Apple Swot Analysis
Name | McDonald 's Corporation | Industries served | Restaurants, Food | Geographic areas served | Worldwide | Headquarters | U.S. | Current CEO | Don Thompson | Revenue | $ 27.56 billion (2012) | Profit | $ 5.46 billion (2012) | Employees | 1,800,000 (2013) | Main Competitors | Burger King Worldwide,Inc., Yum! Brand Inc., Subway, Wendy’s Company. |
McDonald’s is the world’s leading fast food restaurant chain with more than 34,000 local restaurants serving approximately 69 million people in 119 countries each day. More than 80% of McDonald’s restaurants worldwide are owned and operated by independent local franchisees.
1. Largest fast food market share in the world. McDonald’s is the largest fast food restaurant chain in terms of total world sales (8%). It is the second largest outlet operator with more than 34,000 outlets, serving 69 million consumers every day in 119 countries. 2. Brand recognition valued at $40 million. Company’s brand is the most recognized brand in fast food industry and is valued at $40 billion. McDonald’s is also famous by the Ronald McDonald clown. 3. $2 billion advertising budget. McDonald’s spends on advertising more than the next 4 fast food restaurant chains combined. 4. Locally adapted food menus. The fast food chain is operating in many diverse cultures where tastes in food are extremely different than those of US or European consumers. Thus ability to adapt to local tastes is one of McDonald’s strengths. 5. Partnership with best brands. McDonald’s offers only most popular brands in its restaurants, such as: Coca Cola, Dannon Yogurt, Heinz ketchup and others. 6. More than 80% of restaurants are owned by independent franchisees. Therefore, McDonald’s can focus more on perfecting its serving system and marketing campaigns. 7. Children targeting. The company successfully targets very young children through offering playgrounds, toys with its
References: 8. The New York Times (2012). How McDonald’s Came Back Bigger Than Ever. Available at: http://www.nytimes.com/2012/05/06/magazine/how-mcdonalds-came-back-bigger-than-ever.html?pagewanted=2&_r=0&ref=mcdonaldscorporation 9. McDonald’s Investors (2013). Company profile. Available at: http://www.aboutmcdonalds.com/mcd/investors/company_profile.html 10. Wikipedia (2013). McDonald’s. Available at: http://en.wikipedia.org/wiki/McDonald 's 11. United States Securities and Exchange Commission (2012). 10-K Form McDonald’s Corporation. Available at: http://sec.gov/Archives/edgar/data/63908/000119312511046701/d10k.htm Interbrand (2013). Best Global Brands 2012. Available at: http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012.aspx