Mac is present in almost 119 different countries with 33,500 restaurants and Is the 6th most valuable brand over the globe. 3. Locally adapted food menu: As Mac D Is present In so many countries having different and diversified cultures, where the eating habit and taste is very different in comparison to US market. Thus Mac ability to adapt its menu is one of the major strength. Egg. Allow tickle burger in India 4. Franchisee: Mac enters into deferent market through the concept of franchising.
In such markets almost 80% of chains are opened through independent franchisees. Through this strategy Mac saves more time in perfecting its serving system and advertising campaigns. 5. Partnership: Mac uses the raw ‘OFF Coca Cola. Through which it generates more revenue and stand in the market. 6. Advertising budget: Mac Donald is spending around 2$ billion in advertising campaigns, which create competitive edge over the competitors like subway. WEAKNESS 1 . Junk Food: Burgers are known as Junk food. As Mac caters to children market where eating Junk food leads to obesity.
Mac is known for its unhealthy menu, which included oily patties, coke, French fries that leads to obesity. 2. High Employee Turnover: Mac gives lesser pay to its employees. As the Mac D Job requires less skilled employees, because of which they higher less skilled staff and gives less salary which creates frustration among employee and they are force to leave the Job. 3. Low Differentiation: Mac is still counted in Fast food chain, where others companies have also Jumped in like Jumbo king, Subway etc.
Mac is not able to differentiate itself from other fast food chains; it is focusing more on Leasing the price instead of adding some additional features. Demand for Healthy Food: Now a day the customers are more conscious towards heir health. In such scenarios Mac D should introduce new varieties=s in menu which has more nutritive value. 2. Home delivery: Most of the global fast food chains are entering into Home delivery strategy. In fact customers are more interested for Home delivery of their orders as its saves their time and petrol.
But still Mac has not full flayed started the concept of home delivery 3. Remodeling: Mac D has redesigned its logo and restaurant in 2006 and has applied the changes in the restaurants, where they have 8-9% higher market share. Thus Mac D should remodel all its restaurants and practices as soon as possible. . Targeting new Customer Groups: Till date Mac D is catering to youngster crowd, it should include new menu cards, varieties, concepts so that it can attract other customer group too. THREATS: 1 . Too many Competitors: In developed countries there are too many fast food retail chains.
Egg KEF, Jumbo King, Subway, Pizza hut etc. 2. Changing Trends: Due to so many campaigns by government and No’s towards fight against obesity, customers are becoming more health conscious. 3. Local Fast food chains: the trend has changed; people like to eat outside home. They want more varieties but in their local taste. The coal fast food chains are best options where the customers various demand can be fulfilled with their own local taste. 4. Currency Fluctuations: As the firm is operating in so many countries and the revenue generated from them has to be converted into dollars.
When dollar is appreciating against other currencies, the firm profit is affected. Mac Donald is one of the leading global fast food chain retailers, having presence in 119 countries with local 30000 restaurants and daily serving around 55 million people. For any firm to operate globally should do proper analysis of its internal and external environment. The firm have proper marketing plan, with a starting point and proper analysis of the market. On the basis of it company’s objective, tactics, vision, mission are drawn in order to achieve organizational success and profitability.
The external environment contains may factors which can be broadly classified into economical, social, technical, legal and environment factors. The micro environment includes factors like market structure, competitors, suppliers, distributors, public type. On the other hand internal environment company’s marketing mix and service mix. It also includes other factors such as sales, profit, and market share and customer loyalty. Main Product and the Markets: The main products of Mac Dona’s revolve around the varieties of hamburgers, French fries, salad and desserts.
The taste and filling may vary as per the market type. After the global crisis Mac has recovered surprisingly fast and still the growth rate is increasing. The key success factor in recovering the losses was not to convince people to spend money at Mac D and eat, they Just said we have improved our breakfast menu with new frappé drinks at lower prices which attracted more customers generated revenues. As Of Mac Dona’s 1. Promotion: Mac promotes itself with various tag lines like: “I’m Loving it’, which is a worldwide campaign. It uses all sources of advertisement like billboards, TV, internet etc. . Price: The price of Mac products is lesser in comparison to other global food retailers. 3. Place: The restaurants follow the same interior all over the world, also provide music, Wi-If, and flat screen which keeps the customer involved and busy, so that he can eat more and order more. 4. Products: Mac D keeps on introducing new menus, as per the local market like allow tike burger for vegetarian market, rice urges, salad for health conscious customers. 5. People: The Mac D employee are given proper training and induction program to better serve the customer and serve in time.
