Ray Croc, a 52 year old salesman of milkshake-mixing machines, set out on a mission to transform the way Americans eat. in 1955, Kroc discovered a string of seven restaurant owned by Richard and Maurice McDonald. He saw the McDonals brothers' fast-food concept as a perfect fit for america's increasingly on-the-go, time-squeze, family-oriented lyfestyle. Kroc bought the small chain for $2.7 million, and the rest is history.
From the start, Kroc preached a motto of QSCV- quality,service,cleanliness, and value. These goals became maintays in McDonald's corporate and marketing strategy. By applying these values, McDonald's grew quickly to become the world lagest fast-feeder. The fast-food giant now serves more than 68 million customers each day through more than 33000 restaurant in 118 countries, racking up system-wide sales of more than $85 billion annually.
In the mid-1990s however, McDonald's fortunes began to tun. The company appeared to fall out of touch with customers. American were looking for fresher, better-tasting food and more contemporary atmospheres.
To fix the problem, the company tried new product, everything from pizza to toasted deli sandwich (both failed). It continued opening thousand of new restaurant each year, but the new operation suffered from the same malaise as already existing ones.
In early 2003, McDonald's announced a new strategic blueprint- what now calls its "Plan to Win". At the heart of this strategic plan, was a new mission statement that refocused the company on its customers. No longer satisfied with being " the world best quick-service restaurant," McDonalds changed its mission to "being our customers' favorite place and way to eat". In line with the new mission, the company built its Plan to Win around five basics of an exceptinal customer experience: people, products, place, price and promotion.
Under the Plan to Win, McDonald's got back to the basic business of taking care of customers. The goal was to get "better, not just bigger". The company halted rapid expansion and instead poured money back into improving the food, the service, the atmosphere and marketing at existing outlets. To make customer experienced more convenient, McDonalds store now open earlier to extends breakfast hours and stay open longer to serve late-night dinner- more than one-thired of McDonald's restaurants are now open 24 hours.
Fast-food giant McDonald's knows the importance of good strategic and marketing planing. Thanks to its new Customer-focused strategic blueprints-called the Plan to Win-customers and the company alike once again humming the chain's catchy jingle, "i'm lovin' it".
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