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夏婵 刘丹 黄奕璇陈慕侨 梁启超 龙海艳 谢睿嫱 Introducti onExternal Analysi sInternal Analysi sConclusi onRecommendati ons on How to EnterContents Introducti onExternal Analysi sInternal Analysi sConclusi onRecommendati ons on How to EnterContents 1. Case Synopsis To extend its brand into the hotel industry in the U.S, by opening a hotel in Illinois. McDonalds Corporation, headquartered in Oakbrook, Illinois, is the worlds largest chain of hamburger fast food restaurants, serving more than 58 million customers daily. One of the most recognized brands in the world. How does the McDonaldsbrand extend into the hotel business? Features 2. U.S. received a 17.9% of world travel receipts, larger than.3. was expected to recover and continue growing by 2004;4. Industry sales: $108 billion in 2001, average occupancy rate: 63.7% By Location Property RoomsUrban 1 0 .2 % 1 6 .0 %Suburban 3 3 .6 3 0 .4Highway 4 2 .2 3 1 .0Airport 7 .7 1 0 .2Resort 6 .3 1 2 .4By Sizeunder 7 5 rooms 5 1 .5 2 2 .57 5 -1 4 9 3 3 .5 3 5 .11 5 0 -2 9 9 1 0 .9 2 1 .3 3 0 0 -5 0 0 2 .8 9 .9over 5 0 0 1 .3 1 1 .2 Lodging Property and Room Information Hotel2. U.S. received a 17.9% of world travel receipts, larger than.3. Industry sales: $108 billion in 2001, average occupancy rate: 63.7% Competition: fierce1. a lot of hotel chains in Illinois2. fierce competition insegments of Luxury and Upscale 3. major competitors in Economy: Fairfield Inn, Red Roof Inn, Travelodge Conclusion: External Environment Case Synopsi s 2. Experienced human resource management;Lack of expertise of hotel industry.Human Resources CultureCompetenceInternal Analysis“QSCV Pri nci ple” (vi si on)1. Quality: outstanding quality, delicious 2. Service: quick 3. Cleanliness: environment;4. Value: high quality with reasonable price 2. experienced management;3. high-quality food;4. site development expertise; 5. advanced operational systems;6. unique global infrastructure. Conclusion: Internal EnvironmentStrengths:Financially capable for those economy segment;Reputation and brand image of the “Uncle McDonald”Outstanding corporate culture: QSCV.Weaknesses:Financially incapable for those high-level segment;Lack of expertise of hotel industry; Case Synopsi s & Gli mpse of McDonaldsExternal Analysi sInternal Analysi sConclusi onRecommendati ons on How to EnterContents Marketing MixProduct Place Price Promotion Quality Service Cleanness Value Service: high quality, quick Suite type: Standard （ 150） Family suite TV, telephone, hairdryers, air conditioner, access to internet, refrigerator, microwave ovenrollaway beds and cribs Breakfast, morning call, same-day dry cleaning, 24hour front desk serviceselected service： fax, copier Check in/ out Room service Open a store on the 1st floor Shorten service time Fast food service Free shuttle busesFree buses around the city At the center of Chicagoland Boasting a great arrays of location advantages Great infrastructure Free shuttle buses from and to the hotelEasy to get aroundVicinity to the OHare International Airport (13 min-drive) Enjoy all the greatness that Chicago has to offerLake Michigan sightseeingVicinity to the metropolitan area of the city of Chicago (30 min-drive) Vicinity to various tourist attractions Fun for the ChildrenKeyLime Cove Water ResortSix Flags Great AmericaFun for the AdultsArlington Park RacecourseChicago Premium OutletsNatureBrookfield ZooChicago Botanic Garden Economy: $50-$70 Print media Dynamic mediaFree shuttle buses Newspaper Tourism magazine Mobile TV Internet Free shuttle buses Internet Hotel service Tourism websites Advertising Spending Mobile TV Internet Newspaper Free bus Magazine Coupons Membership discount Experiential gift Coupons for McHotel Coupon Membership discount lRegister on the McHotel website lGet a discount for the first experience Experiential gift Obtaining favorable publicity on McHotel Drawing Competition of “ My McHotel Room ” 123 Launch the drawing competition Collect drawings from children nationwide Select two excellent drawingsDesign two rooms according to these drawings Invite the winners to have a free stay in these roomsChoose a number of these drawings at random Have them displayed on the LED screen Change these drawings monthly Procedures Case Synopsi s & Gli mpse of McDonaldsExternal Analysi sInternal Analysi sConclusi onRecommendati ons on How to EnterContents Conclusion
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