Historical Balance Sheet 12/31/2004-12/31/2012
Assets Liabilities & Owner’s Equity

McDonald’s Historical Income Statement 12/31/2004-12/31/2012

Forecasted Balance Sheet

Forecasted Income Statement

Income Statement Parameters

Income Statement Procedures

Balance Sheet Parameters

Balance Sheet Procedures

Valuation

Free Cash Flow and Valuation Procedures

Sensitivity analysis
Sensitivity Analysis Sensitivity Analysis Procedures

Strengths
•With approximately 34,480 restaurants in 119 countries at the year-end of
2012, McDonalds’s remains’ one of the most recognizable fast food franchise in the world and dominant player in the fast food restaurant.
•Superior supply chain management which allows McDonald’s to manage raw materials prices that results in efficiency and robust profit margins.
•By employing capital in the point of sale of system, multiple order points self via self-order kiosks, hand held devices and side by side drive-thru,
McDonald’s has enhanced the customer experience all while growing guest counts and comparable sales.
•Innovation in product mix such as
Cheddar Bacon Onion premium and
Chickens Sandwiches creates new sources of revenue growth and a higher average check for McDonald’s
Corporation.
•S&P forecasts that the quick service restaurant segment will perform relatively well in 2013 with a revenue increase of 3.0% to $1.79 billion.
Weaknesses
•Economic challenges in the U.S could pressure margins as consumers have less discretionary income to allocate towards food items.
•Highly fragmented and mature, the restaurant industry has many players such as quick-service eating establishments, casual dining fullservice restaurants, self-service cafeterias, 100% home delivery/ takeover providers which could trigger price wars, thus lowering margins.
Opportunities
•Due to rising working population, increased purchasing power and changing lifestyles of China citizens,
McDonald’s is seeking to open over
300 restaurants in China by the end of
2013.
•According to NRN article, the Indian region could contribute $800 million to
McDonald’s operations by 2015.
Threats
•Unexpected vicissitudes in commodity prices could stifle McDonald’s profit margins as raw materials increase .
•The ever-growing obesity problems in the U.S could change consumer perceptions about McDonald’s.
•McDonald’s operating income could be affected if the government imposes policies that raises the minimum wage from its current standing of $7.25.