SWOT refers to the strength, weaknesses, opportunities and threats of a company. Here, it should be noted that strength and weaknesses are always internal whereas opportunities and threats are external. It is important for the company to identify its strength, weaknesses, opportunities and threats because it helps the company’s strategy to be well conceived.
Since McDonald’s is the most well known food chain in the world, brand recognition is there big strength. Their marketing campaign continues to focus on brand recognition by promoting their name.
The market share of McDonalds’ is highest in the food industry. Its share in the market is 64.04, which is quite greater than 3.8 of Burger King and 18.13 of Yum. McDonald’s serves more than 55 million people in one day through out the world.
The target group of McDonald’s is very high. Its target market is low to mid income people, busy people, families, teenagers, college students, children etc. So McDonald’s is targeting a large group of society.
McDonald’s is also targeting the children because it has established play area for the children in all the restaurants through out the world. By focusing on the children, McDonalds has increased its revenue to the large extent. The tactic of introducing clown proved very helpful in attracting children.
The biggest weakness of McDonald’s is the negative image of their food. Their food doesn’t have a good public image. For example, the movie “Super Size Me” was an attempt to improve the public image of McDonald’s but it did not do well for McDonald’s.
Revenue growth of McDonald’s is lower as compared to Burger King and Yum. The revenue growth of McDonald’s is 5.7% which is quite low than 9.7% of Burger King and 8.20% of Yum.
McDonald’s has got the opportunity to accelerate the idea of going green. It has already started this program and it only needs to be continued for a long time. This will improve the public image of McDonald’s and will help it to increase its revenue.
Since Media is free and inform public about every thing so consumers are aware of various issues and thus are more health conscious. Therefore it is the need of time that McDonald’s develop healthier line of food in order to avoid the criticism and get a competitive advantage.
McDonald’s has also started the business of coffee in various countries of the world. It has taken the decision to setup coffee shops with 10000 restaurants of USA. This is a good opportunity for the McDonald’s because it already has a setup of 31000 restaurants and it only needs to setup coffee shops with its restaurants.
McDonald’s is facing strong competition from its competitors. Some competitors of McDonald’s are Burger King, Yum, Kentucky Fried chicken, and Subway. It is also facing competition from other local restaurants in different countries of the world.
There are thousands of fast food chains in the world. Most of the new ones try to show a healthier image. Again, McDonald’s needs to start with healthier food and make sure they convey it in an advertising campaign.
United Sates of America is supreme power now days and it policies have great impact on the other countries of the world. Some countries benefit from these policies while other face serious problems. The people of victim countries show their reaction against America but they cannot directly do any thing so they start targeting American businesses in their country. Since McDonald’s is the biggest symbol of American fast food through out the world therefore people show their reaction against McDonald’s by damaging the franchises.
Microsoft Corporation also known as MS is one of the biggest multinational technology-based company in…
The article is based upon in-depth analysis of Fast Food Industry of Australian Region with…
The paper presents detailed overview about the Apple Inc. analysis on the parameters set by…
The purpose of this research paper is to develop a marketing plan for the Thomson…
1. As applicable to other department managers, a human resources manager invigilates the departments and…
The purpose of the present article is to formulate a work allocation flow chart of…
View Comments
really help a lot, great work
really helpful. thanx for sharing.