麦当劳的SWOT分析

1、cheryl wilcoxdale brockwaymarc camerlinbelisa anzalottimcdonaldsagendacompany backgroundswot analysisstrategies: past and futuremchistory ray kroc opens the des plaines restaurant in 1955. first days revenues - $366.12 in 1965, mcdonalds goes public with the companys first offering on the stock exch

2、ange in 1967, jim delligatti invents the big mac “makadonaldo” first opened in 1971 (japan)mchistory egg mcmuffin is introduced in 1973; developed by owner operator herb peterson in 1974 fred hill of the philadelphia eagles teams up with mcdonalds to create the ronald mcdonald house happy meals (197

3、9) fascinating mcfacts today, the company operates more than 23,500 restaurants in 109 countries since its founding in 1955, mcdonalds has sold well over 100 billion hamburgers mcdonalds prepares more than 6.8 million pounds of french fries every day more than 50,000 students have graduated from “ha

4、mburger university”franchising mcfacts approximately 85% of mcdonalds restaurant businesses world-wide are owned and operated by franchisees all franchisees are independent, full-time operators mcdonalds was named entrepreneurs number-one franchise for 1997mcdonaldsstrategic issue to consistently in

5、crease shareholder value through the growth of profits and market share in the fast food industryswot analysis - strengths brand equityworld-wide 42% of us fast-food hamburger business consistency of food successful items: fries, happy meal, big mac, egg mcmuffin, promotions overseas market balance

6、sheet positionswot analysis - weaknesses declining market share weak product development disgruntled franchisees quality and taste of productswhose food do americans really like best?best-tasting food?wendys 36%*burger king32%mcdonalds21%best-tasting burgers?burger king42%wendys32%mcdonalds17%* perc

7、ent of respondentsswot analysis - weaknesses declining market share weak product development disgruntled franchisees quality and taste of products slowed revenue and income growthincome trendsreturns6.7%4.5%14.7%14.4%9.1%17.7%12.3%10.2%16.6%13.0%14.6%14.7%0.0%2.0%4.0%6.0%8.0%10.0%12.0%14.0%16.0%18.0

8、%20.0%1994199519961997revenuenet incomeprofit marginstock price$48$50$58$48$63$84$-$20$40$60$80$100199619971998mcdonalds growths&p industry growth international expansion only serving 1% of the worlds population growing dining-out marketswot analysis - opportunities mature/overstored industry st

9、rength of competition more health-conscious consumers changing demographics fluctuation of foreign exchange rates; economiesswot analysis - threats1997 competitor financial comparison6.8%4.0%7.4%4.4%8.7%16.3%0%5%10%15%20%revenuesnet incomemcdonaldsburger kingwendyspast mcstrategies product developme

10、nt successes: fries, happy meal, big mac, egg mcmuffin, promotions failures: mcpizza, fajita, carrot sticks, mclean, and the arch deluxepast mcstrategies market development success: international growth failure: over-expansion in us alternative locations forward integration distribution through fran

11、chisees with control over store presentation, menu items joint venture: franchiseesnew mcstrategies leverage brand equity product development: focus on core business quality and taste issues food delivery methods mbx (mcdonalds big extra) family value mealnew mcstrategies joint venture (franchisee): change methods of dealing with franchisees to better motivate owners and foster team spirit enhance owners participation in process improvementsnew mcstrategies market penetration and development continue international expansion retrenchment home office cost re