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Essay / Research Paper Abstract
A 6 page paper that discusses the strengths, such as brand equity, and weaknesses, such as not responding to trends in a timely manner of McDonald's. Data about McDonald's and the industry, e.g., competitors is reported. Bibliography lists 7 sources.
Page Count:
6 pages (~225 words per page)
File: MM12_PGmcdswt.rtf
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Unformatted sample text from the term paper:
of the companys restaurants are free-standing but there are some outlets in airports and some retail areas (Bramhall, 2009). About 80 percent of the locations are franchised (Bramhall, 2009).
Brand recognition is a major strength of this company. Globally, approximately 40 million customers visit McDonalds each day (Muthukrishnan, 2009). The greatest proportion of business is outside the U.S., in
fact, about 80 of the companys revenues are earned in eight of those countries: Canada, the UK, Australia, Germany, France, Japan, Brazil, and the U.S. (Muthukrishnan, 2009). McDonalds holds about
a 42 percent market share of the fast-food hamburger sector in the U.S. (Wilcox et al., 2008). McDonalds is famous for its Big Macs, Quarter Pounders, Chicken McNuggets and fries
(Bramhall, 2009). Each restaurant gets all of its food as well as its packaging from suppliers the corporation headquarters has approved (Bramhall, 2009). This assures that any item on the
menu tastes the same whether the customer is in America, Europe or Asia. Thus, the consistency of the food is a strength. Customers know what they are going to get
when they go to a McDonalds, which is a strength for the company. Competition in this industry is strong. Major competitors include Wendys, Carls Jr., Burger King and Jack
in the Box. There are also a number of other fast-food alternatives to hamburgers, including KFC, Arbys, Subway, YUM!, Quiznos and others. The following data provide insight into McDonalds position
in the quick service industry. The percentage reflects change in sales over a years time: Arbys, -1.0 percent; Burger King Global, 5.9 percent; Carls Jr, -1.1 percent; Jack in the
Box, 7.4, McDonalds Global, 5.9 percent; Wendys 3.1; YUM! Global, 4.0 percent. (Nations Restaurant News, 2008). Globally, Jack in the Box had a higher overall increase in sales but McDonalds
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