geopractice2

McDonald's began its establishment in HK in 1975. McD's was first opened at Paterson Street, Causeway Bay. Now there are 218 McD's restaurants in HK (Read -  The localization of McD  and  wikianswer ). McDonalds outlet at Hung Hom MTR Station An academic paper entitled "McDonald's in Hong Kong: Consumerism, dietry change, and the rise of a children's culture" written by James L Watson. The paper was published as a chapter (i.e., Chapter 2) of a publication - "Golden Arches East: McDonald's in East Asia". McD's fish-o-fillet and fries (Hung Hom) Read the paper here -  utoronto  and about the book -  here . HK McD website is  here .   Some update: new link for the paper  hkpaper . - - - - -

The McD's swot - threat .... 1. Social changes, government, consumer groups encouraging balanced meals, 5 a day fruits and vegetables. 2. Focus by consumers on nutrition and healthier lifestyles. 3. Competitive pressures on the high street as new entrants offering value and greater product ranges and healthier lifestyles products (eg. subway, supermakets, M&S). 4. Recession or down turn in economy may affect the retailer sales, as household budgets tighten reducing spend and number of visitors. 5. Pressure groups - environmental. McD's wall poster at Tallinn Estonia - - - - -

Among the elements of opportunity to McD; 1. joint venture with retailers (eg. supermarkets). 2. consolidation of retailers likely so better locations for franchisees. 3. respond to social changes- by innovation within healthier lifestyle foods. It moves into hot baguattes and healthier snacks (fruit) has supported its new positioning. 4. Use of CRM, database marketing to more accurately market to its consumer target groups. It could identify likely customers (based on modelling and profiles of shoppers) and prevent brand switching. 5. Strenghten its value proposition and offering to encourage customers who visit coffee shops into McDonalds.   McD's Fish Fillet and fries (bought at Tallinn, Estonia) - - - - -

Weaknesses of McD are as follows; 1. Core product line out of line with the trends towards healthier lifestyles for adults and childrens. Product line heavily focused towards hot food and burgers. 2. Seasonal. 3. Quality issues accross the franchise networks. A McDonald's counter (at Tallinn, Estonia) - - - - -

List follows are swot analysis of McDonalds (taken from -  businessteacher ) Strength 1. has built up huge brand equity, no 1 in terms of sale. 2. good innovation and product development, and continually innovates to retain customers in the business. 3. offers consumers choice, reasonable value and great service. 4. large amounts of investment have gone into supporting its franchise network, 75% of stores are franchises. 5. loyal staff and strong management team. McD's counter (Hung Hom MTR Station, Hong Kong) - - - - -