McDonald's Corporation SWOT Analysis. - Essay Prowess

McDonald’s Corporation SWOT Analysis.

McDonald’s Corporation SWOT Analysis.


Company Overview

McDonald’s diners offer a liberally uniform menu. This is regardless of the way that there are geographic assortments to suit neighborhood buyer slants and tastes. McDonald is one of the greatest chains of ground sirloin sandwich fast food restaurant. McDonald’s tests new products on an advancing reason. More than 58 million customers serve step by step worldwide by McDonalds. The company’s works its business through restaurants and also renting premises to franchises. McDonald’s meals are popular across all age brackets as well as among different regions and cultures globally.  

The organization offers chicken tenders, chicken sandwiches, and the quarter pounder with cheddar, cheeseburgers, and plates of blended greens, desserts, wraps, pop pops, and distinctive beverages. These add to changes in buyer perspective of McDonalds and the food it serves (Moesgaard & Poulfelt, 2014). Floats in food inclinations, for instance, a move towards a more favorable menu, also influence bargains when McDonalds cannot remain mindful of the solicitations. There have been a couple audits and some input including McDonalds, on a broad extent of focuses, for instance, food quality and treatment of delegates. Introducing a more profitable menu and changing the photo from a rubbish support restaurant to a strong food diner speaks to a huge risk on account of customer’s set perception about McDonalds. The fast food chain’s begun from various countries, regions and spread to the local franchises. It does not rely on upon one key source of income, not in the slightest degree like some of its foes. Regardless, to ensure that it partners with the all-inclusive markets, McDonald’s offers locally critical food menus too. One of McDonald’s guideline qualities is its improved wage streams (Chu & Bloomberg News, 2012).

McDonald’s is one of the biggest restaurant brands across the world with over 70 million customers in over 100 countries globally. McDonald’s enhanced restaurants are had and worked under one of the going with structures – conventional foundation, developmental allow or accomplice. McDonald’s overall structure is incorporated both Company-had and enhanced diners. In light of changing consumer needs, the company produces varying tastes of fast foods and drinks that are changed through continuous research and development. The McDonald’s income begun from costs paid by the franchisees, the rent sways, and bargains in company worked restaurants.

The Company works and foundations McDonald’s restaurants, which serve a locally-correlated menu of significant worth food and refreshments sold at various sensible esteem centers in more than 100 countries. Regardless, to ensure that it partners with the all-inclusive markets, McDonald’s offers locally imperative food menus as well. The Company sees itself basically as a franchisor, with by a wide margin the greater part of McDonald’s diners had and worked by free franchisees. For example, it serves gazpacho in Spain to embrace the Spanish culture. Broadening its products diversity enables a customer to have many choices hence increased customer satisfaction. This offers a good image of the McDonald’s overall brand, hence increasing its profitability and productivity (Gilbert, 2011).

Company Situation

Current Situation

As from July, 2015, McDonald’s started working under another definitive structure. The structure has parcels that unite markets with equivalent qualities, challenges, and open entryways for advancement For any situation, an extension in wages can’t simply be passed on to customers by growing expenses, since it would achieve lost customers. McDonald’s has been under consistent weight to construct pay. McDonalds’ customers join the low wage pay gathering. Regardless, if the organization raises the base wages, it would achieve an incomprehensible wage increase (Hess, 2010). Hence, the menu expenses would be extended by all food industry players. For a low wage purchaser, an extension in the most minimal pay allowed by law will be useful at first. In any case, they ought to pay higher expenses for the support products (Facella, 2015).

Inhabitance costs will be costs related to the land and working, for instance, rents, arrive charges, assurance, and other related costs. Using the building space by growing customer development through non-peak hours can extend its incremental working livelihoods and increment working impact. These costs generally tend to remain stable as a result of whole deal lease understandings (Facella, 2015). They likewise improve obligation regarding building itself. McDonalds has set strict models for its suppliers to hold on to. Suppliers’ uncovered full commitment with respect to the quality, consistency, and security of the thing they pass on. McDonalds searches for consistency in surface, shading, freshness, and cut to meet the set standards.

SWOT Analysis


McDonald’s is the world’s 6th the most critical brand with a normal brand. Regardless, such insignificant exertion products tear separated arrangements from other higher esteemed products and exchange off advantage. Another genuine quality is market expanding in light of the affiliation’s proximity in many areas far and wide. Stamp regard and brand care are shown wellsprings of high ground. McDonald’s has a brand picture that makes the business forcefully strong. This variable abatements advertising based threats. Specifically, check regard is a pointer of an irregular condition of customer commitment and it offers a broad assortment of great conditions. This fuses orchestrating power with customers and suppliers, and also, overall advancement openings (Yuece, 2013).

McDonald’s restaurants in various countries are had and worked by McDonald’s Corporation. Additionally, McDonald’s has a broad course of action of standardized strategies. This is a quality that adds to business viability and thing consistency. Along these lines, it engages the company to remain in contact with changes in the client direct. This piece of McDonald’s strength in the fast foods industry exhibits that the company has the ability to continue operating at a competitive level. This case of strategic plan has ended up being exceedingly productive and there are grounds to trust that the model can wind up being to be achievable for the whole deal perspective.


McDonald’s systematization ensures consistency furthermore lessens the company’s flexibility in responding to market assortments. This is a weakness that makes the McDonald’s powerless against its competitors and the general operation of the business. Low thing extension looks at to the affiliation’s accentuation on food and refreshment products. In light of present circumstances, the company is faced with challenges of meeting the different needs of customers when it comes to designing a menu. For this reason, McDonald’s has always tried to design foods that are low in salt, fat, carbs and sugar to control weight gain issues among its customers. This drives expansive bits of its customers to put on pounds. The chain has been extensively investigated for propelling undesirable dietary examples (Yuece, 2013).

A majority of McDonald’s customers are based in the United States and the Western nations. This means that McDonald’s depends on a huge income from these nations something that could have impacts in its future operations. This is a weakness that can affect the company’s intensions to become a global brand that is conspicuous from any part of the world. It ought to improve versatility, and augment its thing mix (Moesgaard & Poulfelt, 2014). On the other hand, McDonald’s restaurants do not pay high salaries. Therefore, there are is high employee turnover which affects the performance of the organization’s workforce. High employee turnover increases the costs incurred by the company to train employees regularly. Additionally, many employees don’t acknowledge the position genuinely, or take care of business for brief time spans, and this prompts cut down execution.


McDonald’s is on course to extend its operations globally. While the business has extended to many countries across the world, there is the opportunity of entering the developing world where spending is increasing drastically. This way, the company has the opportunity to use its brand popularity and penetrate markets in Asia and Africa where the popularity of fast foods is increasing. Also, to address promote based threats, McDonalds can refranchise more than 3000 diners by 2018 as stipulated in its globalization plans. This move will enable the company to display its brand at every part of the world and hence increase it long term brand image and productivity. Additionally, McDonald’s has the opportunity to test its products popularity among different cultures through a customized research and design. This should consider a more streamlined, lower cost, and all the more unfaltering affiliation (McDonald’s Corporation SWOT Analysis, 2004).


The restaurant business is particularly competitive due to the ease of entry and exit particularly in the fast foods market. For this reason, McDonald’s competes not only with other global brands such as Wendy’s and Burger King, but also with local brands that can be competitive. On the other hand, the company’s image has often suffered when its products are associated with unhealthy lifestyles. It fights to keep convincing its customers on the standards used to develop healthy foods. It has given clients’ growing slant for quality and ordinary products. McDonald’s gigantic competition from national, worldwide, local, and close-by retailers of food products implies that its future is debilitated. McDonald’s in a general sense fights with Wendy’s and Burger King. Moreover, GMO controls have often associated fast foods with unhealthy living conditions. The company is left with the challenge of convincing its customers that its products are healthy and fit for human consumption (Yuece, 2013).

While the company has to a great extent focused on meeting customer demands, there is the threat of emergence of new fast food manufacturing and packaging. This way, the fast foods business may change such that new entrants can have an equal share of customers. Clients are searching for unfenced chicken and characteristic vegetables. This piece of the SWOT examination shows that McDonald’s needs to develop new courses of action as to GMO fixings. Also, new products are relied upon to pull in prosperity aware clients and the pattern is required to proceed (Facella, 2015). Many local and global customers are endeavoring to eat healthy but cheap foods. The rising in noticeable quality of characteristic products and food developed from the earliest stage anticipated that would draw in considerably more clients. The stock with each and every normal settling is to some degree a threat to McDonald’s.

Strategic Direction

In the modern world, the process of developing and packaging foods involves many consumer demands. Despite these impediments McDonald’s has strived to remain a competitive fast foods brand in the world. McDonalds is an overall company going up against national and all inclusive contention from other restaurant directors. Regulation extended the yield of specialists and ensures that customers had a comparative contribution in each one of the stores of McDonalds. McDonald’s uses a combination of methods to deal with these components. McDonald’s has led diner arrange augmentation. It acknowledges this favored point of view the entire path over the world in the restaurant business (Moesgaard & Poulfelt, 2014).

Unfortunately, this has furthermore tossed a shadow on McDonald’s endeavoring to move to a more gainful menu an example towards that purchasers have started to get a handle on. McDonald’s has to keep reviewing its business operations strategies to keep up with the evolving world. This is mostly because of the ever-changing consumer needs that are driven by competition in the industry. The company has developed effective relationship with its suppliers so as to get the best deals when it comes to procuring raw materials and other supplies. The organization has recognized its adversaries to be “lively organization. The company faces broad issues in light of creating conditions in the overall market. They have built up eating establishments, nice eating, full-advantage restaurants, street backs off or corners (Facella, 2015).

The monster accomplishment of McDonalds for quite a while was depended on upon a clear condition that is give buyer regard for money. Broadened diners must hold to models and game plans that will secure the brand. This realizes snappy capable organization and quality in a spotless air and they will return again and again. The franchisee moreover pays greatness in perspective of a percent of offers, close by rent. To pass on the motivating force for money and predictable high bore the company standardized. The systems for taking solicitations and arranging food and organization must be set up. McDonald’s widened pay streams are a quality that empower it to build up more dependably. The company is not as impacted by social or other biological changes in various zones as much as other fast food companies (Moesgaard & Poulfelt, 2014).

Company Outlook

The company supplanted its super-measure menu by introducing more worthwhile choices like serving of blended greens menu and apple cuts. In the United States, it is represented that drive-throughs speak to 70 percent of offers. The company has guided an investigation to perceive what customer ate and assumed that people were eating more chicken than meat. This is the primary go through McDonald’s will have a net diminishing in the amount of ranges in the United States since 1970s (Chu & Bloomberg News, 2012).

McDonalds underlined on chicken suppers, including fire seared chicken sandwiches, wraps with chicken, southern style chicken sandwiches. In the subsidence time of 2008-2009 offers of minimal effort meals has extended. The company moreover makes an indicate offer numerous negligible exertion menus including cheeseburger and fries. McDonalds buys more chicken than burger because it has more customers willing to buy chicken than its competitors.

McDonalds change its complement on the refreshments. McDonald’s has ended up being significant of globalization, now and again implied as the McDonaldization of society. For a significant long time drinks were bits of knowledge of the past at McDonalds however the expert see the brisk improvement of Starbucks. In 2009, the company offered better coffee including lattes that were relied upon to force more clients (Moesgaard & Poulfelt, 2014). This deviation from the standard menu is a strategy that gives McDonald’s better company outlook and improves its profitability. The accompanying genuine change is in the layout of the stores. The company upgrades the way of its coffee products by choosing the best coffee beans, using incredible apparatus and filtering its water to make the best coffee products. The thought is to highlight the perspective of significant worth and to target more customers. The past diner setup have been supplanted by smooth new structures with in vogue improvements and lights, wide screen TVs and Wi-Fi affiliations.


McDonald’s residual parts the world’s driving overall foodservice retailer, and posts colossal advantages each year. McDonalds’ organization assumes that killing the land assets would hurt the company more than making a motivating force for theorists. Regardless, as we indicated above, there are a couple concerns. As shown by the company, it has communicated that the remaking of proprietorship would take a long time. The company continues standing up to enraged contention, and faces a testing subset of the masses that is revolved around sticking to a decent eating routine (Chu & Bloomberg News, 2012).

McDonald’s has adequately used an isolated market division procedure by concentrating on the family and particularly kids with their feast and cost. Another CEO and framework should give more noteworthy quality at the company, yet this will most likely put aside some chance to develop. Most lifted improvement rates remain in creating business segment regions. Overall fast food has progressed with new slants and contenders. Overall expert cafés will continue seeing quick advancement (Hess, 2010).

McDonald’s is always arranged to manhandle new resource and the affiliation structure is effective. It gives a fair support to its foundation operations. It will require great measure of speculation and effort for any battling fast food tie to accomplish this scale, and this the truth is a vital motivation behind qualities for McDonald’s. Unlike other companies in online business and distinctive ventures; setting up operations in a worldwide scale is a repetitive and complex task in giving food industry (Moesgaard & Poulfelt, 2014). A standard site for occupations watched out for laborer satisfaction issues beat 10 fast-food chains. High laborer turnover is one of the genuine weaknesses of McDonald’s and it is not hard to see any motivation behind why. Irregular condition of advantage is connected with business qualities to the extent withstanding the seasons of budgetary break and making interests in inventive work exercises.


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Chu, D., & Bloomberg News (Firm). (2012). What are the investment risks in McDonalds?. New York: Bloomberg.

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Datamonitor (Firm). (2000). McDonald’s Corporation. New York, NY: Datamonitor.

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Facella, P. (2015). Everything i know about business i learned at mcdonalds. Place of publication not identified: Mcgraw-Hill.

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Gilbert, S. (2011). Mcdonalds. Creative Paperbacks Inc.

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Hess, E. D. (2010). Smart growth: Building an enduring business by managing the risks of growth. New York: Columbia Business School Pub.

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McDonalds Case Study: Remaining Relevant in a Health-conscious Society. (2012). Place of publication not identified: Datamonitor Plc.

McDonald’s Corporation SWOT Analysis. (2004). Datamonitor Plc.

McDonalds. (January 01, 2009). Trademark World : the International Journal for Trademark Professionals, 218, 8.

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Moesgaard, A. M., & Poulfelt, F. (2014). Beyond strategy: The impact of next generation companies. New York: Routledge.

Yuece, I. (2013). Swot analysis of mcdonald’s and derivation of appropriate strategies. Place of publication not identified: Grin Verlag.

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