Some Words on McDonald’s Successful Experienc...

Credit for the leading position belongs to a thoroughgoing marketing orientation and McDonald’s mission of QSCV(Quality, Service,  Clean, Value), McDonald’s know how to serve people well and adapt to changing needs and wants. Its objective is :to achieve 100 percent total customer satisfaction…….everyday…….in every restaurant…….for every customer.

McDonald’s food quality specifications, equipment technology, marketing and training programs, operating systems, site selection techniques, and supply systems were considered industry standards throughout the world .The company strategic priorities were continued growth, providing exceptional customer care, remaining an efficient and quality producer, offering high value and good-tasting products, and effectively marketing McDonald’s brand on a global scale, McDonald’s strategy had eight core elements:

1.    Growth Strategy

2.    Franchising Strategy

3.    Store Location and Construction Strategy

4.    Product Line Strategy

As time changed, so did McDonald’s.

For many years McDonald’s had hardly thought of new products, new tastes, it increased its product quantity and profit just by opening more restaurants. In 1996,things turned bad, its share of market was less than its rivals-------

Burge King and Wendy’s.

5.   Store Operations

6.    Sales Promotion, Marketing Merchandising

7.    Human Resource and Training

8.    Social Responsibility and Community Citizenship

While we are talking about the McDonald’s successful experience,

it’s certainly for us to think about the Chinese fast food industry. How to speed up it?

      In my opinion, most of our domestic enterprises ignore the cultivate of their cultures, just try to bigger and bigger without analyzing whole environment carefully. In fact, entreprenuers’ culture is essential to its growth and development.

      In America, new lead means new idea, new hope, while in China the corporation that changed its CEO resulted in vicious cycle, with its operating situation getting worse and worse. Same cause, same action, different result. Why?

      In a word,the corporation in China lacks of core competence.

      It would possess its own core competence only if it had a set of running mechanism, assuring it run orderly without any person,even if the CEO or the CIO.