Strategic Analysis: A Comprehensive SWOT of McDonald's Business

This report presents a SWOT analysis of McDonald's, a leading global fast-food brand. It highlights McDonald's strengths, including its worldwide brand equity, strong brand image, employee training programs, and effective marketing strategies. The report also identifies weaknesses such as negative press, competition from other fast-food chains, and health concerns related to its menu. Opportunities for McDonald's include increasing revenues through menu pricing strategies and home delivery services. The report also outlines threats, such as competition from new fast-food brands and casual dining restaurants. The analysis is supported by references to academic journals and online resources.

English Academic Skills

Mc. Donald’s is one of the leading brands across the globe who offers a uniform taste for its
burgers and all other eatables. It is through adoption of SWOT analysis that the evaluation of Mc.
Donald’s is conducted into the report presented herewith. The model assists in identifying core
competencies of the business unit and loopholes within organization (Sutherland and Canwell,
2008). First of all, the strengths of food outlet is highlighted. It is found that McDonald’s has a
worldwide brand equity. It has a strong brand image and reputation in the market that makes
business competitively strong. This factor reduces the market based risks. McDonald's provides the
training for their staff and manager time to time (Sutherland and Canwell, 2008). This company has
its own program to train manager and most of the staff managers professionally.
Figure 1: Brand value & Growth of Mc. Donalds
(Source: Jurevicius, 2017)
The above graphs clear the indicates the brand value and growth of the organization over a
period of time. The process of specialized training of managers increases the productivity and
benefits of McDonald; it also helps to increase the reputation of cited venture When manager and
staff members provide high quality services to the customers then customers get satisfied, which in
turn is a key of McDonald's success. With assistance of high skilled employees company can easily
improve its productivity and growth. McDonald's always focus on its market strategies. They
always provide new and different advertisements for its customers. Company have effective
promotion and advertisement strategy by which it have able to attract the large numbers of
customer. (Sherman, Rowley and Armandi, 2007). McDonald's provide a large amount of calories

but not too much nutrition in their products. McDonald's has been impacted by negative press.
Other competitive companies try to build a negative image of McDonald's in the market. Cited
venture has to contend with many strong brand names in fast food business such as CCD,
WENDY'S, BURGER KING OR YUM. This strategy can attract the large numbers of customer by
which profitability and productivity of cited venture can easily enhance. (Dey, 2016). Many
customers who care about their health so much stop eating at McDonald's restaurant. It decreases
the benefits and productivity of McDonald's. Turnover rate is still high because McDonald's has
many good managers as well as skilful employee. Many employees of McDonald's quit their jobs
because of low salary as well as too high working pressure ,McDonald have high skilled
employees which is one of the great strength of cited venture through which it can produce high
quality of product and services. Now-a-days, most of the people like fast food very much. Also,
people who have not time to cook their meal at home they prefer fast food restaurant. (Jurevicius,
2017). So, it is opportunity for McDonald's to increase its revenues. Cheap prices of menu is
preferred by large number of customers. With low cost menu, McDonald's can attract customers. It
is not difficult for McDonald's to apply cheap prices on all restaurants (Bhasin, 2016). Discount
given on every food item on special days may help them to attract more number of customers.
There are many new fast food brands that have entered into the market. They try to gain more
customers from McDonald's. In addition to this, in the market there are various casual dinning
restaurants which is major competitor of McDonald in the present time. Further, the business unit
can expand its customer base by providing home delivery services. It is through proper planning
that the business unit is able to overcome its weaknesses over a period of time.

REFERENCES
Books and Journals
Dey, K., 2016. The fast food industry in the UK. Analysis of McDonalds with PESTEL, VRIN and
Porter's Five Forces.
Sherman, H., Rowley, J. D. and Armandi, R.B., 2007. Developing a strategic profile: the pre‐
planning phase of strategic management. Business Strategy Series.8 (3). pp.162-171.
Sutherland, J. and Canwell, D., 2008. Essential Business Studies A Level: AS Student Book for
AQA. Folens Limited.
Online
Bhasin, H., 2016. SWOT analysis of McDonalds – McDonalds swot analysis. [Online]. Available
through: <https://www.marketing91.com/swot-mcdonalds/>.
Jurevicius, O., 2017. McDonald's SWOT analysis 2017. [Online]. Available through:
<https://www.strategicmanagementinsight.com/swot-analyses/mcdonalds-swot-
analysis.html>.