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-Strong brand name, image and reputation: McDonald’s is the #1 fast food restaurant by sales with more than 31,000 restaurants serving burgers and fries in almost 120 countries. -technology: McDonald’s in Brazil is currently studying the installation of internet access terminals in some outlets as well as enabling customers to order online, this will reduce the waiting time between a customer’s orders and pick up of order. -Marketing Strategies: Adults and children from all over the world know that Ronald McDonald is the face of restaurant chain.
When costumers think about fast food they think about McDonald’s first. -Focus on costumers: McDonald’s restaurant has a strategy that they call “PLAN TO WIN” the five elements of this plan to win are PEOPLE, PRODUCTS, PLACE, PRICE and PROMOTION. This Plan, combined with financial discipline, has delivered strong results for company’s shareholders. -Great training Strategies: McDonald’s is very serious on training managers. They have its own program to train managers the most professionally, which is called Hamburger University (the closes one to Aurora Il.
Is located in Oakbrook Il. ) As a result they have many good managers who can help company development well. WEAKNESSES -Unhealthy food image: McDonald’s has been impacted by negative press like the documentary “Supersize Me” in which they blame the restaurant of contributing to obesity in our society. -Competition: McDonald’s has to compete with many strong brand name in fast food industry such as Burger King and Wendy’s. -Legal Action: McDonald’s has been involved in a number of lawsuits and other legal cases in the course.
McDonald’s force many others restaurant, company of just a coffee shop to change their brand name because of keeping MC letters. -Dissatisfied Franchisees: They are beginning to become very dissatisfied with the fees that McDonald’s are forcing them to pay for using their notorious fast-food brand. As a result many franchisees are selling their businesses. OPPORTUNITIES -Healthy Foods: McDonald’s can develop new healthier products, more salads healthier desserts and maybe a vegetarian burger. -Coupons: In this economy people are attracted to coupons (savings).
Burger King and Wendy’s do this a lot. -Go Green: McDonald’s should research green energies and green packaging solutions and incorporate these findings as a part of their marketing strategies and advertisements. -Allergens: McDonald’s should provide optional allergen free food items, such as gluten free and peanut free. THREATS -Public Health: With a growing number of obesity cases among Americans, McDonald’s will continued to be overshadowed by their previous product offerings, like their supersize Meal and their slim salad selection.
-Competition: There are many new fast food brand enter to the market, Also more casual dining restaurants are increasing their burger offering and decreasing the price. If costumers are not really on a hurry they may choose this kind of restaurant instead of a fast food restaurant. Some of the restaurants that are doing this are, Chili’s, TGI Friday’s and AppleBee’s. -Environmental Issues: This is one of the hottest topics all over the world. If McDonald’s keeps using HCFC-22(This is a colorless gas, commonly use as propellant and refrigerant.
Is 1810 times as powerful as carbon dioxide) it may lose customers, especially those who really care about the earth. -Contamination: Any contamination of the food supply, especially E-coli. -They are a bench mark for creating “Cradle to Grave” marketing. Children grow up eating and enjoying McDonald’s and then continue to adulthood. They entice children as young as one year old in to their restaurants with special meals, toys, playgrounds and popular movie character tie-ins. They have been criticized by many parent advocate groups for their marketing practices towards children which are seen as marginally ethical.
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