\nMcDonald\u2019s Corp., cel mai mare lan\u0163 de restaurante la nivel mondiale, a anun\u0163at la \u00eenceputul lunii decembrie cea mai abrupt\u0103 sc\u0103dere a v\u00e2nz\u0103rilor din istoria recent\u0103. V\u00e2nz\u0103rile din restaurantele din Statele Unite ale Americii deschise \u00een ultimul an au sc\u0103zut cu aproape 5%, potrivit informa\u0163iilor transmise de companie. Anali\u015ftii anticipieaz\u0103 o sc\u0103dere de 1,9%, dup\u0103 cum informeaz\u0103 Consensus Metrix. Vestea a cobor\u00e2t ac\u0163iunile companiei cu 3,8%, marc\u00e2nd cea mai mare zdruncinare din ultimii doi ani, transmite Bloomberg. V\u00e2nz\u0103rile au sc\u0103zut pentru a \u015faptea lun\u0103 la r\u00e2nd, \u00eenregistr\u00e2nd cea mai mare depreciere din ultimii 13 ani, iar compania a anun\u0163at o nou\u0103 sc\u0103dere de 1% pentru luna octombrie. V\u00e2nz\u0103rile la nivel global, excluz\u00e2nd restaurantele nou-deschise, au sc\u0103zut cu 2,2%, mai mult dec\u00e2t predic\u0163iile anali\u015ftilor. Pentru a remedia aceast\u0103 situa\u0163ie, compania a anun\u0163at reorganizarea opera\u0163iunilor \u015fi a investi\u0163iilor \u00een marketing. “Consumatorii de azi cer mai multe variante \u015fi doresc un plus de valoare”, a declarat CEO-ul McDonald’s, Don Thompson.<\/p>\n
\nV\u00e2nz\u0103rile \u00een Europa au sc\u0103zut cu 2% \u00een noiembrie, afectate \u015fi de rezultatele extrem de proaste din Rusia \u015fi cele sub a\u015ftept\u0103ri \u00eenregistrate \u00een Fran\u0163a \u015fi Germania, a mai notat compania. \u00cen Asia, Orientul Mijlociu \u015fi Africa, v\u00e2nz\u0103rile au sc\u0103zut cu 4%. \u00cen luna iulie, principalul furnizor al McDonald’s \u00een Shanghai a fost acuzat c\u0103 a livrat carne expirat\u0103; scandalul a avut ca efect sc\u0103derea accelerat\u0103 a v\u00e2nz\u0103rilor.<\/p>\n
\n“McDonald’s era c\u00e2ndva un concept simplu \u015fi u\u015for de abordat: un v\u00e2nz\u0103tor interna\u0163ional de burgeri unde po\u0163i m\u00e2nca vit\u0103, cartofi pr\u0103ji\u0163i \u015fi bea cola. Simplitatea era tulbur\u0103toare, iar fondatorul Ray Kroc a men\u0163inut-o a\u015fa, iar o for\u0163\u0103 teribili\u0103 l-a r\u0103sp\u00e2ndit pe toata planeta”, \u00ee\u015fi aminte\u015fte Mark Stevens.<\/p>\n
\nSpecialistul observ\u0103 principalele motive pentru care brandul sub care opereaz\u0103 lan\u0163ul de restaurante a devenit unul “de nerecunoscut”.<\/p>\n
\n“E clar c\u0103 McDonald’s \u015fi-a pierdut drumul. Nimeni nu mai \u015ftie ce \u00eenseamn\u0103. \u00cen termeni de marketing, a promis at\u00e2t de multe lucruri \u00eenc\u00e2t nu mai are un centru de greutate. A devenit \u00aborice vrea clientul s\u0103 fie\u00bb, iar ideea genial\u0103 a fondatorului ar putea sf\u00e2r\u015fi \u00een c\u0103r\u0163ile de istorie”, spune specialistul \u00een marketing, care enumer\u0103 patru argumente \u00een sprijinul afirma\u0163iilor sale.<\/p>\n
\n1, C\u00e2nd o afacere uit\u0103 motivul pentru care a fost creat\u0103, c\u00e2nd alearg\u0103 cu disperare dup\u0103 orice oportunitate \u00eentrez\u0103rit\u0103, \u00ee\u015fi las\u0103 clien\u0163ii sc\u0103rpin\u00e2ndu-se \u00een cap.<\/p>\n
\n2. Marketingul are din start o latur\u0103 oportunist\u0103, dar \u015fi una disciplinat\u0103. P\u0103streaz\u0103 mereu linia de baz\u0103 \u015fi o respect\u0103. Imagina\u0163i-v\u0103 c\u0103 Walmart ar deveni brusc un comerciant cu produse exclusiviste.<\/p>\n
\n3. Managementul se consider\u0103 mult mai de\u015ftept dec\u00e2t tipul care a \u00eenceput afacerea. Ei nu o recunosc, dar dac\u0103 s-ar putea \u00eentoarce fondatorul pentru o zi i-ar unge cu untur\u0103 \u015fi i-ar da la c\u00e2ini.<\/p>\n
\n4. McD este o idee genial\u0103 care nu a fost niciodat\u0103 continuat\u0103 corespunz\u0103tor. Este o viziune genial\u0103 din 1950, dar lipsit\u0103 de inova\u0163iile care \u0163in \u00een via\u0163\u0103 conceptele grozave. Disney are o v\u00e2rst\u0103 similar\u0103, dar a introdus noi concepte care s-au aliniat promisiunii brandului \u015fi milioane de p\u0103rin\u0163i \u00eenc\u0103 \u015ftiu de ce trebuie s\u0103 \u00ee\u015fi duc\u0103 acolo copiii.<\/p>\n","protected":false},"excerpt":{"rendered":"
Mark Stevens, CEO al companiei de marketing MSCO Inc. \u015fi autor al bestsellerului Your Marketing Sucks, descrie, \u00eentr-o postare pe blogul personal, motivele pentru care lan\u0163ul de restaurante McDonald’s \u00eenregistreaz\u0103 cele mai slabe v\u00e2nz\u0103ri din ultimul deceniu.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7211],"tags":[272,7178,7155,7436,7212],"class_list":["post-115400","post","type-post","status-publish","format-standard","hentry","category-comert","tag-companie","tag-marketing","tag-mcdonalds","tag-restaurante","tag-vanzari"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/115400","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=115400"}],"version-history":[{"count":0,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/115400\/revisions"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=115400"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=115400"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=115400"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}