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맥도널드 배달 서비스에 관한 마케팅 분석 자료 입니다.
내용 충실하며 좋은 점수 받은 자료 입니다.
발표를 위한 파워 포인트 자료도 있습니다.목차
1 Executive Summary
2 Introduction
3 Company Description
4 Products and Services
4.1 Products
4.2 Delivery services
5 Delivery Service Objectives
5.1 Providing Convenience and Time are Priorities.
5.2 Understanding of Consumer Expectations and Perceptions
6 Competitive Environment
6.1 Regulation or laws in fast-food industry
6.2 McDonalds and its competition
6.3 Supply Chain
7 Situational Analysis
7.1 Strength
7.2 Weakness
7.3 Opportunity
7.4 Threat
8 Competitive Analysis
9 Marketing Objectives
10 Competitive Analysis
10.1 Target Markets Explanation
10.2 McDonald’s delivery service market segmentation
10.3 10.3 Right Services to Right Target Markets
11 Marketing Program of McDelivery
11.1 Product Elements
11.2 Place and Time
11.3 Price Strategy
11.4 Promotion Strategy
11.5 Process
11.6 physical Evidence
11.7 People
11.8 Productivity and Quality
12 Conclusion
13 Reference List본내용
McDonald’s is the biggest global food chain having 32,000 branches in 120 countries. McDonald’s has been expanding its presence effectively through efforts of adaptation to meet the differences in local tastes and preferences. With the strongest international presence, McDonald’s can achieve low cost structure based on economies of scale on a global scale and realize global learning among franchisees.
McDonald`s remains the top performer in the fast food industry and in the market. McDelivery is one of the company’s marketing strategies to reach their customers. It is financially in good health all due to its conservative accounting practices, wise business operations, and successful business strategies. Even they have many competitors in the fast food market. Among the three major competitors that McDonalds confronted are KFC, Burger King, and Pizza Hut. Both KFC and Pizza Hut offered delivery services.
The marketing program of the McDonald’s delivery service is utilized within the bound of its eight services marketing elements, which are the “Product Elements”, “Place and Time”, “Price Strategy”, “Promotion Strategy”, “Process”, “Physical Evidence”. “People” and “Productivity and Quality”.참고자료
· McDonalds Malaysia. (2008). McDelivery is Now. Retrieved May 25, 2010, from
· http://www.mcdonalds.com.my/mcdelivery/mcdelivery.asp
· Azu, M. (2010). MKW 3440 Case Study of McDonalds Malaysia. Retrieved May 25, 2010, from http://www.docstoc.com/docs/23687878/McDonalds-Malaysia-Marketing-Stratergy
· McDonalds. (2010). McDonald’s Delivery Service. Retrieved May 25, 2010, from http://www.mcdelivery24hrs.com/
· McDonalds Malaysia. (2008). Vision and Mission. Retrieved May 25, 2010, from
· http://www.mcdonalds.com.my/abtus/corpinfo/mission.asp
· Pandya, M. (2009). McDonalds 4 Ps of Marketing. Retrieved May 25, 2010, from http://www.docstoc.com/docs/14651247/Mcdonalds-4-Ps-of-Marketing
· McDonalds Malaysia. (2008). Career Expectations. Retrieved May 25, 2010, from
· http://www.mcdonalds.com.my/career/expectation.asp
· Achieve and Sustain Your Supply Chain Competitive Advantage. Retrieved May 20, 2010, from http://www.sourcing.com/NS-SupplyChain.htm
· Case Study: McDonalds. Retrieved May 18, 2010, from
· http://www.oppapers.com/essays/Case-Analysis-Mc-Donalds/124516
· Official Website, Retrieved May 18, 2010, from
· http://www.mcdonalds.com.my/abtus/corpinfo/history.asp
· McDonalds Behind the Golden Arches: Customer Acquisition and Retention, Retrieved May 17, 2010, from
· http://www.scribd.com/doc/11520753/Marketing-Strategies-of-McDonalds
· Project presentation: McDonalds in Singapore, Retrieved May 17, 2010, from
· http://www.slideshare.net/kenonizuka/mc-donalds-slides-draft-5-presentation?from=share_email
· McDonald’s Web site. Retrieved May 09, 2010 from
· http://www.aboutmcdonalds.com/mcd
· “Mcdonal’s”.(2010). Wikipedia, Retrieved May 10, 2010 from
· http://en.wikipedia.org/wiki/McDonald`s
· Arndt, M. (2007). “McDonald’s Implements Delivery Service in Foreign Countries”. Retrieved May 11, 2010 from http://www3.babson.edu/Centers/retail_intelligence/upload/McDonalds_Delivery.pdf
· Ghosh, R., Balaji, D., Shah, J., Sherlekar, N., & Sidana, D.(2009). “McDonald’s: Behind The Golden Arches”.: Nmim University. Retrieved May 11, 2010 from http://www.scribd.com/doc/11520753/Marketing-Strategies-of-McDonalds
· ChinaRetailNews.com Editor. (2009). “McDonald`s Launches 24-hour Delivery Service In China”. Retrieved May 15, 2010 from
· http://www.chinaretailnews.com/2009/05/21/2673-mcdonalds-launches-24-hour-delivery-service-in-china/
· Target Market. (2010). Retrieved May 24, 2010, from
· http://en.wikipedia.org/wiki/Target_market
· AdamF. (2008). McDonald`s Target Market & its Market Orientation. Retrieve May 23, 2010 ,from
· http://answers.yahoo.com/question/index?qid=20080115043854AAVZTVn
· The Times 100 (n.d). Marketing at McDonald’s. Retrieved May 24,2010, from
· http://www.mcdonalds.co.uk/static/pdf/aboutus/education/mcd_marketing.pdf
· Euro Monitor. (2009). McDonald’s to spend RM300m on new outlets. Retrieved May 24, 2010, from http://www.portal.euromonitor.com.ezproxy.lib.monash.edu.au/passport/DocumentView.aspx
· Naveed. (2008). McDonald’s Objectives and Marketing Mix. Retrieved May 31, 2010, from http://naveed92.wordpress.com/2008/07/16/mcdonalds-objectives-and-marketing-mixes/태그
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