TOWS ANALYSIS

TOWS Analysis has been introduced to analyse the competition in the market.

SO Strategy
Strong brand recognition
McDonalds has the great strength for strong brand recognition in Sri Lanka.
Because everyone knows about the McDonalds brand name. Also
McDonalds is increasing the number of outlets in Sri Lanka.
E.g.:- Very recently it has opened a new outlet in Colombo 13.

Produce high perceived value

Compare to other fast food industry in Sri Lanka McDonalds customers get
the value for the price that they pay and prices are lower than other fast foods.
E.g.:- Their Happy meal & Breakfast menu

Different kind of foods available

In Sri Lankan fast food industry only McDonalds open in the morning 7 am
and they only have breakfast at this Compare to other fast food industry only
McDonalds has more variety of food items.
E.g.:- Fish Burger, Fish McRice, Salads, Mc Cafe, and Fruit Juices etc.....

Produce high quality products with nice packaging

In McDonalds they give toys with every Happy Meal

WO Strategy
Launching new products

McDonalds is introducing new products continuously. Also they increase

efficiency in business process. But at the same time it can be weakness
sometime, because if it does not work out.

Low cost menu

Low cost menu that will attract the customers. At the same time if it is low
price people will think that it is low quality. So it will turn as weakness as well.

ST Strategy
Provide high value chain than competitors
McDonalds staffs are very keen in their work very fast too. With that they
create strong customer relationship.
E.g.:- Only on McDonalds once we order, if they cannot serve us within 3
minutes we can get the refund.

Make moderate changes according to customer

needs
Compare to other fast foods only McDonalds open daily at 7 am and
especially they provide breakfast and they have McCafe. And the new

formats, having Wi-Fi facilities, children play-parks, and customers can get
any time any amount according to their needs these straw, and tissue,
because they have kept these in a separate place.

WT Strategy
Benchmark with strong competitors
McDonalds check competitors menu and they take it as a benchmark.

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Limited number of food items

McDonalds does not have variety of foods in chicken. Because they use only
one chicken fry piece for all products. They are McRice, Chicken Burger, and
Crispy Chicken in Sri Lanka.

Strong competitors
McDonalds has strong competition in Sri Lanka. Because before they start
their business here KFC and Pizza hut have already started their business.

Focus by consumers on nutrition

Health professionals and consumer activists accuse McDonalds of
contributing to the countrys health issue of high cholesterol, heart attacks,
diabetes, and obesity. And people believe that.

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