{"id":4414,"date":"2021-07-23T08:20:45","date_gmt":"2021-07-23T06:20:45","guid":{"rendered":"https:\/\/superznamka.si\/?p=4414"},"modified":"2022-10-04T16:17:33","modified_gmt":"2022-10-04T14:17:33","slug":"legenda-mcdonalds-funkcionalen","status":"publish","type":"post","link":"https:\/\/superznamka.si\/legenda-mcdonalds-funkcionalen\/","title":{"rendered":"LEGENDA: McDONALDS. FUNKCIONALEN."},"content":{"rendered":"\n

\u017de od samih za\u010detkov se je McDonalds<\/a> uspel ustoli\u010diti s konceptom, v okviru katerega se kot znamka nenehno nadgrajuje, razvija, adaptira in raste. V marketingu in o\u010deh potro\u0161nikov ima tisto nekaj, McDonaldsov stil, ki vsaki\u010d znova pritegne, prepri\u010da, dose\u017ee, da se k njemu radi vra\u010damo. McDonalds pooseblja redko in cenjeno lastnost, da je hkrati retail prodajalec, ki v svoji verigi delovanja diha kot znamka, povsod po svetu, bolj ali manj enako.\u00a0<\/p>\n\n\n\n

Ne glede na izzive in \u010das, ves \u010das deluje kot \u017eiva znamka z dolgoro\u010dnim ugledom in enostavno formulo o uspehu. \u010ceprav je v ozadju kontinuirano vpet v povsem funkcionalne izzive (prehranjevalne navade), se zdi, da je ma\u010dka z devetimi \u017eivljenji, ki pristane. Nenazadnje, tudi v \u010dasu korone, ko so se restavracije mno\u017ei\u010dno zapirale, je z dolgimi vrstami, ki so se vile pred njegovo ves \u010das vzporedno alternativo, McDrive, uspel ohranjati stik s potro\u0161nikom. Situaciji se je prilagodil zgolj v delu, da je z dodatno organizacijo poskrbel za hitrej\u0161e pomikanje dolgih kolon vozil. Kot to poteka obi\u010dajno znotraj njegovih prostorov, ko (redno) obratuje.<\/p>\n\n\n\n

V marketingu in o\u010deh potro\u0161nikov ima tisto nekaj, McDonalsov stil, ki vsaki\u010d znova pritegne, prepri\u010da, dose\u017ee.<\/span><\/strong><\/p><\/blockquote>\n\n\n\n

Vse to je po zaslugi samih premi\u0161ljenih za\u010detkov njegovega ustanovitelja, Rayja Kroca, ki je znamko razvil in utemeljil z vizijo, da je za potro\u0161nika preprost, hiter, u\u010dinkovit, dostopen servis v ponudbi prehranjevanja. Od tod tudi znana Krocova zmagovalna formula QSC&V (qulity, service, cleanliness, and value; akronim, ki \u0161e danes ohranja sloves McDonaldsa kot tiste super priro\u010dne znamke na vogalu, h kateri je treba zaviti). Pa smo spet pri za\u010detkih in tisti simplifikaciji vizije delovanja na dolgi rok. V sami kali si je potrebno znati zastaviti in odgovoriti na klju\u010dna vpra\u0161anja, s katerimi pozneje znamka poganja motor svojega vsakodnevnega poslanstva. Le-tako lahko ostane in obstane kot super znamka, ki ji velja zaupati in h kateri se je vredno vra\u010dati. McDonalds vse to \u017ee ves \u010das po\u010dne, sistemati\u010dno, celovito in hitro; s tem, ko postavlja potro\u0161nika in njegov na\u010din funkcioniranja v ospredje.<\/p>\n\n\n\n

Izzivom in \u010dasu navkljub ves \u010das deluje kot \u017eiva znamka z dolgoro\u010dnim ugledom in enostavno formulo o uspehu.<\/span><\/strong><\/p><\/blockquote>\n\n\n\n

McDonaldsova zgodba o uspehu potrjuje, da je mogo\u010de zadovoljevati potro\u0161nikove potrebe univerzalno, konsistentno, jasno, ne glede na razli\u010dnost kultur in dr\u017eave, v kateri posamezne podru\u017enice obratujejo. Te morebitne razlike sproti uspe\u0161no du\u0161i in re\u0161uje s preprostimi prilagoditvami, pa \u010detudi gre za velikost porcij. S tehnologijami novih okusov pa \u017ee tako sproti poskrbi za osve\u017eitev in nadgradnjo nekaterih ponudb, ki nosijo lahko, zapomnljivo konotacijo, glede na \u010das in okoli\u0161\u010dine, v katerih se pojavi.<\/p>\n\n\n\n

McDonaldsova zgodba o uspehu potrjuje, da je mogo\u010de zadovoljevati potro\u0161nikove potrebe univerzalno, konsistentno, jasno, ne glede na razli\u010dnost kultur.<\/span><\/strong><\/p><\/blockquote>\n\n\n\n

Ena najmo\u010dnej\u0161ih znamk v verigi prehranjevanja s preverjenim konceptom v vseh razmerah u\u017eiva sloves stabilnega obstanka. Je super znamka, ki obrate venomer dodaja, odpira in vsaki\u010d uspe\u0161no zapolni. Menda naj bi obstajalo (ne)napisano pravilo, na koliko tiso\u010d prebivalcev si lahko privo\u0161\u010di odprtje nove enote. Zato se tudi krajani mesta, iz katerega izvorno prihajam, toliko bolj navdu\u0161eno veselijo, da bo kmalu lu\u010d odprtja ugledala tudi tam. <\/p>\n\n\n\n

Sre\u010dno McDonalds \u0161e naprej. Na hitro in zadovoljno uresni\u010devanje preverjenih ponudb, ki prepri\u010dajo.<\/p>\n\n\n\n

<\/div>\n\n\n\n
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