Internationalization of McDonald's

Only available on StudyMode
  • Download(s) : 72
  • Published : March 14, 2013
Open Document
Text Preview
McDonald's Corporation is the world's largest chain of hamburger fast food resrestaurant. Its headquartered in the United States. McDonald's primarily sells hamburgers, cheeseburgers, chicken, french fries, breakfast items, soft drinks, shakes and desserts. In response to changing consumer tastes, the company has expanded its menu to include salads, wraps, smoothies and fruit.So this eaasy try to analyse and idetify McDonald’s internationalization.

For McDonald’s resources and capabilities, McDonald's itself has the brand and the enterprise image, but add-valuing resources can lead to competitive advantage. So through the advantage of opening dessert station, focusing on staffs training and franchise are to have the competitive advantage so as to reduce the cost and increase enterprise profits. McDonald’s is not rarely. Because there are KFC,Dicos similar with McDonald’s, but it is not imitable. The unique historical conditions and patent restrictions are hardly to imitate. Production of foods is a secret. Above these because there is a good organization which have organization structure and management system.

McDonald’s have various entry mode. To begin with, McDonald’s choose the model of franchise. Franchisors sells the rights to intellectual property to the franchisees for a royalty fee lead to the international market of rapid expansion and rapid development. In addition, the McDonald's Corporation in the fund does not need to input foreign branch. Although will have to personnel, sales and distribution, management or control in the hands of authorized dealer. Authorized to McDonald's company for technical and sales guidance on the products and services to the global standardization.

Standardized product of McDonald's is Western-style fast-food in the world, as well as the service form and management strategy. its meals include hamburgers, French fries, cola, coffee, soup and so on. The McDonald's current consumer...
tracking img