肯德基vs麦当劳产品对比以及经营模式对比.ppt

单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,单击此处编辑母版标题样式,一、简介,introduction,KFC(Kentucky Fried Chicken Kentucky Fried Chicken),commonly referred to as the KFC.From the United States is famous chain restaurants,by haran,mountain and the colonels creation in 1952.Mainly sells Fried chicken,hamburgers,French fries,soda and western fast food.,Company name:Kentucky Fried chicken,Name in foreign language:Kentucky Fried Chicken(hereinafter referred to as KFC),Headquarters site:the United States,Time of founding:1952,Business scope:western fast food,The company properties:the United States chain,Company slogan:We Do Chicken Right,Staff count:840000(2007),简介,introduction MC,McDonald s Plaza McDonalds restaurant(McDonald s Corporation)is a large chain of fast food group in the world has approximately thirty thousand shops,the main selling hamburgers,French fries,Fried chicken,soda water,ice product,salad,fruitMcDonalds restaurants all over the world six continents in over countries.In many countries McDonalds represents a kind of American way of life.,In mainland Chinas early translation is MacDonald fast food.,Company name:McDonalds,Name in foreign language:McDonalds,Headquarters site:Americas Illinoisbrooke,Time of founding:1954,Business scope:fast food chain,dessert,The company properties:the listed company,Company slogan:I m lovin it I would like,Turnover:$23.52 billion(2008),Employee number:390000,McDonalds and KFC are in the United States in the United States,the scale of the McDonalds far more than KFC,McDonalds has a global more than three shop,turnover in excess of$40 billion;And in the world have store KFC only one-third of McDonalds,about 1.1.,But in China,the KFC to enter the Chinese market earlier than McDonalds,and the size of the scale of the far more than the McDonalds,KFC restaurant is the total number 1500,and McDonalds is only 700.,麦当劳,1990.10.08,1992.04,截止到,2002,年第一季度,2002-2004,1990,年,10,月,8,日，中国内地第一家麦当劳餐厅在深圳市解放路光华楼西华宫正式开业。成为内地唯一一家能用港币和人民币支付餐饮的麦当劳,在北京的王府井开设了当时世界上面积最大的麦当劳餐厅,。,麦当劳连锁店的总数约为,460,家，其发展速度前期迅猛，后期较为缓慢。,年均新增店铺仅为,47.5,家，年增长率,仅为,25%,左右，低于开始的,38%,。,October 8,1990,the first mainland McDonalds restaurant in shenzhen jiefang road guanghua building opened.The can use the mainland and Hong Kong dollars for the McDonalds food,In the Beijing wangfujing opened in the world at that time is the biggest of McDonalds restaurant.,The total number of McDonalds franchise about 460 stores,With an average annual new shop was only 47.5 home,annual YEAR growth rate,Only 25%or so,肯德基,1987.11.12,1987-1992,1996,年,6,月,25,日,1996-2004,中国第一家肯德基餐厅在北京前门开业。,历经,6,年的摸索，全国餐厅总数为,10,家。,肯德基中国第,100,家连锁餐厅开业,肯德基在中国已达到,1200,家，至此，,肯德基在中国的开店数达到老对手,麦当劳的,2,倍！,Chinas first KFC restaurants in Beijing opened the front door.,After six years of exploration,the national restaurant for a total of 10.,The Chinese restaurant chains 100th the opening,KFC in China has reached 1200 home,so far,KFC in China to set up shop of several old rivals McDonalds 2 times!,二、连锁餐厅的投资效益与发展质量对比,The restaurant chain benefit of investment and development quality comparison,MC,KFC,543,家,32,亿,600,万,/,年,902,家,73,亿,800,万,/,年,店铺总数,Total shop,销售规模,sales volume,单店年均营业收入,Average annual revenue constructions,25%,以上,25%,以上,中国快餐,目标客户人群消费比例,Chinese fast food Target customers crowd consumption ratio,Young people60%,child30-40%,parents,1.,人群定位之毫厘之差,people location,16,25,岁的年轻人无论是在消费人群比重还是消费金额比重上，均在,60,以上。而占,30,40,的儿童与家长市场，消费权则基本由已成人的家长决定。,可以说，洋快餐的消费决策者基本为成人，绝非儿童，尤其是在,“,快餐健康危机,”,频频的今天。,麦当劳,2004,年前坚持选择,以儿童为中心的家庭,肯德基则,以年轻男女为中心,McDonalds 2004 years ago adhere to choose With children in the center of the family,KFC is To young men and women as the center,16 to 25 years old either in the proportion of consumer groups or consumption amount on proportion,were above 60%.,麦当劳以汉堡为主打产品，较适合欧美人。,肯德基以鸡肉类产品为主，与麦当劳相比更适合亚洲人尤其是中国人的口味。因此更容易为中国消费者接受。,McDonalds hamburger to give priority to dozen of products,suitable for Europe and the United States.,KFC with chicken meat products,and McDonalds more than for Asian especially the taste of the Chinese people.Therefore more easily accept for Chinese consumers.,2.,产品定位之大同小异,2.The product orientation of the same,3.,成本价格上之居高起伏,The cost price of the high in ups and downs,2003,年,6,月，麦当劳首先迫于全球业绩与成本控制的压力，实施全面的逆势涨价。,8,个月后，麦当劳将近十种主打产品全面砍到五元以内。最高降幅达到,50%,一直维持走“合适的价格与合格的产品”路线,。,In June 2003,McDonalds price increases,Eight months later,McDonalds price cut,the highest fell to 50%,The right price and quality products,步 骤,严格的选址步骤,1.,市场调查,和资料信,息的收集,2.,对不同商,圈中的物,业进行评,估。,3.,关注市场,定位和价,格水平，,麦当劳选址的步骤,The location of the McDonalds steps,1.The market survey and the material information collection,2.Different business to Things of the circle,Industry for the Estimate.,3.Concerned about the market Location and price Case level,步骤,严格的选址的步骤,1.,划分商圈,Business,division,2.,选择商圈,2.Choose,circle,3.,要确定这个商圈内，最主要的聚客点在哪。,4.,选址时一定,要考虑人流,的主要流动,线路,肯德基选址的步骤,The location of the KFC steps,3.To make sure the commercial circle,the main point is gather the guest.,4.When certain site Want to consider people As the main flow lines,战略比较,Strategy,compare,麦当劳：全球化战略,更倾向于战略性的经营调整。,肯德基：本土化战略,“,入乡随俗”,McDonalds:globalization strategy-more inclined to strategic management adjustments.,Kentucky:localization strategy-do in Rome as the Romans do,The Product contrast between MC and KFC,Kfc,sent paste is 20 grams and Mc is 28 grams,K,send is cream,M sent a cup is evaporated milk,China is still the world of McDonalds,McDonalds.,Chinas KFC,slowly become the Chinese of Kentucky.,“,中国麦当劳，仍是全世界的麦当劳。”,“中国肯德基，慢慢成为中国人的肯德基。”,Contrast the ice cream,Contrast the potato fries,Contrast paper towel,2011.11.25,Thank you!,Colin,W,Fradio,W,