McDonald’s
Group 4
)
Market Size & Growth
Competitors
Trademarks are property of respective brands
6
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
• 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
McDonalds
Critical Success factors
Weights Rating
0.0 to 1.0
Totals
Burger King
Weighted Score
1 to 4
Rating
Wendy's
Weighted Score
1 to 4
Rating
Weighted Score
1 to 4
Market Share
0.18
4
0.72
3
0.54
2
0.36
Financial Position
0.12
4
0.48
3
0.36
3
0.36
Global Expansion
0.09
4
0.36
3
0.27
2
0.18
Customer Service
0.09
2
0.18
2
0.18
2
0.18
Advertising
0.07
4
0.28
3
0.21
2
0.14
Price Competitiveness
0.07
4
0.28
3
0.21
2
0.14
Product Innovation
0.11
2
0.22
3
0.33
3
0.33
Product Quality
0.1
1
0.1
2
0.2
4
0.4
Customer Satisfaction
0.08
3
0.24
3
0.24
4
0.32
Management
0.09
4
0.36
3
0.27
3
0.27
1
O’Malley, Ouellette, Plourde, & Roy 2009
3.22
2.81
2.68
31
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