Part One:
The selection of McDonald was based on numerous aspects that make it unique in the market it competes in worldwide. A look at its history, its revenue streams and a SWOT analysis of it reveals numerous aspects about it that make it appealing. These are discussed below:
McDonald has developed into the world’s largest chain of fast food restaurants with a specialty in hamburgers. The company has grown to serve over 36000 outlets worldwide. It has developed from its foundation in 1940 in the United States where it started as a barbecue restaurant started by Maurice and Richard McDonald. Their specialty in hamburgers started in 1948 during the time which they applied production principles after reorganizing the business. They started their first franchise business in 1955 when Ray Kroc joined the company. Ray purchased the business from the founding brothers and started in its worldwide development leading to its growth. Throughout its business life, it has opened several franchises and affiliates around the world that have aided its operations and eased its spread around the world. These accompanied by the corporation on its own have made the brand McDonald established and successful in its industry.
The major revenue streams that the company has include rent, fees that franchises pay and royalties besides the sales that the company make from its corporations. Its 2012 revenues were registered at $27.5 billion with profits of $5.5 billion. The company has employed over 1.9 million employees worldwide. From these, 1.5 million of the employees work for the franchises. Its employee capacity had it ranked as the second largest employer worldwide in the private sector.
The company operates around five value aspects. These include provision of good food, good sourcing, a good planet, good people and a good community (McDonalds). The SWOT analysis is as below:
Strengths:
The company boasts of the largest fast food market world over
It has developed menus based on local foods for the markets it enters
It has partnered with world’s best brands through which it has developed long standing partnerships
It targets children
Independent franchises owning over 80% of the branches
Available financial resources providing for over $2 billion in advertising budget
Weaknesses
Increasing negative publicity that affects its reputation and business brand
A low level of differentiation in its business
There is an increased level of turnover in employees that affects its business threatening its future
An unhealthy food menu that has affected its business reputation
Opportunities
Growing demand in provision of healthy foods worldwide
Increasingly changing habits of customer and newly establishing customer groups
Adaptation of new market practices
Increasing home delivery in meals which creates a wider market
Threats
Trends changing towards healthier foods are limiting its junk food market
Increased local fast food chains that have increased the competition in the market
Currency effects that affect its multinational nature of business
Increasing law suits that the company faces regularly increasing the costs included in running the company
The saturation of the fast food
Part Two:
McDonalds
The company website used by customers is http://www.mcdonalds.com/us/en/home.html
Investor/Corporate website is http://www.mcdonalds.com/us/en/our_story/values_in_action.html
The ticker symbol is MCD under the NYSE
The list of competitors include: Starbucks
The industry is Restaurants
Financial position: The company has had a good financial position as indicated by its financial position in its balance sheet with total assets of over 34.2814 billion and total equity at 12.8534 billion as at 2014.
Locations: Spread around the world through affiliates and franchises over 36000 locations with its headquarters in Oak Brook, Illinois
Revenues: Revenues of $27.5 billion in sales and $5.5 billion in profits
Employees: The Company employs over 1.9 million employees
Products: Hamburgers, French fries, chicken, coffee, salads, desserts, milkshakes and soft drinks
Customers: It targets the entire population considering food products are consumed by each person.
Message on company boards: I’m lovin’ it
Major news items on the company website include news on marketing of company products as indicated on its home page at which they market products. Other news includes corporate news.
Headquarters: Oak Brook, Illinois U.S
LinkedIn link: https://www.linkedin.com/company/mcdonald's-corporation
On glassdoor.com:
The company has over 8.9k reviews in which most customers provide positive reviews. On the same site, filter gives it’s a 3.2 review with a 52% recommendation to a friend and 72% approve of CEO. It includes reviews from its employees that also provide positive employees. Most speak on the good pay for fry cooks and other employees. It includes the recommendation of any person that would love to work at McDonalds.
Information on social media includes:
That information on Twitter as obtained from its twitter handle @McDonalds. It includes the information on the availability on books for kids on their products besides other products. The social media sites provide marketing information for the company products including advertising for company products. On Facebook, it is identified as McDonald’s Food/Beverages. These sites are also used as marketing tools for its company.
Work Cited:
McDonalds. Our Journey Together. For Good. Retrieved on February 21, 2016 from http://www.mcdonalds.com/us/en/our_story/values_in_action.html
