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미국 대학 재학시 미국 동료들과 함께 작성한 패스트푸드 기업의 마케팅 전략 영문 자료로서 A 맞은 자료입니다세계 최대의 패스트푸드 기업 (YUM BRAND)의 SWOT 분석, 전략분석, 재무분석, 경쟁자분석, 미래동향분석 등을 통한 마케팅 전략을 상세하게 작성한 자료입니다
영문으로 작성되어 있으며, 영문 마케팅 보고서의 진수를 경험하실 것입니다
마케팅 전략과 영어를 동시에 공부하시고 싶은분들에게 권합니다
고급 마케팅 분석과 전략을 관련 리포트 작성시에 효과적으로 활용하실 수 있습니다
목차
Executive SummaryRecommendation
Problem
Rationale
Alternatives
Evaluation of Performance:
Assessment of Industry Attractiveness
Analysis of Situation Facing the Firm
SWOT Analysis
Problem Statement
Option Identification
Recommendation
Strategy Diamond
Implementation
본문내용
RecommendationYum! Brands must reengineer its multibranding strategy to spur profitability growth in its U.S. operations. Specifically, Yum must take the following actions:
• Utilize the multibranding concept’s competitive advantages to their fullest by transforming all company-owned units in the United States into multiple-brand locations. Currently, only 42% of all company-owned units are multibranded. In order to achieve maximum sales volumes and realize the greatest cost efficiencies, this number should be shifted to 100%.
• Utilize the multibranding concept as a vehicle through which changing consumer preferences and demands can be effectively delivered to customers. Currently, a growing trend exists towards healthy eating and healthy options in the United States. A competitive advantage of multibranding includes wider product offerings, which will accommodate healthy options for these customers
• Utilize the multibranding concept as a weapon to attack competitors in markets where Yum competes on a limited basis. Currently, Yum has only a fraction of a presence in the hamburger market. A&W, an acquisition of Yum! Brands in 2002, is a hamburger chain that, at present, makes up only 1.8% of all domestic units. This percentage must be raised substantially during the abovementioned multibranding campaign in order to compete with heavyweights like McDonald’s in the segment
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(전체 25페이지 자료입니다.)
참고 자료
1. Yum! Brands 2007 Annual Report2. Yum! Brands 2006 Annual Report
3. Yum! Brands 2005 Annual Report
4. Yum! Brand 2007 Investors Update and Appendix
5. McDonalds Annual Report 2007
6. Lempert, Phil (2006). Is Eating at Home better for your health? Retrieved May 6, 2008, from http://www.msnbc.msn.com/id/16084487
7. Frances X, Frei, Amy C. Admonson, (2006).Yum! Brands, Inc.: A Corporate Do-Over. Harvard Business School.
8. Collis, D and Montgomery, C (1994, July). Competing on Resources: Strategy in the 1990s. Harvard Business Review,118-128.
9. Fast Food and Quick Service Restaurant Industry (2007) Profile Retrieved May 6, 2008 from http://premium.hoovers.com/subscribe/ind/fr/profile/basic.xhtml?ID=269
10. Industry Surveys-Restaurants (2007).Standard & Poor`s.
11. Fast Food Restaurants in the US(2008).Retrieved May 6, 2008 from ISBS World Industry Report.
12. Restaurant Industry Overview and Outlook(2007). Stifel Nicolaus Business & Consumer Services.
13. Yum! Global Growth Company and Cash Machine (2008). Retrieved May 5, 2008 from Investors and Analysts Conference. May 2008.
14. Healthy Foods in Fashion. (2008). Tufts University Health & Nutrition Letter, 26(2), 3. Retrieved May 7, 2008, from Health Module database. (Document ID: 1443985321).
15. Eve Lazarus (2008, February). `Good For You` Reaches Zenith. Canadian Grocer, 122(1), 67,69,71,73. Retrieved May 7, 2008, from ABI/INFORM Trade & Industry database. (Document ID: 1455795851).
16. (2008, May 6). Yum! Brands Increases Quarterly Dividend 27%. Retrieved May 6, 2008 from http://www.qsrmagazine.com/articles/wire/story/20080506005904en.
