Mcdonald's Strategic Analysis

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* MCDONALD’S, THE SIMPLE JOY OF BURGERS.
TABLE OF CONTENTS MCDONALD’S, THE SIMPLE JOY OF BURGERS. 1 1 ABSTRACT 3 2 COMPANY INTRODUCTION 4 3 FAST FOOD INDUSTRY ANALYSIS 5 3.1 Franchising Industry Analysis 6 3.2 The Industry Future Perspective 7 3.3 Industry PESTEL Framework Analysis 9 3.3.1 Political Aspects 9 3.3.2 Economic Aspects 9 3.3.3 Social Aspects 9 3.3.4 Technological Aspects 10 3.3.5 Environmental Aspects 11 3.3.6 Legal Aspects 11 4 Mcdonald’s Company Overview 11 4.1 Company History 12 4.2 Company Vision Statement 13 4.3 Company Mission Statement 13 4.4 Products and Services 13 5 Business Analysis 14 5.1 Financial Metrics 15 5.2 Business Segments 16 5.3 Company SWOT
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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.
The company has continued to spread globally, capturing not only the hearts of Americans, but also those of people in other regions. Below is a diagram illustrating the wide presence of the McDonalds restaurants in the U.S. (www.reuters.com).

FAST FOOD INDUSTRY ANALYSIS
Fast food restaurants represent one of the largest segments of the food industry with over 200,000 restaurants and $120B in sales in the U.S. alone. Fast food restaurants, which are also known as quick service restaurants (QSRs), are noted for their short food preparation time. Some of the largest companies in the fast food restaurants category include McDonald's, Yum! Brands, Wendy's, Burger King, Jack In The Box and Sonic.
Since late 2006, the fast food industry's growth has been slowed by rising food and energy prices (www.hoovers.com). The high prices of commodities, the housing slump and a weakening job market are greatly affecting restaurant spending in the U.S., which

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