McDonald’sIntroductionMission StatementCompany ProfileSlide 5Target MarketFranchisingLocation – Store BasedSWOT AnalysisSlide 10Slide 11Slide 12Slide 13Slide 14McDonald’s ThailandMcDonald’s In Many CountriesMcDonald’s Thailand ProfileSlide 18Foods and DesertsSimilarity and DifferencesSlide 21Site SelectionSlide 23Slide 24Slide 25Slide 26Slide 27SourcesMcDonald’sPresented by: Praephan Ratana-amornpinTrevor MunroMargaret Hill-SkinnerIntroduction•Largest fast food chain in the world•Our focus:–McDonald’s America–McDonald’s ThailandMission Statement•QSC&V–Quality–Service–Cleanliness–ValueCompany 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 worldwideCompany 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 itemsTarget Market•Low to Mid income•Busy people – anyone on the go!–Families (Happy Meal)–Teenagers–College studentsFranchising•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, IllinoisLocation – 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’sSWOT AnalysisStrengths•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 childrenSWOT AnalysisWeaknesses•Many other similar competitors•Until recently, had very few options for eating healthy•Negative image due to “Fast Food Nation” and other media sourcesSWOT AnalysisOpportunities•“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” redesignSWOT AnalysisOpportunities (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)SWOT AnalysisThreats •Many competitors for same costumer–Subway–Burger King–KFC–Taco Bell–Etc..Yo QuieroSWOT AnalysisThreats (cont.) •Criticism – contribute to obesity, and other health problemsMcDonald’s ThailandMcDonald’s In Many CountriesMcDonald’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.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 getheringFoods and Deserts•Burgers–Claypot–Rice & Chicken–Mc Nuggets Seaweed shake shake–Double Teriyaki Pork–Burger Gai Hit•Pies–Pineapple pie–Corn pie–Taro pieSimilarity 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 pieTarget 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 dollarSite Selection•Central Business District–Downtown Bangkok which is capital of Thailand•Shopping center•Free-StandingSWOT 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 teaSWOT 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 drinkSWOT Analysis•Opportunities–Happy Meal with all sort of toys–Delivery –Play house –“Party Room” for kids to have party such as birthdaySWOT Analysis•Opportunities–Happy MealSWOT Analysis•Threats–Examples:•Fast Food – Thai food in general•Subway•Burger
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