Chuỗi Cung Ứng Của Mcdonald 1

8/10/2019 Chui Cung ng Ca Mcdonald 1

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-M hnh kinh doanh: McDonald's Corporation kim c doanh thu nh l mt nhu t bt ng sn, nhng quyn mt nh hng, v nh iu hnh mt nh hng.Chkhong 15% cc nh hng McDonald's c s hu v iu hnh bi Cng tyMcDonald's trc tip.Phn cn li c iu hnh bi nhng ngi khc thng qua

mt lot cc tha thun nhng quyn thng mi v lin doanh.2.Lch s hnh thnh v pht trin-1920, nh McDonald di c t Manchester n Hollywood, California.-1937, ngi cha trong gia nh l Patrick McDonald m 1 gian hng bn thc tnl The Airdrome gn sn bay Monrovia Monrovia, California. ng bnHamburger vi gi 10 cent v nc cam vi gi 5 cent-1940 , con ng l Maurice v Richard tip qun gain hng ca ng v quyt nhchuyn nh 40 dm ( 64 km ) v pha ng , n Ty Bc San Bernardino ,

California. Sau nh hngc i tn thnh " McDonaldsBarB - Q " v c25 danh mc thc n, ch yu l tht nng. McDonald's BarBQ lc vn theokiu nh hngcarhop drive-in truyn thng, bn nhng chic burger gi r do mtngi thc hin mi cng on ch bin v mang phc v ra tn ca t.-Thng 10 nm 1948 , sau khi anh em nh McDonald nhn ra rng hu ht li nhunca h n tHamburgers, h ng ca ci tin, thc hin s sng to ca h vh thng phc v nhanh( Speedee service system) l thay v phi tr lng caocho u bp v thi gian ch i lu cho mi yu cu mang li nhngrc ri,

McDonald's s dng m hnhdy chuyn lp rpvn rt ph bin trong nn cngnghip M khi p dng vo ca hng n. Tng ngi s ph trch mt cngon ring bit, do McDonald's c th thu nhn cng gi r khng cn kinhnghim thc hin mt vi k nng c bn to ra sn phm.v tin hnh thit lp hthng hin i v hp l cho nh hng vi 1 menu n gin ch hamburger ,cheeseburgers , khoai ty chin , khoai ty lc , nc gii kht , v bnh to. Cc dchv giao hng ti xe hi b loi b thc hin m ca hng Mcdonalds t phc v l khch hng thay v ngi trn xe t c n ti ch, gi y h phi ng xp hng

ch n lt mang n.

Tn ca nh hng li c i 1 ln na, ln nyh ly tnn gin hn McDonalds . Vi mc gi 15 cent, burgers ca McDonald ch bng 1na gi cc nh hng tiu chun khc nhng vi cng cht lng v h phc v rtnhanh. V vy, McDonalds thnh cng 1 cch nhanh chng, tr nn ni ting nhtruyn ming ca khch hng-1952, 2 anh em thu kin trc s Stanley Clark Meston thit k li ca hng chnh


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San Bernardino vi din mo mi bt mt v hiu qu hn. V kin trc s Meston cho ra i bn thit k nhng hnh cung vng( Golden Arches) biu tng caMcDonalds-1952, 2 anh em McDonald bt u thc hin nhng quyn thng mi nh hng ca

mnh. V ngi s hu nhng quynMcDonald u tin l Neil Fox-1953, Foxs McDonalds m ca vo thng5 Phoenix, Arizonia. y l ca hng utin p dng thit k nhng hnh cung vng-1954, nh doanh nhn v saleman Ray Kroc

b cun ht bi McDonalds. ngta nhnthy c tim nng v sc ph bin ca n.

McDonalds cng l ngun cm hng cho cc nh hng sau ny nh JamesMcLamorengi sng lp nn Burger King and Glen Bell- ngi sng lp nn TacoBell. Sau khi xem xt h thng hot ng McDonalds ng tip cn 2 anh emMcDonald thuytphc nhng quyn thng mi cho ng-1955, Kroc thnh lp cng ty lin hp h thng McDonalds vo thng 2, to c cu

php l cho thng hiu nhng quyn ca mnh. Kroc m nh hng McDonld's th9 ca mnh Des Plaines, Illinois vo ngy 15 thng 4-1957, nh hng chnh San Bernardino c xy li vi kin trc nhng dngcung vng-1958, McDonalds bn ra c ton b 100 triu Hamburger-1959,ca hng McDonalds th 100 c m Fond du Lac, Wisconsin-1960, cng ty ca Kroc i thnh Tp on McDonalds

-1961, anh em nh McDonald ng bn ton b quyn kinh doanh McDonalds choKroc vi gi 2.7 triu la-Nm 1961, ti mt nh hng mi m lng ElkGrove, Illinois, Ray Krocpht ng mt chng

trnh o to , sau ny c gi l i hcHamburger. Ni y, cc i tc nhng quyn vnhng nh iu hnh c o to cc phng

php khoa hc trong vic lm sao iu hnh mtnh hng McDonalds thnh cng. i hcHamburger nghin cu v pht trin trong phng th nghim cc phng php nu


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nng, lm lnh v lu tr thc phm. c hn 80,000 sinh vin tt nghip tchng trnh ny.-1962, nh hng McDonalds u tin vi hnh thc ngi n ti ch ra i Denver,Corlado. Vo nm , nghin cu ca McDonald cho thy phn ln khch hng nhn

din McDonalds bng hnh nh cc ng cung vng v vy h quyt nh b logo clinh vt Speedee v thit k logo mi hnh vng cungmu vng

-1963, trong chin dch marketing ca Kroc ahamburger ca McDonalds n mi gia nh v tr emth 1 chi nhnh nhng quyn thng hiu Washington D.C ti tr cho 1 chow trnh hnh dnhcho tr em trn NBC Washington tn l Bozo The

Clownchng trnh v nhng ch h rt ph bin nc M lc by gi. T lc tng v nhn vtbiu tng mi thay cho Speedee c dng nn l hnh tng 1 ch htn lRonald McDonald vi trang phc mu v vng truyn thng ca McDonalds rtthn thuc vi tr em.-1963, Mcdonalds bn c 1 t hamburger. Cng trong nm ny ca hngMcDonalds th 500 c thnhlp Toledo, Ohio-1965, c phiu ca McDonald ln u tin c nim yt trn th trng chngkhon vi gi ban u l 22,5 la / c phn-1968, nh hng Mcdonalds th 1000 c thnh lp Des Plaines,Illinois-1971, nh hng Mcdonalds u tin Chu c thnh lp Tokyo, Nht Bnvothang 7

- 21/8/1971, ca hng Mcdonalds u tin Chu u c thnh lp Zaandam, HLan. Ngi c nhng quyn thng mi McDonalds l Anhold-1972, doanh thu bn hng ca ton h thng nh hng McDonladsln ti 1 t USD,vi 2200 nh hng trn ton th gii-1976, ln u tin McDonalds chi tr c tc bng tin mt cho c ng-1978, nh hng McDonalds th 5000 thnh lp Kanawaga, Nht Bn-1980, McDonalds gii thiu mn n mi l g McNugget. Mn n ny nhanh chngmang li thnh cng cho McDonalds. Cng trong nm ny, nh hng McDonaldsth 6000 c thnh lp Munich, c-1984, ch tch tp on Mcdonalds Ray Kroc qua i-1984, y cng l nm cng ty tr thnh nh ti tr chnh thc Olympics ma h nm


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1984

-12/8/1987, mt chic my bay gp tai nn m vo nh hng McDonalds Wasserburger Landstrasse, c lm 7 ngi cht trong nh hng, 7 ngi cht trongmy bay v trn ng v nhiu ngi b mc kt trong my bay. S vic ny lm

cho nh hng Wasserburger Landstrassephi sa cha xy dng li-31/1/1990, nh hng Mcdonalds u tin c thnh lp Moscow, Soviet. Ti thiim lc , y l nh hng McDonalds ln nht tng c thnh lp. Do tnh hnhchnh tri gia M v Soviet nn nh hng c m trn danh ngha l thucMcDonalds Canada v khng c s can thip ca cng ty m M. Vi vy cng ty to ra chui cung ng mi ca mnh bao gm cc trang tri trong Lin bang Sovietv ca hng ch chp nhn ng Rp-1992, nh hng McDonalds u tin Chu Phi cthnh lp Casablanca,

Marocco-23/4/1992, nah2 hng McDonalds ln nht c thnh lp Bc Kinh, Trung Qucvi hn 700 ch ngi-1993, s ra i ca McCafe i cng vi chui nh hng ca McDonalds Melbourne, c. V nhanh chng tr thnh thng hiu cafe ln nht c v NewZealand

-1998, Jack. M.Greenberg tr thnh CEO ca tp on McDonalds. Cng trong nmny Mcdonalds thit lp quan h hp tc vi Disney/Pixar-2002, McDonalds cng b doanh thu bn hng ca h ln u tin b l 334 tr USD, l do s canh tranh t cc nh hng thc n nhanh khc, cung cp Hamburger vicht lng tt hn v a dng hn. McDonalds tuyn b rt khi 3 quc gia vng ca 175 ca hng c daonh s bn hng khng tt-2003, James Richard Cantalupo c bu lm Ch tch hi ng qun tr v CEO catp on-2004, James Cantalupo bt ng qua i v bnh au timv Andrew J.Mckenna c

bu lm ch tch hi ng qun tri-2009, 20th Century Fox thit lp mi quan h hp tc vi McDonalds

** Bn cnh nhng thnh cng ln ca McDonalds th h cng gp phi nhng thtbi cng nh nhng li ch trch t cng ng.McDonalds tng thua l vo nm 2002v 2007, l mc tiu cng kch chnh tr cng nh l i tng b ch trch nhiu nhtv nguyn nhn gy bnh bo ph v gy nhim mi trng. Hu nh tt c mi tili ca fastfood u c ghi cho McDonalds. c mt thut ng gi l


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McDonaldization m ch s nh hng ca fastfood ln i sng x hi, c bitnhn mnh n s thay i trong thi quen, hnh vi, vn ha trong x hi M cngnh cc quc gia khc k t khi McDonalds xut hin.V cng c nhngt chcnh l SlowFood, London Greenpeace, c thnh lp chng li s xm chim ca

fastfood ni chung v McDonalds ni ring.3. Logo v Slogan ca McDonalds qua cc thi k

Nm 1940-1948 Nm 1948-1953

Nm 1953-1960 Nm 1960-1968

Nm 1968-1975 Nm 1975


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1992 1993 1995 1997

1997-2000 2000-2003

2003 2006 2007- nay

Slogans- You deserve a break today (23-1-197123-4-1975)- We do it all for you (24-4-19756-5-1979)

- Nobody can do it like McDonald's can (7-5-197919-1-1983)- Nobody can say good night like McDonald's can (1979)

- You deserve a break today (21-8-1981

19-1-1983)- Nobody makes your day like McDonald's can (198019-1-1983)

-You deserve a break today (21-8- 1981 19-1-1983)-What you want is what you get (1992)

-Did somebody say McDonald's? (2-10-199729-6-2000)-We love to see you smile (30-6- 200028-9-2003)

-I'm lovin' it (29-9-2003nay).


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4.Sn phm ca McDonalds

B.Chui cung ng ca McDonalds

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Chuỗi Cung Ứng Của Mcdonald 1