mcdonalds us vs thailand
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comparison between us and thailandTRANSCRIPT
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McDonald’s
Presented by: Praephan Ratana-amornpin
Trevor MunroMargaret Hill-Skinner
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Introduction
• Largest fast food chain in the world• Our focus:
– McDonald’s America– McDonald’s Thailand
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Mission Statement
• QSC&V– Quality– Service– Cleanliness– Value
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Company Profile
• Founded in 1940 in San Bernardino, CA by Dick and Mac McDonald
• Began franchising in 1955 with implementation of “speedee service system”
• Currently found in 120 countries and serve 54 million people daily
• Over 30,000 stores worldwide
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Company Profile
• Is the largest fast-food chain in the world
• Typically owns the property it’s restaurants are on, and collects rent from franchisee’s
• Reported worldwide revenue of $20.46 billion in 2005
• Constantly altering menu or adding new items
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Target Market
• Low to Mid income
• Busy people – anyone on the go!– Families (Happy
Meal)– Teenagers– College students
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Franchising
• Franchises require a down payment of 40% (of total cost) for new restaurants, and 25% for existing
• This must be non-borrowed money, and is a minimum of $200,000
• Must pay a service fee of ~4% of sales per month, and monthly rental for the land
• Required to attend Hamburger University in Oak Brook, Illinois
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Location – Store Based• Central Business Districts
– Downtown Portland, other city-centers• Secondary Business Districts
– Bridgeport Village• Shopping centers
– Valley River Center and Salem Center• Free-Standing
– 9th Street in Corvallis• Inside many Wal-Mart’s
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SWOT Analysis
Strengths• Very strong brand name• Recognizable characters• Large target group• New stores almost 100% guaranteed to
succeed• Ability to adapt when faced with
criticism• Play Area for children
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SWOT Analysis
Weaknesses• Many other similar competitors• Until recently, had very few options
for eating healthy• Negative image due to “Fast Food
Nation” and other media sources
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SWOT Analysis
Opportunities• “Going green” – energy
management, improving packaging efficiency, environmentally friendly refrigerants, and partnering with Greenpeace for rainforest protection
• New store looks/styles – McCafe coffee shop, and “forever young” redesign
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SWOT Analysis
Opportunities (cont.)• Charity – The Ronald McDonald
House provides a cheap or free place to stay for parents of sick children. Over 250 worldwide in 48 countries. Funded primarily by donations and Joan Kroc (founder Ray Kroc’s wife)
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SWOT Analysis
Threats • Many competitors
for same costumer– Subway– Burger King– KFC– Taco Bell– Etc..
Yo Quiero
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SWOT Analysis
Threats (cont.) • Criticism –
contribute to obesity, and other health problems
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McDonald’s Thailand
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McDonald’s In Many Countries
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McDonald’s Thailand Profile
– McThai President had an opportunity to study aboard at USA and thought that that McDonald’s has cool ideas.
– Over a decade later, in 1981, during one of his visits to the USA, he happened to pass by an impressive-looking building in Oak Brook, Illinois and it was the McDonald's Worldwide Headquarters
– Mr.Bulsuk and his friend wrote to McDonald's Headquarters to see if they would be interested in expanding into Thailand.
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McDonald’s Thailand Profile
– The site at Amarin Plaza was chosen for the first McDonald's restaurant in Thailand which make Thailand is the 35th country.
– Opened on March 16, 1985 with 50 million bath of investment
– The amarin plaza restaurant has space for over 200 seats, including a special McParty Room for family & group gethering
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Foods and Deserts
• Burgers– Claypot– Rice & Chicken– Mc Nuggets
Seaweed shake shake
– Double Teriyaki Pork– Burger Gai Hit
• Pies– Pineapple pie– Corn pie– Taro pie
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Similarity and Differences
• Have almost the same product line as USA and also adapt to Thai tastes– Examples:
• Claypot• Chicken & Rice• McNugget Seaweed
Shake Shake• Chicken menu
• McDonald’s in Thailand have different foods and desserts – Doesn’t have Snack
Wrap– But have pineapple
pie, taro pie, and corn pie
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Target Market
• Thailand Overview– Minimum wage is
50 cents an hour– Start monthly
income of 200 dollars
– Regular meal cost about 50 – 75 cents
• McDonald’s Target– Teenagers and
young kids– Medium to High
Income– Average monthly
income of 250-300 dollars
– Each meal cost at least one dollar
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Site Selection
• Central Business District– Downtown Bangkok which is capital of
Thailand
• Shopping center• Free-Standing
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SWOT Analysis
• Strengths– Varieties of Product line
• Burgers– Chicken, Fish, Beef, Pork, and Rice Burgers
• Salad– Fruits salad and vegetables salad
• Deserts– Pies and ice-cream
• Drinks– Soda, milkshake, coffee, and tea
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SWOT Analysis
• Weaknesses– Prices
• Minimum wage is 50 cents an hour…..• Average cost of food is 50-75 cents…..
• …..But it cost at lest a dollar to eat there with a promotion menu like dollar menu. Regular menu cost at least 2 dollars including drink
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SWOT Analysis
• Opportunities– Happy Meal with all sort of toys– Delivery – Play house – “Party Room” for kids to have party
such as birthday
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SWOT Analysis• Opportunities
– Happy Meal
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SWOT Analysis
• Threats– Examples:
• Fast Food – Thai food in general• Subway• Burger King• KFC• Etc..
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Sources
• www.Wikipedia.org• McThailand.co.th• www.mcdonalds.com• www.rmhc.org/rmhc/index.html