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Environmental factors affecting McDonald's management functions

Executive summary

The purpose of this paper is to discuss environmental factors affecting upon McDonald's management functions. And current strategy the company currently using to tackle these environmental impact. This will be achieved by exploring how McDonald's tackle with all of the external and internal environmental factors. There are mainly three factors that were selected to outline the achievement of McDonald's corporation.

  • The first factor is globalization, which is define as closer contact between different parts of the world, with increasing possibilities of personal exchange, mutual understanding and friendship between world populations.

  • Diversity, the difference among people and cultures, is the second factor discussed in the paper.

  • The final factor is ethics, which can be defined as a set of principles of right conduct. This paper explains how the McDonald Corporations uses the factors to conduct business around the world.

There are many different values to the dollar around the world, many issues that have occurred in many of those regions/websites, and about 120 countries served by McDonald's that rely on the functions of management to succeed.


McDonald's the biggest fast food restaurant in the word established in 1955 in Illinois USA, more than 30,000+ restaurants located in 120 countries worldwide, serving more than 54 million customers per day. In December 2005 Mcdonald's reached a record high of avenue of more than US$21 billion worl wide. With 390,000+ employees, McDonald's now is the largest over the counter food service restaurant in the world. The corporation functions mostly by means of franchisees. McDonalds is one of the many corporations that have successfully used a combination of various marketing strategies to be a globally successful organisation.

Product Line:

McDonalds operates in 3 major categories of food items/ product lines:

  • Snack foods
  • Desserts
  • Beverages

The major product line is of the Snack foods division while Desserts and beverages are relatively more secondary in nature.

Snack Foods:

Snack Foods segment can be segmented into categories on various bases, like vegetarian and non vegeterian.


Desserts offered are Ice Creams and Pies. Variable for division are based on Price and Consumer preference and taste. Most low price item is Soft Serve Ice Cream cones. In medium price range many types of ice creams and varieties of pies.


Three types of beverages are offered namely, Soft drinks, Coffee and tea. Variable for division are based on consumer preference and taste.

Environmental factors got important effects on company's global business platform. As areas like political, social, economical, environmental and economical are sensitive and critical that's way, those must be addressed appropriately for company's success. On the other hand strategy is really important for company because it's a direction and scope of company over the long time.

The environmental factors which are under macro and micro environment, directly or indirectly impacting McDonalds. Currently McDonalds is using lots of strategy which got positive and negative effects on company. MacDonald's should keep the effective and successful strategy and modify or redesign the failure strategy.

This report uses SWOT and Pestle analysis to evaluate the current strategy for McDonalds and outline some strategy that McDonald's currently using.

Discussion of the environmental factors impacting McDonalds, placing emphasis on the key drivers:

As McDonalds is a global company and running businesses most of the countries in the world that's way, this company faces lots of challenges and issues. There is a relation between key drivers and environmental factors because the key drivers for change are environmental factors who have got a high impact on the success or failure of strategy.

a. Customers:

Customers are a major environmental factor for McDonalds. Every day nearly 54 billion customers served by McDonalds. Though McDonald's customers are mainly young generation. That's way, company always conscious about their choice. For this reason, customers demand, their choice, their liking, everything is impacting McDonalds.

b. Product or service:

McDonalds producing their product and they are serving those directly to customers. That's way the factor of product and service is impacting McDonalds. Product quality, product variety, quick and friendly service, every things are important for company. Those got an important impact on McDonalds.

c. Competitor:

McDonald's main competitors are Wendy's, Burger king and Hardees. McDonalds always needed to treat competitors carefully. That's way the factor related with competitor like competitors product quality, service, price competition, market, sales, growth everything impacting McDonalds.

d. Employees:

More than 390,000 employees working in McDonalds. Employees are impacting McDonalds because company is recruiting, training staff for company. And at the same time wages also related with this. It is not uncommon for McDonalds to be the employer of first resort for young people just entering the workforce, older workers desiring extra income, or for those planning on transferring from one corporation to another. So, employee is impacting McDonalds in this way.

e. Technology:

McDonalds is producing their main product that means burger ,salads in their own kitchen, they are cooking all fries ,nuggets and meat patties in their own grill .So, the use of equipment, special control devices, temperature regulators, point-of-sales systems, inventory upkeep, financial information and communications are all linked to different technologies. In this way technology is impacting McDonalds.

f. Political factor:

Different political decision, rules, motives are impacting McDonalds. Different countries might have different political view; they could take different decision about food Company. Specially laws, because government makes laws and this law might be changed at the same time of government changing.

g. Economy:

Economy is important factor which is impacting McDonalds. Company always need to thing about profitability, growth, to expand of company. So, they need to consider countries demand, supply, production, distribution, exchange rate, business cycles, and differential economic growth rates around the world.

h. Environmental factors:

McDonald's is growing day by day by increasing the number of restaurant. The main source of ingredient and packaging is nature. McDonald's has a Rain Forest Policy, which declares its commitment to beef purchasing practices that do not contribute to tropical de-forestation. Everyday McDonalds using a huge amount of napkins, carryout bag, tray lines, clamshells. Oil and water is other major ingredient using in McDonalds. . The continuous and enormous use of natural resources can disturb the balance in the ecosystem. In Europe, McDonald's has been recycling vegetable grease by converting it to fuel for their diesel trucks Now, every body are conscious about environment. So, McDonalds need to careful about environment that, what McDonalds are doing that's environmental friendly.

i. Culture and religion:

McDonalds is doing business worldwide. So, different regions customers got different culture and religion. McDonalds need to think about, cultural and religion rules and tradition. For example, in India, the non-vegetarian menu includes chicken and fish items only. Beef is not on the menu in India because are considered sacred. Like that, in Muslim McDonald's introduced halal meat for burger.

j. Globalization:

As, McDonalds is an international worlwide restaurant company that's why, globalization is effecting McDonalds corporate strategy. McDonalds is trying to expand its business in global market i.e like China. That's why before moving into global market McDonalds need to consider about the region, culture and religion of customers. More over McDonalds need to think food habit and chose of customer of new regions. And the same time regions government rules, law, economy, politics economy, everything is impacting McDonalds to build their business.

k. Law:

Different country got own law which is impacting McDonald's. Health and safety has a distinct impact on the functioning of chains in different countries. For example, all restaurants in the Muslim region are halal-approved, meaning food is prepared and handled according to the tenets of Islamic law.

l. Share holders:

Share holders impacting McDonalds because they invest money on that. That's way, if MacDonald's do good business and if its prospect is good, then price of share will increase and there is a possibility of getting more dividend for shareholder. On the other hand if company needs more money for invest then McDonalds will issue more share in market.

Critical evaluation of current strategies in use:

SO strategies:

  • Expand into Chinese market (increase advertising and restaurant locations)
  • Two decades ago, McDonald's was largely unknown in Beijing. The first McDonald's was in Shenzhen in 1990.And now, by this time McDonald's expanded into China rapidly.

    After home market USA, China is the no 1 growth market for McDonalds. , now, McDonalds got more than 960 restaurants and over 60,000 employees in China. McDonald's is operating in more than 100 cities in China with plans to open 500 stores in next five years. McDonald's is planning to open 125 restaurant this year,150 in 2009 and 150 in 2010 in China. The main reasons of expanding business in China are increase advertising and restaurant location. Company is choosing bustling Commercial Street of the capital city.

  • b. Acquire krispy kreme Corporation:
  • McDonald's is trying to acquire other food company to make it strong. krispy Kreme is one of those ,which operate whole sale doughnut distribution business. It suppose to be help McDonald's to grow more and do more profit but krispy Kreme did not have enough reputation about profit and share value.

    For the quarter ended Oct. 31, 2004 Krispy Kreme reported a net loss of $3 million, or 5 cents a share, versus a profit of $14.5 million, or 23 cents a share, in the year-ago quarter. Income from continuing operations before impairment charges and store closing costs was $2.4 million, or 4 cents a share, below average analyst expectations of 13 cents a share, as reported by Thomson First Call. The company's share price declined 16 percent to $9.64 on Nov. 22, 2004,

    So, its a challenge of McDonald's to deal with krispy Kreme. If McDonald's doesn't handle krispy Kreme carefully company couldn't be benefited

WO Strategies:

  • Menu development(healthy lifestyle Hispanic foods lines):
  • McDonald's is promoting a healthy lifestyle to customers ,that's way they are couching kids in cool sports activities like bike riding, show boarding and playing baseball. From the given case study, we realize that, they put rating 2 for developing a "healthy lifestyle program to attract health conscious consumers, where weight is 15 and weighted score is 0.30.

    McDonalds is also introducing more health-conscious menus such as the fruit and walnut salad and the option to replace fries with fruit in Happy Meals.

    Recently Hispanic population has increased by 14% in U.S. That's way McDonalds always introducing Hispanic menus like Fiesta menu, and lots of chicken menus. And these Hispanic foods are not only popular for Hispanic people but also for general market.

ST Strategies:

  • Increase the number of restaurants located in theme parks Disney & ocean Park:
  • McDonalds not only open their restaurant in general in busy place it also increasing the number of restaurant in theme parks Disney & ocean park .At first McDonalds did struggle to open and do business in Walt Disney ,Disneyland. Company opened its ninth restaurant in Des Plaines, Illinois, in suburban Chicago, Illinois in 1955. And surprisingly the first day revenues were $366.12.kroc. After that company is always trying to build restaurant in all famous and popular theme parks like Disney and Ocean Park.

  • Increase advertising of coffee line in key markets (China. North America):
  • As, in China and North America McDonalds got a big market .That's way McDonalds took strategy of advertising of coffee line in those key market. But in China, there are lots of traditional small coffee shop all over the country, which price is really cheap. On the other hand North America the "land of coffee''. People of this zone are habituated to take nice and fresh coffee with cheap price. So, it's really a challenge for McDonalds to increase coffee sales in those key markets.

WT Strategies:

  • Develop the menu to keep up with competition (Asian and Latin American)
  • Customers got complain against McDonalds about the product variety. From the given case study we saw that McDonalds rating is 3 for product variety where weight is 0.10, and weighted score is 0.30. Where as two competitors Wendy are rating and weighted score 4 and 0.40 and Burger Kings are is 3 and 0.30. So, McDonalds could do product develop by taking new food idea from Asia like lam burger, vegetarian burgers and food ,chicken tikka masala which is really popular for Indian people. As like as Teriyaki Mac from Japan, variants of Filet-O-Fish from China, ice cream with green beans or red beans from Hong Kong. And from Latin America McDonalds could take idea of Roasted beef Burritos, taco recipes, fajitas etc.

  • Redesign the website to make it more user-friendly and o compete better with completion:
  • Customers always complain that McDonalds website is not user friendly .so, McDonalds should redesign their website to make it friendlier. Otherwise they will be failure to compete with other. McDonalds should put all restaurant location, food value nutritional content of their meals, price, new food, all promotional offers, and special menus of week in website.

  • Increase sales promotion and advertising expenditures in key markets:
  • McDonald's has for decades maintained an extensive advertising campaign. In addition to the usual media (television, radio, and newspaper), the company makes significant use of billboards and signage, sponsors sporting events from ranging from Little League to the Olympic Games, and makes coolers of orange drink with their logo available for local events of all kinds. Nonetheless, television has always played a central role in the company's advertising strategy. . McDonald's Europe introduces Fairies and Dragons video game concept include with classic children's Happy Meal. For sales promotion and advertisement McDonald's spend huge money in their key marker. From the given case study, we know that McDonald's rate is 3 for advertising when weight is 0.13and weighted score is 0.39.but its true that McDonald's should choose right media to advertisement and right sales promotion on right product on right time.

    From the above discuss we could easily say that, which strategies McDonalds is using ,those got some drawback ,so McDonalds should modify those strategies and should use right place on right time.


Though, still McDonald's is the largest over the counter quick service food restaurant in the world. After that McDonald's should consider the environmental factors which impacting company. And the strategies which company is using now, those have positive and negative effect on business. The management of McDonald's have to continuously keep an eye on the umbrella activities of the organization, by evaluating what works and what don't to create the organization strategies. In order to implement the strategies effectively and successfully, the upper level management should create a safe environment for reassure, support, changes, and commitment of the organization. It is then recommended that McDonald must make sure that all the strategies are well planned and implemented carefully beforehand, because these changes and strategies will be the deciding for the success or failure of any organization.


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