McDonald's SWOT Analysis

McDonald's SWOT Analysis - Petry 1 SWOT Analysis McDonald's...

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
Petry 1 SWOT Analysis – McDonald’s Company Overview The McDonald’s Corporation was born from brothers Richard and Maurice McDonald from a single drive-in restaurant in San Bernardino , California in 1948 to the largest food service organization in the world . By 1991 McDonald’s owned $13 billion of fast-food industry , operating 12,400 restaurants in 59 countries (Ezine). Currently it is the number one food service retailer in the world with over 30 ,000 restaurants in 119 countries; it serves over 47 million customers daily . In the past 52 week period , McDonald’s stock value has risen from 43 .74 up to 63.69, showing that even today McDonald’s continues to flourish and be successful (Yahoo Finance) . The company's mission is to leverage the unique talents , strengths, and assets of our diversity in order to be the world's best quick-service restaurant experience (McDonalds .com, 2008). SWOT Analysis - Strengths , Weaknesses, Opportunities, Threats of the McDonald’s Corporation Strengths Brand equity - positive associations created through the yellow arches . Ever since we are young children we are taught to love McDonald’s , with their “happy meals,” playscapes , and hamburgers. Marketing techniques used with childhood customers
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Petry 2 stay with the person as McDonald’s keeps these same customers when they grow into adults—stay successful as a business . Currently maintains 42% of US Hamburger business- Burgers are so popular that McDonald’s is a household name , people all over the world see the commercials, hear the signature “song ,” and see McDonald’s restaurants everywhere-this domination of the hamburger business gives McDonald’s a huge advantage over the rest of the market . (McSpotlight Press) Consistency of food/Fast service – every time you go into McDonald’s you know what you’re going to get , when you’re going to get it; your expectations will always be fulfilled . Since the entire menu is generalized and mass produced, every restaurant will make meals the same way . Successful “brand name” items- for example: Fries , Happy Meal, Big Mac, Egg McMuffin- these items are well-known and McDonald’s utilizes them in their marketing techniques . These meals are ingrained into the consumers mind—gives McDonald’s a big advantage because once these meals are integrated into one’s routine/diet McDonald’s has gained a loyal consumer over competitors (such as Burger King or Wendy’s) . Promotions-
Background image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 6

McDonald's SWOT Analysis - Petry 1 SWOT Analysis McDonald's...

This preview shows document pages 1 - 3. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online