McDonalds - сеть предприятий общепита быстрого обслуживания, предлагающих в качестве основного блюда рубленые бифштексы. Имея более 5500 торговых точек (1100 - за границей), она прочно удерживает 18% рынка общепита быстрого обслуживания, намного опередив своих ближайших соперников: фирмы «Burger King» (5,7%), «Kentucky Fried Chicken» (5,5) и «Wendy’s» (4,1%). Все мы прекрасно понимаем, что завоевано это лидерство только благодаря хорошо спланированной и выполненной концепции управления, ведь конкуренция на этом рынке является очень жестокой. Завоевать признание потребителей, выйти на международный рынок тут практически невозможно. Но компания McDonalds не только справилась с этой трудностью, но и стала популярной во многих странах. Поэтому мы выбрали именно эту компанию для изучения всех закоулков лабиринта под названием «Управление маркетингом».
Каждая компания выбирает свой путь к успеху – свою маркетинговую концепцию. В современных условиях почти все фирмы перешли на концепцию, связанную с удовлетворением потребностей потребителя. Но существует немного примеров фирм, которые перейдя на эту концепцию, остались на плаву. Многие увлеклись, забыв про основную цель предприятия – получение прибыли, многие недостаточно сил вкладывали в эту идею, многие так и не смогли понять, что же хочет потребитель. Причины можно перечислять еще очень долго. Но вот почему именно у McDonalds все получилось? Еще и при такой конкуренции, при таком нелояльном потребителе? Мы считаем, что основными факторами являются:
Первый и скорее всего ощутимый фактор – это ориентированность на очень большой сегмент рынка. Уделяется внимание и обычным работягам, которые утром так спешат на работу, что даже не успевают позавтракать, и студентам, которых вполне устраивает соотношение качество-цена, и даже семейным парам, которые с легкостью могут провести воскресный день тут вместе со своими детьми, и даже вегетарианцам, что в принципе противоречит понятию общепита. Ассортимент McDonalds может удовлетворить людей с разным материальным положением, семейным статусом, даже людей разных религий и возрастной группы.
Предприятие, желающее не только заинтересовать клиента, но и заставить его полюбить свою продукцию, должно заботиться о своих потребителях. Одно из самых важных проявлений заботы является сервис. Обслуживание в наше время - это лицо предприятия, особенно такого деликатного как общепит. McDonalds достиг небывалых высот в данном вопросе: посетители входят в безукоризненно чистое помещение, подходят к приветливой распорядительнице, заказывают и не позднее чем через пять минут получают вкусный бифштекс, который съедают тут же или уносят с собой.
Изначально выйдя за пределы своей Родины, McDonalds понял, что ему надо ориентироваться не только под свою целевую аудиторию, но и под культуру страны. Не каждая страна готова принять американизированную версию. Ведь в каждой стране свои правила, устои, порядки, привычки. McDonalds справился и с этим. Известно, что каждый месяц проводится специализированные недели, когда каждой нации уделяется особое внимание. Появляются наименования, которые должны оценить потребители разных стран, например для Италии - бургер под названием McItaly. Но McDonalds не остановился на этом, он решил покорить следующие рынки: рынок Китая, Индии и Японии, которые считаются своеобразными особенно для американского общепита. Приведем примеры:
В Индии все продукты готовятся исключительно на растительном масле, и введены 2 вегетарианский продукта: один – с острой картошкой, другой - с горохом;
В Китае, например, Чикен Макнаггетс подают с традиционным барбекю, с соусами (сладким, острым, горчичным, с чесночным и перцом чили).
В Японии рестораны Макдоналдс предлагают разнообразные бургеры из свинины, говядины и курятины, кроме основного меню, в ресторанах так же подают разнообразные блюда с рисом, а так же салаты, супы и другие блюда.
С помощью постоянно проводимых опросов посетителей McDonalds следит за качеством блюд и сервиса и направляет большие усилия на совершенствование технологии приготовления бифштексов, что заставляет клиента почувствовать себя задействованным, особенным и нужным.
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