The Efe Matrix for Mcdonald’s

The EFE Matrix for McDonald’s

External Factor Evaluation (EFE) Matrix of McDonalds

Key External Factors | weight | Ratings | Weighted score |

Opportunities | | | |

1. Increase in health trends among customers. (Salads, smoothies, grilled chicken etc.) | 0.05 | 4 | 0.2 |

2. Growth and expansion in other counties such as India and china | 0.02 | 3 | 0.06 |

3. Children friendly services and freebies | 0.03 | 3 | 0.09 |

4.Ability quickly build new franchise chains | 0.01 | 1 | 0.01 |

5. Franchise operated | 0.02 | 2 | 0.04 |

6.Low cost menu that attract a lot of customers in a slow growing economy | 0.07 | 4 | 0.28 |

7.Freebies , discounts and coupons | 0.04 | 3 | 0.12 |

8.successfully and easily adapt their global restaurants to appeal to the cultural differences(slightly different food served in India and in china to meet cultural differences | 0.03 | 2 | 0.06 |

9.Nutrition information is printed on all packaging and more recently added to the McDonald's Internet site to keep customers informed | 0.06 | 3 | 0.18 |

10.Macdonalds have an efficient, assembly line style of food preparation | 0.03 | 2 | 0.06 |

Threats | weight | ratings | Weighted Score |

11. Health professionals and activist concerns towards health issue caused by junk food | 0.07 | 4 | 0.28 |

12. McDonalds global and domestic competition threaten market shares | 0.06 | 2 | 0.12 |

13.The emphasis on eating healthy has cause fast food chain to struggle to meet customers’ expectations | 0.04 | 3 | 0.06 |

14.Global recession is threating most fast-food companies with more people packing lunch | 0.03 | 2 | 0.06 |

15.Quality concerns due to franchised operated chains | 0.07 | 4 | 0.28 |

16.Not a whole of variation on products or food served. | 0.02 | 1 | 0.02 |

Government regulation of food industry with regard to health issues | 0.03 | 3 | 0.09 |

Competitive profile matrix

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