Class notes
SWOT
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A look at an example of a SWOT analysis by using McDonalds.
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Strengths WeaknessesLargest fast food market share in the world
Brand recognition valued at $40 billion Negative publicity
$2 billion advertising budget Unhealthy food menu
Locally adapted food menus
Mac Job and high employee turnover
Partnerships with best brands
More than 80% of restaurants are owned by independent
Low differentiation
franchisees
Children targeting
SWOT Analysis of
McDonalds
Saturated fast food markets in the developed
Increasing demand for healthier food economies
Home meal delivery Trend towards healthy eating
Full adaptation of its new practices Local fast food restaurant chains
Changing customer habits and new customer Currency fluctuations
groups
Lawsuits against McDonald’s
Opportunities Threats
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