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商品編號: W20254 出版日期: 2020/04/08 作者姓名: Di Muro, Fabrizio 商品類別: Marketing 商品規格: 11p 再版日期: 地域: United States 產業: Accommodations 個案年度: 2019 -
商品敘述:
In March 2017, the American fast food giant McDonald''s Corporation (McDonald''s) launched an ambitious strategic plan, named the Velocity Growth Plan, with the intention of maintaining its dominance over competitors. As part of this strategy, McDonald''s wanted to retain its current customers, regain lost customers, and convert casual customers into more committed customers. To help accomplish these objectives, McDonald''s introduced delivery and mobile ordering services. The company also announced that it would remodel its stores, as part the Velocity Growth Plan. Two years later, in March 2019, McDonald''s acquired Dynamic Yield, a digital personalization platform that could be integrated into McDonald''s drive-through service, in-store kiosks, and mobile application. By early 2019, McDonald''s was the largest fast food company in the world, with approximately 37,855 restaurants across 120 countries, largely seen as the premiere fast food company in the industry. However, Dynamic Yield''s software provided McDonald''s with the ability to offer customers immediate recommendations, one-to-one messaging, and customer data management. How could McDonald''s best use Dynamic Yield to meet its ambitious growth objectives? Fabrizio Di Muro is affiliated with University of Winnipeg.
涵蓋領域:
Technology and analytics;Pricing strategy;Competitive advantage;AI and machine learning;Marketing;Product management;International business
相關資料:
Case Teaching Note, (W20255), 15p, by Fabrizio Di Muro
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