Case Study Of Mcdonald's

Good Essays
1. Introduction

The first McDonald's was built in 1940 by the McDonald brothers (Dick and Mac). McDonald’s is a large corporation in the fast food industry. It has been around since 1955 when Ray Kroc started the chain of McDonalds. It consists of over 3200 restaurants in over 119 countries. McDonald's start global expansion in 1971 they opened in different parts of Asia and European nations. McDonalds has many competitors like Burger King, Wendy’s, Hardees and many others. It is one of the popular companies of fast food industry over the world. One of fast and quick service restaurant in the world. They have many kinds of fast food meals that customer prefers with cheap prices. In addition, McDonalds innovate its products according to the
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McDonalds provides an easy way to place orders online within the McDelivery website McDelivery work in 4 simple steps. First, setup customer address, then choose your food, checkout, and finally deliver to the customer’s address. The feature of this service is to give customers the time to place the order. In addition, Drive Thru, is a type of service provided by a McDonalds that allows customers to buy or order food without leaving their cars. Moreover, McDonald’s provides Free Wi-Fi in all branches to attract customer to buy food.

2. SWOT Analysis
2.1 Strength
a. Largest fast food market share
McDonald’s serves more than 70 million people around the world in more than 120 countries. “You will see McDonald’s, everywhere you go”. You can see McDonald’s in airports, malls, cities, highways and parks.

b. Strong Global Brand
McDonald’s is currently the 6th most important brand in the world. Most people in the United Arab Emirates, and much of the world, instantly recognize the McDonald’s “Golden Arches" or “M” letter.

c. Different menu
McDonald’s always cares about the cultural diversity in the foods it offers based on the location of the restaurant. The menu in a particular region such as US is a little different from other regions. It is adapted to the cultural differences regarding the region. The Muslim consumers need “Halal food”, so McDonald’s provides
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McDonald's provides all ages appropriate meals. It also has different adult meals that are made with several sizes, such as small, medium and large. Children can have happy meals to suit their age. All meal prices are not high, but suitable for all categories. For families, a new offer was recently added, “Family Box”, and consists of several meals, drinks and at an affordable price so that families can buy it.

B. Geographic
The geographic segment of McDonald's relies on existing customers, and the desires of customers in terms of food. In Arab countries, for example, the company provides “Halal food”. Moreover, McDonald's open branches in the most popular areas to meet the demands of customers, like malls, markets, and also in the petrol stations. In addition, McDonald's adds new meals at different times in a year as a limited promotion for “new burgers seekers” and to diversify the menu according to the desires of customers. As can be seen, mostly males are the customers of McDonald's because most of their time is outside their houses and they need a quick meal at a cheap
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