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Mcdonald's Case Study

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Mcdonald's Case Study
Brief Summary of Key Issues

McDonald’s Corporation emerged as the world’s largest chain of hamburger fast food restaurants, serving 119 countries; it has become an icon in the fast food industry. Competitors (such as: Burger King Corporation, Subway, Starbucks, Wendy’s/Arby’s Group, and YUM Foods), struggle due to McDonald’s heavy caliber presence, in fact, due to its presence, McDonald’s does not have any real competitors. Therefore, McDonald’s presence reflects the following issues: food quality, unbalanced meals, service, and employee turnover.

SWOT Analysis
STRENGTHS
* Very strong brand name * Large partnerships * Socially responsible * Affordable products * Quick service * Clean environment
WEAKNESSES
* Employee turnover * Food quality * Non-healthy foods for health conscious customers * Service – although quick, may encounter customer service problems * Not filling – food does not fill customers for a long time * American customers may dislike McDonald’s in other countries
OPPORTUNITY
* Groupon discounts & discounts in general * Delivery services in the U.S – For example, Malaysia and Singapore * Online services – pick up or delivery * Food stamps – EBT – WIC – Women, Infants and Children * More breakfast items * Healthier meals – hamburgers, drinks, vegan * Environmentally friendly packaging * Gain more customers through events – Mc Donald’s has the advantage due to its broad presence – freebies, food samples and concepts for future meals
THREATS
* Unhealthy brand image * Competition drive customers away – due to food quality, taste, unhealthier image than competitors * Unbalance meals – not enough vegetables nor fruit * High employee turnover – many employees get fired or quit due to low salary and enslaving work pressure * Dissatisfied franchises – many franchises need to pay higher fees as McDonald’s expands in order to use notorious



Cited: Web. 19 Feb. 2013. "McDonald 's SWOT Analysis and Recommendations." HubPages. Hub, 29 Nov. 2012. Web. 19 Feb. 2013. Forbes Magazine, 20 Apr. 2012. Web. 19 Feb. 2013.

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