The internal systems allow for two things critical to McDonalds -- efficiency and consistency. The McDonalds experience is the same in every restaurant in every country, something that is essential to brand development.
There are few weaknesses at McDonalds. The company does not have a good reputation among certain segments of the market because its food is perceived as being unhealthy. The company has had a few product missteps in trying to explore opportunities in other business -- pizza being one such failure. These weaknesses have not proven to harm the company in the long run but there are times when such instances will have an adverse effect on the company's revenue streams or cost structure.
There remain opportunities for McDonalds. The company sees coffee as an opportunity and is pursuing market share from Starbucks. The company still has room for international expansion as key markets like China and India are still not saturated to the degree that Western markets are. The growth prospects for the company are not tremendous, but there is definitely still room for slow, incremental growth in established markets while pursuing slightly better growth opportunities in markets not yet saturated.
That said, the competition remains a strong threat for McDonalds, especially in the company's non-core businesses like breakfast. McDonalds also faces threat in terms of its public image, and has been the target of a number of campaigns in the past. Additionally, McDonalds may face challenges as a result of economic conditions. Eating out -- even at fast food restaurants -- constitutes discretionary spending. It is known that discretionary spending declines in periods of economic downturn.
Profitability
Currently, McDonalds is a highly profitable company, with...
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