McDonald's - Competitor Analysis

Fast food restaurants are one of the most stable industries in the world today. Eateries of this order offer a cheap and convenient alternative to traditional dining. There are many very popular fast food franchises. Perhaps the two most popular of these are McDonald's and Burger King. These titans of the industry have targeted the same demographic over the course of several decades, sparking heated debate among friends as to which of the two is superior. In many ways they are the same, but there are also differences.

operates several fast food brands in Australia. KFC is the major brand that Yum runs. The main product of KFC is made by chicken meat. Therefore, the strength and the weakness of KFC are obviously. People who like chicken meat will highly be attracted by KFC. However, it gives customer who like fast food a limited choice. Just use the one kind of meat will make the brand to be more professional. But it also will narrow its potential markets.

Techniques are essential for all organizations, irregardless of the items or administrations that they offer. Through vital administration and operations, organizations have the capacity to incorporate new and powerful method for maintaining their separate organizations. These systems results to expanded benefit or deals, stable business position and more noteworthy levels of client unwariness. In the fast food industry, certain business methodologies are likewise being created and connected in order to accomplish comparable impacts. In this report, the effect of some business methodologies in genuine organizations will be broke down.

McDonalds, Burger King and Wendy’s are well-known fast food restaurants, also known as Quick Service Restaurants (QSR) they have all been in business for over 50 years. The following is a snippet from QSR magazine’s August 2013 special report on the QSR top 50 Burger Segment.

According to Robert Harley’s analysis of the McDonalds corporation, the restaurant chain did face diminished growth domestically as well in the foreign market. Relations with franchises detoriated as the corporate level of the company implemented policies that were doctorial. There was expansion of franchises with out consideration for the franchise that was already established and was rationalized as being done in the company’s best interest. (Hartley, 2014, p. 87) another major issue that was responsible for the decline in McDonalds U.S. restaurants was the menu. The menu no longer appealed to adults and individuals who more health conscious. (Hartley, 2014, p.87). McDonalds also had issues enforcing strict control over

The most challenging obstacle, in a country like India, would be the religion. In this country most people are Hindu, and they do not eat beef. Therefore, being the beef burger the main product on BK’s menu its future in this country can be uncertain. But, India’s large population is very attractive and BK can then engage in acculturation and modify

The McDonalds Corporation has to be continually aware of its consumer behavior, their eating habits, as well as the situation and the trends in the market in order to understand if there is a need of any changes in their marketing strategy. Any important modifications in the marketing activities of the company have to be backed up by legitimate research. The introduction of new products, decisions on whether to invest more in certain channels of distribution, change of features of the product, advertising or pricing strategies have to be backed up by evidence based on the results of continuous marketing research. In the case of a big corporation like McDonald’s, the marketing research reports should answer lots of consumer

Thesis Statement: Although McDonald’s and Burger King are similar; they have evident differences in their advertising models, food and their commitment with the community.

McDonalds failed to recognize the changing trend in customer’s preferences to better tasting, fresher food. This trend led to new sub markets emerging for tastier, fresher and fast food perceived as healthier. A few of the smaller/privately owned competitors (Cosi and Quizno’s) were able to operate in niche markets

More than 75% of McDonald's restaurants worldwide are owned and operated by independent local men and women (McD Annual Report, 09). Most “standalone” McDonald's restaurants offer both counter service and drive-through service. They have both indoor and sometimes outdoor seating. Drive-Thru, Auto-Mac, Pay and Drive, or "McDrive" as it is known in many countries, often has separate stations for placing, paying for, and picking up orders.

Since McDonald’s is the most well know fast food chain in the world with a market cap of 69.35 billion, brand recognition is their biggest strength. The secret of McDonald’s success is its willingness to innovate and maintain consistency in the operation of its many outlets. In recent years McDonald’s has introduced Premium Salads, Snack Wraps, fresh Apple Dippers in the United States, and Corn Cups in China. Also, McDonald 's products are priced so low that economic conditions are almost insignificant.

McDonald’s is the biggest chain of fast food restaurants in the world. In 2015, company has 36,525 outlets worldwide in 119 countries (MCD Annual Report

Strategies within the QSR It is no accident that McDonald’s has been around since 1954. Everything decision that is made is deliberate and thoughtful. With that being said, not all decisions have turned out the way McDonalds’s had hoped. That is why it is important for them to have a competitive strategy to guide their decision-making process. Not all businesses use the same competitive strategies, however, the goal is all the same: to gain a competitive advantage and increase profits. When McDonald brothers revamped their first restaurant in 1948, they initiated their use of the competitive strategy of “best-cost provider”. The interesting part about McDonald’s is that even though they have made a countless number of changes to its menu, slogan, and appearance to their buildings; they continue to lead the QSR industry using the same strategy. Their strategy is a combination of an overall low-cost provider as well as broad differentiation (Bethel University, 2017). McDonald’s uses the buying power of ordering supplies for their massive network of nearly 37,000 locations to keep supply chain management low. Furthermore, by hiring minimum wage workers and implementing new technologies as they arise, McDonald’s is able to lower distribution and operations costs as well. The second strategy of broad differentiation is accomplished by offering multiple options at its restaurants. Instead of settling for a limited consumer base of people that want a fast hamburger, with a nine

• It took McDonald’s a while to catch onto the healthy trend, but as people get more concerned with their health. McDonalds have to figure out new ways of making their products healthier.

Burger King also have weaknesses which is they weak in marketing campaigns likes advertising. Burger King weak to communicates and promotes their product with customer. Compete to McDonald they have so much advertising to communicate with their customer.