Presentation by Vlada Uporova UP - 201 SWOT McDonal’s 1. 2. 3. 4. PLAN About the company Range Marketing SWOT McDonald's Corporation (McDonald's) is an American Corporation, the world's largest chain of fast food restaurants. The company was founded in 1940 by brothers Dick and Mac McDonald Leadership is won through a carefully thought-out and rigorously executed marketing program. Before McDonald's, an American could get a chopped steak at a restaurant or a cheap diner. In 1955. one ray Kroc, a 52 - year-old milkshake mixer salesman, became interested in a chain of seven restaurants owned by Richard and Maurice McDonald. Kroc liked their idea of fast-food businesses, and agreed to buy the entire chain, along with its former name, for $ 2.7 million. McDonald's Corporation has mastered the art of marketing services based on the provision of trade privileges. It carefully selects the locations for new enterprises, selects candidates for their licenses from among the most qualified entrepreneurs, with the help of constantly conducted surveys of visitors, monitors the quality of food and service and directs great efforts to improve the technology of cooking steaks, with a view to simplifying the production process, reducing costs and service time. The concept of social and ethical marketing requires a balance of all three factors: the profits of the company customer needs public interests. SWOT Strength Weaknesses Opportunities Risks • Strong presence of the company around the world, leadership in the domestic and international markets. • Economies of scale. • The company is owned by a charity organization "Ronald McDonald House". • The company constantly improves the quality of ingredients. • Has one of the most recognizable logos in the world. • The restaurant adapts to the culture of each country. • Advertising is aimed mainly at children. • High staff turnover. • The restaurant will have to do something due to the growing popularity of natural food ingredients/ • Price competition with competitors constantly threatens the company's profits. • Not enough innovative products • The company can adapt to different cultural conditions and is open to innovation. • The company can conduct research in order to use green energy sources. • You can create more new products. Develop new advertising channels-for example, mobile messages. • Some restaurants can be moved to more fashionable places and develop a separate pricing policy for them. • One of the main problems is currency fluctuations, as prices for meals are standardized. • A growing number of restaurants that reduce food prices-Burger King, Starbucks, KFC. • Eating in chain restaurants causes certain health problemsMcDonald's has repeatedly acted as a defendant in cases of harm to health • High investment in advertising to reduce the company's revenues Thanks for your attention. Any questions? Mmm... delicious!
