What Is Swot Analysis Of Mcdonald's
MANAGING MARKET
1. INTRODUCTION
McDonald’s was founded in 1940 by brothers, Richard and Maurice McDonald in the state of California (RF). Presently there are 36,900 locations globally, operating in 100 countries within 7 areas of the world which includes: The United States, United Kingdom, Africa, Canada, The Middle East, Latin America and Asian Pacific countries. On average, McDonalds serves 69 million consumers daily (RF). McDonalds is currently the number 1 burger chain in the world and one of the most recognizable and iconic brands (RF).
As of 2016, 82 percent of all Mcdonald’s locations are owned by franchises but operate under both direct and indirect observation of McDonald’s, however, franchised restaurants are the primary source
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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 have become brands in their own right (Abdullah, 2009)
4. A. IV. Quality Products
McDonalds is the symbol of quality with respect to its offering (Scribd, 2009).
4. A. V. Diversified geographic presence
In FY2008, the company operated more than 31,900 fast food restaurants in over 100 countries in the following geographic segments: the US; Europe; Asia Pacific, Middle East and Africa
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