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stores than any other chain in the business, spurring McDonald's to open more outlets than rivals. (MARINO, 2005, p. 3), this is one of the reasons why McDonald's had such big market share with only average below performance comparing to its competitors. External Threats and Opportunities Weihrich (1982, p. 56) summarized 'the factors, can either be threats or opportunities, can be grouped into following categories, economic, social and political factors, markets and competition, plus others.' Below applied the facts from McDonald's to those factors: 1. Economic factors The case did not provided too much facts for the whole economy, but from the analysis of the first section that the fast growth rates for fast food industry could be one opportunity for McDonald's, As case mentioned the 'global food-service industry as expected to grow by more than $ 200 billion between 2002 and 2006.' (MARINO, 2005, p. 7). In contrary, the saturating US markets could be the threats to McDonald's 2. Social and Political factors. As Weihrich (1982, p. 56) indicated that ' Social developments also influence the business strategy'. As case indicated that 'health conscious consumers were increasing their demands and a recent lawsuit brought by eight teens against four fast-food chains for causing obesity' (MARINO, 2005, p. 7). So the consumers turn to more healthy food is the threat to McDonald's. 3. Markets and Competition As above analyzed that the competition in fast food industry was very fierce and hence the fierce competition could be one major threat to McDonald's. The case listed major competitors of McDonald's, Comparing to McDonald's Burger King had faster growth rate (17% vs. 4% of McDonald's) but with the weakness that less responsive to the shifts in consumer preference. Wendy's had the reputation more focus on the quality of the food but lack of easily recognized product and international presence. In summary, McDonald's strengths, weaknesses, opportunities and threats are: Strength Weakness · Talent Management· Hamburg University Training Program.· Brand name and distribution channels· Strongest operation in foreign countries.· Real estates operation.· QSC System · Low ranks on customer service and high turnover rates.· Slow service at the drive-through window.· No successful new product. Opportunities Threats · Rapid growth rate of fast food industry in international markets. · Changing preference of consumers to more healthy food.· Strong competition in the fast food industry.本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。