• Research Paper on:
    McDonald's SWOT Analysis

    Number of Pages: 4


    Summary of the research paper:

    A 4 page paper. The writer comments on the status of McDonald's and its change in strategy. The SWOT includes reports for strengths, weaknesses, opportunities and threats. A brief comparison is made between McDonald's and Wal-Mart's growth strategies. Bibliography lists 5 sources.

    Name of Research Paper File: MM12_PGmcsw8.RTF

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    Unformatted Sample Text from the Research Paper:
    There were years when McDonalds opened a new outlet somewhere in the world every 4.5 hours (Arndt, 2007). It was growing too fast and posted its first quarterly loss in  its history in 2002 (Arndt, 2007). The company stepped back, analyzed the situation and decided to improve its existing locations to generate more revenue rather than open so many new  restaurants (Arndt, 2007). As this author explains, the company changed its mantra to "better, not just bigger" (Arndt, 2007, p. 64). This change demonstrates one of the strengths of the  company, the ability to step back and analyze what is happening in the market and developing strategies to be more successful. Its market share certainly was initially based on its  brand but they changed that brand from quick hamburgers and fast growth to a diverse menu and more comfortable surroundings. McDonalds also saw a market not being served, those who  pick up quick snacks or eat at odd times in the day. To meet this need, McDonalds franchisees began staying open longer hours, as long as 24 hours a day  (Arndt, 2007). Their ability to read market trends and implement changes to cater to those trends is another strategic strength. For instance, they recognized that the surroundings make a  difference in how and where people eat a meal, grab a cup of coffee or snack and changed their interior designs (Abelson, 2006; Gogoi, 2006). Of course, the fact that  their profits slacked off in 2002 may have acted as a catalyst for their internal analysis. McDonalds is redesigning all of its outlets to feature more comfortable and  appealing surroundings for diners (Abelson, 2006; Gogoi, 2006). With their updated menu, including better coffee, along with their redesigning, McDonalds will attract new customers and hopes to have customers who 

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