1. McDonald’s

2. Introduction Largest fast food chain in the world Our focus:
McDonald’s America
McDonald’s Thailand

3. Mission Statement
QSC&V
Quality
Service
Cleanliness
Value

4. Company 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 worldwide

5. Company 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 items

6. Target Market Low to Mid income Busy people – anyone on the go!
Families (Happy Meal)
Teenagers
College students

7. Franchising
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, Illinois

8. Location – 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’s

9. SWOT Analysis Strengths 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 children

10. SWOT Analysis Weaknesses Many other similar competitors
Until recently, had very few options for eating healthy
Negative image due to “Fast Food Nation” and other media sources

11. SWOT Analysis Opportunities
“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” redesign

12. SWOT Analysis Opportunities (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)

13. SWOT Analysis Threats Many competitors for same costumer Subway
Burger King
KFC
Taco Bell
Etc..
Yo Quiero

14. SWOT Analysis Threats (cont.)
Criticism – contribute to obesity, and other health problems

15. McDonald’s Thailand

16. McDonald’s In Many Countries
Not only in Thailand but also in many countries

17. McDonald’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.

18. 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 gethering

19. Foods and Deserts Burgers Pies Claypot Rice & Chicken
Mc Nuggets Seaweed shake shake
Double Teriyaki Pork
Burger Gai Hit
Pies
Pineapple pie
Corn pie
Taro pie

20. Similarity 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 pie

21. Target Market Thailand Overview McDonald’s Target
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 dollars
Each meal cost at least one dollar

22. Site Selection Central Business District Shopping center Free-Standing
Downtown Bangkok which is capital of Thailand
Shopping center
Free-Standing

23. SWOT Analysis Strengths Varieties of Product line Burgers Salad
Chicken, Fish, Beef, Pork, and Rice Burgers
Salad
Fruits salad and vegetables salad
Deserts
Pies and ice-cream
Drinks
Soda, milkshake, coffee, and tea

24. SWOT Analysis Weaknesses Prices Minimum wage is 50 cents an hour…..
Average cost of food is 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 drink

25. SWOT Analysis Opportunities Happy Meal with all sort of toys Delivery
Play house
“Party Room” for kids to have party such as birthday

26. SWOT Analysis
Opportunities
Happy Meal

27. SWOT Analysis Threats Examples: Fast Food – Thai food in general
Subway
Burger King
KFC
Etc..

28. Sources www.Wikipedia.org McThailand.co.th www.mcdonalds.com