnh bn vng, c th u vi cc thng hiu nc ngoi s t vo Vit Nam trong tng lai gn nh Starbuck, Pizza Huts, Gloria Jeans, Cofee Beans & Tea Leaf...

McDonalds xm chim th trng th gii nh th no?

Ni dung xoay quanh ch chin lc pht trin th trng quc t ca McDonald's, v cc yu t cn phi quan tm trong qu trnh thc hin chin lc ny.

McDonald's c thnh lp nm 1955, trong vng 30 nm u cng ty nhanh chng chim lnh th trng ni a vi hn 10.000 nh hng tri khp cc bang nc M. McDonald's khng ch n thun l mt cng ty lm n thnh t, n thc s tr thnh mt biu tng ca nc M phn thnh. Theo nh thng k nm 2000, c 25000 ngi dn M li c mt nh hng McDonalds, mt t l lm cc i th cnh tranh trong ngnh cng nghip fast-food thn phc v thm mun. Tuy nhin, cng li l ci ngng kh cn c th vt qua. Trn thc t th trng M bo ho. ng nhin, ban lnh o cng ty phi ngh ti mt chin lc pht trin mi cho McDonald's nu khng mun n dm chn ti ch v sa ly trong th trng M t tim tng ngy cng nhiu p lc cnh tranh. Cha kha cho nh hng pht trin mi ca McDonald's chnh l th trng quc t y tim nng. Nm 1980, 28% s nh hng mi c m nm ti cc th trng ngoi bin gii nc M, con s ny nm 1986 l 40%, v tng ln ti gn 60% vo nm 1990. u nhng nm 1980, doanh thu t th trng quc t ch chim 22%. Ti nm 2000, McDonald's thu v 21 t USD t 28.707 nh hng t ti cc th trng bn ngoi, con s ny chim 53% tng doanh thu 40t USD ca cng ty. Mc d vy, McDonald's cha c nh dng cuc "bnh trng" ca mnh li. Theo h, cc th trng tim

nng, mc thm nhp th trng ca McDonald's mi ch dng li mc mt nh hng cho 500.000 dn. Thm na, McDonald's mi ch phc v cha ti 1% dn s ton cu. Vi nhng thnh cng c, ban lnh o cng ty vch ra chin lc nhanh chng m rng th trng trong thi gian ti v hng pht trin c 3 th trng ln: Chu u, ng v M Latinh.Trn thc t, vic xm nhp v thm nhp th trng mi khng d dng nh nhng g cc con s thng k y tnh tch cc nu ra trn. Ta hy xem xt mt v d c th. Nm 1992, McDonald's khai trng nh hng u tin ca mnh ti Ba Lan sau mt qu trnh nghin cu th trng bi bn v cn trng. Trong sut 18 thng u, McDonald's tin hnh cc bc nghin cu theo m hnh chun ca cng ty v cc yu t: a im, th trng bt ng sn, xy dng, th trng lao ng, i tc cung ng, lut php v quan h vi chnh quyn a phng. Ti gia nm 1992, mt on gm 50 chuyn vin ca cng ty t cc th trng M, Nga, Anh, c c iu ng ti Ba Lan ch vi mt mc tiu duy nht: khai trng thnh cng 4 nh hng u tin ca McDonald's ti th trng mi ny. Hai nm sau, ton b s nhn vin ny mi c chuyn khi Ba Lan, l do l nhng nhn vin ngi Ba lan ti y c o to v trang b y k nng tip qun nhim v iu hnh nhng nh hng ny.Trn thc t, mt trong nhng cha kho cho thnh cng ca vic m rng th trng l chin lc xut khu m hnh qun l kinh doanh c pht trin v th nghim ti th trng M. Thnh cng ca McDonald's c xy dng trn nn mng ca s hp tc cht ch gia cng ty v cc i tc cung ng u vo, chin lc marketing rng khp trn ton quc gia, h thng qun l hot ng rt kht khao, v mng li Franchising vi tnh cht khuyn khch tinh thn kht khao kinh doanh v t ch ca cc c nhn. Tuy vy, cng thc ny khng phi khi no cng pht huy hiu qu v d dng thch ng vi mi trng vn ho c trng ca cc th trng mi. Khc phc kh khn ny, McDonald's buc phi t thch nghi. Nhng nghin cu th trng su sc v bi bn gip cng ty tip cn tt hn vi nhu cu v th hiu ca khch hng trn tng th trng. Ti Malaysia, Singapore v Thi lan, McDonald's cung cp thm sn phm ung vi hng v su ring, loi tri cy c ngi dn cc nc ny coi l c tc dng kch thch kh nng tnh dc. Cc nh hng Brazil bn km thm cc loi nc gii kht lm t tri gura hay du rng Amazon. n , tht b v tht ln c thay bng tht cu phc v cc gio dn ni y vi tp qun n king.Tuy nhin, kh khn ln nht McDonald's gp phi li khng nm s khc bit v vn ho, yu t quan trng nht ngn cn McDonald's nhanh chng xm chim th trng ton cu l s kh khn trong vic km kim v thit lp mng li cung cp sn phm u vo t tiu chun cho cc nh hng ca cng ty. Nh ni trn, s thnh cng ca McDonald's ph thuc rt nhiu vo mi quan h gn kt cht ch vi cc nh cung ng. y l mi quan h cng sinh tng h qua li bi khi McDonald's lm n thua l, cc i tc cung ng cng s chu nh hng trc tip v ngc li. cc th trng mi, vic p ng c cc iu kin kht khe v qun l cht lng cng nh vn hnh ca McDonald's l khng d dng vi cc nh cung ng hin c trn th trng. Thng thng, cc nh cung ng s phi b ra mt khon u t khng nh ti c cu nhm thch nghi vi nhng i hi ca pha McDonald's v nh vy c ngha l tng lai ca h gi y ph thuc rt nhiu vo thnh cng cng nh tht bi ca i tc kh tnh ny. y l mt quyt nh kh khn. McDonald's tng buc phi chm dt hp tc vi 2 nh cung cp bnh ca Anh bi h khng p ng c nhng yu cu cht lng nh tho thun. m bo cht lng cho mi sn phm cng nh bo v tn tui ca mnh, McDonald's phi ng ra xy dng ring mt nh my sn xut bnh ti Anh. Mt v d khc l ti th trng Nga, chi ph cho mt nh hng y ch l 4,5 triu USD, trong khi , m bo cung ng u vo cho nh hng ny, cng ty phi chi ti 40 triu USD.C c thnh cng nh ngy hm nay, McDonald's cng tn dng c rt nhiu nhng pht minh, sng ch xut pht t cc franchisees quc t. cng l h qu ca chnh sch khuyn khch v to iu kin pht huy tinh thn kinh doanh v t ch cho cc c nhn. Mt franchisee H Lan pht minh ra mt phng tin lu tr c th m bo hot ng cho mt nh hng McDonald's lu ng trong cc dp cui tun. Pht minh ny mang li cho McDonald's rt nhiu li nhun qua vic thit lp cc ca hng lu ng tm thi cho cc im vui chi hay nhng dp tp trung ng ngi. Sng kin ca mt chi nhnh Thy in li gip tng kh nng bo qun tht cho cc nh hng v th gim thi gian v chi ph vn hnh... Hin cc pht minh ny c s dng rt rng ri trn hu khp cc nh hng McDonald's, lm nn thnh cng chung cho ton cng ty.

Hy "Suy ngh ton cu, hnh ng a

phng" nh Mc Donalds
Tin tc bn l - Dch v khch hng

Khng kh khn g mt cng ty c c quy m kinh doanh ton cu, song tht khng d dng duy tr c tnh a phng trong hot ng kinh doanh . Vy phi lm th no c c c hai c tnh ny? Vi t l trung bnh 8 ting li mt nh hng mi c m ra u trn th gii, tp on thc n nhanh McDonalds s gip bn gii mi cu trn. Chng ta c th thy c h c c thnh cng nh bit suy ngh ton cu, hnh ng a phng nh th no! Cha kha ca h chnh l Nhng quyn kinh doanh. S ca hng nhng quyn kinh doanh a phng chim ti 80% trong h thng ca hng ca tp on, v nh , McDonalds c th vt qua nhng ro cn vn ha vn khng gy tr ngi cho khng t cc cng ty khi m rng kinh doanh ton cu. Vi cc ca hng do chnh ngi dn a phng nhn nhng quyn, cc khch hng s tm thy nn vn ha ca chnh h, v McDonalds khng mt nhiu cng sc gii thch v mt nn vn ho nhn hiu M. Cng lc , hnh nh McDonalds va mang mu sc ton cu va mang mu sc a phng. Theo nhiu chuyn gia phn tch, vn nm cu chm ngn suy ngh ton cu, hnh ng a phng. Ni cch khc, McDonalds lun m bo rng cu trc kinh doanh ca h thch hp nht vi mi trng ton cu, nhng cng khng thiu s linh hot ti tng a phng ring bit. Khi nim ny dn tr thnh mt chin lc ch cht trong gii kinh doanh th k 20 v hin thn r rt nht trong chin lc tip th ca ngi khng l McDonalds: Quy trnh ch bin thc phm ging ht nhau trong tt c cc nh hng thuc h thng McDonalds - hnh nh thu nh ca ton cu ho. Cc chun mc phi c p ng ti mi ni trn th gii v m bo tnh c trng cao. V d, cc ming tht rn phi c ng knh 75 mm. Gia tng s pha trn Sn phm (Product), gi c (Price), khuyn mi (Promotion) v a im (Place) l b quyt c nhiu cng ty s dng xy dng cc chin lc kinh doanh ca mnh. Tuy nhin, McDonalds b sung thm 3ch

na

khi

phn

tch

thc

thi

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tip

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1. Product Sn phm Mc ch ban u ca McDonalds l hng ti mt thc n cc mn n nhanh c tiu chun ho, c cht lng, mi v nh nhau, khng phn bit a im. Nhng ri McDonalds nhn ra rng vic iu chnh i cht mi v, thnh phn ch to tng a phng s gip hng thnh cng hn nhiu. Chng hn nh ti Israel, mt vi loi bnh Big Mac khng c pht b, nhm phn tch cc sn phm tht v sn phm b sa theo ng ch n king ca nhiu khch hng. Song hnh vi s thay i tng a phng, mt i ng nhn vin Cam kt Cht lng (Quality Assurance) ca McDonalds cng c hnh thnh duy tr cc chun mc thc n trn quy m ton cu. 2. Place a im McDonalds lun tp trung vo vic qun l chi ph, kim sot cht ch vic pht trin kinh doanh vi nhng k hoch m rng thn trng v mang tnh chin lc. Ti M, McDonalds tng pht trin vi tc tng 300-400 nh hng mi nm nhm to ra khong cch gia h vi cc i th cnh tranh. Trong nhng chin lc loi b i th cnh tranh, McDonalds m ca nhiu hn nhng nh hng khc ngay c khi ngnh cng nghip thc n nhanh suy thoi. Phng php ny s buc cc i th cnh tranh phi tr thnh McDonalds con nu mun tn ti thay v t mnh kinh doanh c lp y mo him. Mt ln na, chng ta thy c s phi kt hp gia chin lc ton cu v a phng. 3. Price Gi c Mc tiu tng th ca McDonalds l khng ngng gia tng th phn. Trong trng hp ny, trng tm ca hng l cc k hoch a phng ha vi nhng chin lc khc bit ti tng quc gia. Gi c l yu t kh c th c chun ho trn ton cu, bi thu nhp ca ngi tiu dng tng quc gia l khc nhau ph thuc vo nn kinh t ca quc gia . Do , McDonalds t ra nhng mc gi khc nhau cho cc loi thc n nhanh ca h da trn vic phn tch, nghin cu ti tng quc gia. 4. Promotion Xc tin kinh doanh McDonalds n lc a phng ho ti a cc chng trnh tip th, bi hng nhn ra rng s khng th li ko khch hng ti tt c mi ni ch vi mt phng php chung. McDonalds thy r s cn thit phi xy dng nhn hiu ton cu, hnh ng tip th a phng. V d, ti Trung Quc, McDonalds nhn ra rng qung co trn truyn hnh s rt lng ph tin bc, v cc tit mc ny thng b b qua. Thay vo , McDonalds s dng bo ch qung b hnh nh. Tng t nh vy, ti ng , McDonalds hng ti i tng l tr em c c nhng k qu ti u nht. ng nhin, nhn hiu/thng ip cui cng u nh nhau, chng ch khc nhau cch thc tin hnh c iu chnh mt cch khn kho. 5. People Nhn lc McDonalds da trn s pha trn gia ngun nhn lc l ngi M vi cc nhn vin a phng c o to bi bn theo cc quy chun ton

cu. Con s nhn vin ca McDonalds ln n hng triu v trung bnh tng gp i sau 5-7 nm. Do , tuy lun tn ti nhng cu hi v ngun nhn lc m McDonalds phi tr li, chng hn nh Lut lao ng s tc ng ra sao? S lng nhn vin a phng bao nhiu l va ? Liu c ny sinh nhng ro cn vn ho hay khng?, nhng iu khng lm gim bt mi lin kt cht ch vi lc lng lao ng a phng trong cc chin lc kinh doanh ton cu ca McDonalds. 6. Process Quy trnh Quy trnh sn xut thc n nhanh ca McDonalds l ng nht ti tt c cc ca hng trn th gii - mt hnh nh ton cu ho thu nh. Cc tiu chun phi c p ng bt c ni no v m bo tnh c trng cao. V d, ming tht rn phi c ng knh 75mm, cc nh cung cp nguyn vt liu cng phi p ng nhiu yu cu nghim ngt 7. Physical Theo quy lut t nhin Mc d cc phng tin truyn thng c s dng trong tip th c th rt khc nhau, song McDonalds lun a ra cng mt thng ip ti tt c cc nh hng nhng quyn ca hng trn ton th gii. Vo nm 1994, McDonalds thay i khu hiu kinh doanh thnh There's nothing quite like a McDonalds - Khng c g nh McDonalds nhm tip cn rng ri hn ti cc khch hng. y l mt v d na ca vic y mnh hnh nh McDonalds nh mt nhn hiu ton cu. V thnh cng r rt Doanh thu khng l v s lng nh hng thc n nhanh ri khp ton cu minh chng cho thnh cng ca chin thut kinh doanh hp l mt s pha trn hon ho gia kinh doanh ton cu v cc c tnh a phng. Chc chn chin lc ny s cn em li thnh cng cho McDonalds trong nhiu nm ti, ng nh Sean O'Halloran, sng lp vin GeoMarketing Research, Pennsylvania, hng nghin cu th trng chuyn v phn tch a im kinh doanh, tng bnh lun: McDonalds l mt con chut bn l, bi n c th tn ti v pht trin mi ni trn th gii ny, c trong cc th trng di do ln th trng tha tht khch hng.

ti sao , y n: Nh mi ngi bit hin nay trn th gii MC Donald's xm nhp v nhy vo hu ht tt c cc nc trn th gii v hin nay ang lan rng sang th trng Chu . ti sao khng c VN nm trong nhng th trng m MC Donald's mun t c s ca mnh.Phi chng MC Donald's chu thua KFC. Gn y th trng Fastfood ti Vit Nam cng ngy cng pht trin mnh. Cc mn n nhanh dn c a chung trong gii tr nhiu hn. chnh l l do KFC hay BBQ ngy cng c m rng ra VN. Cng l 1 thng hiu M sao KFC li c th c vo VN cn MC Doland's li khng ? Trong khi gi sn chung ca 2 thng hiu ny l gn nh bng nhau. Cch y 2 nm, mt v i din Mac Donald c qua Vit Nam tm th trng. ng ny c n hi TS L ng Doanh - mt chuyn gia kinh t cao cp ca VN:

"Liu Mac Donald c mn n c VN ko?". Bc Doanh khng tr li thng m ch gi : "Cc ng c th do mt vng xem c cnh tranh ni vi fastfood VN ko?". Sau khi do quanh ph phng, thy cc hng ch, cho, bn, bnh canh, ph, bnh xo, ht vt ln, khoai, bp, u h, bnh trng, c vin... mn n a dng, t bo ph hp khu v ngi VN, gi c phi chng ph hp vi nhiu i tng, li ch yu by bn l ng thong mt ph hp vi kh hu nng m. ng l thin thi, a li, nhn ha; hp cnh, hp tnh, hp ...khu v.Bn cnh , th trng g rn, khoai ty chin th nh, ch yu l tng lp c thu nhp cao, li b Lotteria, Chicken Town, KFC... x ch trc. Cui cng, khi gp li bc Doanh, ng ta cay ng rt ra kt lun: "Mac Donald khng cnh tranh ni vi "Vietnamese fastfood". Khng c, khng trng ng ta rt lui cha thy ngy quay li. , cc bn phi thy t ho v chng ta c mt vn ha fastfood lu i ch khng phi do mt nc no khc mang li. Hin nay vn ha ang tm cch xut khu sang cc nc khc tuy cha c mnh m nh ln sng Pepsi, MacDonald... Nhng trn thc t l McDonal n HCM t 1995, trc ca siu th Maximark. Nhng thi im gi c khng hon ton hp l vi th trng ca ngi Vit mnh cho nn vic kinh doanh ti y ngng tr. C l t tp on MC Donald's e d VN chng ?USD khi l 10.500 VND! Nhiu HCM vn khng bit iu ny! bit iu ny!

V vic gi c chnh lch ny l chuyn ca t lu ri , hin gi nu chng ta nhn vo s pht trin ca KFC v BBQ ti VN chng ta khng th ph nhn c v VN chng ta cng ngy cng l mt t nc ln mnh v tng lp sng ca dn tr cng ngy cng cao ln. Theo thng

k ca 1 tp ch ti M hin nay Kinh T VN ng th 36 trn th gii. V vic tp on MC Donalds thnh cng VN l khng phi khng c c s. V thc t cho thy khng phi ngi Vit ta khng thch n ca MCdonalds v qua cuc iu tra cho thy th rt nhiu th h tr Vit nam ang sng v hc tp ti nc ngoi coi FastFood khng th thiu c. V trong KFC v MCdonalds l 2 ca hng u tin c cp n. Trn hu ht cc nc ln ca chu tp on ny cng ngy m rng th trng ca h ra. Theo d kin ca MCDonalds vo ngnh 04/02 th h s m thm 175 chi nhnh ti Trung quc lng ging ca ta bt chp khng hong kinh t th gii Nhng l do ti sao khng VN th ch c h mi bit? (SVVN ti Php)

v th trng VN cn qu nh v bn thn c Lotteria, KFC, Jolibee, Chicken Town.... v nu nh c thm 1 i gia u t kh nhiu tin vo VN v cnh tranh trong khi th trng qu nh th liu bao gi mi c th thu hi vn v li? Thnh ra vic Mc Donald cn chn ch khi tham gia th trng VN l vy. Cng c th sau ny s c thi, nhng quy m th mnh ngh n s u t khng bng nhiu nc trn th gii u. Gi s bn l 1 doanh nhn u t lm n, bn cn b ra 10 triu dollar bt u th trng VN, v theo bn tnh th trung bnh 1 ngi khch vo n trung bnh l 50.000VND, th phi 32 ngi vo th bn mi thu c 100$ (c vn ln li), v bn phi cn 3.200.000 lt khch mi thu li vn ban u (cha tr chi ph), v cho trung bnh 1 ngy c 5.000 lt th cn 640 ngy ~ gn 2 nm. l tng thu tr chi ph ban u, cn nu tr thm tin nhn vin, mt bng (khon ny khng r) th bn ngh xem phi mt bao lu n thu hi vn u t, hung chi l n li (theo mnh ngh chc phi mt 10 nm). Thnh ra u t ln vo VN l 1 bi ton phi tnh ton k i vi cc i gia nc ngoi, v ng tin VN cn qu nh so vi nhng ng tin khc.

L do l v Mc' Donalds khng th cnh tranh ni vi cc dch v fast-food qu a dng v hp dn ca Vit Nam. Vi 16 ngn VN (khong 1 USD) bn lun c 1 ba sng tuyt vi vi bn riu, ph, cho sn, tit canh, cho lng... vn vn v vn vn. Mt ba tra mun Vit Nam hay thm ch ba ti hai ngi bn c th "gii quyt" nhanh gn vi mt khon khng n 240 ngn VN (khong 15 USD ~ 2 ci bnh kp + 2 ly Coca Cola + 1 t khoai ty chin). V li ngi Vit Nam (v c Trung Quc) s dng cc dch v n nhanh khc ca nc ngoi ch yu l do tnh hiu k. C l khi no Si Gn hay H Ni tr thnh thnh ph kinh t pht trin (ln c nh Ma Cao hay Hng Kng) th khi Mc Donalds s khai thc th trng ny ca ngi Vit.

McDonalds - Thng hiu lm thay i th gii

Th nm, 29 Thng 10 2009 20:59

Ngi dn M khng th nh c t bao gi khu ph ca h khng c mt nh hng thc n nhanh, cho n mt ngy loi nh hng ca McDonalds c mt khp mi ng ngch. K t nhn loi n nhanh hn. Khong bn thp k trc, khi nhng mu qung co thuc l c pht sng dy c, ln t cc ca hng bnh m kp tht, nhiu cng ty bn hng hy vng c c hi lp t nhng my bn thuc l t ng trong hnh lang ca hng ca mnh. Thi , cc thit b nh vy c xem l thc o s tin nghi, thoi mi cho khch hng bt c hon cnh no - t mt tim n c yu thch nht vng cho n mt ba ti thng thng nht. Chng cng mang n mt khon li nhun khng nh cho ch nh hng, cng nh cho cng ty bn hng bng my t ng. Nhng chng khng c php lp t bn trong cc tim thc n nhanh, ti sao? i tin phong trong vic ny l McDonalds vi cc tim thc n nhanh lan rng khp nc M vi tc chng mt. Cc cng ty bn hng bng my t ng c tham vng nht u rt sn lng hp tc lm n vi h nhng nhng cng ty ny lun vp phi s t chi thng thng ca McDonalds. Dng nh nh sng lp Ray Kroc, khng mun c khi thuc l trong chui nh hng ca mnh khi thc khch ang tn hng nhng chic bnh hamberger y hp dn ca ng. Tiu ch ca McDonalds, ngy trc cng nh by gi, l lm hi lng khch hng mt cch nhanh nht, ri chuyn sang nhng khch hng k tip c nh th. C th ni Kroc l mt v d in hnh trong vic ph cc tn ngng truyn thng. ch ca ng m rng ra khp ni. D tng trng ca cng ty gn y c gim st, nhng hn 15 nm sau ci cht ca ng, cng ty c 25.000 chi nhnh trn 119 Quc Gia - v kim sot gn nh phn na ngnh cng nghip thc n nhanh, ngnh cng nghip m h l ngi khai sinh ra. Cc nh quan st u ng rng McDonalds lm c iu ny bng cch lin tc theo ui trit l kinh doanh nn tng m ngi sng lp i tin phong trong vic thc hin: Xy dng nhng nh hng n gin, thng dng v d nhn bit, vi cung cch phc v thn thin, gi c phi chng v khng c vic ch i bn trng trong khi c ai ht xong mt iu thuc.

Raymond Kroc Nh sng lp McDonalds

S ln mnh ca McDonalds, v ca Raymond Kroc, l bng chng r rng cho n lc thay i th gii ca cc nh doanh nghip khng h bit n bin gii gia cc quc gia. Kroc lun c kht vng vn ti ngi v s 1 trong lnh vc m ng la chn, nhng ng khng tht s t c thnh cng cho n tui trung nin. Thi trai tr, ngoi cng vic ch yu l lm ti x xe cu thng cho t chc ch thp , ng cn kim sng bng cch bn ly giy vo ban ngy v chi n piano cho mt i pht thanh a phng vo

bui ti. Mt trong nhng khch hng mua ly ln nht ca ng l Earl Prince, ngi pht minh ra chic my lc sa nm trc quay c tn gi l my Multimixer. Rt n tng vi chic my mang tnh cch mng ny, Kroc u t tt c nhng g ng c c tr thnh nh phn phi c quyn ca n. ng cng khng chi nhc vo ban m na. Trong vng 17 nm tip theo, ng i khp nc M m khng h bit mt mi cho bn chic my ny.

Mc cho rt nhiu chng bnh nh tiu ng, vim khp, hng ti mt v phn ln tuyn gip, Kroc vn rt hiu qu trong hot ng kinh doanh ca mnh. Vo nm 1954, ng nhn thy c mt c hi kinh doanh rt tt khi gp hai anh em n t California tn l Richard v Maurice McDonald. Hai ngi ny lm ch mt nh hng kinh doanh rt nhn nhp San Bernardino v cn tm chic my trn a nng h tr cho cng vic. Kroc, khi 52 tui, quyt nh tm hiu xem m hnh kinh doanh no li c th dn n mt n t hng ln nh nh vy. ng kho st k lng nh hng ny v ngay lp tc quyt nh rng n lc thay i s nghip ca mnh. Nh hng ca anh em nh McDonalds l mt ni chuyn bn bnh m kp tht. T khi t ln u tin ra mt cng chng, nhng ca hng bn thc n cung cp hng bng xe my xut hin - c bit l California. Cng ty u tin c loi hnh dch v ny l A&W Root Beer, khai trng ti Sacramento vo thp nin 20 ca th k trc. Theo bc n l nhiu cng ty giao hng tn ni, loi cng ty ny s dng cc nhn vin giao hng n nhng bi xe v phc v nhng khch hng khng thch ri khi chic xe ca mnh. Anh em nh McDonald tham gia vo xu hng ny vo nm 1940, v ch trong vng hn mi nm cng ty ca h l ni lui ti thng xuyn ca gii tr. D vy, vo nm 1948, hai ngi quyt nh lm cho ca hng ca mnh tr nn tht ni bt vi vic thc hin nhng thay i v cng hiu qu. H khng duy tr dch v giao hng n tn xe hi na, nhng h gim gi bn, v thit k mt quy hng m khch hng s t gi mn cho mnh da trn mt thc n mi gii hn hn. im hp dn nht ca ca hng ny l: Mt chic bnh m tht gi 15 xu - lc no cng c phc v theo mt cch ging nhau, n km vi m tt, tng c, hnh ty v hai lt da chua mng. Loi hnh kinh doanh mi m ny lm cng vic kinh doanh ca hai anh em nh McDonald ngy cng bn rn v su nm sau h gi Kroc mua thm nhiu my trn a nng. Kroc nhn thy tim nng m rng hot ng kinh doanh ra ton quc theo m hnh ny v nhanh chng thit lp mt tha thun vi hai anh em McDonald tr thnh nh i l bn hng ca h. Mt nm sau, ng c ca hng ca ring mnh Des Plaines, Illinois (ngi

nh ny ngy nay l mt vin bo tng nhng to tc ca cc tp on, bao gm c chic my trn a nng). Vo nm 1961, khi ng ang iu hnh 228 ca hng trn ton nc M, ng mua li cng ty ca hai anh em nh McDonald vi gi 2,7 triu la. Sau ng tuyn b vi gii truyn thng rng ng vn gi li ci tn McDonalds v ci tn Bnh m kp tht Kroc nghe c v khng c hp dn cho lm. ng cng hy vng mt ngy no ng s iu hnh 1.000 tim bn thc n nhanh nh th. Gi y khi nm ton quyn kim sot cng ty, Kroc vn bm st vi nhng nguyn tc c kim chng ca mnh. Nu bn c thi gian li, th bn cng c thi gian dn dp tr thnh mt trong nhng cu ni a thch nht ca ng, v ng thng lm theo cu ni ny bng cch t mnh nht ly cy chi qut sn v bi xe. Mt cu ni yu thch khc l Bn hng l ngh thut gip khch hng c c mn hng theo cch ring ca bn, ng thng dng cu ni ny gii thch cho trit l kinh doanh ca mnh. Nhng hnh ng nhm th hin cu ni ny ca ng v cc cu chm ngn tng t gip McDonalds bn c hn 1 t chic bnh hamburger tnh n nm 1963, v du mc ny c thp sng bng n n-ng trc mi nh hng McDonalds. a im trc kia l nh hng McDonalds u tin c nhng quyn thng hiu bi Ray Kroc, nay l bo tng McDonalds, ti Des Plaines, Illinois. Cng nm 1963 Kroc m ca tim th 500 ca mnh v cho ra mt mt ch h c sc sng mnh lit tn l Ronald McDonald ngi ng vai ch h ny sau tr thnh pht thanh vin d bo thi tit, ng ta tn l Willard Scott. Ch h ny xut hin trong mt s-ri qung co truyn hnh m sau cng tr nn ni ting nh chnh bn thn chui ca hng vy.

Ch h Ronald McDonald
Vo nm 1965, McDonalds c c phn ha. Hai thp k sau, n tr thnh mt trong 30 cng ty chun mc tnh ch s Dow Jones; tng gi tr c phiu cho bn cho cng chng khi ch l 2.500 la, tng ng khong 3 triu la ngy nay. Kroc c gng m u nhng m hnh kinh doanh nh hng khc trong vi nm, nhng khng m hnh no thc s c hiu qu. D vy, McDonalds vn tip tc pht trin v cng mnh m, v c m iu hnh 1.000 ca hng i l ca Kroc thnh hin thc vo nm 1968. Ba nm sau, cng ty ca ng pht trin ra ngoi phm vi nc M bng cch m rng th trng sang chu u v Australia. Khi Kroc qua i vo nm 1984, cng ty c hn 7.500 chi nhnh trn ton th gii.

McDonalds tip tc khai ph nhng vng t mi, v khch hng theo bc mt cch ho hc ngay c nhng ni m nhiu ngi xem l khng ph hp pht trin loi hnh kinh doanh ny. V d, vo nm 1994, khong 15.000 ngi xp hng vo ngy khai trng ca hng McDonalds ti thnh ph Kuwait thng thc mn Hamburger yu thch ca ngi M. Ngy nay, mng li ca hng quc t chim gn 60 % tng doanh thu v li nhun ca cng ty. Con s 12.500 ca hng ca n trn phm vi nc M tng mt cch ng k trong nhng nm gn y nh c s xut hin ca cc ca hng bn l bn trong cc khu vc mua sm mi nh ca hng ca Wal-Mart v Amoco, chim 40% th phn ngnh kinh doanh thc n nhanh trn ton nc M. D vy, vic iu hnh kinh doanh ti M khng phi khng c kh khn. Tnh trng bo ha ca th trng v s i th cnh tranh ngy cng tng - t nhng chui ca hng bn hamburger khc cng nh cc loi thc n ang ngy cng c a chung nh pizza, thc n Mexico v g rn - gii hn s ca hng mi khai trng M vo nm 1998 con s 92. Vic cng chng thay i khu v v c th l phn ng vi s pht trin rng khp ca cng ty cng gp phn lm doanh thu st gim. Nhng McDonalds vn khng ngng p tr bng cc hot ng khuyn mi nhm n li ch ca cng ng nh chi tr em, kt hp vi nhng bui chiu ra mt ca cc b phim ln. Cc mu qung co truyn hnh hiu qu, khuyn mi nhng vt dng quen thuc nh vy cng vi tn gi thn mt Big Mac v nhng sn phm mi nh phn n trng ming McFlurrie, cng c trin khai. Cng lc , nhng bc u t vo cc chui ca hng nh l chuyn bn bnh pizza v thc n Mexico cng mang n cho cng ty tim nng pht trin rt ln. Ngi ta d on rng McDonalds vn c th m thm 10.000 ca hiu na trn th trng ton cu trong nhng nm sp ti. Cng ging nh s khc bit gia chui nh hng thc n nhanh ca ng v cc nh hng khc, Ray Kroc cn hn c mt doanh nhn bnh thng. Vi nim tin rng iu quan trng nht l s ng gp cho ni m mnh sinh sng, Kroc bt u hot ng t thin ca McDonalds vo nm 1974 (nhng hnh ng nh vy rt t thy lc ) bng cch xy

dng Nh m McDonald u tin Philadelphia. c thit k cung cp cho nhng gia nh ca cc a tr b lm bnh him ngho mt ni thoi mi, hin c 200 ngi nh nh vy trn ton th gii. Ngoi ra, Qu t thin McDonalds v Chng trnh T thin v Tr em cng l mt phn trong nhng n lc nhm quyn gp khong 20 triu la hng nm cho hot ng t thin ny. Hai nm sau ci cht ca Kroc, ngi v tn Joan ca ng tip tc nhng n lc ca ng bng cch thnh lp qu t thin mang tn Ngi nh McDonald. K t lc C nhn b ng gp hn 100 triu la, gip tt c nhng ngi gp kh khn t v gia c cho n phong tro gii tr v kh ht nhn. Trong nhng nm gn y b cng thm lng ng gp cho cc nn nhn thiu n Bc Dakota s tin 15 triu la, cng vi 80 triu la ng gp cho Qu qun i cu tr xy dng mt trung tm v cng ng San Diego. McDonalds thu hng ngn nhn vin ln tui v khuyt tt, v c nhng chng trnh b sung gip pht trin ngh nghip ca h cng vi ph n v cc nhn vin thuc din thiu s khc. Sau nhiu nm b ch trch v vn nn x rc ba bi t nhng bao b giy gi ca mnh, McDonalds ang lm vic vi Qu Bo v Mi trng nhm gim lng rc khng phn hy c v nhng th khc bng cch chuyn t vt liu nha tng hp sang s dng ti ng bng giy. Ngoi ra, t nm 1994, c khong 8.500 nh hng ca McDonalds tr thnh khu vc khng c khi thuc l. V, d nhin cng khng c mt my bn thuc l t ng no c nhn thy trong ca hng ca h. Nm bt xu hng c ph cht lng cao v s ra i hng lot ca cc tim c ph cao cp, McDonalds bt u m cc bar c ph vi tn gi McCaf bn trong cc nh hng ca mnh, trc tin ti Melbourne, Australia, vo nm 1993. Mi nm sau , McDonalds c 600 McCaf nh th trn ton th gii. Nm 2006, McDonalds t lm mi mnh bng ch trng ti thit k ton b cc nh hng ca h trn khp th gii. y l cuc i kin thit ln nht ca McDonalds k t nhng nm 1970. Thit k mi vn gi li hai mu v vng truyn thng ca McDonalds cng hai mu mi l mu liu v xanh l, nhng mu c lm du i thnh nu nu t v mu vng thnh mu vng nh kim (golden) mang li s ng nh ti tn hn na. ng thi, McDonalds cng tng cng s dng cc loi vt liu trang tr bng gch v g cng nh hn ch dn vt liu nha. H s dng n treo c nh sng du mt hn v trang tr cc bc tng bng nhng bc tranh m thut ng i. Bng tt c n lc ca mnh, McDonalds tip tc hng n vic phc v khch hng nhng ba n giu dinh dng, t tn km thi gian, v trong mt khng gian trong lnh ng ngha.

Ray Kroc ni: Phm cht ca nh lnh o c phn nh qua cc chun mc m h t ra cho chnh mnh.

McDonald's
Th ba, 03 Thng 3 2009 22:11

McDonalds khng ch ph bin trong nc M m cn nhanh chng c c nhng thnh cng trn th trng quc t nh Canada, Nht Bn, c v c. Ngy nay, c khong 1.5 triu ngi lm vic cho McDonalds trn ton th gii. Khi u McDonalds ch l mt hin tng ca nc M nhng nay n tr thnh mt thng hiu quc t ch thc.

TH TRNG

Vic mi ngi i n ti bn ngoi tng l mt hot ng x hi kh ph bin. Vo thi gian ,nhiu ngi cho l chuyn bnh thng. Tuy nhin, khng phi ai cng c th ti n ti nh hng mt cch thng xuyn, iu ny ch dnh cho mt s rt t ngi. Nhng cuc cch mng v cch phc v n cch y khong 50 nm thay i tt c mi th. Ngy nay, vic i n ti bn ngoi tr nn qu di bnh thng i vi tt c mi ngi trn th gii. Theo thng k th c khong 16% cc ba n ca ngi M l n bn ngoi v c khong 2 triu ngi ti n cc ca hng ca McDonalds.

THNH TCH T C
McDonalds l thng hiu thng lnh v c tc tng trng ln nht trong th trng n nhanh 120 nc trn 6 chu lc. McDonalds hot ng vi trn 29,000 ca hng trn ton th gii v theo c tnh th doanh thu tng cng nm 2000 l hn 40 t la M. Ch c mt vi thng hiu c th snh ngang vi McDonalds v sc mnh thng hiu v s hin din khp ni ca biu tng Golden Arches (hnh ch M vng cung mu vng).

Tuy nhin, McDonald's vn c nh gi l thng hiu mnh nht theo nghin cu ca Interbrand, cng ty t vn thng hiu hng u trn th gii. Nghin cu trn im li ton b cc din bin, tng bc pht trin ca cc thng hiu hng u v a ra nh gi, c lng gi tr ca tng thng hiu. Interbrand kt lun rng: Khng c mt thng hiu no c th em ra so snh vi McDonalds v tng xy dng thng hiu, cch thc hin v sc hp dn ko di, lan rng nhanh chng ca n. McDonalds l mt thng hiu M chinh phc ton th gii vi sc mnh ca hai yu t kh l khc bit vn ha v thng mi. McDonalds bt u t nc M nhng nhanh chng tr nn ph bin trn ton th gii.

McDonalds cam kt s tr thnh mt thnh vin c lc ca cng ng. Cc t chc t thin mang tn Ronald McDonal (RMHC) ng gp gn 250 triu la M vi mc ch ti tr cc chng trnh v tr em trn ton th gii t nm 1984. C s ca RMHC l

chng trnh Ngi nh Ronald McDonald, chng trnh ti tr cho cc gia nh c tr em b bnh him ngho cc em c th c iu tr cc bnh vin gn nh nht. Ngi nh Ronald McDonald u tin c m Philadenphia nm 1974 v hin nay trn th gii c khong 200 ngi nh nh th.

LCH S PHT TRIN

Cu chuyn ca McDonald's bt u t khong 50 nm trc y San Bernadio, bang California. Ray Kroc l mt ngi bn hng, chuyn cung cp milkshake - sa lc trc khi ung v thc n trn cho mt ca hng thc n phc v li xe v khch hng qua ng ca hai anh em Dick v Mac McDonald. Kroc c tnh rng ca hng ny chc chn bn c trn 2,000 hp milkshake hng thng v t , Kroc t m mun bit nhiu hn l do ti sao cng vic kinh doanh ca 2 anh em nh McDonald li pht t n th. ng ta ti thm ca hng phc v nhanh ny v cc k kinh ngc trc tc phc v mn Hamburger y: 15 giy cho mt chic bnh hamburger 15 cent vi khoai ty v sa lc. Kroc nhn thy tim nng pht trin ca cng vic kinh doanh ny v quyt nh tham gia vo. Anh em nh McDonald ng vi li ngh ca Kroc v vic mua li bn quyn qun n nhanh. V ngy 15 thng 4 nm 1955, Kroc khai trng ca hng McDonalds phc v thc n nhanh u tin ti Des Plaines, ngoi pha bc Chicago.

Vi tc pht trin cc nhanh, h thng cc ca hng McDonalds bn c hn 100 triu chic bnh hamburger trong vng 3 nm u tin v ca hng McDonald's th 100 c khai trng 4 nm sau , nm 1959. Ti nm 1961, Kroc tr 2.7 triu la M mua ht ton b quyn li t anh em nh McDonald v nm 1963, vic bn chic bnh hamburger th mt t c truyn hnh trc tip trn tivi vo gi qung co cao im.

McDonalds khng ch ph bin trong nc M m cn nhanh chng c c nhng thnh cng trn th trng quc t nh Canada, Nht Bn, c v c. Ngy nay, c khong 1.5 triu ngi lm vic cho McDonalds trn ton th gii. Khi u McDonalds ch l mt

hin tng ca nc M nhng nay n tr thnh mt thng hiu quc t ch thc.

SN PHM

T mt ca hng gia nh phc v n rt nh, McDonalds pht trin thnh mt h thng cc ca hng phc v nhanh vi gi tr hng t la M. Khi m bnh hamburger v khoai ty chin vn l ch da chnh cho hot ng kinh doanh ca McDonald's th kh nng on trc v p ng c nhu cu thc s ca khch hng chnh l thnh cng ln nht ca h. Mt v d r nht l bnh sandwich File-O-Fish, c lm bi Lou Groen, ch ca hng chi nhnh Cincinati, khu vc tp trung phn ln ngi theo o Thin Cha gio. Groen nhn thy cng vic kinh doanh ca mnh hot ng khng tt vo cc ngy th 6 ngy m ngi theo o Thin Cha Gio khng n cc mn c tht. Groen a ra mn bnh sandwich nhn c, p ng nhu cu ca ngi dn a phng. Loi bnh xng-uch File-O-Fish ny c bn u tin nm 1963 v nhanh chng tr thnh mt mn trong thc n c a thch tt c cc ca hng McDonalds khp th gii.

Tip theo , nm 1968 th Big Mac - mn bnh sandwich thnh cng nht ca McDonald c lm bi nh hng Jim Deligatti thuc Pittsburg. V 9 nm sau, cng nh hng trn, h phc v thc n ba sng cho nhng ngi li xe. V iu ny lm thay i thi quen n sng ca hng triu ngi M.

NHNG PHT TRIN GN Y

S i mi v sng to ng mt vai tr cc k quan trng trong s ln mnh ca thng hiu McDonalds. Cng ty c nhng u t cc ln trong cng ngh v tm hiu nhu cu ca khch hng. t ph ln nht ca McDonald's l vic khai trng nh hng Sierra Vista nm 1975 m khch hng ti mua n khng phi i xung khi xe t. tng trn xut pht t nhu cu gii quyt kh khn v vic bn hng trong khu vc , khi m cn c qun i gn khng cho php qun nhn xung xe khi mc qun phc. V tng ny thnh cng ngay lp tc. Ngy nay, vic kinh doanh cc ca hng McDonald's nh tng trn chim hn mt na cng vic kinh doanh ca h.

McDonald's phc v khch hng vi cht lng thc n tt nht. Cc nguyn liu th ch bin n u c t mua t cc nh cung cp trong mt thi gian di. n c chun b theo tiu chun cao v nht qun. Cc thc n ca McDonald's lun lun c xem xt v ci thin chc chn tho mn c s mong i ca khch hng.

Trong thc n ca cc nh hng McDonalds M c thm c bia, g, c, salt v cc mn n chay, cng thm hng lot cc mn trng ming, thc ung nng v lnh vi nhiu mi v khc nhau.

McDonalds l ca hng n phc v nhanh u tin cng khai a danh sch tt c thnh phn thc n v cc phn tch v gi tr dinh dng mt cch chi tit tt c cc sn phm ca h. Nm 2000, McDonald's cho ra i mt s sn phm mang tnh cht i mi nh McSalad, Shaker v Fruit NYogurt Parfaits (Kem sa chua Tri cy), d n hn trong nhng lc bn rn.

KHUYN TH

Ngay t nhng ngy u tin, McDonalds nhn ra tm quan trng ca Marketing trong qu trnh xy dng thng hiu. Ging nh Ray Kroc ni: C mt th ng vai tr c bn dn n thnh cng ca chng ti, ging nh chic bnh hamburger. V th chnh l Marketing, mt nt c trng ca McDonalds. N ln hn bt k con ngi hay sn phm no mang tn McDonalds. Qung co tt nhin khng phi l nguyn nhn duy nht dn ti thnh cng nhng cng khng th tch n ra c. Cho ti tn by gi, s tin u t vo qung co v khuyn mi ca McDonalds lun chim mt t l c nh trong doanh thu ca cc ca hng.

McDonalds th hin kh nng him c khi kinh doanh nh mt retailer ngi bn l nhng mang t duy ca thng hiu, h vn t c doanh s bn hng ngay thi im hin ti, trong khi vn xy dng v bo v danh ting thng hiu v lu di. Vic qung co trn tivi gp phn rt ln trong vic thay i hnh nh thng hiu ca McDonalds t mt cng ty a Quc Gia thnh mt thnh vin ca x hi. Qua chng trnh qung co , McDonalds to c s thin cm ca khch hng da trn lng tin, s m cng v

tnh nhn bn m khng mt i th cnh tranh no ca h lm c.

McDonalds cn tham gia ti tr cho cc chng trnh th thao, c bit l cc s kin th thao c uy tn trn th gii nh World Cup v Olympic Games cng c thm sc mnh tm c quc t ca thng hiu, ngoi ra McDonalds cn tham gia cc chng trnh ti tr khc nhau ty theo tng khu vc.

Thm vo cc chin dch qung co v khuyn th ca tng quc gia, McDonalds cn cam kt mt cch chc chn vi nim tin mnh m ca Ray Kroc rng McDonalds s c nhng ng gp vo vic xy dng cng ng vi cc hot ng a phng khc nhau, t cc hot ng bui sng dnh cho ngi gi ti vic gy qu cho cc trng hc v bnh vin, v.v

GI TR THNG HIU
Ngi sng lp McDonalds, Ray Kroc pht trin tm nhn v thng hiu da trn nhng th ht sc n gin nhng li c hiu qu cao i vi vic nh hng khch hng vi khu hiu Cht lng thc n, Cung cch phc v, V sinh v ng ng tin (ch vit tt: QSC&V) . y chnh l phng chm dn ti thnh cng ca Kroc v khu hiu QSC&V ny chnh l nn tng lu di ca thng hiu McDonalds.

C th ni nu nh QSC&V l nn tng th lng tin chnh l c s ca McDonalds. i vi khch hng th McDonalds l mt thng hiu ng tin cy, lun lun t khch hng v tr trung tm v lun bit cn phi lm nhng g.

B quyt thnh cng ca McDonalds chnh l kh nng hiu c nhu cu ca a s khch hng vi tnh ng nht, th hin c bn cht ca thng hiu McDonalds m khng hiu bng cch no n lun lun thch hp vi tt c cc nn vn ho khc nhau. Vi mt thng hiu mnh nh th, tng lai McDonalds s cn tin rt xa.

C TH BN CHA BIT V THNG HIU MCDONALD'S

McDonalds phc v khong 45 triu ngi mi ngy trn ton th gii - vi doanh thu trn 20 triu la nc M v hn 25 triu la ton b cc nc khc. C cch nhau 8 ting li c thm mt ca hng McDonalds c khai trng

u trn th gii.

Trung bnh ngy c khong 8% thanh nin M n n McDonalds. Ca hng MeSki u tin c khai trng Lindvallen, Thy in nm 1996, ti y khch hng c th thng thc chic bnh BigMac, ca cao nng hay mt ming bnh to trn con ng dc trt m khng cn phi ci b cc dng c trt tuyt. Vic u t 2,250 la M cho 100 c phiu ca McDonalds nm 1965 n ngy 30 thng 9 nm 1999 tng ln 74,360 c phiu v tr gi l 3.2 triu la M. Ronald McDonald c th ni c hn 25 th ting, bao gm c ting Qung ng, B o Nha, Hindu, Talalog v ting Nga. T nm 1984, cc t chc nh t thin mang tn Ronald McDonalds (RMHC) Ronald McDonald ng gp gn 250 triu la M vi mc ch ti tr cc chng trnh v tr em.

Seem like there is a McDonald's every where you turn? Well that is because there is. And thats in part due to the great advertising campaigns over the years. 1961 - Look for the Golden Arches 1967 - McDonald's is your kind of place 1971 - You deserve a break today 1975 - We do it all for you 1975 - Two all beef patties special sauce lettuce, cheese pickles onions on a sesame seed bun - This was never an official company slogan 1976 - You, you're the one 1977 - You'll enjoy the difference - In UK 1979 - Nobody can do it like McDonald's can 1980 - You deserve a break today Early 1980s - At McDonald's we've got time for you - United Kingdom 1981 - Nobody makes your day like McDonald's can 1983 - McDonald's and you 1984 - It's a good time for the great taste of McDonald's 1985 - It's Mac Tonight 1988 - Good time, great taste (that's why this is our place) Late 1980s - There's nothing quite like a McDonald's 1990 - Food, folks and fun 1991 - McDonald's today - The entire jingle was "What you want is what you get at McDonald's today." 1992 - It's Mac time - Australia only 1992 - What you want is what you get 1993 - There's nothing quite like a McDonald's - United Kingdom 1993 - Do you believe in magic?

 1994 - Make every day a McDonald's day - South Africa only 1994 - Rock On - Australia only? Featured David Essex' song "Rock On" 1995 - Have you had your break today? 1997 - My McDonald's 1997 - Did somebody say McDonald's? 1997 - Enjoy more - United Kingdom 1998 - Only McDonald's - Australia only 1990s - A visit to McDonald's makes your day - United Kingdom 1990s - McDonald's - It can happen - United States 1990s - Eddie the Echo - How ya doin'? How ya doin'? - United States 2000 - We love to see/make you smile 2000 - Put a smile on 2001 - There's a little McDonald's in everyone - Canada only 2001 - Things that make you go 'mmm' - Australia, UK and New Zealand 2002 - Every time a good time 2002 - Smile 2003 - me encanta - The Justin Timberlake slogan song 2003 - i'm lovin' it - The Justin Timberlake slogan song 2005 - Feed your inner child - An advertisement shown in Australia showed various adults in suspended animation, and having child versions coming out of them 2007 - Things that make you go 'mmm' - Breakfast us

Read more:http://www.listafterlist.com/tabid/57/listid/8189/Food+
+Dining/McDonalds+Slogans+over+time.aspx#ixzz1a3nWs4gy

KFC v McDonald - mt m hnh ca nn vn ha pha trn

(Hm nay Trung Quc) Cp nht: 2004/06/01

10:09

CEO ca M Tricon Nh hng ton cu, cc nhm s hu KFC, Pizza Hut, pht huy truyn thng Bc Kinh G cun ti mt nh hng KFC Thng Hi. Hin nay, c hn 1.000 nh hng KFC Trung Quc, v h ang gia tng vi tc hng nm l 200. Mt nh hng KFC mi m ca hng

ngy khc. McDonald phng Ty i tc tip tc m rng c s ca n. C n trn t lin vo u nhng nm 1990, McDonald c hn 600 nh hng gn 100 thnh ph. Mc d c t hn nhng mi vm vng ti M, qu hng ca n, trong hai nm qua, McDonald ca Trung Quc tng trng vi tc 100 nh hng mi nm. Tng thu nhp ca nh hng thc n nhanh Trung Quc hin nay l 180 nhn dn t RMB t, v ti khon ca KFC v McDonald cho tm phn trm. Loi ma thut mang li cho h thnh cng nh vy Trung Quc th sao? Lm th no duy tr tc tng trng? Tiu chun ha hot ng kinh doanh ca h ngoi, chnh l qun l lin vn ha tuyt vi. Thc n nhanh phng Ty - Trung Quc (US ) Li cun cc khch hng hay cu n l mt tr ngi mi nc ngoi nh hng thc n nhanh phi r rng. Tnh mi ca nhng nh hng thc n nhanh ban u ginh c nhiu khch hng. Mc d gi r v ph bin M, vo thi im chnh sch m ca ca chnh ph Trung Quc mi c ban hnh, thc n nhanh exotically nc ngoi kch thch s t m ca ngi dn Trung Quc v th gii bn ngoi. Qun l li dng iu ny bng cch sc gi tng i cao ca 10 nhn dn t cho mt hamburger, v 5 nhn dn t cho mt Coke. n gia nhng nm 1990, c 100 nh hng thc n nhanh trn khp Bc Kinh, s tin li, hiu qu dch v, mi trng thoi mi, m nhc lm hi lng v bu khng kh vui v thu ht c ngi hm m. Nhn vin vn phng thch ly mt vt cn nhanh chng trn con ng ca h lm vic, v bn b rt thch th gin hn Coke. Tuy nhin, mt s i bng mt nh qun l nhn thy rng mt s ngi khng bao gi gim trong khi h i qua. Mt s khch hng phn nn rng thc n nhanh l khng tt nh cc mn n Trung Quc, v rng n thiu nhiu. McDonald v KFC nh hng gn nh trng rng, trong l k nim truyn thng ca L hi ma xun v Tt Trung thu, trong khi nh hng Trung Quc th v bustled. L do? Vn ha khc bit. Nh hng thc n nhanh nh KFC v McDonald l nhng thng hiu M khc bit. S khc bit gia Trung Quc v M chnh tr, kinh t, pht trin x hi v h t tng tr thnh tr ngi cho cc doanh nghip quc t hot ng ti Trung Quc. Vn ha doanh nghip khng th c hiu hoc chp nhn y, c bit l trong lnh vc nh hng, vn ha ng mt vai tr rt quan trng. McDonald l i thuyn trn sng Hong Ph. V vy, cc gii php c thch ng khi Rome, lm nh ngi La M.n su trong thc ca Trung Quc l vn ha truyn thng ca thc phm v ung cc tnh nng mu sc, hng thm, hng v v a dng. Thc n nhanh ch n gin l khng th so snh. By gi m s t m nht dn, mi ngi tr v m thc ca h rng hn. Trong nhng trng hp nh vy, cch duy nht ra l kt hp hai nn vn ha khc nhau. Nh hng thc n nhanh c hc hp th cc yu t ca vn ha Trung Hoa. K t ma h nm 2001, KFC gii thiu nhiu mt hng Trung Quc

vo thc n ca h. Bo qun T Xuyn Pickle v si tht ln Soup l mt trong nhng ngi u tin. Ngi tiu dng cm thy truyn thng ca h c tn trng khi h c th hng v mn n Trung Quc ti mt nh hng nc ngoi. Sp l mt thnh cng, v go nm, c chua v Canh trng, v g cun truyn thng ca Bc Kinh nhanh chng c b sung vo trnh n. KFC cng phc v cc gi d liu ca Fry Php Chc mng Shakes c cha tht b, cam v cc loi gia v tht nng Uygur. Khng ni dung tt hu pha sau, McDonald ca rau v sp hi sn v Sp ng c gii thiu, v cng ty lm vic thay i thit k ca nh hng. Trong thi gian l hi ma xun nm 2004, McDonald trn ng Vng Ph Tnh Bc Kinh thu ht nhiu ngi vi mt ci nhn truyn thng Trung Quc, ni tht trang tr ca h vi giy ct gim ca cc nhn vt Trung Quc Fu (Hnh phc), Newcastle v cc loi c sinh i, tt c cc biu tng tt p. Ch qun l lin vn ha KFC v McDonald c hp th cc yu t vn ha Trung Quc th hin s tn trng, cng nhn, s hiu bit, ng ha v hp nht, trong khi vn duy tr bn cht ca vn ha phng Ty hiu qu, t do, dn ch, bnh ng v nhn loi. Ch , qun l lin vn ha vi vn ha kinh doanh ca M li, b sung bi vn ha truyn thng Trung Quc, cung cp ti liu tham kho cho cc doanh nghip quc t m cn phi iu chnh, lm giu v ti to li vn ha doanh nghip tng cng tnh linh hot th trng a phng. Tuy nhin, iu kin cn thit ch qun l lin vn ha nht nh.V pha khch quan, c phi l im tng ng trong mi trng cho hai nn vn ha kt ni v ng b ha. KFC v McDonald th hin mt ch ca tin nhanh chng ca cuc sng hin i: mt sn phm ca s pht trin v mt nn kinh t th trng. Tc kt qu v hiu qu ca h ch c ngha cc nc c nn kinh t th trng. Pht trin kinh t nhanh chng ca Trung Quc c nhng iu kin mi trng tng ng vi nn vn ha thc n nhanh. Dch v c cung cp bi chui thc n nhanh th hin s tn trng ca h cho t do, gi tr mt ngi M, cng nh bo co v tm l v tm tr m Trung Quc khao kht hiu v tri nghim li sng phng Ty. Hai nn vn ha ch ng b ri, kt ni, v ng ho. KFC v McDonald s dng chin lc ni a ho li-Express vn ha kinh doanh ca M, vi biu tng truyn thng su sc vn ha Trung Quc, phc v cho Hi quan a phng trn c s ca qun l tiu chun.