本文是市場(chǎng)學(xué)專(zhuān)業(yè)的Essay范例,題目是“Business Strategies Of McDonalds(麥當(dāng)勞的經(jīng)營(yíng)策略)”,商業(yè)戰(zhàn)略的主要目標(biāo)是為公司提供卓越的價(jià)值、差異化和核心競(jìng)爭(zhēng)力,公司有明確的使命、目標(biāo)和目標(biāo),這對(duì)公司的戰(zhàn)略制定是重要的和必要的。使命是對(duì)公司是誰(shuí)以及公司期望完成什么任務(wù)的質(zhì)量定義,進(jìn)一步由目標(biāo)和目的定義。
The main objective of a business strategy is to provide superior value, differentiation, and core competencies for a company that has clear missions, goals and objectives that are important and necessary to the strategic formulation of a company.
The mission is a quality definition of who the company is and what it expects to accomplish, further defined by goals and objectives.
Goals are directly linked with the mission and are general statements of desirable outcomes.
Objectives are goals or purpose with specific targets and time periods.
We will further discuss in detail of how these missions, goals and objectives are so important in the formulation of Business strategy.
Strategic management戰(zhàn)略管理
The way in which employees are managed to maximize the potential of achieving business objectives is called Strategic Management. It has a very positive impact on a business and can significantly improve its growth only if Strategic management is effectively used. It is all about formulating strategies and the key to making it work for the business.
員工被管理的方式,以最大限度地實(shí)現(xiàn)商業(yè)目標(biāo)的潛力被稱(chēng)為戰(zhàn)略管理。戰(zhàn)略管理對(duì)企業(yè)有非常積極的影響,只有有效使用戰(zhàn)略管理才能顯著提高企業(yè)的增長(zhǎng)。這一切都是關(guān)于制定戰(zhàn)略,以及使其為業(yè)務(wù)工作的關(guān)鍵。
McDonalds
McDonald’s is the leading global foodservice retailer with more than 31,000 local restaurants serving more than 58 million people in 118 countries each day. More than 75% of McDonald’s restaurants worldwide are owned and operated by independent local men and women primarily selling the world some of its favorite foods – World Famous Fries, Hamburgers (Big Mac, Quarter Pounder, etc), Chicken McNuggets, Egg McMuffin, milkshakes, hot drinks, desserts and most recently also offer salads and fruits.
Their rich history began with our founder, Ray Kroc. The strong foundation that he built continues today with McDonald’s vision and the commitment of our talented executives to keep the shine on McDonald’s Arches for years to come.
The History of McDonalds麥當(dāng)勞的歷史
The McDonald’s restaurant chain of today began its humble beginnings in a renovated barbecue car-hop restaurant in San Bernardino, California by two brothers, Richard and Maurice McDonald. Dick and Mac left their Manchester, New Hampshire home and headed to California for work after graduating from high school. Mac and Dick borrowed $5000.00 and opened a barbecue drive-in close to a high school in 1940. They hired attractive carhops and offered a menu of 29 items. Business boomed. Families came for the low prices and teens came to check out the carhops. By 1947, the restaurant was losing business. Families were getting more concerned about their finances and the teens seemed to be more interested in hanging out than in purchasing food. Dick and Mac took notice of these changes in clientele and noticed hamburgers made up 80% of all food sales. They decided to close the restaurant and reorganize.
今天的麥當(dāng)勞連鎖餐廳在加州圣貝納迪諾由理查德·麥當(dāng)勞和莫里斯·麥當(dāng)勞兄弟在一家裝修過(guò)的燒烤汽車(chē)餐廳開(kāi)始了它卑微的起步。迪克和麥克高中畢業(yè)后離開(kāi)了他們?cè)谛潞辈际矤栔萋鼜厮固氐募?,前往加州工作?940年,麥克和迪克借了5000美元,在一所高中附近開(kāi)了一家露天燒烤店。他們租了有吸引力的汽車(chē),并提供了29種食物的菜單。業(yè)務(wù)蓬勃發(fā)展。許多家庭來(lái)這里是為了低價(jià),十幾歲的孩子來(lái)這里查看車(chē)棚。到1947年,這家餐廳的生意開(kāi)始下滑。家庭越來(lái)越關(guān)心他們的財(cái)務(wù)狀況,十幾歲的孩子似乎對(duì)出去玩比買(mǎi)食物更感興趣。迪克和麥克注意到顧客的這些變化,并注意到漢堡包占所有食品銷(xiāo)售額的80%。他們決定關(guān)閉餐館進(jìn)行改組。
The restaurant was reopened in mid December of 1948 as the first self-service, assembly line, and drive-in offering 15 cent hamburgers, 19 cent cheeseburgers, 20 cent malts and 10 cent fries. By 1952 the business was booming. The brothers had purchased 8 mixers for their milkshake production and ordered two more. This purchase caught the attention of the owner of the Multi-mixer, Ray Kroc and changed the history of McDonald’s.
1948年12月中旬,這家餐廳重新開(kāi)張,成為第一家自助服務(wù)、流水線(xiàn)和汽車(chē)餐廳,提供15美分的漢堡、19美分的芝士漢堡、20美分的麥芽酒和10美分的薯?xiàng)l。到1952年,生意興隆起來(lái)。兄弟倆買(mǎi)了8臺(tái)攪拌機(jī)來(lái)生產(chǎn)奶昔,又訂購(gòu)了兩臺(tái)。這次收購(gòu)引起了Multi-mixer所有者雷·克羅克(Ray Kroc)的注意,并改變了麥當(dāng)勞的歷史。
Ray noticed that this hamburger stand continued purchasing from him and he decided to go check it out. Ray was very impressed with the McDonald brothers self service concept and their booming business that now included a few franchises. He made a proposal to expand their business across the country with himself supplying the Multi-mixers. The brothers were not interested in becoming so large but did agree to give him exclusive rights to the McDonald system.
雷注意到這個(gè)漢堡攤一直在他那里買(mǎi)東西,于是他決定去看看。雷對(duì)麥當(dāng)勞兄弟的自助服務(wù)概念和他們蓬勃發(fā)展的業(yè)務(wù)印象深刻,現(xiàn)在包括一些連鎖店。他提議將他們的業(yè)務(wù)擴(kuò)展到全國(guó)各地,自己供應(yīng)多混合器。兄弟倆對(duì)擴(kuò)大規(guī)模不感興趣,但同意給他麥當(dāng)勞系統(tǒng)的專(zhuān)有權(quán)。
Kroc opened his first franchise in Des Plaines, Chicago in 1955 and subsequently sold 18 more in the first year. He collected 1.9% of gross sales and turned in 0.5% of that to the McDonald brothers. He was barely breaking even in this arrangement, until he met Harry Sonnenborne, who encouraged him to lease or purchase the property for all future McDonald franchises. The operators would pay him either a monthly rent or percentage of their gross sales, whichever was greater. Kroc created a 75 page manual outlining the specifics of running a McDonald’s to ensure all restaurants had the same cleanliness standards, the same amount of meat in each hamburger, the specifics for cutting and preparing French fries. The McDonald brothers resisted these changes and many arguments ensued.
In 1960, Ray Kroc convinced Dick and Mac McDonald to sell the legal rights to him for 2.7 million dollars. At the time of this transaction, the chain had more than 200 restaurants. In 1990, after public outcry concerning cholesterol, McDonald’s switched from beef tallow to pure vegetable oil in their french-fries.
1960年,雷·克羅克說(shuō)服迪克和麥克·麥當(dāng)勞以270萬(wàn)美元的價(jià)格將合法版權(quán)賣(mài)給他。在這筆交易進(jìn)行時(shí),這家連鎖店擁有200多家餐廳。1990年,在公眾對(duì)膽固醇問(wèn)題的強(qiáng)烈抗議之后,麥當(dāng)勞在薯?xiàng)l中從牛油改為純植物油。
In 2006, McDonald’s began a design “Forever Young” in all their restaurants using the traditional yellow and red colors and adding olive and sage, using more brick and wood with less plastic.
With the vision of two brothers and the marketing strategy of one high school drop out, McDonald Corporation has grown to be the favorite fast food restaurant to millions of customers in more than 100 countries around the world.
Business Goals, Objectives and Mission
McDonalds S.M.A.R.T objectives:
Market share objectives – Market share can be achieved within a specified period of time if objectives are set accurately
Increasing profits – objective is to increase profits or percentage of sales for a certain period of time.
Survive – Current/present hard times the business is in.
Growth – Business objectives may state growth by 15% year on year for the next 5 years ahead.
Increasing brand awareness over a certain period of time.
Mission Statement
A mission statement is a brief and to point representation of a company or organizations purpose for existence. It is a formal document that states the objectives of a company or organization addressing concept like moral/ethical position of the company, public image, target market, etc.
McDonalds – Aims and Objectives
Having great concerns bout the organizations customers.
Being socially responsible for the company’s welfare.
Serving high standard and quality food with quick and outstanding service all along with great value for money.
Maintain a good and friendly environment.
“McDonald’s vision is to be the world’s best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile.”
McDonald’s is known through out the world for their commitment to inclusion and diversity not only with their employees but with their franchises and suppliers.
Core Objectives of McDonalds麥當(dāng)勞的核心目標(biāo)
The core objective and mission of McDonalds is to be the world’s premier consumer product organization mainly focusing on convenient fast foods. They practice producing financial rewards to their investors hence providing opportunities for growth and enrichment for their employees, business partners and for the communities in which they operate. They strive for Honesty, Fairness and integrity in everything they do.
麥當(dāng)勞的核心目標(biāo)和使命是成為世界上首屈一指的消費(fèi)品組織,主要經(jīng)營(yíng)方便的快餐食品。他們的做法是為投資者提供財(cái)務(wù)回報(bào),從而為員工、商業(yè)伙伴和他們經(jīng)營(yíng)的社區(qū)提供成長(zhǎng)和致富的機(jī)會(huì)。他們所做的每一件事都追求誠(chéng)實(shí)、公平和正直。
“McDonalds responsibility is to continually improve all aspects of the world in which they operate – environment, social, economic – creating a better tomorrow than today.”
Their main vision is put into action by a series of programs focusing on environmental stewardship, activities to benefit society and their commitment to building shareholder value by making McDonalds a truly sustainable company.
Values and Principles of McDonalds.
Core value is customer experience – McDonalds is alive because of their customers and they demonstrate their appreciation by providing them with high quality products and services in a clean and welcoming environment, with great value for their money.
Commitment to their people – the key to their continuous success is them providing opportunity, nurture talent, developing leaders and reward achievement. Through their experience they believe that a team of well trained individuals with diverse backgrounds and experiences, working together in an environment that fosters respect and drives high levels of engagement.
對(duì)員工的承諾——他們持續(xù)成功的關(guān)鍵是提供機(jī)會(huì)、培養(yǎng)人才、培養(yǎng)領(lǐng)導(dǎo)者和獎(jiǎng)勵(lì)成就。通過(guò)他們的經(jīng)驗(yàn),他們相信一個(gè)由不同背景和經(jīng)驗(yàn)、訓(xùn)練有素的個(gè)人組成的團(tuán)隊(duì),在一個(gè)能夠培養(yǎng)尊重和推動(dòng)高水平參與的環(huán)境中一起工作。
Believing in the McDonald’s system – their foundation is based on their business model depicted by the “three-legged stool” of owner/operators, suppliers and the employees and their balance of interest among the three group is key.
Operation of business ethically – At McDonalds, business is run to high standards of fairness, honesty and integrity, individually being accountable and collectively responsible.
Giving back to their communities – They help their customers build better communities, support Ronald McDonald House Charities, scope and resources to help make the world a better place.
Growing the business profitably – As McDonalds is a publicly traded company, they work continuously to provide sustained profitable growth for their shareholders.
Continuously striving to improve – Through constant evolution and innovation, McDonalds aims to anticipate and respond to changing customer, employee and system needs.
Stakeholder Analysis利益相關(guān)者分析
It is a technique adopted by organizations, used to identify and assess the importance of key people, groups of people, or institutions that may significantly influence the success of their activities or projects. This technique can either be used alone or with team members involved.
它是組織采用的一種技術(shù),用于確定和評(píng)估可能對(duì)其活動(dòng)或項(xiàng)目的成功產(chǎn)生重大影響的關(guān)鍵人員、人員群體或機(jī)構(gòu)的重要性。這種技術(shù)可以單獨(dú)使用,也可以與團(tuán)隊(duì)成員一起使用。
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