McDonalds Case

As we identified some characteristics of this successful company, we can draw out the opportunities that this company can achieve in the nearest future:

• The first opportunity that can be realized in this company is new segments identification. Of course there are no limits in business to expand and there is no business that could survive without any growth or promotion. It is a very good opportunity to define some new needs or tastes of customers, despite all those diet cokes or healthy bread burgers that McDonalds already included, there are so many other different needs that people have.

• The other more specific opportunity for McDonalds would be new technology adoption. Not talking about those new high technology cash-registers that are based on computer programs, McDonalds could include new technological ways in product making, that could make the process itself more fast or special products more tasty and with higher quality (like for example ice-cream or fresh juice machines).

• The internal strategy improvement has never gone to bad. As McDonalds already has a good strategy and employees training and promotion, it can make it more efficient and more productive by applying some new ways of motivation or work organization. As the food is made in lines, it can be somehow more diversified to achieve the more efficient operation.

• „Provide optional allergen free food items, such as gluten free and peanut free. That would be a great success of concentration to people, who have serious health problems and have to avoid fast food.

• Also McDonalds could consider new brands development. As it is a franchise, it doesn’t mean that it hasn’t opportunity of brands extent. It could make another niche where it would sell some other kind of products, like chocolate bars or other kind of sweats.

As there are many opportunities that can be fulfilled in the future, however McDonalds has also some weaknesses and threats.

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