• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month
  1. 1
  2. 2
  3. 3
  4. 4
  5. 5
  6. 6
  7. 7
  8. 8
  9. 9
  10. 10
  11. 11
  12. 12
  13. 13
  14. 14
  15. 15
  16. 16

Group Preliminary Report - The McDonald's

Extracts from this document...


Group Preliminary Report - The McDonald's McDonald's Description McDonald's Restaurants (Hong Kong) Limited was established in 1975. The first McDonald's restaurant, which offered customers the very first American Big Mac Meal in Hong Kong, was located at Paterson Street, Causeway Bay. Today there are over 200 McDonald's restaurants in Hong Kong, and more than 10,000 McDonald's staff. In addition to the McDonald's restaurants, McDonald's also opened McCafe and Grab'n Go Sandwiches outlets in Hong Kong, in a bid to meet the needs of different customers. SWOT Analysis Internal Factors Strengths Weaknesses Management Experienced professionals to manage the company Important decision requires a long time to make and be delivered to the outlets Offerings Large variety of food provided, new food regularly offered, provide relatively low price food, provide venue for birthday party which most of the competitors do not provide Not healthy, oily, use of GM-food which people are not willing to eat, Marketing a lot of outlets give convenience to customers large market share towards children segment Lack of concern of middle-aged , vegetarian, elderly segment Personnel Most of employees are part-time and hence more flexible, managers are young and develop good communication with front-line workers Too low wages makes employees feel dissatisfied Finance Wages of workers are relatively low and the cost is well controlled Slowed revenue and income growth Manufacturing Advanced machinery, division of labour and mass production helps to minimize the cost - R&D Invite customers to try new products and ask them to give opinions Lack of products that suits the taste of Hong Kong people The research conducted is not opened enough External Factors Opportunities Threats Social/Consumer Active in charity events, makes the reputation of the company better Society awareness of health is increasing. Competitive Distinctive brand in the market Strong competitors. E.g. KFC, Hardees Competitors can simply copy the idea of the product the company Technological Advanced technology in genetic modified food lowered the cost of purchasing raw materials - Economic Economic downturn makes people prefer to consume products in reasonable price. ...read more.


> Children segment - McDonald's paid much effort on the children segment. This is because children nowadays are little emperors and empresses in a family. They have great influence on deciding where to have their meals. McDonald's offers Happy Meal which targets this segment. In a Happy Meal there is a small toy which attracts many children to buy this meal. Apart from the Happy Meal, children can have birthday party at McDonald. In the party, children will receive McDonald's Gift Pack and play wonderful games. > Youth segment - McDonald's food is meat based and mainly tasty. It offers a number of different sauces for french fries and Chicken McNuggets. Youths like fresh feeling. Providing different sauces to them gives them a different feeling even to the same french fries. Also, youths are in growing stage and they have to intake a large amount of food. McDonald's provides extra value meals which satisfies their consumption needs. In addition, there is an option of supersize the meal by adding $2 only. Many youths are attracted by the meals because the meals can fill up their stomach. > Elderly segment - In every McDonald's restaurant there is a free tea/coffee refill service and newspaper borrowing service. Many elderly likes to have their breakfast in McDonald's because they can enjoy reading newspaper and having tea in the comfortable environment. Point of Difference: In order to differentiate among the competitive industry, McDonald's makes its service, product and image special and unique. > Service - McDonald's promises a quality service. Many campaigns such as the "59 Seconds" ensure its customers a fast and punctual service. In addition, the McDonald's numerous outlets provide convenience for customers, which other fast food shops cannot achieve. Moreover, McDonald's provides services for organizing birthday party, which other fast food shop does not. > Product - McDonald's is famous for its burgers. It is the leader in the burger field. ...read more.


Over 200 outlets are distributed in different districts of Hong Kong. In addition, most of the outlets locate in high population density area, for instance big shopping malls. McDonald's number of outlets is much larger than its competitors, KFC or Hardees. This provides much convenience to customers. Meanwhile, more customers are exposed to McDonald's. This in turn increases sales of McDonald's. Besides, it offers delivery service which also attracts more customers to buy McDonald's food. This service targets to customers who are unable to get to the McDonald's restaurants. Recommendations: 1) Offering of vegetarian food - The food offered by McDonald's now is mainly meat based. Its food does not cover vegetarians. Therefore, there is a new market segment for McDonald's, the vegetarians. This new market segments not only attracts more customers, but also gives a healthy image. It is because vegetarian food is generally healthier than meat food. If this is to be done, the major difficulty to overcome is to buy new machinery to make the vegetarian food. 2) Development of new tastes - Other than burgers, McDonald's can try to offer new kind of product. For example, McDonald's can offer spaghetti. This is because the image of McDonald's food is burger only. Offering new product can change its image to a restaurant that offers a diversity of food. Also, offering new product can give customers a fresh feeling. This in turn attracts new customers and maintains customer loyalty. Besides, McDonald's can try to offer burgers that ingredients can be customized which can also attract new customers. 3) Tickets for recording purchases - Now, there is no relationship between customers and McDonald's. It is suggested that McDonald's can try to offer tickets recording how many times the customer have purchased meals in McDonald's. After a certain amount of credits or scores, customers can get a free meal or a free burger. In this way, customers feel them as a member of McDonald's since if they purchase more they can get more benefit from it. Customer loyalty thus is established. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Food Technology section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related GCSE Food Technology essays

  1. Food Technology - Healthy School Meals

    Comparison can be made with the Aldworth Science College menu (appendix iv and iva) and Worting Junior School (appendix v). Extra Background Research Shop Bought Ready Meals VS School Meals - Which Is Healthier? By comparison, 3 ready meals, from Sainsbury, show results as follows: * Chicken casserole with parsley

  2. In this task I will be investigating the possibilities of providing a healthy, nutritious ...

    Some children may not like chicken or some of the ingredients in the stir fry. Meets both the eatwell plate and the healthy eating guidelines, as there is chicken, vegetables and noodles in this dish Practical decisions and reason for choice After investigating and evaluation a range of possible outcomes

  1. Design and make a special diet product, which could be sold in a major ...

    e.g meat, cheese, cream, butter suet and lard. 2. Invisible fats are those which are very soft or even liquid at room temp. They are found naturally in nuts, fish and many types of seeds. 3. Monounsaturated fats (olive oil)

  2. heal and social unit 2

    lots of stress and he will have to find another solution so he doesn't become stressed out easily. Negative factor Mr David has a poor diet because he does not eat proper food daily with the proper nutrition's. E.G. he doesn't get enough iron, fluorine, calcium, phosphorous, iodine, sodium, zinc, potassium.

  1. Food Technology - Product for a young child.

    * Must be eye-catching. * Must be between 85p and 22p per 100g. * Must be at least 1067kj per 100g. * Must have 14g of fat or less. * Must be designed with a package in mind. Chunky Chicken Soup Ingredients * 25g butter * 1 onion, chopped *

  2. Cookbook- recipes for buns, burritos, apple pie, stir fry and nuggets.

    Remove from the oven and cool for 20 minutes. FOR THE FILLING: 1. Melt 3 tablespoons of the butter in a large, heavy-bottomed saut� pan over medium heat. Add the apple wedges and saut� until slightly softened but holding their shape, 3 to 4 minutes.

  1. Small business development of Fair Fast food restaurant.

    *Strengths Long history & well-known Fair fast food had 12 years history in Hong Kong fast food industry since the first Fair fast food restaurant was established in December 1991. It is well known as serving mainly Chinese food and its menu is frequently changed with seasonal favorites.

  2. Fast-food Industry Analysis

    Eric Schlosser, author of Fast Food Nation, states teenagers and recent immigrants make up much of the fast food workforce, often under intimidating and poor conditions. Turnover is huge, and the companies profit from it because short-term workers accrue few benefits and are less likely to organize (Fast Food Nation, 2002).

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work