McDonald's Analysis

1.INTRODUCTION

Considering as the most pervasive and largest fast food chain restaurant on the globe, McDonald’s Corporation served up to 70million of customers on average number everyday(McDonald’s Corporations 2013 Annual Report). Being the one of the most successful and hearts winning organization, the hard work, determination and humble beginning from it very first restaurant in Des Plaines, Illinois in 1955 had brought McDonald’s  towards 118 countries around the world with 34,000 restaurants today. In 20 October 1979, McDonald’s had opened up the very first franchise in Singapore. It located at 541 Orchard Road, 238881 Singapore. On that auspicious day, McDonald’s Singapore had served the world’s highest volume of hamburgers in a day. Ray Kroc, the founder, once said: “Take care of our people, and the business will take care of itself.” As one of the Singapore’s largest F&B employers and won a 3 times  Aon Hewitt Best Employer winner, McDonald’s recruit employees from all categories which include a student who may looking for his/ her first job during the school holiday, a fresh graduate or even a senior citizens and retirees. Besides, McDonald’s also offer competitive salaries, benefits, opportunities in learning and developing as well as training. In fact, 50% of the restaurant managers had started their career as a crew serving in the frontline to the back of the kitchen.  In order to increase the productivity and retention of employees, McDonald’s had increase 20% of the average wage, from a hourly rates of $5 per hour had increase to $7.50 per hour.  In term of foods, many nutrition professionals admit that the foods that served in McDonald’s can be taken as part of healthy diet based on the sound nutrition principles of balance, variety and moderate. With the Nutrition Calculator that provided by McDonald’s, customers can easily create a range of meal combinations that falls within the recommended guidelines for calories. As for kids, the McDonald’s Happy Meals mix ‘N’ match are specially created to allows the Mothers in Singapore to create a well-balanced meal for their children by choosing an entrée, a side dish and drink from wholesome choices with no extra charges. In addition, McDonald’s also received the Halal Certification from the MUIS (The Islamic Religious Council of Singapore) in 1992. All foods that served in McDonald’s can be eaten by all religious and race. Today, McDonald’s had been one of the most favorite hangout places for the youngest and even the eldest generations in Singapore.

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2. PESTEL Analysis

PESTEL analysis is a framework that normally used it as a tool to analyse and track the organization’s external macro environment before they launch or introduce a new products, services and projects. The six alphabets in PESTEL stand for Political, Economic, Social, Technological, Environmental and Legal.

2.1 Political

Based on The Global Competitiveness Report 2013-2014, World Economic Forum, Singapore had ranked 2nd as a country with good political infrastructure and better procedures of making policy. With the most transparent and clear government policies in Asia, Singapore had become one of the ideal countries for international franchise like McDonald’s to start their business here. Singapore government choose to communicate directly to the public instead of gathering the info from the public. When we take into the consideration, McDonalds in Singapore is doing pretty goods in handling the political situations where each and every outlet in Singapore follows the rules and regulations for instance the changes in labour law, taxation, food administration issue, and health related laws.