Week 2 External Environment and SWOT A
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External Environment & SWOT In-Class Activity
Student Name
Student Number
Ngoc Minh Nguyen
301398193
Raven Gabriana
301397547
EXTERNAL Activity
Imagine you are a marketing executive at McDonald’s and your CEO has asked you to complete an environmental scan to aid in planning for the company’s future. Using the CREST model as explained in class (and in your text, Chapter 2), complete the chart below.
External Environment Factors
List 1-2 thoughts on what impact the factors are having on McDonald’s currently or will potentially have on McDonald’s in the coming years
See example below for SOCIAL
Competitive
1.
Release quality advertising campaigns
2.
Cost minimization/affordable
Regulatory
1.
Pets are allowed in some Mcdonald’s branch.
2.
Outside food are prohibited.
Economic
1.
Use of social networks as a free advertising tool and attracting customers globally
2.
Reduce the number of employees
Social
1.
Trend of people choosing to have a healthier lifestyle is impacting the decisions of the types of food McDonald’s will serve
2. Create more stores that carry local influences
Technological
1.
Updated technology where there is a machine used to order to add more convenience to consumers.
2.
Applying technology to production
SWOT Activity
Now, using the information you have considered in the External Environment Analysis, identify whether the factors will present an opportunity or threat for McDonald’s (this is the external analysis for your SWOT). And identify what you believe are at least 2 Strengths and 2 Weaknesses of McDonald’s currently. Internal
Strengths
Weaknesses
Insert your strengths here (i.e. Strong brand globally)
1.
Brand image
2.
Good service
3.
Menu is globally known
4.
High profits
5.
Covenient
6.
A lot of customers
7.
Avaiable worldwide
Insert your weaknesses here
1.
Health concerns
2.
Enviromental pollution
3.
Still expensive in some other areas
4.
Limited options
External
Opportunities
Threats
Insert your opportunities here
1.
Rapid growth of developing countries.
2.
Have a lot of customers
3.
Delivery app
4.
Logistics
Insert your threats here (i.e. trend of more healthy lifestyle, people will choose to eat at restaurants with more healthy options, or those not known as “fast food” restaurants)
1.
Stricter guidelines of the government about health and opportunity
2.
Competition from other fast food chains.
3.
People tend to eat healthier foods
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