Analyse Mc Donald's en Anglais

Mc Donald’s

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Alexis QUENTIN

Bachelor MCN

McDonald 's Corporation is the largest fast food chain in the world. Established in France since 1979, McDonald's France has more than 1,200 restaurants and over 63 000 employees serving more than one million meals per day. Mc Donald’s France is currently directed by Nawfal TRABELSI.

Objectives

The major objective of Mc Donald’s France is to allow people to eat fast and cheap.

Moreover, Mc Donald’s France wants to :

• Privilege the local supply

• Be an opportunity for french agriculture

• Forging partnerships for long term

• Promote good agricultural practices

Strategy

To reduce the waiting time for customers using the « drive », the Caen-Côte de Nacre Mc donald's restaurant wants to achieve an additional lane dedicated to customers who haven’t much time to eat.

Budget allocated to the transaction : 5000 euros

PESTEL analysis

Political facts :

First, each country has its own regulations concerning fast food. Furthermore, since 2009 the tax decrease has led to lower sales prices. But since 2010 in France , a law fight against obesity and junk food.

Economical facts :

Currently, the budget concerning food increases in France. Moreover, the weakness of the euro promotes tourism and restaurants attendance. But the economic crisis has led a decline in purchasing power.

Social facts :

In France, time spent to eat has decreased. French people have more free time , allowing them to frequent more restaurants. But French people are very apprehensive about what they eat.

Technological facts :

First, Mc Donald’s has created a mobile application and terminals dedicated to the « drive ». In addition, the company is very active in the development of online sales.

Ecological facts :

Mc Donald’s has developed a recycling system for the various materials they use for the various materials they use.

Legal facts :

Many regulations exists in France about the quality of food and personal hygiene conditions.

Porter’s five forces analysis

Threat of competition :

The threat is high because the competition, represented by fast food like Burger King or KFC, is everywhere. Moreover, a competitor like Burger King has an innovative and attractive advertising campaign.

Threat of new entrance :

This threat is also high because the market access is very easy and cheap.

Bargaining power of supplier :

The bargaining power is low. In fact, the threat is narrow because Mc Donald’s works with local producers because the quantities requested by Mc Donald’s are so important that local producers can not negotiate prices for these sales which represent a major share of their turnover. Moreover, the company works with many suppliers.

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