Marketing

1, More Drive-through customers maybe about 65 percent of sales, they need the real fast food to make their working and living become more efficiency; a lot of non hamburger fast-food restaurants such as Pizza Hut, Taco Bell increase in the fast-casual segment. They grow fast and seize the market. Many people are changing their diet habit; they take care of the healthy and want to eat in a good place.

McDonald’s net income has shrunk 17 percent in 2001; it is a very big shocked for McDonald’s.

2, More and more Drive-through customers came out, McDonald’s try their best to increase the speed to meet the heavy users. They developed the “New Tastes Menu” items, to make their categories become richer to attract more people. Many people think about their healthy, so they focused on tasty and nutritious food, they opened its first domestic McCafe, to make the diet rich and funny.

3, Strength: McDonald has good public image; positive corporate image and the high reputation. McDonald opened McCafe which is very interested by consumers to build a new atmosphere. There are many operations in the world and its supply chain is very strong. McDonald has many opportunities to develop outside the United State and it has many advantages about it.

Weakness: three major competitors of McDonald’s in the hamburger segment, Burger King Corp offers a new salad line and a permanent array of value-priced offerings. Hardee’s introduces new items and joining the price-promotion burger wars, selling meal bundles with a discount. Wendy’s International has custom taste comparable to salads offered by casual-dining chains. Less classification will make people just have few choice the dividend rate grow slowly and maybe it will continue slow or decrease.

In my opinion, they should change the management strategy and compare with their competitors learn more from them, develop their own advantage. So they will have a good future.

4, I think McDonald’s should develop a...