急問 About McDonald???

McDonald
Strength:
1. renowned worldwide brand, established player in fast food
2. large company with lots of shops, has economy of scale
3. good localization in certain countries like China

Weakness:
1. in many regions there are many other main competitors, such as Burger King, Jack-in-the Box, Wendy's and so on.
2. nowadays customers are much more health-conscious, and McDonald is complained on this issue.


Opportunity:
1. Still many opportunities in the developing countries, fast food's characteristic of tasty and convenience fits those markets.

Threat:
1. the worldwide trend on healthy-eating will eventually reduce the customer base

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.

SWOT analysis is a tool for auditing an organization and its environment. It is the first stage of planning and helps marketers to focus on key issues. SWOT stands for strengths, weaknesses, opportunities, and threats. Strengths and weaknesses are internal factors. Opportunities and threats are external factors.