The guide below presents a McDonald case study in a form of qualitative descriptive research. Such case study is usually applied in order to assess the organization and identify the key points in its current development. In order to write a McDonald case study it was necessary to collect the most accurate data, records, interviews or examinations. The guide presented below regards such vital for a case study sections as company profile. This paper demonstrates a brief history of company’s development and focuses on its current position on the market. Further, a SWOT analysis is presented that regards closely the strengths, weaknesses, opportunities and threats for McDonald’s. PEST analysis as well as recommendation for new strategies are also required to present a complete case study of the company.
The company was established in 1940 by two brothers as a hot dog stand in CA. The vision of providing fast – food hamburgers emerged when the hot dog stall has started to transform into a restaurant chain. McDonald’s has established its current image with the introduction of Happy Meals and pursuit of active lifestyle awareness campaigns. Currently, the restaurants are internationally recognized and have franchises in 119 countries across the world. The main competition within the fast – food chain sector is represented by Burger King and Wendy’s.
- Strengths – organization of workforce, international awareness of the brand, broad range of geographical outreach.
- Weaknesses – little growth of revenue, small interest on the European market.
Opportunities – introduction of new recipes, expansion, concentration on China and Russia.
- Threats – health consciousness, food safety and competition.
- Political – negative force for the further development of the chain. The administration of the food safety in the restaurants has been publicly doubted, which led to the approval of the medical professionals of the danger that fast – food has on the health of an individual. The social and ecological discourses add up to the issues at hand. Pressure from the international community on the reduction of paper usage for the fast – food purposes is another example of McDonald’s everyday troubles. Ecologically safe packaging requirements from the home based and international regulatory campaigns end the list of the most acute current problems of this restaurant chain.
- Economic – challenge of maintaining the low price range of the offered goods contradicts with considerations for the risks associated with the shifts in emphases in the global economy. However, in order to support its positive image, the McDonald’s chain provides primary deposit, initial training and any other type of financial assistance to the newly opened franchises across the world.
- Social – the increased debate over the healthy consumption. The chain has evolved suiting and fitting the health safety requirements by offering a range of healthy food choices, such as salads. Moreover, the chain is supporting the sport events and players in order to promote the vision of healthy lifestyle. Furthermore, the information about nutrition is consumer- friendly, providing clients with all details of the production, calories and content of food.
- Technological – innovations are constantly applied to simplify and increase the speed of the workers. Drive – through windows are established along with each restaurant to ease the process of getting food. New technologies are also applied for the improvement of the supply chain management.
It would be helpful to sustain the high business cycle of the franchise. This would be possible through focus on the promotion of healthy food choices. Local specialization on the content of hamburgers and other meals would increase the profitability of internationally located restaurants. Moreover, expansion in the Asian market would grant a tenfold of benefits for the profitability of the company.
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