Introduction McDonald’s: opened in 1955 by Ray Kroc, in US. Fast food outlet of American- style, with the motto QSC&V (Quality, Service, Cleanliness and Value). Gradually expanded and by 1983 it had over 6000 restaurant in US. In 1967 started international chain affiliations, clicking off from Canada. A well recognised in every continent in their own fashion with more than 18 million people in over 40 countries eating at their outlets.
Strengths Rapid establishment of brand name. Concentrated on limited menu of high quality, moder0ately priced and a good ambiance Motto: QSC& V (Quality, Service, Cleanliness and Value) Well established chain affiliations. Immense planning and best controlling techniques
weakness Had had to make some concessions on unavailable inputs which made their fame brand. i.e., it was difficult to produce Idaho potatoes in Europe which was the main input of french fries. Failure in Far Eastern countries where the restaurants are joint ventures with local entrepreneurs who owns more than 50% of the restaurants. Same product served though out the time with only small alterations.
opportunities Great opportunities in the growth of chain affiliations. American fast food style was whole heartedly taken by other countries, helped in rapid growth and springing up of more franchisees . Through introduction of products in to various markets. Appreciation of products in Moscow. Burgers being snacks in Japan, the ‘fast sushi’ Japanese restaurants stand their rivals.
Threats Handling of franchisees in several countries like France, Japan, Germany; operated by local managers and owners Addition of new products can affect the existing systems and operations. Tough competitors like Burger King, Wendy’s, KFC and Pizza Hut. Coming up of semi- cooked fast food stuffs in super markets and convenience stores.
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