The McDonald's Corporation is a large, successful business that has dominated the fast food industry for decades. There is still room for McDonald's to grow, but there is also potential for it to lose some of its market share as well. To understand the market that McDonald's faces, it is useful to perform a SWOT analysis that assesses the strengths, weaknesses, opportunities and threats to the company. This is a relatively straightforward process that can be carried out in a few simple steps.
- Skill level:
- Moderately Easy
Things you need
Write down a list of the McDonald's Corporation's strengths. Strengths are internal aspects of a business that give it a competitive advantage. In the case of McDonald's, its strengths could include its worldwide reputation, its large number of restaurants and its international success.
Write down a list of the weaknesses that can be identified in the McDonald's Corporation. A weakness is anything inherent to the firm that may make the firm vulnerable to its competition. Examples of weaknesses that may be found in McDonald's include their high employee turnover and their fluctuating profits.
Write a list of the McDonald's Corporation's opportunities. Opportunities are external, favourable circumstances that may be exploited for the benefit of a company. Potential opportunities for McDonald's might include developing healthy hamburgers, opening high-end restaurants or offering foods that are free of common allergens such as peanuts or gluten.
Write a list of the threats posed to McDonald's. A threat is an external possibility that may harm a firm. In the case of McDonald's, threats may include competitors such as Wendy's and Burger King and a potential backlash against foods that are perceived to be unhealthy.
Tips and warnings
- Remember that strengths and weaknesses are internal factors, while opportunities and threats are external factors.
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