McDonald's - SWOT analysis (10分)

SWOT = Strength + Weakness + Opportunity + Threat

Strength: Brand, low-price, food quality, culture, etc
Weakness: unhealthy food image, increase in production cost,
Opportunity: more business opportunity in China.
Threat: more competitors in market

1. MacDonald's positioning strategy = 4S (Standardisation, Simplification, Specialization, etc)

Standardization = meaning their food, services, furniture, decorations are standardized.
Simplification = meaning that the company tries to simplify their operation procedures and management.
Specialization = meaning that the company tries to specialize their food according to local people's preference.

Consumer Segment: children, working class, vegetarians, elderlies and low-income groups.
Product Segment: Happy Meal ---> Children, elderlies
Lunch Set and Morning Breakfast Set ---> Working Class
Salads ---> Vegetarians

2. External Environment that may affect MacDonald's present & furture:
Increased Education --->People concern more healthy diets --> reduce consumption on junk food & fast food.
Fewer Children in HK ---> Aging of population in HK intensify --> fewer demand towards MacDonald's.

2007-03-01 00:17:45 補充：
Threat: more competitors in market, customers' rejection towards genetically-made food, etc.

優勢：
麥當勞爲全球品牌，其品牌已受認同，且全球經驗資源足，具有規模經濟，在營運品管及質量上提升，人員地域化且素質高，認同公司文化，能培養共同價值。
1. 全球品牌
2. 支援足、有規模經濟
3. 營運品管、品質高
4. 人員地域化、素質高且聚公司文化、共同價值
弱勢：
人員人數高，管理不易。強調永續經營，且單價低而開發成本高，造成資本回收慢。品牌定位被限制爲漢堡生意，且受全球企業管理的限制，必須考慮品牌及過去經營方式。
1.員工人數高、管理不易
2.開發成本高
3.品牌定位被限制
4.全球企業管理的限制
機會：
以産品的研發來突破區域性飲食習慣的限制，以多樣的麥當勞經驗提供更大的價值，運用更多樣的策略聯盟來共同開發市場，而區內顧客消費潛力高也是一個機會點。
1.新產品的研發
2.更多樣的麥當勞經驗
3.更多樣的策略聯盟
4.顧客消費潛力高

威脅：
顧客的口味選擇、法規的限制、沒有進入障礙、顧客信心不足、樹大招風等。
1.顧客的口味選擇
2.法規的限制
3.沒有進入障礙