McDONALD'S

Founded by Richard & Maurice McDonald's

In San Bernardino, California (15 May 1940)

PRODUCTS

1940

• First burgerstand in California
• Buy Kroc's mixers

1955

• Kroc's join in
• Go international with standardize procdures
• The first McDonald's shop

1960's

More than 1000 shops across U.S

1971-1979

Open in Japan, Holland, Sydney, Brazil

2008

• 31.967 shops in 118 countries
• Variety menu adapting with local taste

2008

McDonald owns

Chipotle Mexican Grill
Donatos Pizza
Boston Market

MCDONALD'S ISSUES..

• (1999) protest from a French farmer
• Health problems (McLibel case)
• Labor problems
• Environmental problems

SOLUTIONS

Mcdonald's vegetable waste is used to produce fuel.

Corn based bioplastic as a goods containers (carbon saving 30%)

But then, decided to focus on its' core business

Divesting, McDonald sell boston market
and donatos pizza.

MCDONALD'S INOVATION

• Drive thru
• McExpress
• McCafe
• Franchise

MATRIX SWOT

STRENGTH

• Market Leader - Brand Recognition
• Strategic Placement with high human traffic
• Partnership with cocacola
• Hygienic place and playground for children
• "Hamburger university" professional training

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• Revenue comes from sales and franchise
• 24 hours service
• Drivethru and Delivery service

WEAKNESS

• Incompetitive Price
• Inovation lacks of certain specification
• Advertisement that only focused on children

OPPORTUNITIES

• Make the food healthier
• Expanding the market
• Making new products

THREATS

• Exchange rate fluctuation
• Stronger competition
• Health issues
• Local competitors

PEST-E

• Politic
• Economic
• Social
• Technology
• Environment

PORTER'S FIVE FORCE

• Competitor action
• Entry &exit barriers
• Substitutes
• Supplier force
• Customer force

INTERNAL ANALYSIS

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STRATEGIC FORMULATION

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By

Rany A. 32411008
Cynthia 32411114
Elisabet K. 32411154