Case Analysis Of Mcdonald's Corporation

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CASE ANALYIS OF MCDONALD 'S CORPORATION EXECUTIVE SUMMARY : McDonald 's Corporation is the largest fast-food operator in the World and was originally formed in 1955 after Ray Kroc pitched the idea of opening up several restaurants based on the original owned by Dick and Mac McDonald. McDonald 's went public in 1965 and introduced its flagship product, the Big Mac, in 1968. Today, McDonald 's operates more than 30,000 restaurants in over 100 countries and have one of the world 's most known brand names. McDonald 's sales hit $57 billion company-wide and over $25 billion in the United States in 2006 (S&P). PROBLEM STATEMENT : To improve the operation and use correct marketing strategies to meet customers’ expectations, grow sales, market share, and profits in the competitive industry. The problem McDonald 's is facing today is developing new strategies in order to sustain a competitive advantage in a market that is quickly evolving and blossoming , with new players gaining market share, and growth in healthier eating trends. SWOT ANALYSIS : STRENGTHS : - Strong global pressence ( located in over 100 countires) - Strong real estate portfolio - Brand recognition - Revenue growth - Systemization & implication (consistency) WEAKNESS : - Public perception (perceived as a contribution to societies obesity promblem) - Product innovation - Customer service - Market saturation (difficult to add more stores) - Advertising (target
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