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맥도널드 배달 서비스 마키팅 분석

*지*
최초 등록일
2010.08.28
최종 저작일
2010.05
37페이지/워드파일 MS 워드
가격 3,000원 할인쿠폰받기
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소개글

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 List

본문내용

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”.

참고 자료

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/
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