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1、Cheryl WilcoxDale BrockwayMarc CamerlinBelisa Anzalotti,McDonalds,Agenda,Company BackgroundSWOT AnalysisStrategies:Past and Future,McHistory,Ray Kroc opens the Des Plaines restaurant in 1955.First days revenues-$366.12In 1965,McDonalds goes public with the companys first offering on the stock exchan
2、geIn 1967,Jim Delligatti invents the Big Mac“Makadonaldo”first opened in 1971(Japan),McHistory,Egg McMuffin is introduced in 1973;Developed by owner operator Herb PetersonIn 1974 Fred Hill of the Philadelphia Eagles teams up with McDonalds to create the Ronald McDonald HouseHappy Meals(1979),Fascina
3、ting McFacts,Today,the company operates more than 23,500 restaurants in 109 countries Since its founding in 1955,McDonalds has sold well over 100 billion hamburgersMcDonalds prepares more than 6.8 million pounds of French fries every dayMore than 50,000 students have graduated from“Hamburger Univers
4、ity”,Franchising McFacts,Approximately 85%of McDonalds restaurant businesses world-wide are owned and operated by franchiseesAll franchisees are independent,full-time operatorsMcDonalds was named Entrepreneurs number-one franchise for 1997,McDonaldsStrategic Issue,To Consistently Increase Shareholde
5、r Value through the Growth of Profits and Market Share in the Fast Food Industry,SWOT Analysis-Strengths,Brand Equityworld-wide42%of US fast-food hamburger businessConsistency of foodSuccessful items:Fries,Happy Meal,Big Mac,Egg McMuffin,PromotionsOverseas marketBalance sheet position,SWOT Analysis-
6、Weaknesses,Declining market shareWeak product developmentDisgruntled franchiseesQuality and taste of products,Whose food do Americans really like best?,Best-tasting food?Wendys 36%*Burger King32%McDonalds21%,Best-tasting burgers?Burger King42%Wendys32%McDonalds17%,*Percent of respondents,SWOT Analys
7、is-Weaknesses,Declining market shareWeak product developmentDisgruntled franchiseesQuality and taste of productsSlowed revenue and income growth,Income Trends,Stock Price,International expansionOnly serving 1%of the worlds populationGrowing dining-out market,SWOT Analysis-Opportunities,Mature/overst
8、ored industryStrength of competitionMore health-conscious consumersChanging demographicsFluctuation of foreign exchange rates;Economies,SWOT Analysis-Threats,1997 Competitor Financial Comparison,Past McStrategies,Product DevelopmentSuccesses:Fries,Happy Meal,Big Mac,Egg McMuffin,PromotionsFailures:M
9、cPizza,Fajita,Carrot Sticks,McLean,and the Arch Deluxe,Past McStrategies,Market DevelopmentSuccess:International growthFailure:Over-expansion in USAlternative locations Forward IntegrationDistribution through franchisees with control over store presentation,menu itemsJoint Venture:Franchisees,New Mc
10、Strategies,Leverage Brand EquityProduct Development:Focus on core businessQuality and taste issuesFood delivery methodsMBX(McDonalds Big Extra)Family Value Meal,New McStrategies,Joint Venture(Franchisee):Change methods of dealing with franchiseesTo better motivate owners and foster team spiritEnhanc
11、e owners participation in process improvements,New McStrategies,Market Penetration and DevelopmentContinue International expansionRetrenchmentHome office cost reductionsSplitting into five geographic divisionsHorizontal IntegrationPurchase competition with differing target markets,Cheryl WilcoxDale BrockwayMarc CamerlinBelisa Anzalotti,McDonalds,
