Swot And Tows Analysis Mcdonalds

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SWOT:

Opportunities:

- Improve the brand image toward the parents
- To target new customers with healthier food and with a better quality
- Reinforce the link between the brand and the franchisees
- Maintain and keep developping the activity abroad
- Plan to win -> 5P: Improve employees skills and contact with customers (smiles)
Threats:
- Technological advance (Micro-waves)
- Increasing health consciousness
- Raising competition ( Burger King, Sonic, Jack in the Box, ... ) -> Competitors are growing faster than Mcdo
-Small decreasing in McDonald's market share
- 60% of the incomes depend of the franchisees
- U.S market reached maturity

Strenghts:

- Parntership (ex: Walt Disney)
- Cultural adaptation
- Fast food market leader
- Performant marketing mix
- Strong activity abroad (120 countries against 58 for Burger King)
- Famous Product (Big Mac)
- Customers Service ( ex: Play Land, Quality Service Cleanliness, Retail Merchandize )
- Rythm of restaurant openning (17/hours in the world)
- Variety of prices and tastes for every customers
- Limited Edition products
- Special schools to
Weaknesses:
- setback in healthy food adaptation
- Unsuccessful organizational innovation (slow delivery food time)
- Poor customer service (need to renew decor, improve quality, quality problems in franchisees, ... )
-Decreasing quality
- less diversification than competitors
- Huge rate of turnover
Threats:
- Technological advance (Micro-waves)
- Increasing health consciousness
- Raising competition ( Burger King, Sonic, Jack in the Box, ... ) -> Competitors are growing faster than Mcdo
-Small decreasing in McDonald's market share
- 60% of the incomes depend of the franchisees
- U.S market reached maturity

TOWS:

SO:
- Maintain the abroad growth using the brand image and the adaptation ability
- Combine the Limited Edition concept with the healthy food to create a new interest and to adapt the permanent offer to customer needs....

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Swot And Tows Analysis Mcdonalds. Anti Essays. Retrieved July 30, 2014, from the World Wide Web: http://www.antiessays.com/free-essays/Swot-And-Tows-Analysis-Mcdonalds-197407.html