麦当劳的SWOT分析.ppt

Cheryl Wilcox
Dale Brockway
Marc Camerlin
Belisa Anzalotti
McDonald’s
Agenda
Company Background
SWOT Analysis
Strategies: Past and Future
McHistory
Ray Kroc opens the Des Plaines restaurant in 1955. First day’s revenues - $
In 1965, McDonald’s goes public with pany’s first offering on the stock exchange
In 1967, Jim Delligatti invents the Big Mac
“Makadonaldo” first opened in 1971 (Japan)
McHistory
Egg McMuffin is introduced in 1973; Developed by owner operator Herb Peterson
In 1974 Fred Hill of the Philadelphia Eagles teams up with McDonald’s to create the Ronald McDonald House
Happy Meals (1979)
Fascinating McFacts
Today, pany operates more than 23,500 restaurants in 109 countries
Since its founding in 1955, McDonald’s has sold well over 100 billion hamburgers
McDonald’s prepares more than million pounds of French fries every day
More than 50,000 students have graduated from “Hamburger University”
Franchising McFacts
Approximately 85% of McDonald’s restaurant businesses world-wide are owned and operated by franchisees
All franchisees are independent, full-time operators
McDonald’s was named Entrepreneur’s number-one franchise for 1997
McDonald’sStrategic Issue
To Consistently Increase Shareholder Value through the Growth of Profits and Market Share in the Fast Food Industry
SWOT Analysis - Strengths
Brand Equity…world-wide
42% of US fast-food hamburger business
Consistency of food
essful items: Fries, Happy Meal, Big Mac, Egg McMuffin, Promotions
Overseas market
Balance sheet position
SWOT Analysis - Weaknesses
Declining market share
Weak product development
Disgruntled franchisees
Quality and taste of products
Whose food do Americans really like best?
Best-tasting food?
Wendy’s 36%*
Burger King 32%
McDonald’s 21%
Best-tasting burgers?
Burger King 42%
Wendy’s 32%
McDonald’s 17%
* Percent of respondents