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MC DONALD’S
Group 8:
TABLE OF CONTENT:
CHAPTER I: INTRODUCTION
Overview of Mc Donald’s
1. History
2. Operation & management
3. Situation
CHAPTER II: LITERATURE
1. Value chain
2. 4P strategies
3. SWOT analysis
4. Our suggestion opinions
CHAPTER III: CONCLUSION
CHAPTER IV: REFERENCE
CHAPTER I: INTRODUCTION
Overview of Mc Donald’s
1. History
Early history In 1937, Patrick McDonald opened "The Airdrome" restaurant at the Monrovia Airport in Monrovia, California. Hamburgers were ten cents, and all-you-can-drink orange juice was five cents. In 1940 his two sons, Maurice and Richard ("Mac" and "Dick"), moved the entire building 40 miles (64 km) to the corner of 14th and E Streets in San Bernardino, California. The restaurant was renamed "McDonald's".
In 1948, Mac and Dick McDonald introduced the "Speedee Service System", which established the principles of the modern fast-food restaurant. In 1954, Ray Kroc, a seller of Multimixer milkshake machines, learned that the McDonald brothers were using eight of his high-tech Multimixers in their San Bernardino restaurant. His curiosity was piqued, and he went to San Bernardino to take a look at the McDonalds' restaurant.
The McDonald brothers had been in the restaurant business since 1937. In 1948, they closed down a successful carhop drive-in to establish the streamlined operation Ray Kroc saw in 1954.
Phenomenal growth in the 1960s and 1970s
In 1960, the McDonald's advertising campaign "Look for the Golden Arches" gave sales a big boost. Kroc believed that advertising was an investment that would in the end come back many times over, and advertising has always played a key role in the development of the McDonald's Corporation. Indeed, McDonald's ads have been some of the most identifiable over the years. In 1962, McDonald's introduced its now world-famous Golden Arches logo. A year later, the
Group 8:
TABLE OF CONTENT:
CHAPTER I: INTRODUCTION
Overview of Mc Donald’s
1. History
2. Operation & management
3. Situation
CHAPTER II: LITERATURE
1. Value chain
2. 4P strategies
3. SWOT analysis
4. Our suggestion opinions
CHAPTER III: CONCLUSION
CHAPTER IV: REFERENCE
CHAPTER I: INTRODUCTION
Overview of Mc Donald’s
1. History
Early history In 1937, Patrick McDonald opened "The Airdrome" restaurant at the Monrovia Airport in Monrovia, California. Hamburgers were ten cents, and all-you-can-drink orange juice was five cents. In 1940 his two sons, Maurice and Richard ("Mac" and "Dick"), moved the entire building 40 miles (64 km) to the corner of 14th and E Streets in San Bernardino, California. The restaurant was renamed "McDonald's".
In 1948, Mac and Dick McDonald introduced the "Speedee Service System", which established the principles of the modern fast-food restaurant. In 1954, Ray Kroc, a seller of Multimixer milkshake machines, learned that the McDonald brothers were using eight of his high-tech Multimixers in their San Bernardino restaurant. His curiosity was piqued, and he went to San Bernardino to take a look at the McDonalds' restaurant.
The McDonald brothers had been in the restaurant business since 1937. In 1948, they closed down a successful carhop drive-in to establish the streamlined operation Ray Kroc saw in 1954.
Phenomenal growth in the 1960s and 1970s
In 1960, the McDonald's advertising campaign "Look for the Golden Arches" gave sales a big boost. Kroc believed that advertising was an investment that would in the end come back many times over, and advertising has always played a key role in the development of the McDonald's Corporation. Indeed, McDonald's ads have been some of the most identifiable over the years. In 1962, McDonald's introduced its now world-famous Golden Arches logo. A year later, the