Pest Analysis of Mcdonald

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MKT 204 Principle of Marketing 2
Individual Assignment
Fast food industry Swot Analysis

Name: Ting Ze Kai
ID: I11008551
Section: 5K1

Table of Contents

Company Background| 3|
PEST Analysis | 4-9|
4Ps Strategies| 10-11|
References| 12-13|
Appendix| 14|

Company Background

McDonald is a largest chain of hamburger fast food restaurants in the world. Approximately 68 million customers in 119 countries daily are served. The birth of McDonald began with Raymond Albert Kroc. He found two brothers (Richard and Maurice McDonald) who run a hamburger restaurant and acquired the franchising right from them to run McDonald’s restaurant. In 1955, McDonald’s Corporation was founded by Ray Kroc and opened the first restaurant in Des Plaines, Illinois. In 1980, GOLDEN ARHCES RESTAURANTS SDN BHD gets the license to operate McDonald’s restaurant in Malaysia from McDonald’s Corporation USA in 1980. The first restaurant McDonald’s Malaysia opened at Jalan Bukit Bintang, Kuala Lumpur. Now, it has more than 200 restaurants operated in Malaysia.

PEST Analysis- McDonald

Political * Raising retirement age * Healthy Issue * Taxation| Economic * Exchange currencies * Economic growth * Interest rate| Social * Seek to better quality * Technology with teenagers

| Technology
* Online advertising * Mobile CRM * New technology


Raising retirement age
According to the V.SHANKAR GANESH and EUNICE AU (2012), they stated that the retirement age for the public sector has already been raised to 60 by government. It can be a huge impact for the company. Normally, company paid high salary for the old workers which contain high skill and experience. For saving cost, company will recruit new worker which paid low salary to cover worker near retirement age. But, the retirement age has been increase and old worker still with high salary. It will lead the cost of labour increasing...
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