lent Management
2. Hamburg University Training Program.
3. Brand name and distribution channels
4. Strongest operation in foreign countries.
5. Real estates operation.
6. QSC systems.
The major weaknesses of McDonald's were:
1. Low ranks on customer service and high turnover rates.
2. Slow service at the drive-through window.
3. No successful new product.
There is not too much opportunity for McDonald's, Only rapid growth rate in of fast food industry could be the one. While the main threats were:
1. Changing p
Reference of consumers to more healthy food.
2. Strong competition in the fast food industry.
McDonald's identified five key drivers of success (MARINO, 2005, p. 16), which can be regarded as the key successful factors to the industry identified by Thompson (2006, p. 96). Those drivers are
1. People- that is employees were considered instrumental in delivering exceptional customer service.
From SW analysis above, the talent management and training program of McDonald's did support this aspect, however, the current weaknesses of McDonald's greatly undermine the performance, it is hard to imagine that a company with higher turnover rate will deliver exceptional customer service.
2. Exceptional customer experiences
The company planned to be responsive to changing taste preferences and the growing interest in premium foods (MARINO, 2005, p. 16), which needs the higher research and development capability to develop the new menu, however, there was nothing in McDonald's strength lists to support that.
3. The 3rd driver was place
It involved making its restaurants cleaner, more relevant and more modern, The QSC system ensured McDonald's success in this aspect.
4. The 4th driver was price with a focus on improving productivity and value.
Although McDonald's low price
strategy supported the value, long service time, hence, low productivity will be one threat for the company in this aspect.
5. The final driver was promotion, through which McDonald's hoped to build trust and brand loyalty.
The strength company owned on brand and distribution channels will help McDonald's in this aspect.
As to the rapid growth international markets opportunity, The strength of McDonald's stronger operation in foreign markets than all of its competitors well support that. However, the company did not have too many strength to handle the threats that consumers turning to more healthy foods.
From the above analysis, 3 out of 5 KSF's were well supported by the strengths of the company, and the remained 2 KSF's were partly supported, and the market opportunity was well suited to the strength of the company. So the score of McDonald's competitive position was 8, fairly strong in the fast food industry.
Question 4:
a.
Among the five generic Competitive strategies mentioned by Thompson (2005, pp, 115-6), This article believed that Low-cost provider strategies is their current strategy used by McDonald's.
'A low-cost leader's basis for competitive advantage is lower overall costs than competitors.' (Thompson, 2005, p. 117)
To compete with its major competitor Burger King, McDonald's cut the price of its signature hamburger to 99 cents in 2002 and implementing a value menu in 2001 to offer products at lowest possible price (CASE13, pp. 5~6), which exactly matched with the option 1 mentioned by Thompson (2005, p. 117)' to use the lower-cost edge to underprice competitors and attr
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