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Every year the development of fast-food restaurants is growing significantly. There are various types of coffee shops, restaurants, new outlets are opening. For McDonald’s, the number of consumers of fast-food products is of particular importance, as well as the convenient location of the organization’s points. McDonald’s occupies a leading position in the fast-food restaurant market. It sells products at average prices and has a large volume of sales of products (Kavyasri and Vaijayanthi, 2022). The company tries to focus on the quality of products and professional customer service. Unsuccessful behavior of competitors, such as a sharp decline in the quality of their products, can also become a major advantage. At the same time, their price cuts may become a threat to the company.
Such an environmental factor as the possibility of the appearance of substitute goods is determined, first of all, by the mood of the consumer and fashion. This entails the need for flexibility in the work of the McDonalds: quickly introduce new potentially popular dishes into production and just as quickly remove those that have not gained popularity from production, learn from they own mistakes and quickly switch to developing new ideas (Kavyasri and Vaijayanthi, 2022). The level of competition with a substitute product is determined by the degree of readiness with which buyers are able to prefer it to this product.
One of the important strengths of McDonald’s is reliable market monitoring. The company listens to its visitors and tries to meet their needs. It also adapts to the specifics of each country in which restaurants are opened. It is a decentralized company. For example, for the Indian division, only the main menu is formed, which includes the traditional Big Mac, French fries, and filet-o-fish (Hommerová et al., 2020). The rest is at the discretion of the regions. The service in restaurants is at a fairly high level, focusing primarily on fast service. restaurant price dish market
McDonald’s saves by increasing scale. For a single enterprise in the fast-food industry, the smallest effective output scale is very small. However, the company achieves significant savings by organizing a large number of eateries into a single system. McDonald’s also has a well-established distribution network. The company has created a local network of suppliers in all over the world. The company has one of the most recognizable logos in the world.
The ownership of the Ronald McDonald House charitable organization (a social rehabilitation complex for children with disabilities) has a beneficial effect on the image, which characterizes McDonald’s as a socially responsible company. As for the organization of the company’s work, the main drawback is the high turnover of personnel (up to 100% per year), since 75% of the service personnel are students who are not aimed at building a career in this company (Hommerová et al., 2020). This implies a rather low qualification of the staff.
Based on the above analysis of the external and internal environment, the final chart was obtained which is presented in Figure 1.
Figure 1.
References
Hommerová, D., Šrédl, K., Vrbková, L., & Svoboda, R. (2020). The perception of CSR activities in a selected segment of McDonald’s customers in the Czech Republic and its effect on their purchasing behavior: A case study. sustainability, 12(2), 1–17.
Kavyasri, S. J., & Vaijayanthi, P. (2022). McDonald’s entry into India. International Journal of Management and Humanities, 5(2), 1346–1363.
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