麦当劳的国际竞争战略.doc

Back of MacDonald’s McDonalds is the worlds largest chain of hamburger fast food restaurants, serving around 68 million customers daily in 120 countries across 35,000 outlets. Founded in the United States in 1940, the company began as a barbecue restaurant operated by Richard and Maurice McDonald. In 1948, they reorganized their business as a hamburger stand using production line principles. Businessman Ray Kroc joined the company as a franchise agent in 1955. He subsequently purchased the chain from the McDonald brothers and oversaw its worldwide growth. A McDonalds restaurant is operated by either a franchisee, an affiliate, or the corporation itself. The McDonalds Corporation revenues come from the rent, royalties, and fees paid by the franchisees, as well as sales in company-operated restaurants.In 2012, McDonalds Corporation had annual revenues of $27.5 billion, and profits of $5.5 billion. McDonalds restaurants are found in 118 countries and territories around the world and serve 68 million customers each day. McDonalds operates over 32,000 restaurants worldwide, employing more than 1.7 million people. How to benefited from globalization? Focusing heavily on emerging markets As a result from globalization, McDonalds can able to explore international markets for the home market is small or becomes saturated .Over the past few years, McDonalds has made a heavy push toward emerging markets. And not just trendy markets like China and India, but places previously devoid of the Golden Arches, like some African nations. Sales are up 8.1% from last year in Asia/Pacific, Africa and the Middle East. Still, China is McDonalds most important international front, where its battling Yum brands whole heartedly. It plans to have a whopping 2,000 stores there by 2013. Offering a standardized service to the customer As we all know ,companies that sell global products can standardize aspects of their marketing activities to reduce costs. McDonald’s strives to offer