The Strengths of McDonald's in the Fast Food Market
Marketing
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1. Introduction
2. Organisational Profile
3. Market Analysis STEP Analysis Porter’s Five Forces
4. Identification of Strategic Alternatives SWOT Analysis
5. Recommendations Short Term Medium Term Long Term
6. References
1. Introduction
The following is a report on the fast food market and more specifically McDonalds. This report aims to establish the strength of the fast food market and the strength of McDonalds within this market. It will help to establish what objectives McDonalds can strive towards in the future. The report consists of: a look at the organisation itself; an analysis of the market with the help of PEST analysis and Porter’s five forces; identification of strategic alternatives with the use of SWOT analysis; short, medium and long term recommendations for McDonalds.
2. Organisation Profile
The fast food market is extremely competitive and will continue to be so due to the constant demand for quick and convenient burger-based meals. Within this market McDonalds is the Worlds largest food service retailing chain with over 31,370 fast-food restaurants in over 118 countries. On top of this McDonalds has 1206 branches in the UK. At this current moment in time there is a shift towards healthier eating, however McDonalds still continues to be successful with the help of various innovations. Although McDonalds is the largest fast food retailer in the World it is not without competition from the likes of Burger King, KFC, Gourmet Burger Kitchen and Starbucks.
3. Market Analysis
In order to stay on top of the fast food market McDonalds needs to be aware of changes within the market and its movements. Therefore there is a need to be aware of the ‘Macro’ and ‘Micro’ elements. The ‘Macro’ environment is a number of broad forces that affect not only the company, but also the other actors within the ‘Micro’ environment. Major
[pic]
1. Introduction
2. Organisational Profile
3. Market Analysis STEP Analysis Porter’s Five Forces
4. Identification of Strategic Alternatives SWOT Analysis
5. Recommendations Short Term Medium Term Long Term
6. References
1. Introduction
The following is a report on the fast food market and more specifically McDonalds. This report aims to establish the strength of the fast food market and the strength of McDonalds within this market. It will help to establish what objectives McDonalds can strive towards in the future. The report consists of: a look at the organisation itself; an analysis of the market with the help of PEST analysis and Porter’s five forces; identification of strategic alternatives with the use of SWOT analysis; short, medium and long term recommendations for McDonalds.
2. Organisation Profile
The fast food market is extremely competitive and will continue to be so due to the constant demand for quick and convenient burger-based meals. Within this market McDonalds is the Worlds largest food service retailing chain with over 31,370 fast-food restaurants in over 118 countries. On top of this McDonalds has 1206 branches in the UK. At this current moment in time there is a shift towards healthier eating, however McDonalds still continues to be successful with the help of various innovations. Although McDonalds is the largest fast food retailer in the World it is not without competition from the likes of Burger King, KFC, Gourmet Burger Kitchen and Starbucks.
3. Market Analysis
In order to stay on top of the fast food market McDonalds needs to be aware of changes within the market and its movements. Therefore there is a need to be aware of the ‘Macro’ and ‘Micro’ elements. The ‘Macro’ environment is a number of broad forces that affect not only the company, but also the other actors within the ‘Micro’ environment. Major
References: • UNIVERSITY OF THE WEST OF ENGLAND, 2008. University of the West of England [online]. Available from: http://www.uwe.ac.uk/ , Accessed [15/08/2008]. • MINTEL, 2008. Mintel [online]. Available from: http://www.mintel.com/ , Accessed [15/08/2008]. • David Jobber, 2007. Principles and Practice of Marketing. 5th Edition. Published by McGraw-Hill Education. • Blythe, J. 2006. Marketing. Sage Publications. • Mark Sweney, June 30th 2008. The Guardian [online]. Available from: http://www.guardian.co.uk , Accessed [15/08/2008].