Mc donald’s

Mc Donald’s

BY :Ashila DwiyanisaIrena Larashati

Niratia Handini C.Restia SetiowatiYudhi Maulana

Case Fact

• The business began in 1940, with a restaurant opened by brothers Dick and Mac McDonald in San Bernardino, California.

• Their introduction of the "Speedee Service System" in 1948 established the principles of the modern fast-food restaurant.

• The present corporation dates its founding to the opening of a franchisedrestaurant by Ray Kroc, in Des Plaines, Illinois on April 15, 1955

History View

• Mc.Donald’s

Vision, Mision & Value• Vision

To be the best and leading fast food provider around the globe

• MisionMcDonald's brand mission is to be our customers' favorite place and way to eat,and improve our operations to provide the most delicious fast food that meet our customers' expectations.

• ValuesOur values summarized in "Q.S.C. & V.". Provide good quality, services tocustomer. Have a cleanliness environment when customer enjoys their meal.The value of food product makes every customer is smiling.

ORGANIZATIONAL LIFE CYCLE

ORGANIZATIONAL LIFE CYCLE

PROBLEM IDENTIFICATION

“Bagaimana Mc.D mempertahankan posisinya dan tidak mati?”

Micro Environment AnalysisFIVE FORCE PORTER

Supplier Bargaining Power (Low)Bahan baku tersedia melimpah

Buyer Bargaining Power (Low)

Potential New Entrants (High)BKC, YUM, and WEN

Market Structure :

Competition

Attractiveness : yes

Macro Environment AnalysisDescription

Politics International operation highly influenced by each government

Economics -Effect od inflation and exchange rate-Market leader-High target market-ekonomi negara-negara target pasar yang sedang bertumbuh

Socioculture -Masyarakat target pasar memiliki lifestyle dinamis dan memilih yang praktis

Technology - Teknologi sedang sangat berkembang

Strength• Brand equity• Large market share• Strong global presence• Strong financial performance• Technology services• Drive-thru service

Weakness• Taste is not good• No innovation for menu• Lack of external condition• Lack of capturing future potential

Opportunity• Health trends• Globalization expansion• Diversification and acquisition• Growth of fast-food industry• Worldwide deregulation• Low cost menu that attract customers

Threath• Food healthiness• Relationship to external environment and

franchise dealer• Competitor• Struggle to meet the expectation of

customer towards health and environmental issue

SWOT analysis

Recommendation

1. Perbaikan pada menu yang ditawarkan

Menu awal :- Hotdog- Big mac

- Egg Mc.muffin- Bagel breakfast

sandwich- Happy meals+toys

- Mc.Flurry- Mc. Nuggets

- Meningkatkan kualitas rasa

- Healthy food- fresh food- Konsep restauran yang

berbeda- Quick service

Capture Adult Segment

2. long-term strategy : ekspansi Asia Pasific dan Amerika Latin