Research Paper on:
McDonalds SWOT and Strategy

Unformatted Sample Text from the Research Paper:
across more than 100 countries (McDonalds, 2008). The company has many successes but has also faced challenges. To examine the company we can use a SWOT analysis and then look  at the way the company competes by looking at the strategies and comparing them to another large company. SWOT Analysis McDonalds has a large number of strengths. The  wide spread of the company and its high level of brand recognition in the target market is a major strength, this helps to increase the effectiveness of marketing (Kotler, 2003).  The move to renew the brands image which was getting tired and may be argued as in need of renewal in line with brand lifecycle theories and the adoption of  a new image designed by Genslers is one that may be seen as a risky strategy as it is changing the image from one which has been used for more  than 50 years (Gogoi et al, 2006). However, it is using the same core elements, the red and the yellow, with the roof becoming yellow rather than red, and  sage being introduced into the mix to make it softer at the same time as incorporating clean clear lines. The business model adopted by McDonalds may also be seen  as a strength, 70% of all the restaurants are operated under a franchise, this means that the company has been able to expand in a cost effective manner.  The adoption of a single marketing image internationally, but some customization with the menu items so that the firm is sensitive to the local needs has also been a strength  (Kotler, 2003). The ability to offer a range of complimentary service, such as wi-fi and a comfortable experience are all motivation for