澳洲Report代写:麦当劳McDonald's市场分析

澳洲Report代写:麦当劳McDonald's市场分析

麦当劳作为一个国际驰名商标，在震惊世界的过程中取得了巨大的成功。它的成功有很多原因，如管理，特许经营策略是熟悉的，津津有味的，并希望效仿。事实上，麦当劳成功的关键因素在于它是第二十年初准确和合理的细分市场。如果我们对麦当劳的历史有一点深刻的了解，就可以发现这一点：麦当劳一直是基于市场细分来做出决定的。可以说，成功来自市场，在市场细分中也会失败。从下面的分析中，我们可以清楚地看到这一点。

 

2。市场区隔

 

2.1市场细分在历史中的地位

 

它的创业战略是抓住美国经济处于发展黄金时期的五六十年代，因为工人阶级的快节奏工作需要非常方便的饮食。这种定位正确的产品有针对性地细分市场，在当时赢得了巨大的成功。值得注意的是，麦当劳的早期承诺是两个非常重要的词：快速和健康。

 

然而，在本世纪，麦当劳的市场板块自开始就出现了第一次失败。2002，麦当劳在第四季度首次出现亏损，损失约2亿4300万美元。另一个损失也是无法忍受的，股市跌到每股27美分，这是三十七年来的第一次惨痛经历。在2002财政年度，麦当劳的营业收入为115亿元，净利润为8亿9350万元，较2001下降45.5%。麦当劳的年度报告显示，其上一季度的亏损为2亿4380万美元，而在同一时期的2001，它的利润为2亿7190万美元。

 

损失发生后，麦当劳经理给出了他们的解释：管理不善。通过分析，我们可以看到一些问题在于它的市场细分。作为快餐业的一部分，麦当劳不需要特别关注市场上的细分市场，但它在各个环节都做得不好，造成了损失。在这里，我们将看看麦当劳的营销策略的成败。

 

2.2市场细分的作用

 

传统的市场细分可以分为以下几个步骤：市场细分、目标市场和市场定位（Ailawadi等人2001）。企业的成功在于它能够通过市场细分的过程来捕捉商业机会，为生产和营销起到积极的作用。

 

市场细分的作用

帮助选择目标市场并制定营销策略。

B有利于开拓市场机会，开拓新市场。

有利于把人力、物力集中到目标市场。

d帮助企业提高经济效益。

 

。

这四个方面的作用可以使企业提高经济效益，既能满足市场需求，又能增加收入。另一方面，它将提高产品质量和企业的经济效益。

 

2.3基于市场细分的决策

 

从历史上开始，麦当劳开始分析这一信息，以考虑是否选择目标市场的标准。

 

决策的基础

市场细分规模和增长率。

B.市场细分结构中的关键吸引物。

c业务目标和资源。

 

尽管这些细分市场本身可能具有吸引力，但它们会分散企业的注意力和精力，使许多公司无法实现主要目标（科特勒1969）。例如，如果麦当劳选择老年人为主要市场，那么由于老年消费市场的规模，这不是明智的选择。这一选择意味着该公司将放弃允许麦当劳在市场上获得更大利润的其他市场。

 

2.4三市场细分分析

 

让我们来看看麦当劳如何进行市场细分。在这里，我们着重分析它的三个主要细分市场：地理市场细分、市场细分和心理人口细分。

 

2.4.1地理分割

 

澳洲Report代写:麦当劳McDonald's市场分析

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.