McDonalds SWOT analysis 2013

by Ovidijus Jurevicius at Strategic Management Insight

Company Background
Name Current CEO Revenue Profit Employees Competitors McDonald's Corporation Don Thompson $ 27.56 billion (2012) $ 5.46 billion (2012) 1,800,000 (2013) Burger King, Yum! Brand, Subway, Wendys.

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Strengths
1. Largest fast food market share in the world 2. Brand recognition valued at $40 billion 3. $2 billion advertising budget

4. Locally adapted food menus

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Strengths (cont.)
5. Partnerships with best brands 6. More than 80% of restaurants are owned by independent franchisees 7. Children targeting

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Weaknesses
1. Negative publicity 2. Unhealthy food menu 3. Mac Job and high employee turnover

4. Low differentiation

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Opportunities
1. Increasing demand for healthier food 2. Home meal delivery 3. Full adaptation of its new practices

4. Changing customer habits and new customer groups

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Threats
1. Saturated fast food markets in the developed economies 2. Trend towards healthy eating

3. Local fast food restaurant chains

4. Currency fluctuations 5. Lawsuits against McDonalds

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