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Swot Analysis Of Mcdonalds

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Executive Summary The purpose of this report is to present a SWOT analysis of the McDonald’s Australia Holdings and, based on this analysis, to make recommendations for future action. The report is based on information from a range of data sources, including company websites, newspapers, magazines, company reports, books and academic journals. The findings demonstrate that McDonald’s Australia Holdings’ performance has been relatively poor due to various internal and external factors, including the company’s strategies in the face of changing technologies. However, the McDonald’s Australia Holdings has potential to regain some lost ground by positioning itself quickly and firmly within the fast food realm, taking advantage of new developments in food technology, in terms of customerized food options and nutrition. Introduction The Mcdonald’s story started in 1955 in Chicago, Illinois USA when Ray Kroc opened the first franchised Mcdonald’s restaurant. ( McDonalds 2006 ) McDonald 's is now the world 's largest chain of hamburger fast food restaurants, serving around 68 million customers daily in 119 countries across more than 36,000 outlets. Some 80 per cent of these restaurants are owned and operated locally by almost 5,000 business men and women. The first Mcdonald’s restaurant opened in Australia in the western suburbs of Sydney in 1971. There are now (as at 31 December 2011) 869 McDonald’s restaurants across Australia serving more than 1.7 million customers every day.

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