Analysis Of Mcdonald's Macro Environment

Macro-environment is the external forces which indirectly affect firm’s operation and working condition. It affects the marketing ability to create an accurate picture of marketplace and marketing decision. Even the most dominant firms can be vulnerable to rapidly changing forces and turbulent in macro-environment. Therefore, firms need to continuously consider macro-environmental variables as part of monitoring their environments to better identify their strength and weakness in relation to it. Environmental scanning is the process of collecting information about forces in the marketing environment. Scanning process involves observation and collection of secondary resources on business environment like marketing research and government or

Therefore, McDonald’s responded to the slump by introducing healthier choices to its menu, like sandwiches, wraps, salads and smoothie. Moreover, McDonald’s provides nutritional information and ingredients listing on food wrappers and its official websites. Nutritional labels inform the consumers about the calorie content in the food, allowing them to make healthier food choices. McDonalds has positioned itself to be a healthy restaurant offering well-balanced foods to all, not just for kids and teenagers but also family.

Communication technology has evolved and improved remarkably, starting from the symbol style of communication to the latest digital mobile equipment and computers. Smartphones nowadays not only offer standard features like text and voice communications but also advanced communication and computing ability including GPS navigator and wireless network access. New generation of smartphones has higher quality cameras, capacious memory, faster processors and higher resolution compared to earlier mobile phones. Consumers can play games, write documents, take pictures and watch videos with their

Primary education is compulsory in Malaysia. Consequently, literacy rate in Malaysia reached 94.6% in 2015, where about 96.2% of males are literate and 93.2% of females are literate. Besides, National Internet Literacy Campaign aimed to increase the internet literacy rate among Malaysian. “Smartschool” concept emphasizes on intensive use of IT in teaching and learning process. In universities, with computer labs, residential networks and access to the Internet, users able to use and utilize the computers. Consequently, they become acquainted with basic IT knowledges on how to use a computer. Malaysia has achieved more than 45% of computer literacy rate for Malaysian aged 5-69 years in every state.

Since computer literacy is emphasized in our educational system, Internet has become a viable platform for e-commerce, where customers can deal with companies directly. Malaysia’s E-commerce penetration rate increased by 0.34% to 0.94% in 2016. E-commerce provides consumers with advantages such as fast delivery, interactive communications and comparison shopping that would only be available for consumers through online shopping. Great wealth of product information is available online, ranging from product description to customer review, to help customers locate the cheaper and better