목차
Flexible coordination
United state menu
Examples of menu variations in different countries
Transnational strategy
본문
2. Product’s standardization by limiting menu
* the first development of managerialguideline in 1957
- manual included 50 thousand of item
- Standardization of beef in size, weight, shape
- Hamburger included same amount of pickle & ketchup
in every chain store
- Standardization of french fries in size
- Standardization of recipe in milk shake & ice cream
3. Integrated network
- building a local cooperative system in advertising & purchasing
- Continuous localization in development & selling of product respecting taste of each country.
1971. Began inroads into Japan & Germany.
1977. Launched British & South America.
1990. Expanded market into Moscow.
1992. Opened branch in Beijing.
본문내용
managerial guideline in 1957
- manual included 50 thousand of item
- Standardization of beef in size, weight, shape
- Hamburger included same amount of pickle & ketchup
in every chain store
- Standardization of french fries in size
- Standardization of recipe in milk shake & ice cream
2. Product’s standardization by limiting menu
Flexible coordination
- building a local cooperative system in a |
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