Sample Essay on:
McDonald's Macro and Micro Environment Analysis

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Essay / Research Paper Abstract

This 4 page paper looks at the well known fast food chain McDonald's, considering the firm's position in the context of the macro and micro environment. The paper starts by examining the influence of the legal, social and economic environment and the organization, including consideration of the way the company has responded. Internal influences are then considered in terms of the general management, operational and functional aspects of the business. The bibliography cites 5 sources.

Page Count:

4 pages (~225 words per page)

File: TS65_TEMcDmacro12.doc

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Unformatted sample text from the term paper:

the external issues as in which the organisation usually has no control, and has to respond, was micro environment looks inward at the way in which the organisation functions and internal influences. Looking first at the external environment the basic legal, social and economic influences may be examined. As a large organisation McDonalds operates in a number of different jurisdictions, indicating the need to be able to deal with different legal requirements which will include, but not be limited to aspect such as employee rights, health and safety requirements and consumer law. However, these impact or firms within a particular industry in those countries, the organisation is neither as an advantage or disadvantage. As a large organisation with a well known name and image the organisation has also had to use the law to protect itself, especially against trademark and copyright infringement the is a strategy which has been pursued aggressively (Brown and Li, 2009). This has included a case that against a fast food chain named MacJoy in the Philippines, which resulted in MacJoy changing the name to MyJoy (Brown and Li, 2009).. However, not all legal action taken by the company have been so successful, failures include the inability to prevent a Canadian Coffey firm using the term McBeans, and a coffee shop in Seattle called McCoffee and in 2009 it lost an eight-year battle against a restaurant in Kuala Lumpur which had named itself McCurry (Brown and Li, 2009). The social environment is also having a significant impact on the organisation. Current trends have included increased awareness of health issues. The television documentary Super-Size Me demonstrated the potential harmful effects of the fast food diet could have on an individuals health in a short term (Jargon, 2012). While the message was aimed at all fast food and ...

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