McDonald

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McDonald's vision

McDonald's vision is to be the world's best quick service restaurant

experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile.

Strengths

 Fortune Magazine 2005 listed McDonald's as the "Best Place to Work for

Minorities.“  The business is ranked number one in Fortune Magazine's 2008 list of most

admired food service companies.  One of the world's most recognizable logos.

 McDonalds is a socially responsible company. They run Ronald McDonald

House facilities, who offer medical, dental and education services to children.  They are a global company operating more than 23,500 restaurants in 109

countries. They successfully and easily adapt their global restaurants to appeal to the cultural differences.

Weaknesses

 Their test marketing for pizza failed to yield a substantial product. Leaving

them much less able to compete with fast food pizza chains.  High employee turnover in their restaurants leads to more money being spent

on training.  They have yet to capitalize on the trend towards organic foods.

 McDonald's have problems with fluctuations in operating and net profits

which ultimately impact investor relations.

Opportunities

 In today's health conscious societies the introduction of a healthy hamburger

is a great opportunity. They would be the first QSR (Quick Service Restaurant) to have FDA approval on marketing a low fat low calorie hamburger with low calorie combo alternatives.  They have industrial, Formica restaurant settings; even more upscale

restaurant settings, to appeal to a more upscale target market.  Provide optional allergen free food items,

such as gluten free and peanut free.

 In 2008 the business directed efforts at the

breakfast, chicken, beverage and convenience categories. Threats


 They are a benchmark for creating "cradle to grave" marketing. People all eat

them no matter children or adults. Their marketing practices have been criticized by many parents.  They have been sued multiple times for having "unhealthy" food, allegedly

with addictive additives, contributing to the obesity epidemic in America.  Any contamination of the food supply, especially e-coli.

 Major competitors, like Burger King, Starbucks, Taco Bell, Wendy's, KFC

and any mid-range sit-down restaurants

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