MARKETINGTPLANTONTMCDONALD

MARKETINGTPLANTONTMCDONALD’S

Introduction

McDonald’sTfastTfoodTrestaurantTisToneTofTtheTlargestTfranchisesTinTtheTUnitedTStatesTasTwellTasTaboard.TTheirTtopTmenuTitemsTinclude:Thamburgers,Tcheeseburgers,TMcNuggets,TandTFrenchTfries.TTheyTareTalsoTknownTforToneTofTtheirTpopularTdesserts:TtheTappleTpieTandTtheirTbreakfastTsandwich:TTheTEggTMcMuffin.TThereTareTmoreTthanT32,000TMcDonald’sTrestaurantsTservingTinT117Tcountries.TMoreTthanT75%TofTMcDonald’sTrestaurantsTworldwideTareTownedTandToperatedTbyTindependentTowners.TMcDonald’sThasTseveralTethicalTandTsocialTresponsibilityTpoliciesTinTplaceTthroughoutTtheirTsolelyTownedTandTfranchisedTcompanies.TTheseTpoliciesTincludeTplacingTtheTcustomerTexperienceTatTtheTcoreTofTwhatTtheyTdo,TcommittingTtoTtheirTemployeesTbyTnurturingTtheirTtalentTandTrewardingTtheirTachievements,TmaintainingThighTstandardsTregardingTtheTconductTforTbusiness,TandTgivingTbackTtoTtheTcommunitiesTinTwhichTtheyTareTestablished.TAllTofTtheseTvaluesTareTinfiltratedTthroughTallTlevelsTofTtheTcompany,TwhichTkeepsTMcDonald’sTthrivingTasTaTsuccessfulTfastTfoodTchainTrestaurant.T

RiskTmanagementTisTimperativeTtoTMcDonald’s.TTheyThaveTaTriskTassessmentTtoolTthatTtheyTuseTtoTdetermineTtheTcountryTrisk:TwhichTpertainsTtoTtheTspecificTcountry/regionTtheyTareTlocatedTin;TindustryTrisk:TpertainsTtoTsuppliesTproduce;TandTfacilityTrisk:TwhichTisTaTcombinationTofTbothTcountryTandTriskTgroundwork.TTheseTfactorsTareTallTpartTofTtheTriskTassessmentTtoolTthatTisTusedTinTeachTofTtheirTcompaniesTtoThelpTthemTwithTriskTmanagement.TSecurityTfeaturesTinTMcDonald’sTincludesTtheirTsecurityTcameraTsystemsTwithinTtheTfacilitiesTtoTcontinuouslyTmonitorTallTactivityTinTandTaroundTtheTrestaurantsTtoTensureTtheTsafetyTforTtheTworkersTasTwellTasTcustomers.TMcDonald’sTuseTtheseTsecurityTcamerasTalsoTinTregardsTtoTworkersTcompensationTclaimsTorTliabilityTlawsuitTclaimsTfromTconsumers.TMcDonald’sTalsoTmonitorsTtheirTcomputerTsoftwareTsystemsTwithTanTACSTsystemTthatTmonitorsTtheTtechnologicalTfactorsTofTtheirTbusiness.

SituationalTAnalysisTofTtheTcompanyTMcDonald’sTCaorporationTisTinT119TcountriesTaroundTtheTworld.T33,000TlocationsTserveToverT68TmillionTcustomersTeachTdayT(DataTMonitor,T2011).TWhenTitTcomesTdownTtoTtheTMcDonald’sTasTaTbrandTandTfastTfoodTindustry,TtheTsalesTareThigh,TbutTtheTbrandTperceptionTisTnotTkeepingTupTwithTtheTpace.TRatedTtheTworld’sTnumberT6TbrandTbyTInterbrand,TMcDonald’sTbrandTisTnegativelyTperceivedTbyTtheTpublicT(Morrison,T2011).TATfewTfactorsTthatTinfluenceTtheTnegativeTeffectTonTMcDonaldsTbrandTperceptionTincludeTtheTissueTofTobesity,TtheTinvolvementTofTanimalTcruelty,TsocialTmediaTcommentary,TandTtargetingTanTinnocentTaudienceTwithTmanipulation.TThereThaveTbeenTaTnumberTofTobservationalTstudiesTthatTshowTtheTassociationTbetweenTfrequentTfastTfoodTintakeTandTweightTgainT(Stender,TDyerberg,T&TAstrup,T2007).TTheTfastTfoodTindustryToffersTmoreTconvenienceTandTmoreTavailability.TForTexample,TwithoutTaccessTtoTsupermarketTfreshTproductsTatTrelativelyTlateThours,Tyou’reTmoreTproneTtoTchooseTanTunhealthierTalterativeTdueTtoTtheTavailabilityT(Joyce,T2011).TAlongTwithTtheTlargeTportionTsizes,TfastTfoodTisTalsoTcharacterizedTbyThigh-energyTdensity,TwhichTisThighTenergyTcontent/food-weightTratioT(Stender,TDyerberg,T&TAstrup,T2007).TThus,TtheTfastTfoodTindustryTinfluencesTterribleTeatingThabits,TwhichTisThowTitTisTassociatedTwithTobesity.

SWOTTANALYSISTOFTTHETCOMPANY

ThisTMcDonald’sTSWOTTanalysisTrevealsThowTtheTmostTsuccessfulTfast-foodTchainTcompanyTofTallTtimeTusesTitsTcompetitiveTadvantagesTtoTcontinueTdominatingTfast-foodTindustry.TItTidentifiesTallTtheTkeyTstrengths,Tweaknesses,TopportunitiesTandTthreatsTthatTaffectTtheTcompanyTtheTmost.TIfTyouTwantTtoTfindToutTmoreTaboutTtheTSWOTTofTMcDonald’s,Tyou’reTinTtheTrig

McDonald’sTStrengthsT(InternalTStrategicTFactors)

McDonald’sTstrengthsTmakeTitTaTleadingTcontenderTinTtheTfastTfoodTrestaurantTmarket.TThisTaspectTofTtheTSWOTTanalysisTshowsTtheTinternalTstrategicTfactorsTthatTcontributeTtoTorganizationalTviability.TMcDonald’sTmainTstrengthsTareTasTfollows:

StrongTbrandTimageModerateTmarketTdiversificationStandardizedTprocessesMcDonald’sThasTaTbrandTimageTthatTmakesTtheTbusinessTcompetitivelyTstrong.TAnotherTmajorTstrengthTisTmarketTdiversificationTbasedTonTtheTfirm’sTpresenceTinTmostTregionsTaroundTtheTworld.TThisTfactorTreducesTmarket-basedTrisks.TInTaddition,TMcDonald’sThasTaTcomprehensiveTsystemTofTstandardizedTprocesses,TwhichTisTaTstrengthTthatTcontributesTtoTbusinessTefficiencyTandTproductTconsistency.TThisTaspectTofTMcDonald’sTSWOTTanalysisTshowsTthatTtheTcompanyThasTtheTcapabilityTtoTmaintainTeffectiveToperations.

McDonald’sTWeaknessesT(InternalTStrategicTFactors)

McDonald’sTweaknessesTareTlinkedTtoTtheTcompany’sTmarketTfocus,TproductsTandTprocesses.TThisTaspectTofTtheTSWOTTanalysisTindicatesTtheTinternalTstrategicTfactorsTthatTlimitTfirmTperformance.TMcDonald’sTmainTweaknessesTareTasTfollows:

LimitedTprocessTflexibilityLowTproductTdiversificationVulnerabilityTtoTWesternTmarketTdeclineMcDonald’sTstandardizationTensuresTconsistencyTbutTalsoTreducesTtheTcompany’sTflexibilityTinTrespondingTtoTmarketTvariations.TLowTproductTdiversificationTcorrespondsTtoTtheTfirm’sTfocusTonTfoodTandTbeverageTproducts,TwhichTisTaTweaknessTthatTmakesTtheTbusinessThighlyTvulnerableTtoTslowdownsTinTtheTrestaurantTindustry.TInTaddition,TmajorityTofTMcDonald’sTrevenuesTareTfromTtheTU.S.TandTotherTWesternTeconomies.TThisTisTaTweaknessTbecauseTitTmakesTtheTfirmTeasilyTvulnerableTtoTeconomicTdeclineTinTtheTWesternTworld.TThisTaspectTofTMcDonald’sTSWOTTanalysisTshowsTthatTtheTcompanyTneedsTtoTgloballyTexpand,TimproveTflexibility,TandTwidenTitsTproductTmix.

OpportunitiesTforTMcDonald’sT(ExternalTStrategicTFactors)

McDonald’sTopportunitiesTareTlinkedTtoTitsTproductTmixTandTglobalTgrowth.TThisTaspectTofTtheTSWOTTanalysisTpointsTtoTtheTexternalTstrategicTfactorsTthatTsupportTbusinessTgrowth.TMcDonald’sTmainTopportunitiesTareTasTfollows:

ExpansionTinTdevelopingTcountriesMarketTdevelopmentTinTtheTMiddleTEastProductTdiversificationConsideringTitsTdependenceTonTWesternTmarkets,TMcDonald’sThasTtheTopportunityTtoTgrowTandTexpandTinTdevelopingTcountries,TsuchTasTAsianTeconomies.TTheTcompanyTcanTalsoTuseTaTmarketTdevelopmentTstrategyTtoTestablishToperationsTinTMiddleTEasternTcountriesTthatTitThasTnotTyetTentered.TInTaddition,TtoTaddressTmarket-basedTrisks,TMcDonald’sThasTtheTopportunityTtoTdevelopTnewTproductsTorTenterTnewTindustries.TThisTaspectTofTMcDonald’sTSWOTTanalysisTshowsTthatTtheTbusinessThasTsignificantTopportunitiesTforTglobalTgrowthTandTexpansion.

ThreatsTFacingTMcDonald’sT(ExternalTStrategicTFactors)

TheTthreatsTtoTMcDonald’sTareTbasedTonTcompetitiveTrivalryTandTsocioculturalTtrends.TThisTaspectTofTtheTSWOTTanalysisTdealsTwithTtheTexternalTstrategicTfactorsTthatTlimitTbusinessTdevelopment.TTheTmainTthreatsTtoTMcDonald’sTbusinessTareTasTfollows:

AggressiveTcompetitionHealthyTlifestylesTtrendGMOTtrendTandTregulationsTheTrestaurantTindustryTisThighlyTcompetitive.TAggressiveTcompetitorsTthreatenTMcDonald’sTstatusTasTtheTmarketTleader.TAlso,TtheThealthyTlifestylesTtrendTisTaTthreatTbecauseTitTdiscouragesTconsumersTfromTeatingTatTMcDonald’s,TwhichTisToftenTcriticizedTforTunhealthfulTproducts.TInTaddition,TGMOTregulationsTareTaTthreatTbecauseTtheyThaveTtheTpotentialTtoTlimitTMcDonald’sTproducts.TTheTfirmTcurrentlyTdoesTnotThaveTaTcomprehensiveTpolicyTonTGMOTingredients.TThisTaspectTofTtheTSWOTTanalysisTshowsTthatTMcDonald’sTneedsTtoTdevelopTnewTpoliciesTregardingTGMOTingredients,TasTwellTasTnewTproductsTtoTattractThealth-consciousTconsumers.

Cite this page

MARKETINGTPLANTONTMCDONALD. (2019, Dec 20). Retrieved from http://studymoose.com/marketingtplantontmcdonald-example-essay

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