Pest Analysis Mcdonald's
2.1 McDonald’s mission:
Brand mission is to become customers' favourite place and way to eat and drink.
2.2 McDonald’s Objective:
To serve good food in a friendly and fun environment, provide cheap value meals at quick service, be a socially responsible company, and provide good returns to shareholders.
2.3 Core competencies and sustainable competitive advantage.
A core competency is connecting to the customers. Eg, Mcdonald’s created an application known as the ‘surprise alarm’ that can be downloaded on mobile phones. Users will get special surprises from Mcdonald’s whenever the alarm is set. Upon receiving a surprise, they can claim their free food or drinks from any Mcdonald’s outlets. Another is McDonald’s ability to attract customers by offering free gifts. (Eg. Selling of Hello Kitty plush toys.)
3. Market Situation Analysis
3.1 Industry Analysis
3.11 Market Size:
The market size of McDonald’s is shrinking in the recent year. According to the annual report of McDonald’s Corporation (refer to figure 1), there is an increase of Net income from 2010 to 2011. But in year 2012 the Net income decreased. Afterwards, from year 2012 to 2013,the net
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As most Singaporeans are educated, this results in a higher average income in Singapore compared to other countries. This puts McDonald’s in a good position as most Singaporeans can afford McDonald’s. This causes an increase in demand for McDonald’s which will lead to an increase in sales.
3. NATURAL ENVIRONMENT –(natural resources affecting the marketing activities)
McDonald’s recognises its responsibility to protect and preserve the environment for future generations by using the planet’s resources efficiently. They are continuously looking for ways to reduce the amount of material used for packaging. Eg.Reduced the size tray liners, resized the Big Mac boxes and replaced plastic bags with recycled paper bag.
4. TECHNOLOGICAL ENVIRONMENT- (create technology to create new
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