SWOT Analysis: Macro Environment, And Marketing Environment
Coursework on
MANAGING MARKET
Coursework Title
MACRO ENVIRONMENT
&
MARKETING MIX
1. INTRODUCTION
In the year 1937, two brothers named Richaard and Murice in California started the operation of McDonald 's as a drive in retaurant (Scribd, 2009). At present, McDonlads is serving fifty four million people each day among one hundred and twenty countries trhough its thiry thousands local restaurants. According to The Times 100 (2009), during the year 2008 McDonalds operated 31,667 restaurants over 120 countries which can be divided into sex segments. Those are: United States, United Kingdom, Asia Pacific, Africa, Canada, Middle East and Latin America. At Present, McDonalds is the number eight famous brand around the world (Datamonitor, 2009).
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For example, in United Kingdom, they commonly use newspaper and magazine like London Lite, London Paper, Metro, The Sun, The City A M., etc (Coffee, 2007). In Asia, McDonald is trying to promote their product mainly on children in order to get optimum result from their advertising.
4. McDonalds: SWOT analysis
SWOT analysis created by Albert Humphrey in order to analyze a business institution or performance and future prospect of a product on the basis of Strength, Weaknesses, Opportunities and threats (Armstrong. 2006).
4. A. McDonalds: Strength
4. A. I. Global brand
McDonald 's has a well-established global brand that appeals to all age groups and customer segments (Brennan, 2007). In 2008, McDonald 's figured at the eighth place in the top 100 global brands ranking of Business Week magazine and Interbrand, a branding consultancy. It valued McDonald 's brand at $31,049 million in 2008 (Datamonitor, 2009).
4. A. II. Strong operational capabilities
McDonald 's has strong operational capabilities which allow it to provide high quality products and customer service across its restaurants (Abdullah, 2009).
4. A. III. Successful items
Some of its products such as Big Mac, and Chicken McNuggets and
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4. C. IV. New products
McDonalds plans to launch new salads in the US and Europe; premium chicken in Europe and Latin America and rice burgers in various Asian markets. Introduction of customized products, which suit local preferences, would draw new customers in developing markets (Abdullah, 2009).
4. D. McDonalds: Threats
4. D. I. Intense competition
McDonald 's restaurants face intense competition from international, national, regional and local retailers of food products (Scribd, 2009). The company 's competition includes restaurants, quick service eating establishments, pizza parlors, coffee shops, street vendors, convenience food stores, delicatessens and supermarkets, Burger King, KFC, PFC etc. (Abdullah, 2009).
4. D. II. Growing health consciousness
Growing health consciousness could reduce McDonald 's revenues. In recent years, there have been strong protests by nutritional activists against fast food served in McDonald 's (Datamonitor, 2009). The company also faces charges relating to deceptive advertising, inadequate disclosure of ingredients and nutritional information. Growing health consciousness could force a slowdown in the revenue growth
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