麦当劳 案例分析 英文.doc

CASE STUDY The main experience the success of the McDonalds restaurants - QSCV marketing idea;(2) a strong new product development work, to innovate, to maximize meet the new requirements of the customers, enhance competitiveness;(3) increase advertising costs greatly, there is no doubt that McDonalds huge advertising expenses is it continue to the effective measures to maintain the leading position in the food industry;(4) standardized management;(5) - the franchise and chain operation management mode, namely the company sale branch franchise of 20 years, strictly for S, Q, C standardization, high dispersion of branch can be independent management mode. Q (Quality) represent the Quality of the product.Bread is not round and uneven without incision;Milk plasma receiving temperature below 4 ℃, high once return;A piece of burgers to pass more than 40 quality control inspection.S (Service) on behalf of the Service, including shop building fast is comfortable, the operating time of convenience, Service attitude of sales staff, etc.Smile is a feature of McDonalds, all training member show smiling face, lively, bright and customer talk, work, make customers feel satisfied.C (Cleanliness) on behalf of the clean.McDonalds employees in the specification, there is a provision which is rather than against the wall to rest, got up and clean, ten thousand thousands of stores around the world all employees must comply with this provision.Employees before mount guard operation must be strictly with hand sanitizer disinfection sterilization, hands knead for at least 20 seconds and then rinse.V (Value) represent the Value.McDonalds food nutrition through scientific ratio, nutrition is rich, the price is reasonable.Let the customer enjoy fast food nutrition in the clean environment, this is called value. McDonalds is the most successful fast food chain in the world today, in 72 countries at present set up more than 14000, 28 million customers a day, and with an average of 7.3