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1、McDonald'sCorporationCompanyTableofContentslExecutiveSummarylIntroductionIndustryAnalysislCompetitorAnalysislSWOTAnalysis6lFutureandRecommendationExecutiveSummaryMcDonald'srestaurantisalargechainfastfoodgroupandithasapproximatelythirtythousandshopsinthew
2、orld,themainsellingishamburgers,Frenchfries,Friedchicken,soda,iceproduct,salad,fruit.Afterthefinancialcrisis,mostcompaniesareexperiencingasituationoffundshortage,howtogetmoreprofithasbecometheproblemwhichthefastfoodindustrymustbefacingwith.Ofcourse,thead
3、vantageofefficiencyandconveniencewillbetheimportantOpportunitytohelpthefastfoodindustrytosolvetheproblem.Now,McDonald'smanagementisverygood,butitstillneedstoimproveinsomeplaces.IntroductionMcDonald'srestaurantisalargechainfastfoodgroupandithasapproximate
4、lythirtythousandshopsintheworld,themainsellingishamburgers,Frenchfries,Friedchicken,soda,iceproduct,salad,fruit.McDonald'srestaurantsspreadallovertheworldsixcontinentsinovercountries.InmanycountriesMcDonald'srepresentsofakindofAmericanwayoflife.In2001,th
5、enetincomeofMcDonaldshrunk17percentto$1.64billion.ThoughMcDonald’sU.S.marketshareremainedabovethatofcompetitors,itgrewmoreslowly.Becauseofthe“BigMacAttack”,McDonaldacceleratedplansfor“NewTastesMenu”items.What’smore,McDonald’sopenedMcCafeinordertodoublesa
6、lesatexistingU.S.restaurantsoverthenextdecade.ThegourmetcoffeeconceptwascreatedtobeplacedwithinoradjacenttoexistingMcDonald’srestaurants.McDonald’sestimatesthatthenewconceptwillboostsalesby15percent.6McDonaldinvestedheavilyinadvertisingitsproductandimpro
7、vingitspublicimage.TheadvertisingmessageofMcDonaldfocusedontastyandnutritiousfood,friendlyfolks,andfun.IndustryAnalysisNowadays,customersaretasteschanginginthefast-foodindustry.Customersareeatingoutlessoftencomparedtopreviousyearsandeatinghabitsarechangi
8、ng.Manyyoungercustomersaregettingtiredoffastfoodandarethinkingabouttheirhealth.Agrowingtrendisthemovebycustomerstonon-hamburgersandwiches.Inallusiontothesechanges,McDonald’sfacetoprofitdrainsandearningsdeclines,sotheymusti
