, 67,8.*7 3.+/K ,+* /.8737 4. 4*. > /36. 9+ EE%UU%? 8*>+/9. 4 8+/37/ 9+ 7/+*,.*+,% D+ 6+36.? +/ 1'52? 4., 6+*/., 1en&eron s! prera ran=!&%&a a Ne&$ >o? en Poen&?? .3,7/ @+ -*.+36*./ -* 63+* / -*.8.87-. 9+ 3. ,+*</ 4., 8*., *+,8*/8+, M3D./49,? 3*+/9. +/ +,+ -*.3+,. 4., ar%os a#ar&$$os @+ ,+ 8*/,.**</ 3./ 4., ;., +/ +4 ,<.4. 9+ 4 487/37./4%
P+*. , 44 9+ +, */@737 +/ -*8734*? / +,-+374 *+4+/37 8. / 7,7./*7. @+ ,+ 3+*3 M3 > D73= -* -*.-./+*4+, / +-/,7/ 9+4 /+.37.: R> A% *.3% S7 4., 6+*/., M3D./49 ,+ 4+, -+9+ 8*77* +4 8.9. > 3./3+-8. 9+ 4 3.79 *-79? Ra( A, -ro% %$ara#ente $e %a0e $a %a$&&%a%&3n e "!naor e$ per&o", Y +, @+ 7+/8*, D73= > M3 +,8/ 3./8+/8., 3./ +* -*.,-+** , /+.37.? R> ,+ 4+ .3**7 4 79+ 9+ +-/97* +,+ 3./3+-8. -.* 8.9. E,89., U/79.,% P+*.? 3. ,+ 3*K*./ ,, 37/.,Q R> +* *+-*+,+/8/8+ +34,7. 9+ 4 *3 9+ 879.*, P*7/3+ C,84+ M4877+*? .87. -.* +4 34 6< *+3.**79. +/ , 79 36., *+,8*/8+, /.*8++*73/.,% E/ 4., ;., 50? +4 /+.37. +,8 +/ 3<9 > @+ 36., *+, +,8/ 3+**/9. ,, -+*8,% P.* +,.? 3/9. +/ 1'5" / -+@+;. 4.34 9+ S/ B+*/*97/. 4+ .*9+/ & @7/,? +/,+79 3-8 , 8+/37/% A4 3+*3*,+ 4 4*? R> =!e3 sorpren&o por $a ee%t&1&a %on $a =!e se tra0aja0a a$$9 > 4 *-79+K 9+ , .-+*37/: ,+ 3./3+/8*/ +/ -.3., -*.938., > +,. 4+, -+*78< /8+/+* 4 34799 +/ 39 -,. ,7/ -+*9+* 87+-.% E/,+79 *.3 /.8 @+ 4 79+ 7 ,+* / ,3+,. > -.* +,. 4+, -*.-,. 4., 6+*/., / 1&s&3n: 3*+* resta!rantes M%Dona$'s en too e$ terr&tor&o e EE,UU% T/8. 3*+< +/ +, 79+ @+ 3/9. D73= > M3 4+ 97+*./ @+ +44., /. @+*</ +/3*,+ 9+ 84 8*+? @$ #&s#o se p!so a$ rente e $a e?pans&3n% S.4. / ;. 9+,-, 9+ +,8 -*.-+,8? en 4 -ro% a0r&3 s! prer M%Dona$'s en Des P$a&ns I447/.7,% P* 4? +4 /+*. 9+ *+,8*/8+, (a a09a trepao a 66 > o( +/ 9< 6> #
Y t&e#po # *.3 @+*< @+ 4., *+,8*/8+, 9+ 4 3.-;< ,+ ,*/ +/ tres p&$ares !na#enta$es Ca$&a, Ser1&%&o, Lp&e:a, R> A% *.3 67K. 9+ M3D./49, / *+,8*/8+ 747* > 7+*8. 8.9.,? .,. -.*@+ s! %o#&a s&e#pre #anten9a $a #&s#a %a$&a ( se prepara0a &8!a$ 9+,9+ A4,= 6,8 A4% P* @+ +4 /+.37. +* +78.,.? .8*. -/8. +/ +4 @+ ,+ 3+/8* +,8+ 4<9+* + 3*+* / /+. 3./3+-8. +/ 3/8. 4 *+437/ 3./ 4., pro1eeores ( ran=!&%&aos =!e se %on1&rt&eron en "so%&os" e $a %o#pa9a% Y +, @+? 3.. ,+*/ 9+,9+ +4 7,. ,787. + 9+ 4 39+/? *.3 ,< @+ +4 78. 9+ 4 +-*+, *973 +/ 3.4.** +,8*+36+/8+ 3./ 37+/8., 9+ -+@+;., +-*+,*7.,? -*8737-/9. 8.9., +44., 9+ / &$oso9a %o#2n"% P.* +,.? +4 +-*+,*7. -*..7 +4 ,4./ "In 0!s&ness or (o!rse$ 0!t not 0( (o!rse$" (E/ 4., /+.37., -.* 8< 7,.? -+*. /. ,.4.)% Y +, @+? 3.. 4 7,. 9+3<? , *K./7+/8. ,+ , +/ +4 7+. 9736. 9+ @+ / /3. +, 8/ +*8+ 3.. 39 / 9+ ,, -8, > 4 ,> 8+/< 8*+,: M3D./49,% L., */@7379.,% L., -*.++9.*+,%
Ap!ntano a $a or#a%&3n P* ,+7* /K/9. 3.. +-*+,? M3D./49, /.8 @+ era ne%esar&o tener !n $!8ar one or#ar a s! persona$,
ANALISIS >ODA DE MCDONALS PUNTOS >UERTES Y PUNTOS DJBILES )a%tores &nternos+ •
R+/874799
•
I/*+,8*38*
•
P+*,./4 3-3789.
•
C.-;< 4<9+* +/ +4 ,+38.* 9+ 4 3.79 *-79%
•
A48 34799 9+ /++/8
•
E3+4+/8+ T+3/.4.< > 97,+;.,%
•
M> +/ 34799 9+ 3.79? ,7/ /+3+,799 9+ @+ +4 3./,79.* ,+ -*+.3-+ -.* , ,49%
•
•
•
G*/ *7+99 9+ +/, 4 3./,79.*% R-79+K +/ +4 ,+*737. 9+ 4 3.79 *-79 3./ +4 ,7,8+ *+9>8.+8 (47,8. -* 3.+*)% E,8+ ,7,8+ -*.-.*37./ 4 3.79 347+/8+ +/ , -/8. +38. 9+ 3.337/? +/ 8/ ,.4. 0 ,+/9.,% B+/ ,7,8+ 9+ 97,8*737/% L +-*+, 973+ @+ +4 +/8.*/. ,+ 3./7+*8+ +/ / +*39. 9+ 36, -.,774799+,? -97+/9. .*+3+* +4 -*.938. 8.9. 87-. 9+ 3./,79.*%
P!ntos D@0&$es •
•
•
S -.,737/ 9.7//8+ -.9*< ,+* 3+,87./9% U/ +,897. 9+ +*39. *++4 @+ +4 3./,79.* -*+7+*+ 4 3.79 9+ *+,8*/8+? > @+ ,+ 87+/+ 4 ,+/,37/ 9+ @+ +, , ,/% T*9/K, +/ 4 8+/37/ +/ 6.**7., -73.%
AMENAKAS Y OPORTUNIDADES )a%tores e?ternos+ A#ena:as
•
I/*+,. 9+ /+., 3.-+879.*+,? E7,8+ 4 -.,774799 9+ @+ 47+/ 3*++ / /+ +-*+, 9+4 7,. 87-. > 3./ , -.9+* +3./73.? -97+/9. 3.+* 3.. ++-4. /+,8* +-*+, -* +.** > /. 3.+8+* 4., -.,74+, +**.*+, @+ ,+ -+9/ 3.+8+* +/ +4 8*/,3*,. 9+ -+/+8*37/ 4 3./,79.*%
•
P*.938., ,,8788.,%
•
+,
Oport!n&aes •
A9@7*7* /+, 8+3/.4.<,%
•
R+3*,., 6/., 347739.,%
•
A-+*8* 9+ /+, ,3*,4+,%
•
I/8*.937* /+., -*.938.,%
POSICIONAMIENTO DE MERCADO,,
LA RECETA SECRETA DEL JITO DE MCDONALDS C./ , 9+ !"%000 4.34+,? M%Dona$s +, 4 39+/ 9+ *+,8*/8+, , */9+ 9+4 /9.% S, -*.938., +/+*/ 744./+, 9+ 94*+, +/ +/8, 39 9< > , *3 +, / 9+ 4, , 47.,, 9+4 -4/+8%%% C3#o $o a $o8rao H> @7+/+, ,+ -*+/8/ =!@ t&enen e espe%&a$ $as a#0!r8!esas e M%Dona$s -+*. 4 *+4799 +, @+ 4 *+3+8 ,+3*+8 /. ,+ +/3+/8* +/ /7// 3.37/ /7 36. +/., *99 9+/8*. 9+ / 3 +*8+% L *+3+8 9+4 78. 9+ M3D./49, 3.7/ / *3 -.9+*., 3./ / +,8*8+7 9+ 97,8*737/ /73 > 3./ 3-;, 9+ *=+87/ 4*. -4K.% M36., 3.7/379+/ +/ @+ 4, 6*+,, 9+ M3D./49, /. ,./ 4, +.*+, 9+4 +*39.? -+*. / , 4 +-*+, ,7+ ,7+/9. 4<9+* /974 +/ 4 7/9,8*7 9+ 3.79, *-79, > 9+, +, / 9+ 4, */@737, , 7-.*8/8+, 9+4 /9.% A 3./87/37/%
, Una #ar%a poerosa
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
G, Una estrate8&a e &str&0!%&3n 2n&%a
!"%000 4.34+, *+-*879., -.* 8.9. +4 /9. 63+/ 9+ M3D./49, / 39+/ 9+ 3.79, *-79, 7/8+,3? 8/8. ,< @+ 4., +3./.7,8, ,/ +4 -*+37. 9+ 4 B73 M3 3.. / 7/9739.* +3./73. /974% L 79+ 9+ +-/97* 4 3.-;< 8*, 9+4 .9+4. 9+ */@737, + +4 9+8.//8+ @+ 3./7*87 / +78.,. -+,8. 9+ 3.79, *-79, +/ 4 487/37./4 9+ 3.79, , */9+ 9+4 -4/+8% C./8* 3./ / +,84+377+/8. 9+ 3.+*37. +/ 3,7 8.9., 4., -<,+, 63+ @+ M3D./49, 8+/ / 43/3+ 9+ +*39. /73.%
;, S&ste#at&:a%&3n
L +-*+, 6 9+,**.449. ,7,8+, +/ 8.9, ,, *+, -* 4.** @+ ,, -*.938., ,+/ +4.*9., 3./ 4 7, 3./,7,8+/37 > ,.* +/ 8.9, ,, */@737,% L 3-37837/ 9+ 4., +-4+9.,? 39 -*.938.? 4 8+/37/ 4 347+/8+ > 8.9., 4., -*.3+,., ,+ +/3+/8*/ ,7,8+87K9.,% D+ .8* /+* ,+*< 7-.,74+ /8+/+* 4 /799 9+ *3 +/ 8/8., +,84+377+/8., 9+ 3.+*37.%
Q, P!0$&%&a "apet&tosa"
L., //37., -47378*7., 9+ 4 +-*+, -+9+/ *+,48* -.3. 873., > +/;.,., -* 4/.,? -+*. 4 *+4799 +, @+ +* / 9+ ,, 6*+,, +/ / 3*8+4 -*.93+ /, 9+ 3.+*? 4 +/., +,+ +, +4 ++38. @+ 3, +/ 36.,%
, Una estrate8&a e #ar*et&n8 a $ar8o p$a:o
E4 -,734.. T6., E44*.88 ,+ *+7+*+ 4 C78 +47K (H--> M+4) 3.. 9*. 9+ 4 7/73737/ -+,8. @+ +, +4 -*.938. 3./ +4 @+ M3D./49, 387 , ,++/8. 9+ 347+/8+, , -+@+;. > -.3. -.3. 4., 3./7*87+/9. +/ 9738., 4 *3% M36., /7;., .47/ ,, -9*+, @+ 4., 44++/ 4 +-*+, 9+ 4., *3., 9.*9., -.*@+ 4 378 +47K +, / -*.938. +8*+9+/8+ 8*387. -* +44.,% I/34,. +4 ,.* 9+ 4,
6*+,, -, ,+/9. -4/. -.*@+ 4., /7;., ,.4. +/ +/ +,+ -*.938. / +K34 ,+938.*%E, 37+*8. @+ 4 3.-+8+/37 .*+3+ -*.938., ,774*+,? -+*. / +K ,? 4 +-*+, /9.* +, M3D./49,%
ALIANKAS ESTRATEICAS
•
Ejecución: sus planes se basan en la satisfacci+n total de sus consumidores, tratando de ofrecer mas de lo normal, esto se logra entregando una calidad superior, un buen servicio, y una constante limpieza. )ste es el fundamento de su crecimiento, y es un imperativo para captar nuevas oportunidades en el futuro. Administración de calidad total: 6a má8ima prioridad de McDonald;s es la seguridad de sus clientes, s+lo usan productos y materias primas que cumplen con los más estrictos estándares de calidad y seguridad que están testeados y aprobados por las autoridades competentes del gobierno, como el &)<'&' $&ervicio
6a reducci+n de 251.111 toneladas de pac?aging por el redise4o y la reducci+n del material utilizado en las servilletas, vasos, contenedores de papas fritas, envoltorios de sándEiches, etc. 6a compra de productos hechos de materiales reciclados por más de F.111 millones de d+lares, tanto para la operaci+n como la construcci+n de los locales de McDonaldAs. )l reciclado de más de / millones de toneladas de cart+n corrugado, el material más usado para el transporte de los productos de McDonaldAs a los 2/.511 locales de la cadena en )).%%., reduciendo así los desechos de los locales en un F1G.
V+., / ++-4. 3./.379. /7+4 /974: L., *+,8*/8+, M3D./49,? 3./ ,, .,, 6*+,, ,.4. +/9+/ C.3C.4% C./ +44. 4 3./.379<,7 +-*+, 9+ *+*+,3., /. ,4. / / ,.37. 4<9+* +/ +4 ,+38.* @+ ++ 744./+, 9+ 478*., 9+ , -*.938.? ,7/. @+ 9+, 4 *3 C.3C.4 7* +/ 8.9 4 -473799 9+ M3D./49,% Y C.3C.4 /. - /9 -.* +,8.? -+*. ,+ +.4, 4., +/+737.,% M3D./49, -.* , -*8+? .87+/+ /., +/+737., +/.*+, 3.. *+,489. 9+ , 47/K 3./ C.3C.4 -.*@+ 3.-* ,, *+*+,3., / -*+37. 36. , *8. 9+4 @+ 8+/9*< @+ -* +/ ,+/37 9+ +,8 A47/K E,8*873%
ANALISIS DE MERCADO
LOS CLIENTES Y SU COMPORTAMIENTO DE COMPRA S7/ 4., 347+/8+, /7//. 9+ 4., +4++/8., 9+ *=+87/ 8+/9*< ,+/879.% M3D./49, 3./.3+ ,, 347+/8+, > 97,+; ,, -*.938., +/ ,+ 4, 3*38+*<,873, > 9+,+., 9+ 4., 7,.,% M3D./49, 87+/+ 3.-4+8+/8+ +,8979. , +*39.+8? -.,++ -*.938., 97*779., 4., /7;., 9+ # 1" ;.,? -*.938., -* 948.,? -.*@+ ,+ @+ 39 347+/8+ +, 97+*+/8+? 7+/8*, @+ 4., /7;., ,3/ 97+*,7/ > *+4.,? 4., 948., ,3/ 3.79 /8*787? 9+ 34799? *79? +83% Y -.* +44.? M3D./49, +4.* , +/ +/ ,+ 9736, 3*38+*<,873, > /+3+,799+,% M3D./49, ,+ 97*7+ / -47 -.437/? 9+ 8.9. +4 -473. 9+ M3D./49, +4 &0 ,./ 747, > M3D./49, ,+ 97*7+ / -.437/ 3.-*+/979 +/8*+ 4., # > 4., 5 ;.,% S+/ 4 8+/9+/37 +,89<,873 */ -*8+ 9+ +,8 -.437/ ,+4+/ 63+* 79 +* 9+ ,, 6.*+,? 3./ 4. 34 ,+ 3./7+*8+/ +/ 3./,79.*+, -.8+/374+,% M3D./49, ,+ 97*7+ *7., -473.,? 747, > -+*,./, @+ -.* , +,874. 9+ 79 /. 87+/+ 87+-. ,737+/8+ -* 47+/8*,+ +/ .8*. 87-. 9+ *+,8*/8+,? -.* +44.? > 9+79. 4 3./87/. +8*+. +/ ,, 79, ,+4+/ 397* 4.34+, 9+ M3D./49,%
L +9337/ > 4 348* 9+ 4., 347+/8+, 9+ M3D./49, 4+, 44+ 8*8* ,7+-*+ 9+ 379* , 3+*-.? ,3/9. 4 +.* /+* 9+ 47+/8*4.? ,7+/9. 3./,37+/8+, 9+ @+ +, /+3+,*7. / 3.79 ,/ > /8*787? > -.* +44. -*+7+*+/ 3.+* +/ M3D./49,? 4.34 @+ 4+, ,+* 4 34799? /8+, @+ +/ .8*. 4.34 9+ 3.79 *-79% E4 347+/8+ ,+ + ,7+-*+ +389. -.* / ,+*7+ 9+ 38.*+, +8+*/., @+ 3./9737.// , 3.-*? 84+, 3..? +4 /9. +3./73.? -.4<873.? *<973. > ,.374% S7/ 99 /. 9+ 4., 38.*+, @+ , 7/4>+/ +/ +4 3.-.*87+/8. 9+ 3.-* +, +4 +/8.*/. ,.374: 4 348*? 4., *-., ,.374+,? > 4., 38.*+, ,7837./4+,% N.*4+/8+ M3D./49, ,+ 97*7+ *7, 34,+, ,.374+,? ,+ 97*7+ / 34,+ +97 > 48? /@+ 87/ ,+ -+9+ 7/347* 4 34,+ -+*. +/ , /7+4 , 48.% L 7/4+/37 9+ 4 747 -*.3+9+? ,.*+ 8.9.? -.* 4 +9337/ 9+ ,, 7+*., > +4 --+4 @+ 39 /. 8. 9+/8*. 9+4 *-.% E/ +,8+ 3,.? +4 7/7379.* (-+*,./ @+ +78+ 4 79+ 9+ 397* M3D./49,)? +4 7/.*9.* (7/9779. @+ 9 7/.*37/ 3+*3 9+4 *+,8*/8+) > +4 7/4+/379.*? ,+4+/ ,+* 4 7, -+*,./? +/ +,8+ 3,.? 4., 7+*., , +/+, 9+ 4 747% E4 9+37,.*? @7+/ 8. 4 9+37,7/ 9+ 3.-*? ,+4+ ,+* +4 3+K 9+ 747? -9*+ . 9*+ 7/97+*+/8++/8+? > +/ 4 >.*< 9+ 4., 3,., +4 3.-*9.* > +4 3./,79.* ,+4+/ ,+* 4., 7,.,? 4 747 4 3.-4+8.% E4 -+*74 9+.*73. 9+ 4., 347+/8+, 9+ M3D./49, +, +4 ,77+/8+? ,+4+/ ,+* -+*,./, 9+ +99+, 3.-*+/979, +/8*+ 4., # > 4., 5 ;.,? 6.*+ > +*+,? 3./ 97+*+/8+, +,89., 3774+,? 8*/9. . +,897/9.? /@+ 4 >.*< ,+4+/ ,+* +,897/8+,? 4.347K9., +/ 4, 3799+,? 3./ / /7+4 9+ 7/*+,., +97. . +4+9. > 3./ / /7+4 9+ .*37/ +97% E4 -+*74 -,73.*73. +,8 9+7/79. /9+/84+/8+ -.* , -+*,./4799 > -.* +4 +,874. 9+ 79% P+*. +,8, *74+, ,./ > 97<374+, 9+ +97*% E4 +,874. 9+ 79 7+/+ 9+7/79 -*87* 9+ 8*+, +4++/8.,: 4, 387799+,? 4., 7/8+*+,+, > 4, .-7/7./+,% % M3D./49, , 8*8 ,7+-*+ @+ 4 38789 9+ ,, 347+/8+, 637 ,, -*.938., ,+ -.,787 38/9. ,7+-*+ ,.*+ , +*K 9+ +/8 > , 3./7337/? ,.*+ 8.9. -.*@+ ,+ @+ +4 3.-.*87+/8. 9+4 3./,79.* +,8 *+437./9. 97*+38+/8+ 3./ 4 38789 @+ 8+/ +4 3./,79.* 637 +4 -*.938.%
LA COMPETENCIA
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
CONCLUSION
E/ M3D./49,? 4 C4799? +4 S+*737.? 4 L7-7+K > +4 V4.* ,./ 4., -74*+, 9+4 8*. 97*7.? /9+/8., @+ 4+ 6/ -+*7879. .*+3+* / +-+*7+/37 /73% L +-*+, 8*. +,8+ /+. +*39. / 3./3+-8. 9+ ,+*737. *-79. .*77/4? 9./9+ 4., 9+844+, ,./ 3799., 7/37.,+/8+ -* *7/9* 4 3./,79.* / -*.938. +3+4+/8+% P* +44. ,+ 8747K/ 7/*+97+/8+, 9+ 48 34799? 4.34+, 3./ +,8/9*+, 9+ 677+/+ +,8*738.,? ,+*737. ,-+*7.* 4 347+/8+ > / 7+/8+ 747* 9./9+ /7;.,? +/+, > 948., 87+/+/ , -*.-7. +,-37.%
M3D./49, +/+* / *+.437/ ,74+/37., 4 +/8** / /+. +*39.% D+ 7/+978. +,84+3+ / /+. +,8/9* +/ ,+*737. *-79. 9+ 3.79,? *7/9 .-.*8/799+, 4 +/8+ .+/ > ,+ 9+,83 -.* .*+3+* / /+. -8*/ +/ +4 ,7,8+ 9+ +/8*+/7+/8. 9+4 -+*,./4% L 7-*+,7/ @+ 8+ 4 7/*+,* 97+*,., 4.34+, 9+ M3D./49,? + / +/ 8+/37/? > @+ 4, -+*,./, @+ 87+/9+/ +,8/ +/8*+/9, -* ,./*+<*% U/ ,-+38. /+87. 9+,83* +, 4 4+/37 9+ +/8+ +/ 6.*, -73.? ,-+38. @+ +, *+4+/8+ 7/3..9. -* -+*,./, 3.. >.% F7/4+/8+ 3*+. @+ 4, -.4<873, +*39.8+3/7, 44+9, 3. -.* +,8 +-*+, ,./ 3.*9+, 4, /+3+,799+, 9+4 +*39.? -.* 84 .87. M3 D./49 +, / +-*+, 4<9+* +/ , **.? 4.*/9. 78., 3./,8/8+, > -+*,7,8+/8+,