麦当劳案例分析 - 英文版McDonald's Corporation Company Table of Contents Executive Summary Introduction Industry Analysis Competitor Analysis SWOT Analysis 1 Future and RecommendationExecutive Summary McDonald's restaurant is a large chain fast food group and it has approximately thirty thousand shops in the world, the main selling is hamburgers, French fries, Fried chicken, soda, ice product, salad, fruit. After the financial crisis, most companies are experiencing a situation of fund shortage, how to get more profit has become the problem which the fast food industry must be facing with. Of course, the advantage of efficiency and convenience will be the important Opportunity to help the fast food industry tosolve the problem. Now, McDonald's management is very good, but it still needs to improve in some places. Introduction McDonald's restaurant is a large chain fast food group and it has approximately thirty thousand shops in the world, the main selling is hamburgers, French fries, Fried chicken, soda, ice product, salad, fruit. McDonald's restaurants spread all over the world six continents in over countries. In many countries McDonald's represents of a kind of American way of life. In 2001, the net income of McDonald shrunk 17 percent to $1.64 billion. Though McDonald ’s U.S. market share remained above that of competitors, it grew more slowly. Because of the “Big Mac Attack”, McDonald accelerated plans for “New Tastes Menu” items. What’s more, McDonald ’s opened McCafe in order to double sales at existing U.S. restaurants over the next decade. The gourmet coffee concept was created to be placed within or adjacent to existing McDonald ’s restaurants. McDonald ’s estimates that the new conc...
