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Chin lc kinh doanh c o ca McDonald

Bn c thch bn nhc ny khng? Chng ti sn sng phc v bn. Cu ni

ny mu cho mt chin lc phc v khch hng mi trn th trng thc n

nhanh ca tp on McDonald trn ton cu.

Hin nay, trung bnh mi ngy, c bn ngi M th c mt ngi gh vo

qun fastfood ca McDonald, tp on thc n nhanh ln nht th gii. y l mt

con s m bt c hng thc n nhanh no cng mc. Thnh cng ca McDonald l

ngoi sc tng tng. Vi bit danh con g trng vng, McDonald ang c a

ra mc tiu t mc doanh thu 9 t USD/nm vo nm 2008.

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Mc tiu trn c l kh kh khn nu bn bit rng doanh thu hin nay ca

McDonald ch khong 6 t USD. Nhng vi McDonald, mi thu c th khi hng

p dng cc chin lc kinh doanh ring bit.

*) Thng thc m nhc khi dng hambuger

V bc i u tin trong tham vng y mnh doanh thu ng thi thu ht mt

lng ln khch hng, McDonald trang b cc loi my nghe nhc MP3, h thng

ti nhc t Internet ti cc ca hng fastfood ca mnh trn ton nc M. ng ch

nht l mng Blaze Net ca McDonald cho php khch hng c th va dng thc n

nhanh va download nhc, nh k thut s t Internet vo in thoi di ng hay my

tnh xch tay ca mnh. Mng ny c tch hp vo cc my ATM lp t trong ca

hng ca McDonald.

Hin McDonald vn cha cng b c th s c bao nhiu ca hng c trang

b nhng chic ATM gn Blaze Net. Chng ti mun hng ti nhng ca hng

fastfood ca tng lai, ni m khch hng cm thy thoi mi vi nhng cng ngh

hin i- Bill Whitman, pht ngn vin ca McDonald cho bit.

Thi gian th nghim ca k hoch mi l t 60 n 90 ngy. Sau , tu thuc

sn nhn ca khch hng, McDonald s m rng ra cc ca hng khc ca mnh.

Ca hng u tin c th nghim l Oak Brook. Ti y, mt menu hon ton mi

c a ra phc v khch hng, song song vi l cng ngh mi bao gm Internet

khng dy, mn hnh tinh th lng khch hng c th thng thc v download m

nhc trong khi dng n.

Bc i n ca hng fastfood cng ngh cao ca McDonald th hin quyt

tm thu ht khch hng cng nh tng nhn c gim c iu hnh Charlie Bell,

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ngi khai ph hng kinh doanh mi ny cho McDonald, qua i cch y khng lu

v bnh ung th. Lc , vo nm 1993, khi Bell cn l gim c McDonald ti

Australia, ng xut k hoch p dng cng ngh mi vo cc ca hng thc n

nhanh. Tuy nhin, do nhiu kh khn nn mi hn 10 nm sau, c mca Bell mi

trthnh hin thc.

Nhli nm 1993, Bell cho bit s c k hoch ct gim s lng nh hng d

nh mtrong nm . S tin tit kim, khong 260 triu USD, sc s dng

tung ra mt lot cc chin lc kinh doanh mi c s tham gia ca cng ngh cao ti

tt cim bn hng ca McDonald. Cn vic p ng cc yu cu v sc kho cho

mi ngi, McDonald cng a vo s dng mt loi du mi c coi l c li cho

tim trong cc mn rn ca mnh. Bell ni: Chng ai hi lng vi tnh hnh kinh doanh

hin nay ca McDonald, c bit l ti. Nhng ti m bo vi cc bn rng cc chi

nhnh v h thng ca hng trn ton thgii ca chng ti vn rt mnh v cc k

hoch xoay chuyn tnh thca chng ti st hiu qu cao nht.

Lc , theo nhn nh ca cc nh phn tch kinh t th ch l nhng li ni

nhm che mt thin h, thc t nh th no chc ch c mi McDonald bit c m

thi. Nhng giy, McDonald lm cc chuyn gia kinh t phi cm thy h thn

v nhng li nhn xt sai lch ca mnh khi hng khng nhng chng minh c vic

p dng cng ngh cao trong kinh doanh l hon ton hp l m n cn ci thin ng

k dch v chm sc khch hng qua nng cao ng k s lng khch hng

trung thnh. y l thi im McDonald vt qua c giai on kh khn nht

v tip tc vng chc v tr s1 thgii v thc n nhanh, John Kane, nh phn

tch th trng ti hng Moors & Cabot Capital Markets, cho bit.

*) Chnh sch chiu m cc nh thit k thi trang hng u

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Khng ngng thay i l mt trong nhng b quyt kinh doanh ca

McDonald. Thng 7 va qua, McDonald cng cng b k hoch tm kim cc nh

thit k thi trang ni ting to ra cho cc nhn vin cng gn 300.000 ca hng

ca hng trn ton na M mt phong cch thi trang mi v li cun hn. Theo

McDonald th cc nh thit k mu ti hai hng thi trang ni ting l Tommy

Hilfiger v Sean "P. Diddy"ang nm trong tm ngm ca hng. Chng ti sp c

mt b mt hon ton mi t cung cch phc v , trang tr ca hng cho n trang

phc ca cc nhn vin- Bill Whitman, pht ngn vin ca McDonlad cho bit-

Mong mun ca chng ti l to ra cc b trang phc mi cho cc nhn vin m h s

thch mc ngay c khi ht gilm vic.

Hin McDonald vn cha chn c bt c nh thit k thi trang no. Steve

Stoute, chuyn gia t vn nhn hiu ca McDonald, cho bit: Cc ng c vin bao

gm nh thit k thi trang ni ting vi nhn hiu Phat Farm, Russell Simmons,

nh thit k Sean John, ngi to ra nhn hiu American Eagle v c Giorgio

Armani, bc thy trong lnh vc thi trang th gii.

T trc n nay, trang phc ca cc nhn vin McDonald ti mi chi nhnh

lun khc nhau. McDonald cht ra yu cu cho cc nhn vin ca mnh v trang

phc: o phng mu trng, c ti ngc nh c hnh chic bnh hambuger hay ch M,

qun sm mu v tht lng. D n thit k thi trang tr gi 40 triu USD ny ca

McDonald l mt phn trong chin dch nng cao hnh nh nhn hiu ca hng trn

ton th gii. Sau khi p dng th nghim ti M, McDonald s p dng i vi ton

b cc chi nhnh ca mnh trn th gii. Ngoi ra, Mark Stoute, chuyn gia marketing

ng ng sau nhng thnh cng ca McDonald trong chin dch qung co rm r

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Im lovin it nm 2003, cng thuyt phc c ca s ni ting Justin Timberlake

qung b hnh nh McDonald trong gii tr trn ton th gii.

Qu tht, giy nu c ai t cu hi: Gia hambuger, tht chin v nhc MP3

c im g chung, hay cng ty kinh doanh no s cn n nhng bc thy trong lng

thi trang th gii, Bn c th thy ngay cu tr li ti cc ca hng thc n nhanh ca

McDonald. Kt qu ca cc chin lc kinh doanh c o ny chnh l vic

McDonald ang thu ht ngy mt ng khch hng n vi cc ca hng thc n

nhanh ca mnh trn ton cu.