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The macro- environment is an extremely influential factor when considering change dynamics within any company. Because of this, it is important that each company learns to adapt to any external changes in the macro- environment that become apparent. To do this companies must be aware of factors such as political, economic, social and cultural and technological that may influence their business and their internal processes. For McDonalds, these four factors are significantly influential. The correct way of dealing with the effects of these factors will ensure McDonald’s success both in the short term and long term. There are many political factors that have the potential to influence McDonald’s in the near future. One of the main…show more content…
Another example of taking on board consumer feedback and using this information to create a culture of change is the introduction of barista made coffee through drive thru (The Journal, 2015). Through these two initiatives it is evident that McDonald’s have taken advantage of these changing consumer preferences and ensured that they remain profitable. As the world is becoming increasingly more technologically advanced, McDonald’s are aiming to take advantage of this. With the introduction of mobile ordering, people can order easily off their mobile phones which saves time and removes any chance of possible barriers in communication (The Journal, 2015). McDonald’s understands that the use of technology can only improve their processes and as more technology becomes available they will continue to jump of any opportunity that comes their way. As previously mentioned, the introduction of the new ‘Create your own Taste’ range at McDonalds comes with many technological improvements (The Journal, 2015). McDonalds have tablets in the middle of most restaurants that make the customer ordering process more interactive while creating many internal benefits as well such as less staff are needed (The Economist, 2015). This self-serve process lets customers take their time when ordering as they get a better and clearer look at the menu available. Technology can either make or break a business. McDonalds understand

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