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MACROENVIRONMENTAL ANALYSIS OF MCDONALD IN AUSTRALIA
Table of Contents
1) Introduction    3
2) Background of the Industry: Fast Food Industry    3
3) SWOT Analysis    4
Strengths    4
Weaknesses    4
Opportunities    5
Threats    5
4) PEST Analysis    6
Political Factor    6
Economic Factor    6
Socio-Cultural Factor    6
Technological Factor    7
5) Profitability of the Industry    7
6) Factors Driving Profitability    7
7) How the Factors will Change in Future and their Impacts on Industry Profitability    8
Reducing the Cost Rate by Increasing the Profit Rate    8
Increasing the Turnover Rate    8
Increasing Productivity    8
Increasing Employee Efficiency    9
8) Recommendations    9
9) Conclusion    9
10) References    10
1) Introduction
McDonalds is an American fast-food company, which was founded in 1955, by Krock, who opened his first franchised restaurant in Des Plains Illinois. It is first introduced as just a fast-food centre by Richard and Maurice McDonalds and now it has flourished and expanded its branch supplying various fast food related items with soft drinks and dessert section throughout the entire world. It is now world’s largest restaurant chain by revenue serving millions and millions of customers daily almost over 100 countries.
Australia is a country where the fast-food centre ranked 1st position in term of accommodation and market size. Therefore, the fast-food industry McDonalds is gaining its popularity as well as profitability within the fast-food lover citizens of Australia. Hence, Australia is the only country all over the world that refers and considers McDonalds as Macca and the restaurant has formally submitted the word to the Macquarie dictionary for the consideration in the next update. This paper would highlight the background of this fast-food industry, along with its macroenvironmental analysis and factors driving to its profitability concluding with a recommendation for further changes.
2) Background of the Industry: Fast Food Industry
McDonalds is a renowned company and is a favourite fast-food industry almost for every citizen. Starting from children to older aged people almost everyone like to have several types of burgers, French fries, several breakfast items, soft drinks, different form of shakes, desserts and many other, which is usually severed by this fast-food centre. No doubt that there is also other fast-food industry, which is flourishing at a faster rate these days as people are preferring to consume more and more delicious and tasty food items.
Therefore, they are beating McDonalds in term of profitability and popularity, still its values and demand is irreplaceable. In 1971, Australian first opened the brand in the Sydney suburb in Yagoona. Today there are almost near about 970 McDonalds restaurant all over the country Australia, where more than 100,000 people work as an employee in order to manage the restaurant. Through this restaurant, several people are getting work and are feeding their families (Susetio, 2021).
The business strategy of the particular company is to provide fast food available for the customers at a very low competitive price in order to expand the business worldwide. Not only this fast-food industry is famous in Australia but is has developed its brand and services worldwide. Most importantly, operational strategy here plays a crucial role in achieving organisational goal. The main purpose and objectives of McDonalds is to feed and foster the community of any class, any section and any group. The mission of this corporation is to provide delicious food in order make customers feel good and experience ease moment. McDonalds not only is famous in serving good and delicious food but also, they serve good values.
They run their business staying committed towards a set of core values, which includes, trust, integrity, inclusion, well mannered, respect and maintain the slogan “actions are bigger than words”. Their main aim is to meet customers’ expectation by using their execution strength. They had always tried to elevate their people in practice in order to ensure that each customer should feel welcomed, valued and a part of the McDonalds community. As stated by Anaf et al.(2017), through several evidence and research Australian serve much more healthy foodstuffs than others do. It also states that Australian McDonalds used less preservatives and chemicals than others did and that is why they gained more popularity as well as profitability in market.
As mentioned by Saha (2019), Australian McDonalds are gaining their popularity the most among the teenage population the most. In this regard, advertising and social media plays an important role in gaining the interest of these children and teenage section who are obsessed about having fast-food items. Apart from this McDonalds modifies its regional menus in order to proof to local taste. There has been an effect of traditional values with the arrival of non-traditional food items into the culture of foreign countries. This initiation of fast food into foreign culture also therefore allows the opportunity in order to keep up with the fast development.
Australia is one of the largest beef exporters in the world and therefore gained a reputation for being serving delicious, tasty and high food quality. Andrew Gregory who is the CEO of Australian McDonalds, maintain the branches with dignity and presently dealing with more than 8.1 million customers.
3) SWOT Analysis
    Strengths
    Weaknesses
    · McDonalds is the tenth most valuable brand all over the world who supplies healthy as well as tasty fast food.
· Its French fries really won the heart of several customers and owned a multi-billion real estate empire. Its technological initiatives provide a huge support to the brand to touch the peak of success rate.
· The company’s latest acquisition of...