Execuive Summary: A SWOT Analysis for Mcdonals in Austria

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Executive Summary The purpose of this report is to conduct a SWOT analysis for McDonald’s Australia Holdings and the introduction of their new range of healthy products such as muesli, yoghurt and fresh juices. The basis of this report is built upon findings from many sources such as newspaper and academic journal articles, company and industry reports that suggest there is a gap in the market for more health conscious meal options. With the appropriate product, this is a market that McDonald’s Australia can capitalize on and become an innovator in a market that has a demand that has not been met. Introduction McDonald’s chain restaurants are of large succession over the world. The first McDonald’s store was opened in America in 1955, with the first Australian store being opened sixteen years later in 1971 in Sydney suburb, Yagoona, with now over 900 stores and 9000 employees and controlling 15% of the market (IBISWorld 2013) in Australia alone. Since the first store opening, McDonald’s has continued to be an innovator in the fast food industry with concepts such as Drive Thru and McCafe assisting McDonald’s in cementing its place as one of the market leaders in an industry with such a widespread demand. McDonald’s prides itself on its ability to offer fast service and quality food at affordable prices establishing itself as the long-time leader in fast food, with an estimated revenue of $1,570,014,899 (EBSCOhost) in Australia. Strengths 1. Internationally known 2. Large market share 3. Accessibility 4. Ability to target different markets 5. Strong partnerships with other brands 6. Recognisable logo 7. Low prices Weaknesses 1. Unhealthy food menu 2. Similarities to other companies 3. Sometimes negative re... ... middle of paper ... ...dustry revenue, Industry report, IBISWorld, viewed 15 April 2014, retrieved from IBISWorld Database Cahill, J 2014, ‘McDonald’s dollar menu: Dividends, buybacks’, Crain’s Chicago Business, 37, 14, p. 0004, Regional Business News, EBSCOhost, viewed 16 April 2014 Gargano, S 2014, Menu manoeuvres: Operators introduce healthier food options to boost revenue, Industry report, IBISWorld, viewed 15 April 2014, retrieved from IBISWorld Database Gough, A 2014, ‘Bite on Maccas,’ Courier-Mail, 6 April IBISWorld 2014, Fast Food Services, Industry report, IBISWorld, viewed 15 April 2014, retrieved from IBISWorld Database IBISWorld 2014, McDonald’s Australia Holdings, company report, viewed 16 April 2014, retrieved from IBISWorld Database ‘McDonald’s Australia Holdings Limited’, n.d., n.d., Company Information, EBSOhost, viewed 16 April 2014.

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