澳洲Report代寫:麥當勞McDonald's市場分析

發布時間:2019-10-19 22:45
澳洲Report代寫:麥當勞McDonald's市場分析

麥當勞作為一個國際馳名商標,在震驚世界的過程中取得了巨大的成功。它的成功有很多原因,如管理,特許經營策略是熟悉的,津津有味的,并希望效仿。事實上,麥當勞成功的關鍵因素在于它是第二十年初準確和合理的細分市場。如果我們對麥當勞的歷史有一點深刻的了解,就可以發現這一點:麥當勞一直是基于市場細分來做出決定的。可以說,成功來自市場,在市場細分中也會失敗。從下面的分析中,我們可以清楚地看到這一點。
 
2。市場區隔
 
2.1市場細分在歷史中的地位
 
它的創業戰略是抓住美國經濟處于發展黃金時期的五六十年代,因為工人階級的快節奏工作需要非常方便的飲食。這種定位正確的產品有針對性地細分市場,在當時贏得了巨大的成功。值得注意的是,麥當勞的早期承諾是兩個非常重要的詞:快速和健康。
 
然而,在本世紀,麥當勞的市場板塊自開始就出現了第一次失敗。2002,麥當勞在第四季度首次出現虧損,損失約2億4300萬美元。另一個損失也是無法忍受的,股市跌到每股27美分,這是三十七年來的第一次慘痛經歷。在2002財政年度,麥當勞的營業收入為115億元,凈利潤為8億9350萬元,較2001下降45.5%。麥當勞的年度報告顯示,其上一季度的虧損為2億4380萬美元,而在同一時期的2001,它的利潤為2億7190萬美元。
 
損失發生后,麥當勞經理給出了他們的解釋:管理不善。通過分析,我們可以看到一些問題在于它的市場細分。作為快餐業的一部分,麥當勞不需要特別關注市場上的細分市場,但它在各個環節都做得不好,造成了損失。在這里,我們將看看麥當勞的營銷策略的成敗。
 
2.2市場細分的作用
 
傳統的市場細分可以分為以下幾個步驟:市場細分、目標市場和市場定位(Ailawadi等人2001)。企業的成功在于它能夠通過市場細分的過程來捕捉商業機會,為生產和營銷起到積極的作用。
 
市場細分的作用
幫助選擇目標市場并制定營銷策略。
B有利于開拓市場機會,開拓新市場。
有利于把人力、物力集中到目標市場。
d幫助企業提高經濟效益。
 
這四個方面的作用可以使企業提高經濟效益,既能滿足市場需求,又能增加收入。另一方面,它將提高產品質量和企業的經濟效益。
 
2.3基于市場細分的決策
 
從歷史上開始,麥當勞開始分析這一信息,以考慮是否選擇目標市場的標準。
 
決策的基礎
市場細分規模和增長率。
B.市場細分結構中的關鍵吸引物。
c業務目標和資源。
 
盡管這些細分市場本身可能具有吸引力,但它們會分散企業的注意力和精力,使許多公司無法實現主要目標(科特勒1969)。例如,如果麥當勞選擇老年人為主要市場,那么由于老年消費市場的規模,這不是明智的選擇。這一選擇意味著該公司將放棄允許麥當勞在市場上獲得更大利潤的其他市場。
 
2.4三市場細分分析
 
讓我們來看看麥當勞如何進行市場細分。在這里,我們著重分析它的三個主要細分市場:地理市場細分、市場細分和心理人口細分。
 
2.4.1地理分割
 
地理分割要求公司將市場劃分為不同的地理單元進行經營活動。麥當勞店作為一個國家和地區的交叉業務,其業務遍布世界各國范圍內的25000家門店中。每年都花很多錢來進行區域市場研究的人群結合文化傳統,然后寫一份詳細的市場報告(bonoma 1985)。每個國家,甚至每個地區都應該有適合當地生活方式的當地市場營銷策略。該報告將包含消費者的購買態度和消費習慣,如菜品、口味和禁忌。但當提到實踐時,似乎還不夠。

澳洲Report代寫:麥當勞McDonald's市場分析

McDonald's, as an internationally well-known trademark, it operated tremendous success to shock the world. There are many reasons for its success, such as the management, franchising strategies are familiar and relish and hope to emulate. In fact, there is a McDonald's key factor in its success, it is the early twentieth accurate and reasonable market segments. If we have a little bit deep look of McDonald's history can be found on this point: McDonald's has always been based on the market segments to make decisions. The success can be said came from the market segments and also lose in market segments. From the following analysis, we will be able to see this clear.
 
2. Market segment
 
2.1 the position of market segment in history
 
Its entrepreneurial start strategy is to grab the fifties and sixties when the U.S. economy was in the golden period of development because the working-class’s fast-paced work need very convenient diet. This correct positioning of products targeted market segments won a big success at that time. It is notable that McDonald's early promise is two very important words: fast and health.
 
However, at this century, McDonald's market segments result in its first failure since it started. In 2002, McDonald's first loss occurred in the fourth quarter, it lost around $ 243 million. Another loss is also intolerable, the stock market fell to 27 cents per share, which is its first painful experience during the thirty seven years. In 2002 financial year, McDonald's operating income was $ 11.5 billion with the net profit of $ 893.5 million which decreased 45.5 percent compared with that in 2001. McDonald's annual report indicated that its last quarter had a loss of 243.8 million in U.S. dollars, while in the same period of 2001, it had a profit of $ 271.9 million. 
 
After the loss occurred, the McDonald's managers gave their explain: poor management. Through analysis, we can see some of the problems lies in its market segment. As a part of the fast food industry, McDonald's did not require special attention to the target market in numbers of market segments, but it was not done well  in each segment, resulting in a loss. Here we will look at both success and failure of McDonald's marketing strategy.
 
2.2 The role of market segmentation
 
Traditional market segments should be divided into the following steps, market segmentation, target market and market positioning (Ailawadi et. al 2001). Business success lies in its ability to process through market segmentation to capture business opportunities for the production and marketing to play a positive role.
 
The role of market segment
A help select target markets and develop marketing strategies.
B is conducive to explore market opportunities and develop new markets.
C is conducive to concentrate manpower, material resources into the target market.
D help enterprises to improve economic efficiency.
 
.
The role of the above four aspects can enable enterprises to improve economic efficiency, which both meet the market needs and increase their income. On another hand, it will improve product quality and the economic efficiency of enterprises.
 
2.3 Decisions making based on market segments
 
From the history, McDonald's began to analyze this information to consider whether the target market selection criteria.
 
 The fundamental of the decision making 
A market segment size and growth rate.
B The key attractions in the market segment structure.
C business goals and resources.
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