Présentation De McDo En Anglais

Introduction

Our presentation concerns Macdonald who is a large company at the international with Don Thompson for CEO (Chief Executive Officer).

McDonald's is the leading global foodservice retailer with more than 34,000 local restaurants serving nearly 69 million people in 119 countries each day.

In a first part we’re going to tell you speak about the Historical background of Macdonald's secondly we will present you the Marketing mix then the Swot analysis and to finish we are going to see the Corporate philosophy.

Historical background

McDonald’s was started as a drive in restaurant by two brothers, Richard and Maurice Macdonald's in California, US in the year 1937. The business, which was generating $200 000 per annum in the 1940s, got a further boost with the emergence of a revolutionary concept called « self service »

The brothers used assembly line procedures in their kitchen for mass production. Prices were keept low. Speed service and cleanliness became the critical success factors of the business.

At this point, Ray Kroc distributor for milkshake machines expressed interest in the business, and he finalized a deal with the Macdonald's brothers in 1954. He established a franchising company, the MacDonald’s system and appointed franchises. The company of MacDonald is a multinational which possesses at the end of 2011, more than 32 737 fast sales networks in 177 countries among which on 1193 in France and more than 12000 in the United States than 3000 restaurants and serving 53 million customers every day.

The marketing MIX

The Marketing Mix is a business tool used in marketing to understand a company, also called the 4’s P for Products, Price, Place and Promotion.

Products: Mc Donalds is a huge company which provides to consumers a lot of foods products.

- Full Menu with Fries, burger & Fresh Beverage

- Burgers and sandwiches : Big Mac, Deluxe, CBO, hamburgers, Double cheese, chicken …

- Cold Beverages : Coke, Sprite, Iced tea, Dr Pepper (in the USA)

- Hot Beverages : Coffee, Mocha, Cappuccino

- Salads : Caesar Salad, Bacon Salad

- Happy Meals for kids with a toy

- Deserts: Mc Flurry, Sundae, Cookies…

Price: McDonalds purpose to clients’ law price to afford to people without a lot of money to eat.

Prices are around 5/6€ for a menu but it could be cheaper or more expansive if people are hungry.

McDonalds became a new advertising campaign proposing products for 1 or 2€ in Franc e or for 1$ in the USA. You can have a little burger, a little fries, a beverage or a desert.

Promotion: Mc Donald’s do a lot of promotion for the brand with logos, restaurants concept, mascot, Billboards, Packaging of products, updated signs, Tv advertising, vouchers.

Mc Donald’s use a lot the limited promotion with:

Products created for a limited times, limited games (Monopoly for example), limited gifts for buying a full menu (Coca Cola Glasses or coffee cup), limited toys in Happy Meals. This Strategy incites people going more in McDonalds.

Place: Mc Donald’s is present in a lot of countries in the World. As you can see on this map, the majority of places are in red that’s mean with the presence of Mc Donalds. There are 34 000 restaurants in the world in 119 countries. The USA are in the first step with 12 804 restaurants, then there are Japan with 3 598 restaurants. But in France it’s only 857.

The Swot analysis

STRENGTHS WEAKNESSES

- Brand and logo world-famous

- Leader of the fast food market

- Strong advertising presence

- Strategic localization of restaurants

- System of franchising

- Speed and quality of the service

- Multi-use product (snack bar or meal)

- No necessary qualified workforce

- Diversity of products and innovation

- 31,000 restaurants

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