管理学 课后案例分析参考答案(1-17章)

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1、AnswerstoInternationalCaseQuestions(Chapter1-17)Chapter1McDonald’s:ServingFastFoodaroundtheWorld(p.29)1.Thebiggestopportunity,whichwasrealized,wastoopenthemassmarketfast-foodbusiness.Krocdidthisthroughabalancedexpansionofownedandfranchiseoperationswhilemaintainingqualitycontr

2、olandnotoutstrippingrequirementsforadditionalcapital.Hecouldhavechosentoownalloftheoutletsortorestrictoperationstocertainregions.Thethreatswereandstillarealternatefoodsandalternatestores.2.McDonald’swasnotwithoutluck.AtthetimetheyexpandedintoEurope,Americangoodsandstyleswerei

3、nfashion.Inaddition,McDonald’smaintainedrigidqualityandcostcontrol.Forexample,whiletheyweretryingtodevelopapotatostrainthatcouldbegrowninEuropetheyimportedallofthepotatoesfromtheirsuppliersintheU.S.Thismaintainedtheirreputationforthe“bestfries,”oneofthesellingpointsforMcDonal

4、d’s.TheculturaldifferencesbetweenAsiaandEuropeareconsiderableandthetrickwastofindthecommonaltybetweenthetwoandtheU.S.InJapan,forinstance,heavypre-openingadvertisingandlarge-scalelocations,combinedwithcontributionstothelocalcommunity(similartoToyotapublicrelationsinAsiaandtheU

5、.S.),aswellasinclusionoflocalspecialtiessuccessfullylaunchedMcDonald’snameandproductsinAsia.3.Thebasicphilosophyisexpressedinthecase:QSC&V.Whenhewasalive,RayKrocpersonallyvisitedlocationsandinspectedtheoutsidepremises,insidefoodpreparationareasandpersonnel.Thissetatoneforthec

6、orporationatthetop.ItssuccessismeasuredbythefactthatyoucangetaBigMacalmostanywhereintheworld.4.McDonald’sisexpandingitsmenuinordertomeetcompetition.Ithasexpandedintocompetitors’areassuchaschickenandMexicanfoodsandinsomeEuropeanlocationsofferswinewithmeals.IntheU.S.,newlow-car

7、bohydratedietsemulatetheAtkinsmodelwhilelow-fatmenusweredevelopedtoappealtothatphaseofAmericaneatinghabits.5.Planningandattentiontodetail,combinedwithathoroughunderstandingofthelocalcustoms,haveallcontributedtoMcDonald’ssuccess.TheopeningofMcDonald’sinMoscowin1990illustratess

8、omeofthefactorsinoperation:Itofferedproductsnotavailableelsewhereina