McDonald's Corp

Euromonitor International's company profile, McDonald's Corp offers detailed strategic analysis of the company's business, examining its performance in the consumer foodservice market. The report examines company shares by region and sector, brand portfolio and new product developments, market and distribution strategies, challenges from the competition and future prospects. Use it to understand opportunities and threats facing the business and the factors driving success .

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Table of contents

STRATEGIC EVALUATION

SWOT ANALYSIS

Strengths

Weaknesses

Opportunities

Threats

PROSPECTS FOR MCDONALD’S CORP IN CONSUMER FOODSERVICE

McDonald’s looks imperious atop of the global consumer foodservice tree

Further fast food format expansion holds potential for McDonald’s

McDonald’s is playing catch-up in premium burgers

McDonald's set to benefit from The Coca-Cola Company vs. PepsiCo

McDonald’s on right track to improve ethical profile; fighting a losing battle over McJob furore?

McDonald’s ready to further exploit non-traditional outlets and steal a march on rivals

Lessons to be learned from KFC’s success in China

India the next big battleground for fast food giants

Emerging world focus to put pressure on margins; McDonald’s constrained by its own success

PERFORMANCE BY REGION AND BY SECTOR

CONSUMER FOODSERVICE MARKET ASSESSMENT

McDonald’s outperforms consumer foodservice market

Subway’s and Starbucks’s successes illustrate key wellbeing and informal market trends

FAST FOOD

Competitive landscape

Prospects

Table 1 McDonald’s Corp: Consumer Foodservice: World Sector Sales Performance by Units/Outlets 2006

Table 2 McDonald’s Corp: Consumer Foodservice: World Sector Sales Performance by Value 2006

Table 3 McDonald’s Corp: Consumer Foodservice: Regional Sales Performance by Units/Outlets 2006

Table 4 McDonald’s Corp: Consumer Foodservice: Regional Sales Performance by Value 2006

Table 5 McDonald’s Corp: Chained Consumer Foodservice: World Sector Sales Performance by Units/Outlets 2006

Table 6 McDonald’s Corp: Chained Consumer Foodservice: World Sector Sales Performance by Value 2006

Table 7 McDonald’s Corp: Chained Consumer Foodservice: Regional Sales Performance by Units/Outlets 2006

Table 8 McDonald’s Corp: Chained Consumer Foodservice: Regional Sales Performance by Value 2006

COMPANY STRATEGY

STRATEGIC OBJECTIVES AND CHALLENGES

McDonald’s looks to multi-layered strategic focus to keep it on top

“Plan to Win” drives recovery from 2002 quarterly profit drop

McDonald’s changes marketing approach; targeted marketing new focus

Overseas growth focus on Asia for McDonald’s

Rising competition and softening core market conditions key challenges for McDonald’s

McDonald’s looks to improve its ethical and wellbeing profile

Winning over hearts and minds is a huge challenge for McDonald’s

OWNERSHIP EVENTS

McDonald’s focus on flagship brand as Boston Market rumoured to be up for sale

Table 9 McDonald’s Corp: World Shares & Rankings in Consumer Foodservice by Sector by Units/Outlets 2005-2006

Table 10 McDonald’s Corp: World Shares & Rankings in Consumer Foodservice by Sector by Value 2005-2006

Table 11 McDonald’s Corp: World Shares & Rankings in Chained Consumer Foodservice by Sector by Units/Outlets 2005-2006

Table 12 McDonald’s Corp: World Shares & Rankings in Chained Consumer Foodservice by Sector by Value 2005-2006

Table 13 McDonald’s Corp: World and Regional Shares in Consumer Foodservice by Sector by Units/Outlets 2006

Table 14 McDonald’s Corp: World and Regional Shares in Consumer Foodservice by Sector by Value 2006

Table 15 McDonald’s Corp: World and Regional Shares in Chained Consumer Foodservice by Units/Outlets 2006

Table 16 McDonald’s Corp: World and Regional Shares in Chained Consumer Foodservice by Value 2006

COMPANY STRUCTURE

McDonald’s world consumer foodservice top dog

Another year of healthy revenue growth for McDonald’s

Latin America leads the fastest growth rankings for McDonald’s; US at the bottom

Profit levels continue to rise at McDonald’s despite rising cost levels

Summary 1 McDonald’s Corp: Consumer Foodservice Key Facts by Units/Outlets

Summary 2 McDonald’s Corp: Consumer Foodservice Key Facts by Value

Summary 3 McDonald’s Corp: Chained Consumer Foodservice Key Facts by Units/Outlets

Summary 4 McDonald’s Corp: Chained Consumer Foodservice Key Facts by Value

OPERATIONAL AND DISTRIBUTION STRATEGIES

Franchising core strategy at McDonald’s

McDonald’s re-franchises Latin America restaurants

Expensive redesign sparks concern among franchisees

External agreements widen offer

McDonald’s utilises external distribution network

Embracing technology – wi-fi and electronic payment

BRAND ASSESSMENT

BRAND STRATEGY

McDonald’s focuses on burger fast food; divesting other fast food brands

McDonald’s widens its offer to cover a range of food trends

Key food trends

MCDONALD’S

Change of marketing approach; new focus on targeted marketing

Parting from Disney followed by new deal with Dreamworks

McDonald’s takes on increasingly polarised fast food sector at both ends

Operational changes improve McDonald's offer

Specialist coffee offer developed

McDonald’s battles bakeries with better bread

Convenience is another avenue of development

Ethnic foods key focus as consumers become more adventurous

Table 17 McDonald’s Corp: Boston Market World Shares in Consumer Foodservice by Sector by Units/Outlets 2005-2006

Table 18 McDonald’s Corp: Boston Market Brand Shares in Consumer Foodservice by Sector by Value 2005-2006

Table 19 McDonald’s Corp: Boston Market Regional Shares in Consumer Foodservice by Sector by Units/Outlets 2006

Table 20 McDonald’s Corp: Boston Market Regional Shares in Consumer Foodservice by Sector by Value 2006

Table 21 McDonald’s Corp: Boston Market World Shares in Chained Consumer Foodservice by Units/Outlets 2005-2006

Table 22 McDonald’s Corp: Boston Market Brand Shares in Chained Consumer Foodservice by Value 2005-2006

Table 23 McDonald’s Corp: Boston Market Regional Shares in Chained Consumer Foodservice by Units/Outlets 2006

Table 24 McDonald’s Corp: Boston Market Regional Shares in Chained Consumer Foodservice by Value 2006

Table 25 McDonald’s Corp: Chipotle Mexican Grill Brand Shares in Consumer Foodservice by Sector by Units/Outlets 2005-2006

Table 26 McDonald’s Corp: Chipotle Mexican Grill Brand Shares in Consumer Foodservice by Sector by Value 2005-2006

Table 27 McDonald’s Corp: Chipotle Mexican Grill Brand Shares in Chained Consumer Foodservice by Units/Outlets 2005-2006

Table 28 McDonald’s Corp: Chipotle Mexican Grill Brand Shares in Chained Consumer Foodservice by Value 2005-2006

Table 29 McDonald’s Corp: McDonald’s Brand Shares in Consumer Foodservice by Sector by Units/Outlets 2005-2006

Table 30 McDonald’s Corp: McDonald’s Brand Shares in Consumer Foodservice by Sector by Value 2005-2006

Table 31 McDonald’s Corp: McDonald’s Regional Shares in Consumer Foodservice by Sector by Units/Outlets 2006

Table 32 McDonald’s Corp: McDonald’s Regional Shares in Consumer Foodservice by Sector by Value 2006

Table 33 McDonald’s Corp: McDonald’s Brand Shares in Chained Consumer Foodservice by Units/Outlets 2005-2006

Table 34 McDonald’s Corp: McDonald’s Brand Shares in Chained Consumer Foodservice by Value 2005-2006

Table 35 McDonald’s Corp: McDonald’s Regional Shares in Chained Consumer Foodservice by Units/Outlets 2006

Table 36 McDonald’s Corp: McDonald’s Regional Shares in Chained Consumer Foodservice by Value 2006

APPENDICES

FINANCIAL SUMMARY

Table 37 McDonald’s Corp: Financial Summary 2002-2006

COMPANY BACKGROUND

Summary 5 McDonald’s Corp: Historical Development

Summary 6 McDonald’s Corp: Subsidiaries 2006

Summary 7 McDonald’s Corp: Company Locations

Summary 8 McDonald’s Corp: Websites

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