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Essay / Research Paper Abstract
This 20 page paper examines McDonald's in the macro environment, looking at economic influences, as well as the impact of social and cultural influences, political influences, technological influences, demographic factors and ecological influences. The paper goes on to consider the way that the organization is competing terms of price and cost structure and identified a number of potential strategic options the company could choose to adopt. Following this, the strengths and weaknesses of the organization are accessed in order to consider the potential strategic options and three long-term strategies are identified as being viable. The bibliography cites 16 sources.
Page Count:
20 pages (~225 words per page)
File: TS14_TEMcDmacro.rtf
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Unformatted sample text from the term paper:
Environment 18 6. Potential Long Term Objectives 20 7. Conclusion 22 References 22 1. Introduction McDonalds is a well known major fast food chain, with a brand mission to "be our customers favourite
place to eat" there is an approach that will facilitate revenue generation by achieving this aim. However, there are many influences on the company that are likely to impact on
the way that they are perceived by their target audience and how they compete. The macro environmental can be seen on both a global and a national environment. These are
issues that the company cannot usually influence directly, but has to respond to. The firm can then be assessed looking at its competitive position with issues such as pricing and
cost structure assessed leading to the identification of potential strategic opportunities. Once opportunities are identified which can then be considered in the context of the firms strengths and weaknesses.
2. Macroeconomic Influences There are a number of macroeconomic influences that will have an impact on the firm; these may impact on the way that demand emerges as well as
the cost structure of the organization. When considering the impact on the demand for fast food this may be argued as non-essential goods, therefore it is a product that will
see a decrease in demand when there is a decrease the level of disposable income (Nellis and Parker, 2006). However, the way in which the fast food environment is perceived
by different customers, the level of convenience and as such the level to which there is likely to be a change in a buying pattern where there is a perceived
fall in disposable income, or even concerns regarding potential for in disposable income, we depend upon this perception (Nellis and Parker, 2006). For example, an individual who wants a fast
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