Professional Documents
Culture Documents
Market Analysis
Company
Strength
Recession Resistant
Ubiquitous (viewed as the go-to fast food restaurant)
Solid, low-cost business model based on global exp.
Massive buying power and Sales Channels
High Operation efficiency
Opportunity
Weakness
Consumers
Place a lot of importance on food and the
ingredients of the food.
Only 12 percent of two-or-more-person households
made up of people over 70 eat out [5]
Are fickle and like to try out new chains such as
Taco Bell etc. that are popping up.
Once trust is corrupted, difficult to get them back
Have a wide range of taste in food and like to try
new products such as chocolate flavoured fries.
Competitors
Efficiency oriented
McDonalds
Lotteria,
Follower
First Kitchen,
A&W
Leader
Others
KFC
Quality oriented
MOS Burger
Freshness Burger,
Burger King,
Kua Aina
Subway,
Taco Bell,
Convenience stores
4P Analysis
Price:
Though McD Japan as a leader, had the opportunity
to avoid price war, it actively became the forerunner
in price competition to attract customers and
increase sales.
Burgers were priced lower and the supplements
(drinks and fries) were priced higher.
Product:
Localized menu to fit Japanese tastes such as tofuMcnugget, Cheese Katsu Burger, Teriyaki burger etc.
Place/Distribution:
McD in US of A primarily thrives in suburbs. This is in
stark contrast with Japan, where McDs in the center of
cities perform better. To this day, the worlds busiest
McD is its restaurant in Ginza (shopping district in the
center of Tokyo).
Company owned and wholly franchisee held McDs in
various markets:
Promotion:
McD Japan runs promotions with high customer
involvement. Examples of which are the recent
Name the burger and get a free burger everyday for
the next 10 years or the Children make your own
burger in McD kitchen etc.
Strategy Analysis
Strategies
2,500 regular vs 167,000
part-time employees
Rapid expansion of
restaurants. 3800 at one
point
Cost cutting by sourcing
ingredients from Chinese
Supplier
Backfire
Poorly trained employees and high turnover rate and
low morale
2014 - overcharged customers on purchases of the
nuggets and McWings
2015 - plastic shards found inside a drink
2015 - tooth found in French fries [6]
Most restaurants under performing.
Shutting down 100+ restaurants every year.Loss of
investment
Result
Solution
Customer
inconvenienced
Top-down management
Poor service
Canadian CEO
Customers enraged
Monitor suppliers
Improve employee
productivity to move queue
faster
Get group consensus
Transcultural leadership,
like Nissan CEO Carlos
Ghosn
Internal
Transcultural leadership
References:
[1] http://www.nytimes.com/1992/03/22/business/den-fujita-japan-s-mr-joint-venture.html?pagewanted=all
[2] http://www.forbes.com/global/2009/0608/japan-mcdonalds-den-fujita-mcshakeup.html
[3] http://www.japantimes.co.jp/news/2016/02/09/business/corporate-business/mcdonalds-japan-logged-%C2%A534-70-billion-loss2015/#.VvGLPvl96hc
[4] http://www.reuters.com/article/us-mcdonalds-japan-divestiture-idUSKBN0U428F20151221
[5] http://www.japantimes.co.jp/news/2015/05/09/business/economy-business/stores-struggle-to-adjust-in-a-shrinking-japan/
[6] http://www.channelnewsasia.com/news/asiapacific/mcdonald-s-japan-hit-by/2101184.html