Documente Academic
Documente Profesional
Documente Cultură
Cheryl Wilcox
Dale Brockway
Marc Camerlin
Belisa Anzalotti
Agenda
Company Background
SWOT Analysis
Strategies: Past and Future
McHistory
• Ray Kroc opens the Des Plaines restaurant in
1955. First day’s revenues - $366.12
• In 1965, McDonald’s goes public with the
company’s first offering on the stock
exchange
• In 1967, Jim Delligatti invents the Big Mac
• “Makadonaldo” first opened in 1971 (Japan)
McHistory
To Consistently Increase
Shareholder Value through the
Growth of Profits and Market Share
in the Fast Food Industry
SWOT Analysis - Strengths
• Brand Equity…world-wide
• 42% of US fast-food hamburger business
• Consistency of food
• Successful items: Fries, Happy Meal, Big Mac,
Egg McMuffin, Promotions
• Overseas market
• Balance sheet position
SWOT Analysis - Weaknesses
* Percent of respondents
SWOT Analysis - Weaknesses
16.0% 16.6%
14.7%
14.7% 14.4%
14.0%
13.0% 14.6%
12.0% 12.3%
10.2%
10.0%
9.1%
8.0%
6.7%
6.0%
4.0% 4.5%
2.0%
0.0%
1994 1995 1996 1997
$80 $84
$60 $63
$58
$48 $50
$40
$20
$-
1996 1997 1998
McDonald's Growth S&P Industry Growth
SWOT Analysis -
Opportunities
• International expansion
• Only serving 1% of the world’s
population
• Growing dining-out market
SWOT Analysis - Threats
• Mature/overstored industry
• Strength of competition
• More health-conscious consumers
• Changing demographics
• Fluctuation of foreign exchange rates;
Economies
1997 Competitor Financial
Comparison
20%
16.3%
15%
10% 8.7%
6.8% 7.4%
5% 4.0% 4.4%
0%
Revenues Net Income
Cheryl Wilcox
Dale Brockway
Marc Camerlin
Belisa Anzalotti