mc donalds slides draft 5

Download Mc Donalds Slides   Draft 5

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  • Marketing Environment (4Cs) Company (Value, Tactic, Strengths and Weaknesses) Customers (Segmentation, Customer Profile & Target Market) Competitors (Competitive Analysis and its Positioning) Change (Environmental Factors - Opportunities and Threats) Recap: TOWS Analysis and STV Model Marketing Opportunities Marketing Mix 4Ps Financial Statements Overview: Impact and Implications 2
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  • COMPANY Value & Tactic CHANGE Marketing Mix (4Ps) Strengths & Weaknesses CUSTOMERS COMPETITORS 4
  • The McDonald's System leverages the unique talents, strengths and assets of our diversity around the globe in order to be our customers' favourite place and way to eat. Promote Diversity and Inclusion among our Employees, Owner/Operator's and Suppliers who represent the diverse populations McDonald's serves around the globe. 5
  • Global Outlook of McDonalds US$23 billion in total revenues in 2007 (record high) 1.6 million restaurant employees worldwide 24,500 restaurants around the world offering extended or 24-hour service 1 billion more customers were served in 2007 than in 2006 6
  • McDonalds in Singapore First opened in October 1979 at Liat Towers To date, more than 100 McDonalds restaurant across the island Serving 1.2 million customers every week 6,000 employees to keep McDonalds running in Singapore Source: McDonalds Singapore 7
  • Analyzing the STV Triangle: 2 Components (Tactic and Value) Strategy to be covered under Customers and Competitors 8
  • 9
  • Value (Heart Share): Process Cost-Efficient, Transparent (nutritional info), Service Product Quality (freshness) Quality Customer Service, Brand 24-hour outlets, Online/Phone Orders, Prompt Delivery Service 10
  • Tactic (Market Share): Selling Transactional, Phone Orders, Internet Orders, Marketing Mix Drive-Thru Product Differentiation Price Promotion Place Kids Favorite Place Shared Lifestyle 11
  • Tactic (Marketing Mix): Product: Wide Range of Food Products Wide Breadth and low depth Drinks soft drinks, non-carbonated drinks, fruit juices, milk, coffees (Mccafe) Food McChicken burger, Big Mac, Filet-OFish, McWings, McNuggets, French Fries Dessert Ice Cream Cone, Sundae, McFlurry, Cakes Sides Apple Dippers, Corn Cup, Apple Pie 12
  • McDonalds Product Line Breakfast Main Sides Dessert Drinks Others 13
  • Tactic (Marketing Mix): Price: Competitive and Affordable Pricing Also practice International Pricing and Price Discrimination (Student Meal - $4.50) Drinks soft drinks and non-carbonated drinks ($1.65 - $2.05), fruit juices ($2.50), milk ($1.75) Mccafe above $3.50 for a drink or cake Food burgers ($2 - $4.35), Meals ($5.95 onwards) Dessert $0.60 - $2.50 Sides $1.00 - $2.55 14
  • 15
  • Tactic (Marketing Mix): Promotion: TV Advertisement, Endorsement, Coupons, Exclusive distribution of movie premiums (Happy Meal), Loss Leader ($2 McChicken), Im Lovin It 16
  • Tactic (Marketing Mix): Product: Wide Range of Food Products (breadth vs. depth) Price: Competitive and Affordable Pricing, Price Discrimination Promotion: TV Advertisement, Endorsement, Coupons, Exclusive distribution of movie premiums, Loss Leader. Place: Direct Marketing Channel, Intensive Distribution, Physical Outlets (opened by McDonalds or Franchisees) 17
  • Tactic (Market Share): Selling Transactional, Phone Orders, Internet Orders, Marketing Mix Drive-Thru Product: Wide Range Price: Competitive, Affordable, Differentiation Price Discrimination Promotion: Coupons, TV ads Place: Intensive Distribution Kids Favorite Place Shared Lifestyle 18
  • TOWS: Strengths and Weaknesses Market Leader with a Market Share of 27% 19
  • TOWS: Strengths and Weaknesses Market Leader with a Market Share of 27% 1.50% McDonalds 2.10% 2.00% 1.50% KFC 4.70% Burger King 5.00% 27% 7-Eleven 8.40% Subway 20.60% Long John Silver 9.40% Delifrance MOS Burger Haagen Dazs Fast Food in Singapore (dated 15-Oct-2007) Source: Euromonitor International Yoshinoya 20
  • BCG Model 20% MARKET GROWTH (Cash Utilization) 10% 0% 10x 5x x 0.5x 0.1x RELATIVE COMPETITIVE POSITION Market Share (Cash Generation)
  • TOWS: Strengths and Weaknesses STRENGTHS Market Leader with 27% of the market share Global brand power, Global Presence Economies of scale (transfer cost savings to customers) Convenient Locations and Payment Methods (Ezlink) Appeals to the mass market (especially the kids) 24/7 Operations, Drive Thru, Delivery (extensive coverage of the market) Halal certification Ronald McDonald Childrens Charity WEAKNESSES Franchising fragility control over franchises McDonalds is often perceived as junk food 22
  • Societal Marketing Concept Ronald McDonald Childrens Charity (RMCC) donates its partial earnings to the foundation World Childrens Day 23
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  • COMPANY Value & Tactic CHANGE Marketing Mix (4Ps) Strengths & Weaknesses CUSTOMERS COMPETITORS Customer Profile Segmentation (Geographic, Demographic, Psychographic) Target Market 25
  • McDonalds Restaurants in Singapore Woodlands Toa Payoh Bishan Sembawang Ang Mo Kio Yishun Hougang Boon Keng Bukit Timah Serangoon Clementi Choa Chu Kang Jurong Bedok Commonwealth Changi Dover Pasir Ris NUS