McDonald's - International Development Strategy

Résumé du document

Created more than 50 years ago, McDonald's is the first fast food chain in France today. The first restaurant, established in 1937, was only a simple 'drive-in movie theater' managed by the brothers Richard and Maurice McDonald in the Illinois in the United States. The empire McDonald's was able to build itself due to the implementation of a system of franchising. This is characterized by the transmission of a know-how from the franchiser to the franchisee. Besides, the franchisee benefits from the brand or from the brand of the franchiser, what allows it to attract the faithful clientele. So, the firm groups include 31,667 restaurants in more than 120 countries. Nowadays, on average, McDonald's opens a new restaurant approximately every three hours. Every day, more than 52 million customers go to a restaurant of McDonald's. Also, since its creation in 1955 the firm has sold more than 200 billion hamburgers.

Extraits

[...] Firstly there is the American mentality with a desire to undertake Indeed in a franchised shop, the franchisee is independent, he is his own boss. His success he owes to himself according to the instructions of the mark. The other benefits for Ray Kroc were that develops its brand and minimizes risks. Indeed it is the franchisee who assumes the risks. The company McDonald's owes its development to control its franchise system. The office defines the products, packaging and manufacturing processes. [...]

[...] In France, Mac Donald‟s is really quiet, in fact there is not much fast food brand. Quick is became the second leader since Burger King is left of the country but far behind Mac Donald‟s. Those two brands represent the most part of fast food market in France with KFC. The not direct competitors represent an important part of fast food market, because even if they are littler, they engender a lost in term of turnover for Mac Donald‟s. In France, we could talk about Flunch, Brioche Dorée, Mezzo Di Pasta or Paul. [...]

[...] For example, Japan is the only country or Mac Donald's serves as some rice or still as some fish. Also, in India, where the majority of the population consider cows as sacred animals, Donald's Mac proposes big types of hamburgers: the vegetarians and those to the chicken. The beef is non-existent Indian signs of Mac Donald's. In Israel, any meat served in a restaurant Donald's Mac is kosher The brand holds kosher and not kosher restaurants to open to the whole population Seven Mac Of kosher Donald does not propose dairy products and these signs do not open their doors the day of the Sabbath and in daytime holidays. [...]

[...] Therefore we can say, Mc Donald‟s, for the internalization, adopts a global strategy Furthermore, sweets are common products. That explains the standardized strategy. For example, a car salesman French could not have the same strategy if he wanted to sell its sports cars gearbox in the U.S. because the U.S., cars are all automatic But this is not the only reason Mc Donald‟s has chosen to keep a standardized approach. It is also a question of costs. With this normalization, but also by its concentration, Mc Donald‟s has many advantages in terms of costs and opportunities. [...]

[...] Also, the other key element of the success of Mac Donald's to the children is the creation of park to play in its restaurants. Today more than to separate Mac Donald's in the world have these parks. Another factor of success of the business company is the creation of the buffoon "Ronald Mac Donald" in 1960 which carried off an immediate success. In effect, his presence allowed an increase of the turnover Shortly afterwards, Ronald Mac Donald became an international personality. [...]