McDonald’s Group 4 )

Market Size & Growth

Competitors Trademarks are property of respective brands O’Malley, Ouellette, Plourde, & Roy 2009

Competition - Rivals Customer Service McDonald’s is currently ranked last amongst its top competitors in the FFHR subsector. #1 – Burger King #2 – Wendy’s #3 – McDonald’s - Three competitors hold 73% of the FFHR market

Competition - Rivals Wendy’s – 13% Sonic – 6% Jack in the Box – 4% Burger King – 14% Wendy’s – 13% Other strong competitors Sonic – 6% Jack in the Box – 4% Hardee’s – 3% White Castle – 1%

Product Offering’s

Top 3 Products

Franchisees More than 30,000 resturants in more than 119 countries They want to be their own boss Selling a well established, high quality product Excellent training Continuous support Benefit from national marketing carried out by McDonald’s

McDonalds Competitive Profile Matrix Critical Success factors Burger King Wendy's Critical Success factors Weights Rating Weighted Score   0.0 to 1.0 1 to 4 Market Share 0.18 4 0.72 3 0.54 2 0.36 Financial Position 0.12 0.48 Global Expansion 0.09 0.27 Customer Service Advertising 0.07 0.28 0.21 0.14 Price Competitiveness Product Innovation 0.11 0.22 0.33 Product Quality 0.1 1 0.2 0.4 Customer Satisfaction 0.08 0.24 0.32 Management Totals 3.22 2.81 2.68 O’Malley, Ouellette, Plourde, & Roy 2009

McDonald's Operational Success Consistency in the product Operating System concentrated on: Improving the product Developing outstanding supplier relationships Improving Equipment Training and Monitoring Franchises QSCV Quality Service Cleanliness Value