• It has yet to accomplish going on the trend of organic food.

• Price competition with the competitors resulting in low revenue.

• Lack of innovative products.

Opportunities

• It can adapt to the needs of the societies and undergo an innovative product line.

• It can research ways to use ‘green’ energy and packaging which will work as a part of their promotional effort as well as fulfill their social responsibility.

• It can create new product offerings, use mobile text messaging to offer services that appeal to consumers.

• It can upscale some of its restaurant settings at luxurious locations to attract more customers.

• It can provide optional items that are regarded to be the basis of allergy for some.

• It can slow down the level of expansion in order to increase the profitability of the organization.

Threats

• The recession negatively impacts the holding position of the firm regarding its revenue streams, even though they are quite diversified.

• Foreign currency fluctuations are regarded to be a major problem as it uses standard pricing for its food items.[adsense1]

• More restaurants that are increasing their food offering and declining the price.

•  Health issues regarding the fast food chain.

•  Heavy investments on promotional campaigns which decrease the gaining of market share.

• Some parents criticize the firm’s ‘cradle to grave’ marketing strategy that focuses on kids, who later on take it as a trend to their adulthood.

•  Sued various times for unhealthy food, usually with addictive additives.

• Emergence of major fast food competitors: Burger King, Starbucks, Wendy’s, Taco Bell, KFC.

• The expansion has made the firm vulnerable to the slow economies of the other countries.