McDonalds SWOT Analysis 2013

McDonalds SWOT Analysis

2013
NAME

MOHAMMAD WASEEM

FATHERS NAME

MOHAMMAD HANIF

ROLL NO

1204136

CLASS

BS IV

DEPARTMENT

COMMERCE

SUBJECT

MARKETING

TEACHER

SIR FAROOQ KHATRI

TOPIC

SWOT ANALYSIS

DATE

22ND OCT, 2013

McDonalds SWOT Analysis 2013

SWOT ANALYSIS
SW OT analysis is a strategic planning method used to evaluate the
strengths, weaknesses, opportunities and threats involved in a
project or business venture.

INTRODUCTION
McDonalds is the worlds leading fast food restaurant chain with more than
34,000 local restaurants serving approximately 69 million people in 119
countries each day. More than 80% of McDonalds restaurants worldwide are
owned and operated by independent local franchisees.
McDonalds primarily sells hamburgers, cheeseburgers, chicken, French fries,
breakfast items, soft drinks, milkshakes and desserts. In response to changing
consumer tastes, the company has expanded its menu to include salads, fish,
wraps, smoothies and fruit.
McDonalds is an international food outlet preferred by every age group around
the world. It is a multinational food outlet, despite this it has to be analyzed to
evaluate its strengths, weaknesses, opportunities and the threats.

McDonalds SWOT Analysis 2013

STRENGTHS

McDonalds is the number 1 fast food chain in the world McDonalds succeed
to its competitors like burger king because of its strategy just in time.
McDonalds achieved his goals both domestic and international markets.
According to fortune magazine 2005 McDonalds as best place to work for
minorities.
McDonalds offers its products according to geography mean to say it offers
lamb burger in India and Middle East countries provide separate entrance for
couples and single woman and offers chicken and ham burgers in European
countries more then 80% of McDonalds business is operated by independent
mean to say in airports along with highways parks and in big cities.
McDonalds serves only famous brand to processed items such as Kraft
chasse, dannan yogurt, and Heinz ketchup. They have major visible locations
worldwide mean nestle chocolate, Newmans own salad dressings etc.
McDonald is the first in fast food chain which provide nutrition information
printed on all packaging.
Largest fast food market share in the world
Brand recognition valued at $40 billion
$2 billion advertising budget
Locally adapted food menus
Partnerships with best brands
More than 80% of restaurants are owned by independent franchisees
Children targeting

McDonalds SWOT Analysis 2013

WEAKNESSES

McDonalds failed to offer pizza because it is less able to compete with pizza
fast food chains.
Quality issues are also noticed in some franchise.
They are spending more money on training as more employee turn over in
McDonald.
Globally it is noticed that McDonald disrupts the local eating habit especially in
younger generation.
Negative publicity
Unhealthy food menu
Mac Job and high employee turnover
Low differentiation

McDonalds SWOT Analysis 2013

OPPORTUNITIES

McDonald offers healthy products with nutrition information printed on all

packaging are a great opportunity.
McDonalds is the first FDA approved quick service restaurant (QSR) offers
low fat and low calorie ham burgers, McDonalds is using the marketing
strategy just in time serving a customer in 90 seconds.
They are offering formic restaurant setting. Still planning for more international
expansion.
Offers optional allergen free food items such as peanut and gluten free.
Combine business with retailers (supermarkets)
Increasing demand for healthier food
Home meal delivery
Full adaptation of its new practices
Changing customer habits and new customer groups

McDonalds SWOT Analysis 2013

THREAT

They have been noticed by NGO worldwide that they are disrupting the local
eating habit in young generation.
Many times they have been sewed because of their unhealthy foods.
Are noticed to create a global economy.
Downturn or recession in economy also affecting the McDonalds sales.
Competitors pressure in major location like high streets.
Burger king corporation, Yun brand Inc, wends international Inc, jack in the
box Inc, are the competitors for McDonalds
Saturated fast food markets in the developed economies
Trend towards healthy eating
Local fast food restaurant chains
Currency fluctuations
Lawsuits against McDonalds