McDonalds SWOT

Topics: McDonald's, Hamburger, Strategic management Pages: 38 (11582 words) Published: July 23, 2009
STRATEGIC BUSINESS ANALYSIS
MCDONALD’S CASE STUDY
Document Publication Details
Area Detail
Award Postgraduate Diploma in Strategic Business IT
Module Title Strategic Business Analysis
Assignment Title McDonald’s
Examination Cycle March 2009
Version 1.5
Status Final
Prepared by Tan Hwa Seong, PMP
NCC ID 310973
Contact Details:
Contact Person
Address
Telephone No.
Fax No.
Email
Mr. Tan Hwa Seong
3 Jalan Datuk Sulaiman 2,
TTDI, 6000 Kuala Lumpur
Malaysia
+60 122862816
+60 377107300
roysten.tan@gmail.com
STRATEGIC BUSINESS ANALYSIS
MCDONALD'S CASE STUDY
Table of Contents
EXECUTIVE OVERVIEW............................................................................................. I-4 TASK I. 2003 SWOT ANALYSIS............................................................................. I-5 OVERVIEW ..................................................................................................................................I-5 POTENTIAL RESOURCE STRENGTHS AND COMPETITIVE CAPABILITIES .............................................I-5 Strongest International Presence...........................................................................................I-5 Real Estate Holdings..............................................................................................................I-6 Proven Production Processes and Branding a Service .........................................................I-6 Cost Advantages....................................................................................................................I-7 Product Innovation Skills........................................................................................................I-7 Decentralised Management of Franchisees ..........................................................................I-8 POTENTIAL RESOURCEWEAKNESSES AND COMPETITIVE DEFICIENCIES..........................................I-8 Poor Customer Service Rankings..........................................................................................I-8 Strong Brand Image but Poor Reputation..............................................................................I-9 Declining Service Quality .......................................................................................................I-9 Internal Operating Problems ................................................................................................I-10 Diversification Away from Hamburger Segment ..................................................................I-10 Behind on product development ..........................................................................................I-11 POTENTIAL COMPANY OPPORTUNITIES........................................................................................I-11 Focusing On Value...............................................................................................................I-11 Focusing On Quality.............................................................................................................I-11 Focusing on Younger, Hipper and Sophisticated Customers ..............................................I-11 Retail Merchandise for Sale.................................................................................................I-12 POTENTIAL EXTERNAL THREATS .................................................................................................I-12 Loss of sales to substitute products.....................................................................................I-12 Intense Price War among Rivalry ........................................................................................I-13 Slowdown in Market Growth ................................................................................................I-13 Unique Product Offerings from Rivals..................................................................................I-14 SUMMARY...
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