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Mc Donald

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  • Transcript

    • 1. Cheryl Wilcox Dale Brockway Marc Camerlin Belisa Anzalotti McDonald’s
    • 2. Agenda Company Background SWOT Analysis Strategies: Past and Future
    • 3. McHistory
      • Ray Kroc opens the Des Plaines restaurant in 1955. First day’s revenues - $366.12
      • In 1965, McDonald’s goes public with the company’s first offering on the stock exchange
      • In 1967, Jim Delligatti invents the Big Mac
      • “Makadonaldo” first opened in 1971 (Japan)
    • 4. McHistory
        • Egg McMuffin is introduced in 1973; Developed by owner operator Herb Peterson
        • In 1974 Fred Hill of the Philadelphia Eagles teams up with McDonald’s to create the Ronald McDonald House
        • Happy Meals (1979)
    • 5. Fascinating McFacts
      • Today, the company operates more than 23,500 restaurants in 109 countries
      • Since its founding in 1955, McDonald’s has sold well over 100 billion hamburgers
      • McDonald’s prepares more than 6.8 million pounds of French fries every day
      • More than 50,000 students have graduated from “Hamburger University”
    • 6. Franchising McFacts
      • Approximately 85% of McDonald’s restaurant businesses world-wide are owned and operated by franchisees
      • All franchisees are independent, full-time operators
      • McDonald’s was named Entrepreneur’s number-one franchise for 1997
    • 7. McDonald’s Strategic Issue
      • To Consistently Increase Shareholder Value through the Growth of Profits and Market Share in the Fast Food Industry
    • 8. SWOT Analysis - Strengths
      • Brand Equity…world-wide
      • 42% of US fast-food hamburger business
      • Consistency of food
      • Successful items: Fries, Happy Meal, Big Mac, Egg McMuffin, Promotions
      • Overseas market
      • Balance sheet position
    • 9. SWOT Analysis - Weaknesses
      • Declining market share
      • Weak product development
      • Disgruntled franchisees
      • Quality and taste of products
    • 10. Whose food do Americans really like best?
      • Best-tasting food?
      • Wendy’s 36% *
      • Burger King 32%
      • McDonald’s 21%
      • Best-tasting burgers?
      • Burger King 42%
      • Wendy’s 32%
      • McDonald’s 17%
      * Percent of respondents
    • 11. SWOT Analysis - Weaknesses
      • Declining market share
      • Weak product development
      • Disgruntled franchisees
      • Quality and taste of products
      • Slowed revenue and income growth
    • 12. Income Trends
    • 13. Stock Price
    • 14.
      • International expansion
      • Only serving 1% of the world’s population
      • Growing dining-out market
      SWOT Analysis - Opportunities
    • 15.
      • Mature/overstored industry
      • Strength of competition
      • More health-conscious consumers
      • Changing demographics
      • Fluctuation of foreign exchange rates; Economies
      SWOT Analysis - Threats
    • 16. 1997 Competitor Financial Comparison
    • 17. Past McStrategies
      • Product Development
        • Successes: Fries, Happy Meal, Big Mac, Egg McMuffin, Promotions
        • Failures: McPizza, Fajita, Carrot Sticks, McLean, and the Arch Deluxe
    • 18. Past McStrategies
      • Market Development
        • Success: International growth
        • Failure: Over-expansion in US
          • Alternative locations
      • Forward Integration
        • Distribution through franchisees with control over store presentation, menu items
      • Joint Venture: Franchisees
    • 19. New McStrategies
      • Leverage Brand Equity
      • Product Development: Focus on core business
        • Quality and taste issues
          • Food delivery methods
          • MBX (McDonald’s Big Extra)
        • Family Value Meal
    • 20. New McStrategies
      • Joint Venture (Franchisee): Change methods of dealing with franchisees
        • To better motivate owners and foster team spirit
        • Enhance owners’ participation in process improvements
    • 21. New McStrategies
      • Market Penetration and Development
        • Continue International expansion
      • Retrenchment
        • Home office cost reductions
        • Splitting into five geographic divisions
      • Horizontal Integration
        • Purchase competition with differing target markets
    • 22. Cheryl Wilcox Dale Brockway Marc Camerlin Belisa Anzalotti McDonald’s