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Anthony Tang Elton Kong Larry Shum Sum Fung Windy Tsoi Winky Choi

Hospitality mc donald

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Page 1: Hospitality mc donald

Anthony Tang Elton Kong Larry Shum Sum Fung Windy Tsoi Winky Choi

Page 2: Hospitality mc donald

INTRODUCTION

Unique

Successful Advertiseme

nt

Great Partnership

Concern to Kids Quality of

Staff

Target Marketing

Page 3: Hospitality mc donald

1971

• Offer beer(Germany)

1977

• Breakfast line

1987

• Healthier product, fresh salad

1997

• chicken sandwich

2003

• I’m lovin it

2006

• Voice of McDonald’s contest

MCDONALD - GLOBAL

Page 4: Hospitality mc donald

KFC1930

• Founded, chicken as core product

2009

• Healthier product

Page 5: Hospitality mc donald

BURGER KING1989

• Cartoon characters including Kid Vid™, IQ™, Jaws™ & Jazz™

2004

• Subservient Chicken

Page 6: Hospitality mc donald

PIZZA HUT1970

• Offers beer

1986

• Delivery service provided

1992

• Lunch buffet introduced in 1,800 units

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MCDONALD– HONG KONG1984

• Full breakfast menu

1994

•The Senior Citizen Welfare Scheme

1998

• McDonald’s Youth Football Scheme

2003

• "i'm lovin' it"

2004

• Fresh Choices Menu

Page 8: Hospitality mc donald

MCDONALD’S YOUTH FOOTBALL SCHEME 1998 Largest and Longest Aged: 8 - 16

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Most successful & longest-running campaign

Rebuild customer relevance

I'M LOVIN' IT

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UNIQUE DESIGN IN THE WORLD

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1. MCDONALD’S AIRPLANE IN TAUPO, NEW ZEALAND One of the strangest Not open during night hours It is a decommissioned DC-3 Complete with a cockpit, wings and

propeller, the plane sticks out from the main restaurant

Page 13: Hospitality mc donald

2. MCDONALD’S RIVER BOAT ON THE MISSISSIPPI RIVER, ST. LOUIS, MO

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3. OLYMPIC PARK IN LONDON, ENGLAND The World’s Biggest McDonald Area : 3,000 square meters Offers 1500 seats

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Happy fun act birthday party Decorate the place Exciting and interesting games Having a joyful and surprised birthday

party with friends

McDonald’s

theme

Barbie’s theme

HotWheels’

theme

ADDITIONAL FUNCTION

Page 17: Hospitality mc donald

ADDITIONAL FUNCTION McDonald's Wedding party Marry, engage or married anniversary

ceremony Designing sweet party Loved game

Gift Cards Pre-paid card Convenient for paying As a gift

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COMPARISON

Birthday party

Gift card

Mos Buger √ (Tai Wan)

Subway

KFC √

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UNIQUENESS

Ordered food

Display

Prepare the

sandwich

Complete the order

Serve the

customer

Made for you

Advanced equipment

Hot, fresh ,tasty McDonald’s foods provide

Yet speedy

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UNIQUENESS Customer Service Ambassador As a communication bridge between McDonald's and the customer's- Promotion- Customer feel friendly and welcoming from

Customer Service Ambassador

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ADVERTISING Build a long term image Translated to nearly 20 titles with 13

languages Let customer know the latest product More frequent during family hours (6-9), so to reach the target market, children easily

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PUBLIC RELATIONS Attract youth attention and build

desireseg. Eason Chan, Joey Yung

Public activitiesBuild positive image of McDonald

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PUBLIC RELATIONS Children Virtual Characters Symbolization

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SALES PROMOTIONMcDonald Attract customer's attention Give incentive Stimulate quick sales For example:

- Monopoly (Sales in America increased 8% each year)

- Shake Shake Fries (Mix it! Shake it! Enjoy it! )

Page 25: Hospitality mc donald

Burger king Use less public relations Target 18-34 years old men who eat fast

food more than 9 times per month

KFC Target chicken lovers Less diversified products

SALES PROMOTION

Page 26: Hospitality mc donald

FOOD DISTRIBUTOR

Golden State Food

Gateway Distributi

on

McDonald

Page 27: Hospitality mc donald

Golden State Food

Largest Diversified Supplier

350 McDonald Restaurant

50 Countries

6 Billion

FOOD DISTRIBUTOR

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POSITIONING

Children

•Toys•Delicious Meal

Youth

•Club McDonald•Affordable•Speed

Family

•Birthday party•A treat to children

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McDonald

Coca-Cola

Barbie Toy

Hot Wheels

Walt Disney

Cadbury

CO-BRANDING

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FAMILY AND CHILDREN

Happy

Meal

Barbie

DisneyHot

Wheels

Page 31: Hospitality mc donald

CO-BRANDING COMPARISON

KFC

Yum! Bran

d

Rib Crib

Pepsi

Taco Bell

Page 32: Hospitality mc donald

McDonald KFC Burger King

Company restaurant revenues(at the year of 2012)

$ 6.952 Billions

$ 13633 Millions

$ 1169 Millions

Net income (at the year of 2012)

$ 1.396 Billions

$ 1597 Millions $ 1177 Millions

Staff 1800000 455000 38840

Total number of restaurant

33000 17000 7800

Fast food industry: Market share

19% 9% 2%

Country 119 120 79

Outlets 33000 18000 13000

Global brand 2013

NO.7 $41992 Millions

NO.66$6192 Millions

Out of 100

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RECOMMENDATION

Extent buffet marketChickenSaladBeer

Page 34: Hospitality mc donald

REFERENCE

http://www.prnewswire.com/news-releases/golden-state-foods-acquires-mcdonalds-distribution-center-in-lebanon-ill-200921981.html

http://www.rmhcstl.com/Document.Doc?id=12

http://www.slideshare.net/pridhavale/mcdonalds-marketing-strategies

http://en.wikipedia.org/wiki/McDonald%27s

https://sites.google.com/site/mcdonaldsfranchisestrategy/home/mcdonald-s-competitive-advantage

http://fagansusanto.wordpress.com/2012/11/22/value-chain-and-competitive-advantage-of-mcdonalds/

http://www.forbes.com/sites/panosmourdoukoutas/2013/09/11/is-mcdonalds-losing-its-competitive-edge/

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Thank YouQ&A