McDonalds

. 41252

?
.

.

.


franchise - , .
I ... - Mau Tou
- Norenkai
, , ...
1863. . Isaac Merit Singer ( )
.
General Motors .
Coca Cola .
Burger King, McDonalds, Pizza Hut..

1990- - First Interest bank of Los Angeles.

,

.
(IFA: International Franchise Association)
()
.
(
) ( )
/ ,
.

1.
2.
3.

:
Initial franchise fee . ,
Royality fee ,
Advertising fee .

1.
2.
3.

3 :


1.
2.
3.
4.

(brand).
.
Business system.

1.
.
2.
.
3. .
4. .
5. .


:
1. ,
2. .

8 :
1.
2.
3.
4.
5.
6.
7.
8.

,
,
'franchise corner,
Co-branding - ,
,
,
/ ,
.


,
, , ,
, , /
,
,
, , know-how .
,
,
.

,
,
(5 20 ),
,
intuitu personae.

 :
1.
2.
3.
4.
5.

.
know-how.
.
.
...

/ :
1. .
2. .
3. ...

:
1.
2.

3.
:
1.
2.
3.
4.

:
1.
,
2.
,
3. ,
4. .
:
1. ,
2. .

 119 , 34.000 , 68.000.000

70% ,
McDonalds- .
1937. Patrick McDonald - The Airdrome , Monrovia-California.
1940. Richard Maurice McDonald -Mc Donalds Bar-B-Q,
San Bernardino-California.
Speedee Service -

Ray Kroc

,

,
.

1922. .
1937.
5 .

.
1945. McDonalds
San Bernardino.
1955.

McDonalds Plaza.
1960. McDonalds 2.7
.
.

.

McDonalds

.
.

.

.
Ronald McDonald 96% .

McDonalds-
!
1. .
2. .
3. .

McDonalds
McDonald's
.
McDonald's
: ,
.
70%
. 15%
, joint ventures .
McDonald's 20 ,
.

.
.


:
1. ,
2. (),
3. ,
4. ,
5. .
McDonalds
, .
QSC&V :
1. Q-quality ,
2. S-service ,
3. C-cleaniness ,
4. V-value
.


.
.
,
, , ...

.


.
.
.
Field Operations and Franchising
.
OPNAD (Operators National Advertising Fund)
, 4% .

40%( ), 25%(), .
, , .
$959,450 $2,110,700.
$750.000
.

1.
2.
3.
4.
5.

:
9 18 ,
, ,
,
,
.

1961.
QSC&V .

McDonalds

1971. 850 1
s

1990.

40-50 McCafe .

1996. 2 . McDonalds
,

.
MaharajaMac .


30.01.1990. .
, , ...
358 , 150 3 .

1988.
17
60%
McDonalds ,
, Kentacky Fried Chicken Pizza Hut
McDonalds-
.

,
, 1) 2)
.