1. Mid-term Report

2. Group Member 統資四乙 Marcus 盧國榮 493762346 統資四乙 Tony 林朕郁 企四丙 Karl 曾加棟 493703273 西文四 Carolina 吳品瑩 493230331

3. Introduction McDonald's one of the world's most well- known and valuable brands and holds a leading share in the globally branded quick service restaurant segment of the informal eating-out market. The leading global foodservice retailer with more than 30,000 local restaurants serving 52 million people in more than 100 countries each day.

4. Slogan I'm lovin' it. What you want is what you get It's a good time for the great taste of McDonalds Nothing can do it like McDonald's You deserve a break today...at McDonald's We love to see you smile 麥當勞都是為您 歡聚歡笑每一刻 歡樂美味就在麥當勞

5. 4C & 4P Strategy

6. 4C: Cost, Convenient, Customer, Communication 4P: Product, Price, Place, Promotion. McDonald combines 4P & 4C in advertisement, direct marketing, and so on to promote their products.

7. 4C Strategy Take customer for example. For children, they can play in McDonald. For general customers, especially for those who work in office, they provide with “Drive Thru” to save their time. Convenient

8. 4P Strategy-Product Deal out products to each store with the rapidest speed. Fresh Keep new products released

9. 4P Strategy-Price They use different price to make their product cheaper. They always suggest you order a set. 69 VS 70 99 VS 100

10. 4P Strategy-Promotion Personal selling: Add $5, you can change your fries into large. Release some toys for children.

11. 4P Strategy-Place They always use prominent signboard and combine themselves with local cultures. In their advertisement, you can see music, melody, warm and fragant. LION EAGLE In Vienna In North Italy In Hungary

12. SWOT Analysis

13. Strength The brand Equity of Mcdonalds is that it is a world-wide brand. Mcdonalds is the biggest seller of fast food, accounting for 2 in 5 of all fast-food meal in America. They have a variety of fast food Their successful items such as Fries, Happy Meal, Big Mac, Egg McMuffin, Promotions They have a huge overseas market.

14. Weaknesses Our staff are different in their quality. We always consumed much potato ketchup. Low salary for clerk and they have to do more works than their expectation. The commercial food image is better than the trueth.

15. Opportunities You can chatting and studying in our stores. We have many on-sale activities. We have clearly work and eating surroundings. You can join us anytime.

16. Threat Mature/overstored industry What is the strength of competition There are more and more health-conscious consumers, what can we do? Changing demographics Fluctuation of foreign exchange rates; Economies

17. Reference http://tw.knowledge.yahoo.com/question/? qid=1405122510930http://tw.knowledge.yahoo.com/question/? qid=1405122510930 http://www.mcdonalds.com/ http://tw.knowledge.yahoo.com/question/? qid=1305090214795

18. Thank You For Your Listening