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Mcdonalds Anlysis

In: Business and Management

Submitted By linduoduo
Words 3454
Pages 14
Executive Summary
This report contains the strategic audit of McDonald’s. The instruments use the external and internal aspects to analysis the opportunities, threats, strengths and weaknesses (SWOT analysis and SWOT matrix). Analysis of the company's position has been undertaken different technology models have also been applied in to undertake the analysis of the technology practices in the company. In the end suggestions and recommendations are presented in to improve the competitive position of the company.
The analysis of external environment includes three threats and three opportunities. The opportunities included global expansion, the trend of healthier eating, and the growing market for coffee drinks. The three threats came from social activists, the large amount of competition, and the unhealthy food image in the eyes of the public.
The analysis of internal environment includes three strengths, which are which are global expansion, specializing training and efficiency of the top management; two weaknesses which are exploited workers and damaging the environment.
McDonald’s corporation had four strategies include expand the coffee market domestically, as well as internationally; develop more eco-friendly methods of operating; develop a method to choose where to locate new stores; expand the healthier food options on their menu.

Introduction
McDonald's Corporation is the world's largest chain of hamburger fast food restaurants, serving around 68 million customers daily in 121 countries. Headquartered in the United States, the company began in 1940 as a barbecue restaurant operated by Richard and Maurice McDonald; in 1948 they reorganized their business as a hamburger stand using production line principles. Businessman Ray Kroc joined the company as a franchise agent in 1955. He subsequently purchased the chain from the McDonald brothers and oversaw

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