Mcdonald Swot

Satisfactory Essays
SWOT Analysis

Strengths
 McDonalds has built up huge brand equity and has large market share.
 Strong brand name, image and reputation
 McDonalds has strong supply chain to support their business.
 Good innovation and product development.
 Nutritional information of product available on packaging
 The McDonalds brand offers consumers choice, reasonable prices, quality product and great service
 Strong global presence and performance in the global marketplace
 Large amounts of investment have gone into supporting its franchise network.
 Loyal staff and strong management team
Weaknesses
 Core product line out of line with the trend towards healthier lifestyles for adults and children
 Quality issues across the franchise network
 High staff turnover including top management
 Customer losses due to fierce competition
 Legal actions related to health issues, use of trans fat and beef oil
Opportunities
 Joint ventures with retailers, such as supermarkets
 Consolidation of retailers likely, so better locations for franchisees
 Respond to social changes - by innovation within healthier lifestyle foods. Its move into hot baguettes and healthier snacks (fruit) has supported its new positioning.
 McDonald uses of CRM, database marketing to more accurately market to its consumer target groups. It could identify likely customers and prevent brand switching.
 Strengthen its value proposition and offering, to encourage customers who visit coffee shops into McDonalds.
 The new “formats”, McCafe, having Wifi internet links should help in attracting segments. Also installing children’s play-parks and it focus on educating consumers about health, fitness.
 Continued focus on corporate social responsibility, reducing the impact on the environment and community linkages.
 International expansion into emerging markets of China and India.
 Low cost menu that will attract the customers.
Threats
 Health professionals and

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