The MBA interview questions usually more
professional, we need to use specific cases to be analyzed. Now, go abroad to
study abroad network you finish "MBA interview questions case: McDonald's
marketing", hoping to be helpful to you.
But, if you think skinner is a micro
management, then you're wrong - he just pay special attention to McDonald's in
the global 33000 stores efficiency and performance, as well as a number of
complicated supporting infrastructure. It is in McDonald's heyday, he formed
the management style. The 66 - year - old skinner 2004 become McDonald's CEO.
Since then, McDonald's every year increased by 5% last year, the company more
than $24 billion. And in his seven years in office, the closely watched the
industry standard, namely with store sales, every year in growth. At the same
time, the company stock cumulative yield more than 250% (even if early August
after the stock market crash is still strong rise), and the same stage of the
standard &poor's 500 (S&P 500) stock average yield is only 16%.
If you have no visit McDonald's, you will
think, the company only account for the United States 2004
in 1.6 million to $2.4 million.
Now, we come to fine count to achieve the
overall transformation must be correct implementation of all steps: test
kitchen whether has the ability to continuously introduce to popular recipes
(customers to McPizzas such food has been tired of); The company must establish
a can deal with large order supplier team; Employees need to accept for new
products for the production of training; And marketing personnel must find out
the effective way to market their products - and at the same time, but also
time beware of "food police", they a close eye on the nutritional
value of food that McDonald's troubled unceasingly. Fortunately skinner is a
operation wizard, he will be the catering industry giant success into a running
good machine, and adhere to the company in the implementation of the planning
and responsibility system, even if brittle potato cake will accept the check.
Ubs analyst David? Palmer said: "McDonald's is the miracle of management.
It is for this reason, in the fortune magazine out of the first branch business
executives "dream team" (the best of executives all-star team), the
gold into the starting list, choose.
Skinner is low-key, failed to finish
college. So at that time in the McDonald's interior, very few people will
expect by this was born in the Midwest state
of people as the company CEO. Height 5.6 feet of skinner rarely in the
interview to talk about themselves, he said: "I never is' utility man '.
'let Iowa Bell
But skinner to his leadership is full of
confidence - like the "utility man" has been silent hone acting, the
time to prepare in production. The employee of the company and analysts believe
that he is keen on meet the needs of the consumers, even if will therefore give
up his idea and preferences also regardless of the cost. For example, a few
years ago, the company to new coffee cover is conducted on the test, finally
introduced that one is consumer favorite. But in fact, often drink coffee
skinner had not satisfied. But skinner and not to veto the views of the
majority, but came up with their own solutions: he saved a number of old cover
saving it for yourself.
Starting from the kitchen
Look, skinner for McDonald's kitchen, ms,
this is because he had worked here experience, 40% of the company management
personnel have the similar experience. The Amazon company (Amazon) CEO Jeff
bezos? With top chef Richard? Galbraith had worked in a kitchen at McDonald's.
Skinner 16 years old, in davenport, McDonald's got a job. Skinner's father is a
tiler, he recalls: "in our home, if you want to spend money, you must
work." At that time is in 1962, make fries potatoes need by employees
peeling, bleaching and section.
Work in a restaurant after six months,
skinner leave Iowa, join the United States navy, in the midway island number
and aureus, camp, the carrier service. (in aureus, camp, the carrier service
period, he had and John McCain had short of work experience. Ten years of
discipline, the soldiers' career move out skinner good character. Service last
year, he encountered later wife Kathleen, so I decided to settle down (at
present, they have lived together for 42 years. In a brother's encouragement,
he applied for and become a McDonald's restaurant trainee manager.
Skinner for McDonald's loyalty for him to
win a good reputation. He is always silent complete their part of the work,
never to show off. Dennis? Ella camp in the 2010 years ago have served as a
McDonald's European business President, he says, in the future, McDonald's CEO
will get "JimSkipsdinner" nickname, because he always like after
work, a person in the hotel quiet repast, not for publicity to attend a formal
party. Ella camp in the accor group) CEO, he said: "if not necessary, some
people will also thinks that he must show up. But Jim was very different."
Worked in the company for several executives description, skinner for punches
bureaucratic hate unceasingly, and says he is like a "accurate bullshit
detector". (but this does not mean that he lacks a sense of humor. In
fact, he is very funny. He said his favorite TV show is one of the hero two and
a half ", and going to the contact, how in the sitcom join ai's cookie?
What the recent talk about their own ideas.
At the same time, the practice has proved
that he is also highly insight, even if he doesn't agree with subordinate
strategy, but in public, he always will force a company executives. Clare? Ba
boras base at McDonald's about 30 years, according to her memories, oneself at
that time as a northern California area general manager, the results met a very
tough franchisees, he did not according to the company advocates way operation
chain. (up to now, 80% of the McDonald's restaurant all by independent owners
to operate). The most important thing is that he never wearing a tie, when this
is franchisee must abide by the practice. In an inspection process, she was
boss skinner the parties together to resolve contradictions. Ba boras group
said: "I don't know why, I can't pay no attention to tie it. At this point
I will never give in." Skinner did not stop her, but query franchisees,
wearing a tie exactly how difficult is it to build it. "In the evening,
Jim invited me to dinner, he asked me, 'don't really because tie?'"
In 1992, skinner was promoted to the international
affairs, responsible for in the a new marketing big MAC hamburger and French
fries, including parts of Europe, Africa and the Middle East. He returned in
domestic business, his footprints have been all over the world.
In 2002, skinner to took the responsibility
of the domestic business, McDonald's are struggling. The company addicted to
blind expansion, in 2001, the number of new open store every day more than
three. As a result of food and service quality decline, the company stock and profit
has dropped sharply. McDonald's long-term over Jim? Bar tower loop retired to
the mountain, and vice President appointed skinner. The new management carried
out a return to the basic principles of the reform strategy, plan to win, the
core of this strategy is to increase sales of existing shops to drive growth,
not the new open to promote growth.
In April 2004, bar tower loop and his
management team to Orlando attend for all people - the operators. In the
morning, candy tower loop should be issued at the meeting a similar to the
victory speech of talk, but he had a heart attack, in skinner the next room
died. On the same day, the board of directors appointed young, energetic,
charismatic Charlie? The bell for the new world. But only for a month, bell was
diagnosed with colorectal cancer. The company and the bell I just see the dawn
of the Renaissance, but he had to resign in November. McDonald's former
executives matt? Lind's house said: "strange is, first Jim (bar tower
loop) died, and then is Charlie sick, can be in this period, the company should
have arisen unprecedented growth."
In the company the most critical juncture,
the board of directors decided to appoint sixty years old skinner for company
CEO. Ba boras group said: "at least in my opinion, when the board of
directors choose Jim is a stalling tactics." Relatively speaking, in the
outsiders, skinner always in obscurity, he claimed to this is because he has
been trying to do a competent 2 characters. He said: "competent 2 people
never usurped the boss's power, can't even trying to ZhengMingDuoLi all
day."
Calm, composed of skinner after he came
into power, not out of the New Deal to restructuring tumbledown company, but
the company strategy to keep the consistency. He stressed that the change of
leader does not mean that corporate strategy must change. Yale university school
of management of Jeffrey? Line south feld said: "he knows that there is no
need to by his idea to reshape the company image, didn't also necessity to his
own stamp on the company."
The MBA interview questions we need to use
a lot of professional knowledge and practical experience is original and
accurate solutions, this needs us to the interview stage many analysis some
cases, for a rainy day.
